Facebook is a huge platform. And with its 2 billion users it’s a great place to promote webinars.
There’s two main ways to do it: You can either pay to play or go the organic route (aka free promotion).
Both have their time and place. Let’s talk about when and how…
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The Tortoise and the Hair
Comparing organic social media promotion to paid advertising is like the tortoise and the hair.
Organic social media can get you some traction and some sales, but it takes time.
Especially depending on what method you go with.
Paid social advertising can get you sales fast.
The only challenge is you have to be profitable enough to pay for the ad costs.
And normally that means becoming an expert in the process.
Organic will give you validation of your webinar so that you know people want what you have to offer and are willing to pay for it.
Paid will give you speed and scale so that you can get your webinar in front of as many people as possible, generate sales and grow your business.
How To Promote Your Webinar on Facebook Organically
I’ve talked in other articles of mine about getting started selling from webinars how your first couple of sales can be a hustle.
When I sold my first course from a webinar I had around 20 people show up and 3 bought because we had been engaging personally on social media.
They were in my Facebook group, they knew I had a new product coming out and they were waiting to see it.
By promoting it organically on my Facebook Business Page, my personal page, and through Facebook group I was able to get people to register for my webinar and get real market feedback on the content I was teaching and the offer I made at the end.
This way I had validation that the content was solid and the offer converted before getting into paid advertising.
Facebook Business Page
Your Facebook business page is a good place to post about your webinar to your fan base.
People are already engaged with your page because they know you and like your content.
The big problem is that your facebook page has no organic reach.
So most likely no one will see it.
It’s worth posting on your page, but if you don’t already have really engaged people following your page you’re unlikely to get many sign ups.
Doing a Facebook Live to promote your upcoming webinar is a good way to get some extra reach with your business page.
Your Personal Page
If you’re well connected with people who are interested in what you do for work and what you offer, your personal Facebook page has way more reach than a business page.
You can promote your webinar there.
A lot of people use their personal page for work stuff, so if that’s you and your friends don’t mind then you could be able to get some people interested.
The challenge will be if you never promoted your work stuff on your personal page.
If people aren’t used to seeing it and aren’t anticipating your webinar launch they probably aren’t going to jump on to sign up after just one post.
Facebook Groups
Facebook groups are great places to connect with people who could be interested in what you have to offer.
Most Facebook groups are really active with people who are looking for solutions around highly specific topics.
Depending on what market you are in, some groups might be open to you promoting your webinar in the group.
The challenge is that most groups are no-self promotion. Especially when it comes to business related topics.
The person who owns the group built it to promote their stuff, not yours.
The way to get around this is to make friends with the admins and get permission to add value to the group and then promote your content.
Otherwise you’ll just have to start your own group.
The best part about organic marketing with Facebook pages and groups is that it’s free.
The biggest challenge with organic marketing is that it’s a hustle and it’s not always as fast as you want it to be.
That’s why as soon as you have some validation for your webinar you want to pay to go straight to the front of the line.
Promoting Your Webinar with Facebook and Instagram Ads
Facebook and Instagram ads are hands down the best way to promote your webinar on Facebook.
I’ve personally used facebook ads to promote webinars that have done millions of dollars in sales.
It’s amazing what those two can do together when you use them together.
The best part is that it can be done at scale.
The challenge that people face is they try to promote their webinar with facebook ads before it’s converting.
They spend thousands of dollars on ads and get nothing in return, not because Facebook ads don’t work, but because their webinar doesn’t convert.
At my facebook ads agency we have a system on scaling webinars with Facebook ads, but you do have to make sure it’s converting first.
The key thing to understand is that if your webinar isn’t converting yet, you’re not ready to scale it with ads.
Once it’s converting, then you’re ready to pour some gasoline on that fire.
I have a detailed step-by-step breakdown on how to run facebook ads to a webinar here if you want to see exactly how we do it.
Wrapping It Up
I broke down the two ways for you to promote your webinar on Facebook, organic and paid.
When you’re first getting started, saving some money and promoting your webinar organically might be a good choice to get proof of concept and make sure people want what you have to offer.
But once you know your webinar is converting and people want what you have to offer, it’s time to promote it with ads on Facebook and Instagram.
If you have any questions on either, drop it in the comments below.
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