The brief
The facts of the webinar, and who should invite whom.
Sample brief
Campaign title
Webinar: [Title] on [date]
Brief
On [date] at [time and time zone], we're running a 40-minute webinar: [Title]. [Speaker's role] will show how [customer type] [solve a problem], with a live demo of [feature] and 15 minutes of questions. Registration: [link].
We want registrations from people who'd use this, not a big number. Invite the people in your own network the topic fits: the speaker on what they'll show, sales on the customer questions behind it, product on what's in the demo. Post once in the week before; a reminder the day before is welcome.
Three posts from that brief
Three invitations, each to a different crowd. Replace the words in [brackets].
On [date] I'm walking through how [customer type] [solve a problem], step by step, with the real setup on screen.
It's 40 minutes: 25 of demo, 15 of your questions. No slides about our company history, I promise.
You'll leave with [one concrete takeaway, for example a checklist you can use the same afternoon].
If [problem] is on your list this quarter, bring your toughest question. Registration: [link]
The question I hear most on calls right now: "[customer question]?"
Short answer: it depends on [factor]. Long answer: our [speaker's role] is showing it live on [date], including the part most teams get wrong.
If you've asked me this, this one is for you: [link]
Behind the scenes for [date]: we're demoing [feature] on a real account, not a sandbox. It took us [time] to build, and it's the thing I'd most like your feedback on.
Bring questions, or bring complaints. Both make the product better. [link]
The company Page post
The essentials, so anyone who clicks through from a colleague's post finds them.
Live on [date] at [time and time zone]: [Title]. 40 minutes, a real demo of [feature], and your questions answered. For [customer type] working on [problem]. Register here: [link] 📅
Timing and tagging
- Invite, remind, recap. Invitations 7 to 10 days before, one reminder the day before, and a recap or replay link within two days after.
- Tag the speakers. Mention them in the invitations so they're notified and can share them: LinkedIn notifies the members you mention, by email and in the app (LinkedIn Help: Mention people in your posts).
- One invitation per person. Each colleague invites the people their own work touches. Ten copies of the same invitation reach fewer people than three different ones.
- After the webinar, share one takeaway. A single useful idea from the session, with the replay link, works better than a thank-you post.
FAQ
How do I promote a webinar on LinkedIn?
Post from the company Page, then ask the speaker and two or three colleagues to invite their own networks, each with their own angle. Say who it's for, what they'll leave with, the date and time with the time zone, and the registration link.
When should I post about a webinar?
About a week before, again the day before, and once after with the replay. That's three moments, not three posts from every person.
Should every speaker post about the webinar?
Yes, if they're willing: their network knows them, not your company. Tag them in the company post so they can share it with their own words.
What should I post after a webinar?
One takeaway from the session, the replay link, and thanks to the speakers by name if they agree. If the questions were good, a short answer to the best one makes a strong follow-up post.
More templates: LinkedIn post templates for teams. New to the idea? What employee advocacy is, for a small team.