LinkedIn is often overlooked as a great way to promote your event. In this article, the guys at Evnte.ch highlight how you can use LinkedIn as a tool to improve your event marketing strategy:
How to work with industry influencers, conference speakers and staff to publish up-to-date information about your events and put your event up front and centre. With more than 675 million active monthly users, it’s no wonder LinkedIn is the leading B2B marketing channel.
By now, you probably know that many companies choose Facebook to advertise, but LinkedIn is a better tool to target your audience when it comes to event marketing. LinkedIn has a lot to offer. You can use it to position your company, share business knowledge and help others find solutions to their problems with LinkedIn Answers.
You can create a company page, conduct a LinkedIn survey, participate in relevant groups or even use your personal profile to promote your event and add a call-to-action message directly to your LinkedIn profile. If you’re running a business event, LinkedIn is a great place to start, and it can help you build a broader professional network and build new connections. It’s a business-oriented social network, so start your marketing efforts by creating a strong presence and profile for your business.
1 - LinkedIn profiles
Let’s start with the obvious: LinkedIn lets users reach their professional connections by posting brief status updates, like Twitter and Facebook. This is the easiest and most basic way to get your event out there.
Why not: ask your attendees to share a post when registering online to your event to reach a wider range of professionals.
2 - LinkedIn Pages
Share your company status to share the news about your event. Reach LinkedIn users who are part of your corporate pages or groups and let your current followers, such as previous participants, exhibitors, speakers and staff share that same post.
You can also pin the update to the top of your company page and encourage others to like and comment on it. Be creative — The more engagement you get, the more the post organic reach will grow. Unlike Facebook, where organic reach is declining sharply, you don’t have to spend money on advertising to reach a large audience on LinkedIn.
3 - LinkedIn’s Sponsored Content
Promote your post using LinkedIn’s ‘Sponsored Content’ feature and advertise to your target audience. This paid service allows you to target status updates to a specific group of people, such as employees of a particular organisation, past attendees or event sponsors.
Remember that LinkedIn advertising is very targeted. So, while your post may not achieve the reach or engagement you might see on Facebook Advertising, LinkedIn marketing offers higher qualified-leads* engagement.
4 - Lookalike Audience
Why not use LinkedIn Lookalike Audience to increase ticket sales? Just download your current and past attendee lists, and LinkedIn will advertise to similar profiles. This gives B2B marketers a powerful tool to help them target and advertise to a similar audience. It makes LinkedIn one of the most important platforms for finding new leads and building relationships.
5 - LinkedIn Events Tool
The LinkedIn events tool is one of the latest applications to be revamped. Millions of members are increasingly using the tool to sign up for local and industry-specific events. To stand out from the crowd, focus your promotional efforts on your core audience, and be creative!
The event tool is an effective way to increase participation and engagement at your next event.
6 - Direct Messaging
With LinkedIn’s InMail feature, a compelling subject line and highly targeted message will up your chances of reaching well over 30 million companies that are active on LinkedIn. Take time to focus on what your core message is and what will attract your audience, in the most succinct way.
With LinkedIn Premium, you can send InMail messages to people who are not your direct contacts, which substantially extends your potential networking reach.
You can also send a free direct message to up to 50 of your first-tier connections at once. Just make sure it’s relevant to them and don’t overdo it.
Save your messages for ‘top targets’ – those few key people you definitely want to show up to your event, especially those who will bring their colleagues and industry friends).
Ask your participants on LinkedIn to promote your event through direct messaging by offering them an incentive to do so: Don’t be shy to offer something extra to the people who will make your event a success.
7 - Linkedin Groups
LinkedIn groups tend not to be the most effective. If the group has a compelling enough subject, it could work for you. Most people do not engage much as there are too many spam messages. People often forget that they have joined them.
A better alternative is to focus on growing the followers on your business page. The organic reach is higher and engagement is more meaningful.
Joining a relevant group in your industry and posting relevant, valuable and timely information can also work better. Don’t waste precious time and advertising dollars in promoting a group that will barely bring you any value in the long term.
Use These Tools to Their Full Potential!
Sometimes promoting your event and creating interest may be as simple as having your event re-transmitted live on LinkedIn.
By having a virtual event alongside your live one, you generate plenty of brand ‘buzz’ and create that FOMO feel. Non-attendees will realise the value you bring and all the opportunities they could have had if they had been present at your event. What did they miss? Opportunities for networking with other attendees, making connections with industry leaders, industry-related workshops, and so on. They won’t make the same mistake twice.
Take advantage of the novelty factor — very few events are currently using hybrid platforms as tools for event promotion. Going live on LinkedIn and other social networks can increase engagement and ticket sales, attract new event sponsors, and reinforce the message of your event.
With on-again-off-again lockdowns making event attendance a risky uncertainty for event organizers in the near future, it’s a great time to improve hybrid experiences at your event.