Leveraging LinkedIn in Your Webinar Marketing Strategy

Published on: | Updated on: | Trisha Miles

LinkedIn is one of the - if not the most - powerful marketing tools for B2B organizations. It’s where your customers are - interacting, engaging, and connecting. This is why it should be the first platform you choose to leverage when promoting a virtual event. 

LinkedIn gives you the ability to put yourself directly in front of your ideal consumer base and pitch them the benefits of your webinar. The popular professional platform is designed to showcase events like these and encourage attendance and participation. 

Read on to discover how LinkedIn can help you promote your webinar through LinkedIn Ads, organic reach, the “Events” module, and more. 

Running LinkedIn Ads for B2B Webinar Promotion 

LinkedIn Ads are a great way to promote your webinar for a variety of reasons:

Targeted Audience Reach

LinkedIn Ads stand out because of their exceptional targeted audience reach. You’re able to create audiences based on key criteria, including industry, job title, seniority, company size, and more - meaning your webinar is being promoted to the right people at the right time. This targeted reach alone makes LinkedIn Ads an effective tool for businesses aiming to connect with specific demographics.

Variety of Ad Formats

Not only does LinkedIn offer more advanced targeting opportunities, but it also allows you to create ads in various formats.

For your webinar, you can create standard display ads with enticing copy and eye-catching graphics. In fact, simply adding the webinar speakers’ headshots to display ads improves conversion rates and adds credibility. You can also incorporate video content about the webinar in your ads to further improve conversion rates. Another option is to “boost” organic posts about the event with your ad budget to expand your reach past your team’s network connections.

Regardless of the ad format you choose, it’s important to A/B test your ad creatives, copy, and calls-to-action to understand what resonates best with your audience and drives conversions.

Professional Networking Environment

No other social platform is specifically designed for professional networking. When people log on to their Instagram or X accounts, they’re not often looking for professional services or development. However, this is what LinkedIn is for. Your target audience is there and willing - they want to hear about your webinar, and if they’re excited about it, they want to share about it as well.

Track Engagement and Analytics

LinkedIn Ads provide comprehensive analytics tools that allow you to follow the success of your campaign. You can access real-time insights into key performance metrics - monitor impressions, clicks, and engagement rates to check whether an ad is effective or not. You can see who is interacting with the ad, allowing you to gauge interest in the event and analyze whether it’s reaching your target audience.1

Furthermore, you’re able to understand which ads are driving registration conversions, allowing you to optimize your campaigns and budget allocation in real-time.

Utilizing LinkedIn for Organic Promotion

Running LinkedIn Ads isn’t the only way to leverage the platform to generate webinar registrants. In fact, there are several organic strategies that should always be incorporated in your webinar marketing strategy.

Firstly, you can create organic posts from your company page, your leadership team’s profiles, and - most importantly - the webinar speakers’ profiles. The posts should be concise, placing emphasis on what attendees can expect to learn and the value they’ll receive. Organic posts allow your content to be seen by multiple audiences and can be shared by participants for an extended reach. There’s no cost to this, and you can be as creative as you like in how you present your webinar and feature the people who will be presenting. Don’t be afraid to show some personality!

Secondly, you should always encourage your internal team to help you increase your organic reach (after all, they should be your biggest brand ambassadors). Ask your team members to create their own posts, share the company’s posts, and invite connections to register for your event.

Finally, and importantly, use LinkedIn’s “Events” module. You can create the event directly from your page and have it up and running in next to no time complete with all the webinar details. Don’t forget to create an eye-catching graphic with speakers’ headshots and tag the speakers in the event. This way, they’re prominently featured, which adds credibility, and it allows them to invite connections to register for the event via LinkedIn Mail. You can also opt to put ad dollars behind the Event, increasing visibility and reach just as you could with organic posts.

For LinkedIn “Events,” it’s critical that you post reminders for all registrants as the event date gets closer to encourage higher attendance rates.

Partner with a Specialist B2B LinkedIn Ads Agency

As an experienced B2B LinkedIn Ads Agency that specializes in dedicated webinar marketing, ProperExpression is well-equipped to leverage LinkedIn (as well as other tools) in your webinar marketing strategy, attracting and engaging your ideal audience. We have a strong reputation and years of experience in the B2B space, making us the perfect partner to help make your webinar a success. Get in touch, and we’ll talk you through our process!


1. https://www.linkedin.com/business/marketing/blog/content-marketing/5-tips-for-tracking-conversions-from-your-linkedin-ads