With all of the social channels available to market your webinar, how do you choose which ones to use? With roughly 2.85 million users, Facebook is the biggest social network worldwide. So it’s likely that at least some of your webinar audience is on Facebook. As such, marketing your webinar on Facebook is a no-brainer, right? Yes, but what if you don’t have a lot of followers? And what are best practices for marketing a webinar on Facebook? In this post, we outline tips for both organic and paid Facebook promotions to ensure maximum webinar marketing success.
Getting Started with Webinar Promotions on Facebook
Your Facebook business page is a good place to start with your organic webinar promotions. If your page is newer, you might not have many followers. Despite a smaller following, you should still post content and market your webinar on your page. Then, after you’ve created your post, share it internally with other employees and ask them to like and share on their personal pages. This will help increase your page and your webinar’s exposure. Be sure to create a fun and shareable post but also include the information people need to register.
Posting to Your Business Page
Facebook is a little different from the other social media channels like LinkedIn and Twitter. Facebook is more casual in tone and, just as the name suggests, is about connecting “friends.” Friends can be acquaintances, new business connections, and anything in between.
How should your Facebook post vary from other channels?
Start with your image.
You’ve likely created an image for your landing page— that’s a good starting point for your post, too. If space allows, consider adding speaker pictures to your image, as it adds a personal element and draws readers in. Also, make sure your image includes the name of your webinar, date, time, and call-to-action button. Often, people only look at the visuals, so making your webinar image a complete content piece will help communicate your message and increase your chances for conversion.
As you’re testing visuals and what performs best for your brand, another option is to use a humorous image. Since Facebook is more casual in tone, we’ve seen some very creative options. Some of the ones floating around the internet:
Of course, humorous images should still be appropriate for your brand voice, and supporting copy will need to provide a transition from the funny to the meat of your presentation. As an example:
“Webinar…Winebar…whatever you call it, you won’t want to miss this event.”
Or “We all hate boring webinars. And that’s why we’ve created a lively discussion on…”
Be creative and test your options!
Keep the tone friendly and light.
As we pointed out with the image examples, Facebook marketing allows for a casual, friendly tone. Have fun with your copy and make it interesting, and don’t forget to include the name, date, and time of your event in your copy too.
Avoid negatives and scare tactics.
While it’s true people are more motivated to avoid a potential loss vs. gain, our suggestion is to stick with the positives on Facebook to market your webinar. Most people are reading Facebook after work and use it for entertainment purposes. If they see your post and it contains language like “this is costing you sales,” or “don’t let this happen to you,” it can be mentally fatiguing to the reader. Focus on the gains and how your webinar solves problems— your message will be received as a welcome relief.
Test asking a question.
Try asking a question for your opening line, such as, “Who doesn’t love an uptick in sales?” The goal is to turn a problem (my sales are down) into a positive (uptick in sales) plus draw in the reader by asking a question. Your supporting copy will then further explain how you’ll help the reader achieve these things by attending your webinar. Test it— you might be surprised by the results!
Include an appropriate call to action.
You should always include a call to action in your post, and match it to the tone of your post. For example, instead of the traditional “register now,” try using softer alternatives like “count me in,” “sign up,” or “save my spot.” Your goal is to sound “perfectly imperfect”— friendly, casual, but always make sure it’s clear to the reader, too.
If you don’t want to worry about the nuances of promoting a webinar on Facebook, or any social media platform for that matter, considering trying Contentware. Contentware uses AI and your registration page to create an entire marketing campaign – unique to your webinar.
Now that you’ve got your organic Facebook post ready, suppose you want to increase your exposure beyond your page following and the networks of your staff? This is when you would consider paid advertising to market your webinar.
Marketing Your Webinar with Facebook Advertising
There are several advantages to boost your promotions and market your webinar with Facebook advertising. These advantages include expanding your exposure and reaching new audience prospects. Facebook has very sophisticated audience targeting capabilities. Facebook’s capabilities range from matching a list you upload, to targeting readers based on demographics and content interests, to reaching members of related Facebook groups and followers of competitive pages. You might try testing all the options to see which works best for you.
Regardless of how you build your audience, Facebook advertising is also very cost-effective. In comparison, Google AdWords can cost $2.75-8.00 per keyword, and LinkedIn is roughly .75/1,000 impressions. Facebook advertising, on the other hand, is .25-$1.50 per 1,000 impressions. You don’t need a huge budget for effective webinar marketing with Facebook ads, but we recommend following a few guidelines.
