Leveraging LinkedIn for Events

July 19, 2017 | B2B B2C Experiential Marketing


Most event marketers typically turn to Twitter and Instagram to enhance and amplify their events. All too often, LinkedIn is an afterthought—and for many, that’s a mistake. One of the first social media networks on the scene, LinkedIn evolved into a robust business platform. It’s rich with tips and tools for boosting killer live experiences. The following are a few key insights on how to leverage LinkedIn for events.

1. Venue Finding. Sick of occupying the same tired event sites? LinkedIn’s Venue Finding tool could be the answer to finding a fresh new space. It’s a free, comprehensive database that assists in finding the right articles and experts, that help the user find the perfect venue—and negotiate rates.

2. Company Page. Before sending invitations, consider promoting events on your company page to build initial buzz. Include any news on speakers, the event app and registration info, along with details that might pique the target audience’s interest. Links to event-related content help generate excitement around the experience.

3. Groups. Building a LinkedIn group around a specific event is a great way to spread the word about a live experience, and can help boost brand awareness in general, particularly if the event is new. Keep in mind, the name of the group must be relevant and searchable in order to be effective. Key words and an accurate description of the event lead the way in attracting the right target audience.

4. Targeted Invitations. If other tricks and tools aren’t yielding the volume or type of attendees you’re hoping to attract, consider using LinkedIn’s search tools to create targeted event invitations. The Advanced People Search allows users to filter results by key word, industry, location, company, and several other criteria. As a result, the approach may produce interested sponsors or strategic media contacts. So, pay close attention to the results.

5. Publishing. Just like its more popular social media counterparts, LinkedIn allows users to post status updates. The option gives event marketers an easy way to broadcast the details of an upcoming event and generate buzz. Include a striking photo and/or a link to more event-related content. Be sure to highlight how the event benefits your audience professionally. Finally, post updates during regular business hours when more LinkedIn users are likely to be active.

6. Post-Event Interaction. Savvy event marketers know that the work continues after an event ends. Keep the momentum by taking advantage of important connections made during the live experience. After the event, send customized connection requests to key contacts. This helps develop stronger relationships with attendees who have the potential to become future business allies. Don’t sweat it if you don’t have something specific to say to connections at first. Simply interact with their posts. This keeps you top of mind.

The bottom line—LinkedIn is one of the few social media sites specifically built for the business community. Consequently, content amplification is the goal of the majority of the platform’s features. The viewers likely to consume that content are like-minded professionals. So, give it a whirl—leverage LinkedIn for events. It may be the missing link you were looking for!

Posted by Sally Maturana | Request as a Speaker

Dog lady of the Lake. I'm down to standup paddleboard whenever. Driven to create & eat food. Almost always interested. VP Events @SparksMarketing