Get the Word Out About Your Event With LinkedIn
You might not think of LinkedIn as an avenue to promote events, but it can be a great way to spread the word, just like any of your social media channels.
With over 200 million users and two users joining every second (check out this infographic over on visual.ly), it’s no doubt that LinkedIn is one of the most popular social media channels. LinkedIn revolves around business, with professionals of all ages and in all kinds of industries sporting profiles. If your event promotions revolve around B2B (business to business) and targeting business professionals, LinkedIn is an ideal channel to connect with potential attendees.
Because it’s a professional networking site, you will see LinkedIn users with higher incomes and education levels than other social channels. Most users are between 25 – 54 years old, with males dominating the demographics. The U.S. leads the way in terms of number of users and you’ll also find Canada in the top 5. (If you’re a fan of statistics, click here to check out the source for these stats and plenty more!)
LinkedIn used to have an events tool, but they nixed that earlier this year, which is a shame for event professionals. Regardless, there are still plenty of things you can do from LinkedIn to promote your event. Let’s take a look….
Share your event on your personal and company profiles
Post your event several times leading up to the official day, with some content variations to keep things interesting. Try posts at different times of day to reach different users and a larger audience. Include a call to action in your posts and don’t forget the link to your online event registration form or your website event page.
Use LinkedIn groups
81% of LinkedIn users belong to at least one group (see the visual.ly source above). Promote your event on relevant LinkedIn groups, whether industry groups or groups where your target market hangs out.
Have a look at posting guidelines – some groups have very specific rules about what is and what is not allowed in terms of content shared. Better yet, reach out to the group manager and check in about promoting your event. You could consider offering them some complimentary tickets or member discounts. If the group manager is on board, promote your event weekly and don’t forget the last push right before the event for those last minute sign-ups.
You can also leverage groups by starting discussions around interesting topics related to your event. Get some feedback and get networking!
Power tip: Spend some time participating and networking in the groups where you post your event. Be a presence, but not just for self-promotion. If you do get in touch with the group manager about posting your event, they will hopefully remember the value that you’re adding to their community.
Use LinkedIn to send an email invite
Choose from your connections those you feel would be interested in participating and send them a friendly invite. Keep it focused around the benefits they will get from attending.
Run an ad campaign
Use LinkedIn ads to leverage targeting functions that allow you to get your event in front of the right people. You can target by company location, industry and job title to name a few. You don’t have a lot of real estate with these ads – they must be short and engaging. You could test some different headlines to get a sense of what converts best.
Get your speakers and partners on board
Ask them to share the event on their LinkedIn profiles. Tag them in updates about the event. Highlight how valuable their participation is to your event and how attendees can benefit from that.
Do you use LinkedIn to promote your events? What strategies have worked the best for you? We’d love to hear from you in the comments! Or pop on by LinkedIn to pay us a visit.