If you put massive effort into to creating a pitch-perfect, effective webinar presentation, your work is only half done.

The name of the game is traffic -- getting people to your webinar registration page and then ensuring they sign up for the presentation.

There are several great ways to help generate webinar signups. There's paid traffic, which I'll cover in a future blog post, along with free or "earned" traffic, which we'll explore in this post.

(Note: I say "earned" traffic because you've got to do some work to get those people over to your registration page!)

Content is Currency

Think of "earned" traffic this way: If you were selling cookies, you'd give out tasty (and free!) samples. The same goes for getting people to consume your content. You need to create smaller, bite-size samples of your webinar in the form of blog posts, short videos or images, then use those as "cookies" that lead people over to your webinar registration page.

Below are some thoughts on a few different "earned" traffic methods and channels you can utilize to increase webinar registrations.

Earned Traffic Method #1 - LinkedIn

Getting active on LinkedIn gives you the ability to tap into the world's largest platform for professionals. With 500 million members in 200 countries, LinkedIn is a place you should be spending a ton of time if you're selling a B2B-related product or service.

Best of all, LinkedIn makes it easy to find, engage and connect with your ideal customers in a personalized, 1-on-1 fashion.

If you want to promote your webinar on LinkedIn, you can create and share a blog post on the platform that dives specifically into one tip or strategy you share on your webinar.

After spending 400-600 words with this "cookie", you can invite your audience to consume more of the same type of content (i.e., more cookies) by registering for your free webinar.

It's easy to add a large, visual Call To Action (CTA) at the bottom of your LinkedIn blog posts that redirects readers over to your webinar registration page.

Best of all, because of LinkedIn's powerful internal search engine, you can find and engage with the exact professionals (sorting by job title, industry type, location, etc.) who'd be interested in both your blog post and the webinar itself.

Earned Traffic Methods #2 & #3 - Twitter & Facebook

These days, the noise on Twitter and Facebook is deafening. It rarely works to just throw out a status update offering a free webinar and see scores of signups as a result.

While you can (and should!) do that type of update a few times a week, you also need to go deeper, using Twitter and Facebook to drive traffic to your other "cookies" (blog posts, YouTube videos, etc.) that give people a snack-sized introduction to what you'll be covering on the full webinar.

Remember, when people see the word "Webinar," they automatically think about having to block off 60 minutes (or longer) on their calendar to consume it. It might also be tied to a certain date or time, which can also discourage someone from clicking your "sign up for my webinar!" link.

A "cookie" like a short blog or video, however, is much easier to click on and consume in the mind of your audience. They can get it right here, right now, and it won't involve a ton of time or effort.

That's why sharing "cookies" on Twitter and Facebook works well to slowly step people into your webinar registration funnel.

Earned Traffic Method #4 - YouTube

Did you realize that YouTube is the world's second largest Search Engine, trailing only Google?

Google, by the way, owns YouTube, and as a result integrates YouTube videos directly into Google Search results.

Just like a blog post, you can create a short YouTube video demonstrating a specific concept within your webinar.

More important, you can play the SEO game, reverse-engineering a popular search phrase related to your subject matter and using it as the title of your YouTube video.

Since Google owns YouTube, it will rank and display your video based on the keyword phrases others are typing in related to your topic.

Also, at the end of your short YouTube video, you can insert a CTA that leads to your webinar registration page both directly inside the video (as a clickable link) and in the video description text as well.

Earned Traffic Methods #5 & #6 - Pinterest / Instagram

Visual imagery is just as important as your written content, and you should be using high quality stock imagery in any blog and in any post you use to promote on the networks mentioned in this post.

This is particularly important if you're leveraging Pinterest or Instagram, since both platforms rely on quality imagery. Create a series of images that relate to your webinar topic that are optimized for Pinterest and Instagram.

You can also share real-life, behind-the-scenes shots of yourself in the office preparing for your webinar.

One of my most popular images I've ever shared was a photo of when my dog hopped into my chair right before I was going live with a webinar.

Not only was it a fun photo to share on those networks, but it was also a great excuse to mention my upcoming webinar and link to the registration page.

Take advantage of the visual side of Pinterest and Instagram to share images that either relate to your webinar's subject matter or convey some fun and authentic personal branding of who you are.

Start Earning Your Attendees!

It takes some legwork to get it right, but in the end you'll earn the trust of your audience as you demonstrate your expertise, rather than just claiming it. This formula will help move your audience along into wanting to hear more from you, and you will be ready with an amazing webinar to offer once they do!

Stay tuned for more posts coming up on how to drive traffic to your webinar. Next I will focus on 4 more free ways to drive traffic to your registration page, and then we'll cover how to utilize (and understand) paid traffic as well.