LinkedIn is the go-to platform if you want to market to professionals. After running campaigns on LinkedIn, advertisers have seen a 33% increase in purchase intent and a 50% increase in conversion rates.
As the stats show, this platform is ideal for all forms of B2B marketing, despite the product or target audience.
- What is the LinkedIn Events feature?
- Why use LinkedIn Events?
- How do LinkedIn Event ad campaigns work?
- How to create a LinkedIn Event: A step-by-step guide
- How to promote an event on LinkedIn?
- How to monetize LinkedIn Events?
The platform recently introduced the LinkedIn Events feature which helps organizations and individuals to create or attend events. While providing an engaging event experience, it also helps to gain maximum reach and collect leads from your target audience.
In this article, we’ll discuss how to nurture a brand or generate demand with your events, and leverage LinkedIn Events as a marketer. Additionally, we’ll also review some integrations to automate your lead management on LinkedIn, such as:
What is the LinkedIn Events feature?
This feature offers an easy way to create and join professional events, like meetups, online workshops, seminars, etc. LinkedIn members can use it to find and join communities, grow their businesses, network with others, and learn new skills.
In short, this feature allows you to promote your event to a target audience through an event ad campaign.
Why use LinkedIn Events?
LinkedIn Events enable organizations to build and nurture relationships with target audiences. It’s an epicenter where you can build interest and awareness leading up to your event, nurture conversation during your event, and foster a lasting community afterward.
- Host events in a trusted space
LinkedIn is a platform your audiences know and rely on. So using it helps drive awareness and collect valuable attendee information through native registration forms.
- Attract the right audience
This is all about organic discovery and sharing qualities. Added to paid advertising options, you will have no difficulties with targeting just the right audience.
- Keep the conversation with your audience
This tool helps you communicate with your audience and keep them engaged before, during, and after the event.
- It’s free to create
It is free to create and use for just about anyone who is eligible.
- LinkedIn offers a professionals-only environment
These Events are effective and result-driven. This is because we are using it to send out event notifications on the biggest social network for professionals.
- Lead engagement and nurturing
This feature lets you engage and promote an event before, during, and after your event.
- It’s easier to prove Event ROI on LinkedIn
LinkedIn delivers Event analytics and a view of event performance, which marketers can use to measure the monetizable outcome of their events.
How do LinkedIn Event ad campaigns work?
To create successful LinkedIn Events ads, you need first understand the type of the event you will be running on the platform. There are three approaches to creating a successful LinkedIn event, depending on your goals and audience:
Events with registration
Registration is required when you want to capture the names and email addresses of all event attendees and meet the regulations of GDPR while doing so.
This is ideal for events such as Webinars, conference sessions, recruiting events, and other targeted audience events. This kind of event can be found through search or is shown through sponsored content. As the name indicates, members are required to submit names and emails to gain access to the event or its recording later on.
Events with no registration
This approach is great for creating brand awareness, and can be used for brand events, community events, conference keynotes, thought leadership seminars, etc. LinkedIn allows your event to be discoverable on LinkedIn via search, My Network tab, Events tab, and the feed. Who can attend? Just about anyone who clicks “Attend,” without having to submit their info! However, the event content is shown only to those who’ve expressed that they are “attending” beforehand.
For building a community with a targeted audience, private events are the best choice. They are recommended for executive roundtables and customer events. Unlike the last two approaches, these events are Invite only; it means that they are not organically discoverable via search, feed, Events tab, or My Network tab.
Admin can invite 1st-degree connections or through sharing a private event URL. Then, members can request to attend, which the admin must approve.
If any of these LinkedIn Event features are used together with LinkedIn Live, the event attendees will receive a notification just before the broadcast starts.
LinkedIn Event Ads requirements
- Design recommendations
The image ratio must be 4:1. The image is derived from the Event page.
- Text recommendations
The event name should not be longer than 255 characters. Naming the event is optional.
The introductory text should not exceed a limit of 600 characters.
- URL Requirements
Event URL must be included, specialized as LinkedIn Event page URLs.
URL prefix should be http:// or https://.
URL characters should not exceed the character limit of 2000 for destination field URLs.
Combining LinkedIn Live with LinkedIn Events
LinkedIn Live and LinkedIn Events are complementary features, helping marketers stream live video content to their event attendees.
