Mobile Marketing Strategies for Webinars

Me: “Turn the webinar into a problem.” LinkedIn: “Interesting. Me💞” HubSpot: “Okay, but does it actually work?” Also HubSpot (yesterday): “Yeah, it does.” Most webinar promos are painfully predictable. “Join us for this exclusive live event!” “Can’t-miss insights!” “Reserve your spot now!” Cool. I’ll definitely forget about that immediately. So we flipped the script. Instead of announcing a webinar, we made the topic the hook: 👉 "8 out of 10 prospects don’t trust your marketing." No dates. No sign-ups. No “limited seats available” nonsense. Just a real problem that made people stop scrolling. And LinkedIn? It noticed. 351 impressions 198 members reached 82 video views 140 minutes total watch time Then HubSpot came knocking: “Alright, show us how you did that.” And yesterday, they covered it on their site. Here’s the formula they featured: 1️⃣ Make the topic bigger than the webinar. → Nobody wants to attend your event. They do want answers to their problems. Start there. 2️⃣ Build curiosity before the pitch. → Instead of dropping a registration link and praying, we shared teaser clips, ran polls, and asked people what they wanted answered. 3️⃣ Don’t let the webinar die. → Most webinars get abandoned once the live session ends. We turned ours into a resource—repurposing the key moments into posts, clips, and templates people actually used. The result? More engagement, more sign-ups, and a feature in HubSpot. So yeah—stop announcing and start starting conversations. What’s your best move for getting people to actually show up? Let’s swap ideas. 🤺 I’m Peter Murphy Lewis—fractional CMO, content strategist, and the guy who helps businesses turn marketing into revenue (not just noise). Some of my experiments flop. Others get featured in HubSpot. Either way, I’ll always share what works. #MarketingStrategy #WebinarGrowth #LinkedInMarketing

The old model of webinar promotion is BROKEN. Company leadership decides they want to run a generic webinar with product updates that nobody care about—outside of their core users. The content team then gets tasked with ‘driving signups’ to this event. And then we end up with a handful of half-baked promotional posts with corporate-looking graphics that grace the LinkedIn timeline. It’s sterile. It’s counter to what works on social platforms. It’s just ineffective. Then Troy from sales is breathing down your neck asking your Content Lead, “Why didn’t we drive more leads from the webinar?” Well, Troy: (1) You gave the content team a 13-hour heads up. (2) The topic of the webinar appeals *only* to power users of the product. A cold audience doesn’t care about product updates unless you're leading a technological revolution like ChatGPT or Perplexity or something like that. (3) The social team was badgered into including tracking links in every social post that hits the timeline—the algorithm looooves that Shall I continue? Instead, how about this formula? (1) Engineer the topic of the webinar with social in mind. Less product updates. More valuable content that is relevant to your ICP. (2) Use social-native content to distribute the event. Stop with the link blasting. It works sometimes. But most of the time you should be using formats that the platforms favor. X threads. LinkedIn carousels. You get the point. (3) Tap into influencers in your niche as guests for the event if possible. You can reach new prospects in their audience and leverage them as a distribution channel. (4) Be mindful of design. It matters more than you think. (5) Provide assets and copy to the influencers you are working with to decrease friction to post. Don’t make them write their own copy. They’re busy. Engineer webinars with organic social in mind—both the topic itself AND the assets you’ll use for distribution. What do you think of this? PS: I’m diving into this in more depth in today’s edition of Social Files, with an example I loved. If you want to read the Modern Webinar Playbook for SaaS companies—head over to the link in my bio and sign up for Social Files.

Here's how most people promote webinars 👇 1.) Send out an email to your email list 2.) Promote via paid social (LI and FB) 3.) Run the webinar 4.) Send out the webinar to your email list 5.) Put webinar on your website and gate This is where your content goes to 💀⚰️ Then you go back to the team and start brainstorming ideas for the next piece of content. When the reality is: 1.) 90% + of your ICP didn't even see the webinar 2.) It probably is still relevant months after you promoted it 3.) Many people won't ever take the time to watch the whole webinar Here's how you extend reach, increase consumption, and drive more registrants post webinar. 1.) Use Descript AI to identify 3-5 short clips from the webinar 2.) Use Descript or LLM to write some quick post text 3.) Add captions, but keep branding light, don't start with 5 sec brand logo 4.) Go to channel where you ICP hangs out and post there organically 5.) Then promote via paid directly to your ICP We did this with another SaaS brand and were were able to get 11,497 people to watch 100% of one of the clips for around $3k. Pre-webinar launch, they only had 67 registrants and 27 people live. Post-webinar launch, 11.4k people saw a portion of it and almost 100 more registered for on-demand webinar. For this brand, webinar attendance was a big part of the buying journey as many that requested demo had previously attended a webinar. You worked hard on creating content for the webinar, don't forget to continue distributing even after the event has ended. Ensure you have a budget for promotion and REDISTRIBUTION.