Promoting Webinars with LinkedIn Ads (That Fill Fast)
How to get registrations and ensure people show up
Webinars are powerful for B2B. But empty seats waste effort. Here's how to fill them and get attendance.
Webinar timeline:
4 weeks out: Announce and early bird promotion
2-3 weeks out: Main promotional push
1 week out: Final push and urgency
Day before: Reminder campaigns
Day of: Last-minute reminders
Post-webinar: Recording promotion
Pre-webinar campaigns:
Awareness - Topic and speaker announcement
Registration - Direct signup push
Reminders - Keep registrants engaged
Attendance push - Day-of reminders
Ad messaging for webinars:
Focus on what attendees will learn
Highlight speaker credibility
Create FOMO with limited spots or exclusive access
Show social proof (past attendance, testimonials)
Make value crystal clear
Landing page essentials:
Clear headline with benefit
Speaker bios with credibility
What attendees will learn (bullets)
Social proof from past events
Simple registration form
Date, time, and duration clear
Targeting for webinars:
Job titles likely to care
Industries that face the problem
People who attended past events
Retarget engaged audiences
Lookalike from past attendees
Budget allocation:
80% to registration push
20% to reminder campaigns
Invest in quality registrants
Don't just optimize for volume
Increasing registration rates:
Test different value propositions
Try various formats (live vs. on-demand)
Offer incentives (resources, recordings)
Partner with co-hosts for reach
Create urgency (limited spots)
Improving show-up rates:
Multiple reminder emails
LinkedIn reminder ads to registrants
Personal emails from speakers
Share agenda or preview content
Make joining easy (one-click)
