A Step-by-Step Guide for Promoting Events on LinkedIn
A Step-by-Step Guide for Promoting Events on LinkedIn
If you have an upcoming corporate event and want to maximize attendance, try LinkedIn.
LinkedIn is a great place to promote corporate events and conferences LinkedIn Users tend to be slightly higher-income, more educated and more career focused. If this matches the demographics you’d like to attract to your event, then this is the right place to market!
Wondering where to start when it comes to promoting events on LinkedIn? Here’s our step by step guide.
Step 1: Create a Status Update
The first step to getting your event out there is to create a status update. Here’s what an effective LinkedIn status update should include:
- A large eye-catching image to make the update stand out as readers scroll through their feed
- Brief, compelling copy about how the event will benefit them
- A powerful call to action that encourages them to sign up or want to learn more
- A link to your event website, or a specific landing page (THIS IS KEY!)
Be sure to post your status update at the right time. The ideal time for LinkedIn users is often Tuesday through Thursday during work hours. Of course, this may vary depending on the schedules of your target audience so we always recommend testing post times!
Consider making a series of status updates to highlight different aspects of your event. This will help you catch the people that might have missed the other updates. Don’t forget to include a link to the registration site, or attach a copy of the brochure with every update.
Step 2: Create LinkedIn Blog Posts
Did you know you can write long form articles on LinkedIn? These posts will become part of your professional profile and will be displayed in the articles section of the site. They will also be shared with your followers in their news feed, as well as through notifications. If you have your public profile visibility set to “everyone,” this will distribute your articles publicly and make them searchable on Google as well.
As a LinkedIn contributor, it’s important to avoid being too promotional. Instead, focus on writing an interesting and helpful piece that your audience will find interesting. You can link to the conference in a natural and subtle way while also offering something of value to your audience.
If your article is found helpful, it might end up being promoted on LinkedIn’s channels – which is like getting a free advertising boost to your audience. To get an idea of what LinkedIn often chooses to promote, you can take a look at the various channels and read previous articles.
If you need any help when publishing articles on LinkedIn, there’s a very useful section of frequently asked questions.
Step 3: Create Showcase Pages
A showcase page on LinkedIn is simply an addition to your company page(s). It’s where your potential attendees can find all the information they need about your event. It can be created by clicked on the drop down menu next to the “Edit” button and clicking “Create a Showcase Page.”
These pages are a great solution when you have multiple buyer personas for your event. You can easily segment your event advertising with each showcase page to reach your audience more effectively.
What makes showcase pages different from your ordinary LinkedIn pages?
- You can create more than one (in fact, you can create up to ten for free!)
- They have a larger hero image
- They have a two-column layout for posts
- They don’t have “careers”, “products” or “services” cluttering the page
- You can use them to advertise and buy sponsored updates
A LinkedIn user can follow a singular showcase page, even if they aren’t following your company page. This allows you to cater to each audience that is specific to the page itself. Plus, each of your showcase pages are linked to your company page to capture more followers over time!
Step 4: Get the Word Out
Now that you’ve made a status update, written an article, and created your showcase page(s), it’s time to spread the word! You want to make sure as many people see these items as possible. Here are some ways to get more eyeballs on your LinkedIn account:
- Ask your event partners and speakers to share it. This will get it in front of more people outside of your network who may be interested in the event.
- Share it in a group. LinkedIn groups are a great place to promote your event and spark valuable conversations.
- Direct messages. If you have a Premium account, you can send InMail to someone even if you aren’t connected with them. We recommend choosing some industry influencers to see if they’ll mention your event.
- Advertising. Like many other social platforms, LinkedIn offers you a way to boost your reach with paid advertising. You’ll be able to target your post to specific people by using pre-specified demographics.
Create your own group. If the perfect group for promoting your event doesn’t exist, you could consider creating it yourself. Just be sure to share it and keep the content fresh and relevant.
Engagement is Key
Whenever you’re promoting events on LinkedIn, remember that the most effective marketing is done through engaging with your audience in a meaningful way.
If the only posts you make are marketing updates promoting your event, people may start ignoring you on LinkedIn. Try shifting your focus to offering useful and interesting content that will benefit your readers and the followers will come.