Choosing Your Ad Format
Facebook offers many in-feed content formats and placements to choose from. These can range from single image ads to video ads, carousel ads, collection ad, right rail, in-feed, plus the option to advertise on Instagram, too. Each has its benefits. Video ads can be a nice change of pace and can be easily produced using a tool like Loom. Carousel ads are nice too but require a user to click or scroll through to see all panes. If you’re seeking ease in getting started, choose the single image ad. Additionally, a Facebook ad study found that static image ads outperformed the other formats in driving unique traffic. Most webinar marketers tend to prefer the in-feed single image or video ads, but of course, you’ll want to test different options to discover what works best for you.
Start with a conservative spend.
All platforms have an algorithm to deliver content to their users. Facebook’s goal is to provide a relevant experience for its members and a positive advertising experience for you. When you first begin advertising, the Facebook algorithms need time to gauge who’s responding to your message. This is so they can adjust who sees your message and when. Subsequently, your ad will get more clicks. When you get more clicks, you spend more. Makes sense, right?
Start with a conservative daily budget to market your webinar on Facebook. Even a small amount of money can make a big difference on this platform. And by small, we’re talking $1-5.00 per day. Facebook will give you an estimated number of impressions based on your audience target criteria, but even $1.00/day can yield thousands of impressions. Of course, the more you spend, the more impressions you’ll get. Although, more isn’t always better. Resist the urge to spend too much too fast. Stick with the $1-5.00 daily budget until Facebook can appropriately tailor its algorithms to market your webinar, and you know how your Facebook advertising is working for you.
Change your ad every week.
Facebook has a lot of members, but users tend to log on several times each day. As a result, your ad is going to be shown to the same person multiple times. Frequency in advertising messages is a good thing, but oversaturation is not. Use Facebook’s analytics to monitor your click-through rates, and if you see them dropping, it’s a good indicator you need to change up your ad creative. For a good rule of thumb, plan to run one ad for a week, then change it up for the next week. Of course, keep some of the visual elements the same, but refresh the copy and even swap out the main image. Sometimes a slight adjustment in your ad angle can prompt a viewer who previously dismissed your message to now take action.
A helpful resource for scheduling your Facebook ads is our social media marketing calendar template, which you can download and modify for your usage.
Follow Facebook best practices guidelines.
Facebook wants you to be successful with your ads, and offers several suggestions to make your ads more effective. Because this is an ad to people who are unfamiliar with your brand, how you structure your ad may be a little different than what you posted on your business page. In our opinion, use a clear and informative post to market your webinar to anew audience.
Facebook’s recommendations for best success:
- Make your ad visual. Facebook strongly recommends less text in your ads for best results. People are drawn to images; Facebook encourages you to make your ad visual and use an image that will draw your reader into the message. This could be the image from your landing page; just be careful it isn’t all text.
- Keep copy brief and focused. Facebook also recommends keeping copy short and concise. In your organic post, you may have been a little more chatty; for paid ads, keep your message focused. Hone in on the main benefit you want to communicate about your webinar and then once the reader clicks through, let the landing page communicate the rest, including the “what you will learn” bullets.
- Preview your ad. Your ad needs to be legible and look great on any device, as Facebook users may be accessing the platform on a desktop, their phone, or another mobile device. Facebook offers an ad preview option, be sure to use it!
Evaluating Your Webinar Marketing Success
Without a doubt, Facebook can be a helpful promotional channel for webinar marketers. Start with webinar promotions on your business page and consider testing paid advertising, too. After your webinar is over, compare your organic Facebook analytics with the results of your paid campaign and see if you can identify any trends. Additionally, review your registration list and see how many came from your Facebook marketing.
Facebook advertising is just like any other marketing— it takes time, testing, and sometimes many iterations to find your optimal formula. Ultimately, your goal is to evaluate your experience and the results that your Facebook efforts produced, so that over time, you know if this is an effective webinar marketing channel for you.
Want more tips on how to effectively market your webinar? Download our free guide, The Ultimate Guide to Webinar Promotions.
Contentware us AI and your landing page to create an entire marketing campaign for your webinar – in minutes. All you do is build the landing page and Contentware does the rest. Want to see it in action? Sign up for a free demo?