Author name: Nina Petrov

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Over the past two years, we have adapted to the virtual world far more and way faster than we could have anticipated. Online events, shows, classes, and webinars have become a part of our everyday lives. Moreover, the trend of social media being the supreme source of finding information and learning new things has opened various possibilities for the professional and personal development of each and every one of us. [playht_player width=”100%” height=”175″ voice=”Mark”] This is why social media marketing is a common choice for many businesses to speak up about their vision, their brand, and their services. Sharing insights about your webinar to social media channels has a lot of potential, from a content point of view. You can share snippets, reels, gifs, infographics, and many other engaging content samples with your target group.​​ In this article, we will discuss how to run promotion for a successful webinar, and how to create a social media marketing campaign that will help you reach your audience. So, let’s get down to business. What is a Successful Webinar What makes a successful webinar is not only the content you produce, but ultimately the impact it has on your target audience. A great webinar is one that inspires audience engagement and interactions with the topic. Webinars are often made by individuals or companies as one asset to their collection of products or services. It is a great way to offer value to the audience, and bring them one step closer to becoming your customers. By creating a webinar, you are creating another way for your target group to communicate with you and get to know you better. Finally, it is a way of building a community around your business and increasing loyalty toward your brand. Platforms For Hosting a Webinar When creating a webinar, an important aspect to think about is the practical solution to how you will execute it. Choosing the best webinar platform means finding software that offers exactly what you need to achieve the best experience for the viewers. Of course, there are many available solutions out there, and some of them might come a bit pricey. If you didn’t plan on spending too much on the tech, that is absolutely okay. You can still produce awesome quality because the essence of your webinar is not the resolution of the video, but the key message you have to share. Step by Step Guide to Promoting a Webinar on Social Media Promoting a webinar on social media is more than just creating advertising campaigns on Meta. It is about putting together a kick-ass social media content strategy, and impressing your audience by inviting them to join your events. These are the most important aspects of your strategy you should have in mind before you get started: The ultimate aim of your campaign – is to bring viewers to your webinar, convert them into your customers, and build a community around your idea. Who you are speaking to – be precise with your user persona. This does include not only demographics but also specific things such as their professional and personal interests. What kind of resources do you have to pull it off – how many people are on your team, how much time can you dedicate to it, and, of course, what is your total budget. Branding of your campaign – are you creating the campaign based on your company’s brand, or are you creating a new brand for your webinar. Where is your content going to be distributed – which social media platform attracts your target group, how many social media will you expand on, and how long is your campaign going to last. Testing – very few campaigns start off as a great success. Use analytical tools to learn how your campaign is performing, and improve it with every next iteration. Now, let’s see how you can create a social media campaign to promote your webinar, step by step. Step 1 – Define Target Audience Before you start creating content and launch your campaign, the first step is always to identify your target audience. When making a social media campaign, a careful definition of the audience can save you time and money. Some inexperienced marketers create social media campaigns for all possible channels at once. Clearly, the audience on TikTok and Twitter is significantly different, and thus at least one of them is a poor choice for their promotional ads. In social media channels, the demographics of the users are quite specific. More noticeable than most, age gaps between two channels can be decades. Also, B2B marketing is targeting a whole different audience than B2C, and for this type of campaign, you will probably want to choose LinkedIn or a similar professional network. Step 2 – Create Branded Social Media Pages Once you have determined who your main target groups are, it is time to create an awesome brand that will resonate with them. At the core of any good brand are the essential values you are building your business upon. A brand is more than just a logo – it is about the way you are presenting who you are, what your mission is, and the way you communicate to your audience. The visual representation of your brand should be aligned with the language you use in your copy, and the vibe you wish to transfer to everyone who comes across your logo. ​​ First of all, you need an active personal or business social media page. If your webinar is a product on its own, and not a part of your business campaign, setting up social media accounts for the webinar itself can be a good decision. A strong brand is the pillar of any successful content marketing, and this includes content you create for social media. Each profile you or your company have must be consistent with your brand image and brand voice. This goes for every type of content you create. When completing this

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