For companies in the B2B space, webinars are a crucial element of the customer journey. A recent report by ClickMeeting, titled “State of Webinars 2018,” indicates that 76% of B2B buyers participate in webinars to inform their purchasing decisions.

Webinars are a powerful video marketing tool, whether your goal is to showcase your products and services or to provide valuable information to your audience. This form of content is experiencing a surge in popularity among both marketers and their target viewers. The buzz around video marketing is driven by several factors. Firstly, it has the power to elicit emotions, and people are naturally drawn to sharing content that resonates with them on an emotional level. Secondly, video content is inherently more engaging than plain text. People are more likely to invest their time in watching a video compared to reading a blog post. Lastly, and perhaps most crucially, video delivers a strong increases your return on investment and effectively boosts conversion rates. However, the effectiveness of your webinars hinges on the quality of your promotional ads. Without compelling ad creatives, targeted messaging, and impactful visuals, your campaign might not gain traction, leading to wasted ad spend and low webinar registrations. Although webinars can be deployed at the top of the sales funnel, experts generally agree that they yield the best results in the middle of the funnel. At this stage, prospects have some familiarity with your brand and are more receptive to investing their attention in your presentation. This is where Facebook’s advertising platform, with its advanced targeting capabilities, proves invaluable in driving registrations to your chosen webinar platform. Here’s a breakdown of how to leverage Facebook Ads effectively for promoting your upcoming webinar.

1. Prioritize Lead Capture Ads

Instead of directing users to a landing page, consider using Facebook Lead Ads. This approach minimizes friction by allowing users to subscribe to your email list directly within the Facebook app. For added convenience, you can set up Zapier, enabling automated confirmation emails, integration with your CRM software, and more. By simplifying the process for users, you can achieve higher conversion rates. Furthermore, automating backend tasks saves time for your business and minimizes the potential for errors. Here’s how to set up a Lead Capture Ad in your Facebook Ads account:

1. Click “Create.”
2. Choose either “Quick Creation” or “Guided Creation.” (These instructions will guide you through the “Guided Creation” process.)
3. Select the “Lead Generation” objective.

4. In the “Page” section, add your Page. Click “View Terms” and then select “I Agree to Terms and Conditions.”
5. Define your target audience, placements, budget, and schedule. Keep in mind that this ad type cannot target individuals under 18 years old.
6. Click “Continue.” Name your ad and, if you wish to link it to your Instagram account, select the corresponding page.
7. Choose your desired ad format and add images or a video to your ad. Then, fill in the headline and text fields and incorporate a Call to Action button.
8. If you utilize a Facebook pixel for tracking audience engagement, click “Show Advanced options” to include it.
9. In the “Lead Form” section, click “+ New Form” to generate a new lead form. You also have the option to select a previously created form or click “Duplicate” to modify an existing one.

10. Customize your form by selecting the desired data points, adding relevant questions, and structuring the information you wish to collect.
11. Click “Privacy Policy” and provide the URL to your website’s privacy policy. You can also include an optional custom disclaimer if needed.
12. Click “Thank You Screen” to design a customized screen that keeps your leads engaged after they complete the form submission.
13. Utilize the arrows located at the bottom of your “Form Preview” to ensure your form appears as intended. Click “Finish” to finalize the form or “Save” to store your progress for later modifications.
14. If you want to integrate your CRM, navigate back to “Publishing Tools” and select your CRM in the “Leads Setup” section. Although HubSpot’s free CRM isn’t currently among the natively directly supported by Facebook Ads tools, you can achieve playing nicely together between the two platforms using Zapier.
15. Once your ad is ready for publishing, click “Place Order.”

2. Leverage Custom Audiences

Utilize Facebook’s custom audiences feature to target individuals who’ve registered for your previous webinars, as they represent a high-intent, mid-funnel audience segment. Focus on those who have purchased specific products or visited particular combinations of pages on your website. You can also enhance customer retention by providing existing customers with valuable tips related to product use cases. This approach optimizes your ad budget by concentrating on individuals who have already interacted with your brand—those nearing conversion or likely to make repeat purchases. The Facebook Pixel can be instrumental in building your custom audience. For instance, if you want to target “people who visited specific web pages,” simply go to the “Audiences” tab in the Ads Manager, select “Create Audience,” followed by “Custom Audience,” and then utilize the dropdown menu to configure the rest.

Alternatively, you can follow these steps to create a custom audience based on data from your CRM or other customer data platforms:

1. Compile a list of either email addresses or phone numbers using your customer data.
2. Save this list in either CSV or TXT format.
3. Navigate to Ads Manager and click on the “Audiences” tab.
4. Select “Create Audience” > “Custom Audience” > Customer List.

5. Upload the file. Facebook will process the information and generate your audience within approximately 30 minutes, matching accounts to the data you’ve provided. If you aim to connect with individuals who have visited your website without providing their contact information, ensure that you have the Facebook pixel installed on your website.

3. Explore Facebook Messenger Ads

Facebook Messenger Ads provide unparalleled dynamic personalization capabilities, exceeding other ad formats. These ads benefit from a less cluttered screen and allow for a more conversational and informal tone, fostering stronger connections with potential customers. These factors are particularly advantageous for targeting the middle of the funnel, where most webinar efforts are focused. Facebook offers three distinct types of Messenger Ads: Destination Ads, Sponsored Messages, and Home Section Ads.

• Destination Ads, displayed in users’ newsfeeds, offer them the option to send you a message, directing them to a message thread with your page instead of a traditional landing page focused on immediate purchases.
• Sponsored Messages allow you to deliver messages directly to users’ inboxes. This is an excellent opportunity to offer exclusive discounts on future purchases to individuals who have registered for your past webinars or to invite previous customers to benefit from limited-time offers, such as buy-one-get-one deals.
• Home Section Ads appear in the home section of a user’s Messenger, where their conversation list is located. These ads aim to initiate a more natural and conversational interaction with your customer, treating them as individuals rather than just entries on a list. This personalized approach allows you to tailor customer service and enhance the overall experience for each user, strengthening customer relationships. To create a Messenger Ad within your Facebook Ads account, follow these steps:

1. Click “Create Ad.”
2. Choose the “Messages” objective.

3. In the “Messages” section, select the desired ad type from the dropdown menu, and then choose the Facebook Page you wish to associate with your campaign.
4. When you select the Sponsored Message option, a custom audience will be automatically generated based on individuals who have previously interacted with your page through Messenger.
5. Under Placements, choose either “Automatic Placements” or customize your desired manual parameters. Click “Turn On” when prompted.
6. Set your budget and schedule, then click “Continue.”
7. Select either “Image & Text” or “Text Only.”
8. Choose a suitable “Call to Action.”
9. Click “Review Order” to double-check for any errors.
10. Finally, click “Place Order.”

Combining the Power of Facebook Ads and Webinars

Facebook’s Ads platform offers a range of tools to effectively reach individuals interested in your webinars. Utilizing lead generation ads, messenger ads, custom audiences, and engaging teaser videos can significantly enhance the return on your advertising investment. When designing campaigns, prioritize A/B testing different ad variations to identify what resonates best with your audience and yields the highest conversion rates. Ensure that your messaging communicates value effectively, incorporate a strong call to action, and you’ll be well-positioned to generate extensive registration lists comprising qualified and engaged attendees.