You need to be a whitelisted user to be able to use LinkedIn Live. Then all you need to do is: create an event, mark it as “online-only,” and open your third-party broadcast tool (StreamYard, Restream, Wirecast, etc) for streaming on the day of the event.
To access LinkedIn Live Video, the platform needs to grant broadcast access to you as an individual member or on behalf of a Page. This is done based on a set of criteria.
How to create a LinkedIn Event: A step-by-step guide
Step 1: Become a Page Admin.
To host an event that represents your Page, the first requirement is to have Page Admin access.
Step 2: Create an event.
Once you have access to the Admin view of your LinkedIn Page, click on the “Admin tools” menu. Find “Create an event.”
Step 3: Set the organizer
In the second field of the event creation form, specify your Page as the “Organizer”.
Step 4: Specify the event type.
Here, you can also specify the type of events. Use the toggle button to indicate virtual events, or choose between a public or private event. Remember that this setting can’t be modified after an event is created.
Step 5: Launch your event.
After understanding how to create an event on LinkedIn, the next step is learning how to market events on LinkedIn.
How to promote an event on LinkedIn?
It is important to share the event URL on your Page feed and personal network so you can reach your followers. As with any type of advertising, images and videos can help you draw attention when combined with precision in audience targeting.
Additionally, the standard demand generation tactics, such as email and paid ads, are must-have elements in your Linkedin Event management strategy.
Targeting your event audience is also all about precision. You can sieve through them by job title, industry, seniority, language, location, and other parameters. Find out who is the best target audience for your business.
Here are some highlights on how to promote an event on LinkedIn.
- Share helpful info on your event: this helps your audience understand what exactly you offer and what to expect.
- Post images or videos of your past events: visuals are powerful advertising elements, and posting past event images can create engagement.
- Highlight networking opportunities during the event: As a marketer, reaching out to other marketers is always easy, since you understand their pain points.
- Underline your speakers and sponsors: people want to know who has sponsored an event and who is performing it! To create further interest, share profiles and the bio of the faces behind your event.
- Describe the location, food, and entertainment. Share all the details, including the location, refreshments, giveaways, and more.
- Send direct and group messages: Even if you are not running a private event, you can always advertise it by sending out URLs of the registration or attendance forms.
- Hire professional event managers: Event management is an art, and to get it done right, it calls for adequate field experience.
- Host a virtual event fully remote: Virtual events are about 75% less expensive than in-person experiences. Besides, they could be equally effective if done right. Use this tool to get the same exposure and results from your virtual event.
Now, the best way to manage all the lead data you collect before, during and after the event is through automation. These leads must be organized according to your lead score system and so require different nurturing approaches. Using a third party automation provider such as LeadsBridge helps you streamline the entire process.
LinkedIn Lead Gen Forms integration with Pardot
LinkedIn Lead Gen Forms integration with Google Sheets
LinkedIn Lead Gen Forms integration with Email Notification
How to monetize LinkedIn Events?
In the age of remote working and automated services, creating real-time human interaction matters more and more to marketers these days. LinkedIn Events focuses on this topic; connecting communities and deepening relationships between them.
So exactly how can you leverage the LinkedIn Event feature?
As a marketer, you can use a Sponsored Content ad format, so that the event ads are displayed in a member’s LinkedIn feed on desktop and mobile devices. These ads are optimized to showcase important and engaging event details. Check out this event ad for example:
Then you can use the data generated from LinkedIn members who have interacted with the ad, much similar to other LinkedIn ads.
Once you have collected this data, move them to your CRM where you can nurture them. You can also use this data to create matched audiences on LinkedIn and improve your campaign’s targeting and increase your conversions consequently.
HubSpot integration with LinkedIn Matched Audiences
Pipedrive integration with LinkedIn Matched Audiences
Zoho CRM integration with LinkedIn Matched Audiences
All in all, if your event doesn’t lead to a better return on investment, you need to optimize your goals, set a new strategy, or get help from lead management tools or event professionals to set matters right.
The Events are created to offer a system to advertisers to host targeted events that create engagement and conversation in longer terms.
To get the best out of this feature, following the proven method is the key while remaining creative in structuring your event campaigns.