LinkedIn Events is a powerful tool for hosting virtual and in-person events that can engage your professional network, build connections, and foster conversations around your industry. Whether it’s a webinar, a panel discussion, or a product launch, LinkedIn’s event feature makes it easy to organize, promote, and manage events directly from the platform. But creating the event is only half the battle—you also need to promote it effectively to ensure good attendance and meaningful participation.
In this post, we’ll walk through the steps to create a LinkedIn Event and outline strategies to promote it for maximum engagement.
1. How to Create a LinkedIn Event
Creating a LinkedIn event is a straightforward process that allows you to invite your network, manage RSVPs, and track attendees’ engagement. Here’s a step-by-step guide to setting up your event.
Step 1: Access LinkedIn Events
To get started, navigate to the “Events” section of LinkedIn:
- For a personal profile: On the left-hand side of your LinkedIn homepage, under the “Manage” section, click on the “Events” tab. Then, click on “Create Event”.
- For a company page: Go to your company page, click on the Admin Tools dropdown, and select “Create an Event”.
Step 2: Fill in the Event Details
Once you’ve clicked on “Create Event,” you’ll need to fill out the event details:
- Event Name: Choose a clear and engaging event title that indicates the purpose of the event. Keep it concise but informative.
- Date and Time: Set the date and time for the event, considering the time zone of your target audience.
- Event Format: Select whether your event will be in-person or virtual. For virtual events, you can include links to video conferencing tools like Zoom or Microsoft Teams.
- Description: Craft a compelling event description that highlights key details about the event, such as topics covered, speakers, and what attendees can expect to gain. Make sure to include a call to action (e.g., “Register now” or “Join us for insights into…”).
- Event Cover Image: Upload a high-quality cover image that aligns with your event theme. The recommended dimensions are 1776×444 pixels.
- Speakers and Hosts: If applicable, tag any speakers or panelists who will be part of the event. This not only informs your audience but also helps increase visibility as these speakers share the event with their own networks.
Step 3: Choose the Audience
- Public or Private: Decide whether your event will be public or private. Public events are visible to anyone on LinkedIn and can be shared widely, while private events are by invitation only. If you’re hosting a more exclusive or intimate gathering, private is the better option.
- Invite Your Network: Once your event is created, you can invite your connections directly. LinkedIn allows you to send invites to specific contacts or your entire network, depending on the type of event.
Step 4: Add External Registration Links (Optional)
If you’re managing your event registrations through external platforms like Eventbrite or your company website, include the registration link in the event description. Make sure this link is easy to find and access on mobile as well.
2. How to Promote Your LinkedIn Event Effectively
After setting up the event, the next step is to promote it effectively to attract attendees and build anticipation. Here are key strategies to ensure your event reaches the right audience and garners the engagement you want.
1. Leverage Your LinkedIn Network
Promote the event directly to your LinkedIn connections by:
- Inviting Your Network: LinkedIn allows you to invite your first-degree connections to your event. Start by inviting connections who are most likely to be interested in the event topic. LinkedIn caps the number of invites, so focus on quality over quantity.
- Send Personalized Invitations: For key contacts, take the extra step of sending a personalized message along with the invitation. This can be especially useful for influencers or industry experts whose participation can attract more attendees.
- Engage in Direct Messaging: Use LinkedIn messages to notify relevant contacts about your event, but avoid being too promotional. A casual and genuine message informing them of the event’s value is more likely to get positive responses.
2. Share Posts Leading Up to the Event
As soon as the event is live, start promoting it on your LinkedIn feed. To do this effectively:
- Announce the Event: Share an initial post announcing the event, including the event link, date, time, and a brief description of the value it offers. If you have guest speakers, tag them in the post to increase reach.
- Create a Content Series: In the days or weeks leading up to the event, share multiple posts related to the event theme. These can include teasers, event countdowns, or brief highlights about what attendees can expect.
- Leverage LinkedIn Articles: Write a LinkedIn article discussing the topic of your event and how it’s relevant to your audience. Include a CTA to register for the event within the article. This allows for a more in-depth explanation and can capture the interest of professionals seeking detailed insights.
- Video Content: Consider recording a short video where you or a speaker from the event personally invite your audience to attend. Videos tend to receive higher engagement rates, especially when they’re direct and personable.
3. Collaborate with Speakers and Partners
Involving speakers or event partners in promoting the event is a powerful way to expand reach:
- Ask Speakers to Share: Request that speakers or panelists share the event with their network. Since they likely have their own LinkedIn following, this can introduce your event to a broader audience.
- Co-Branded Promotion: If you have a sponsor or partner for the event, collaborate on co-branded promotion efforts. Both parties can share the event on their company pages and personal profiles, further amplifying your reach.
- Cross-Promotion: If your event is relevant to specific LinkedIn Groups, ask group admins for permission to post your event or promote it in industry-related discussions.
4. Use LinkedIn Ads
If you want to increase the visibility of your event beyond your immediate network, LinkedIn Ads can help reach a targeted audience.
- Sponsored Content: Promote your event through LinkedIn Sponsored Content ads. These appear directly in the LinkedIn feed and can be targeted based on demographics, job roles, industries, and interests to ensure the right people see your event.
- Event Ads: LinkedIn has a specific ad format for events, allowing you to drive RSVPs directly from the ad. These are great for increasing registrations in the final days leading up to the event.
5. Use Hashtags and Tagging for Wider Reach
To make your event discoverable by a wider audience:
- Use Industry Hashtags: When promoting your event, use relevant industry hashtags that are popular within your niche. For example, if you’re hosting an event about digital marketing, include hashtags like #MarketingTips, #DigitalTransformation, or #SocialMediaMarketing.
- Tag People and Companies: Tagging relevant individuals, companies, or influencers in your event promotion posts increases the chances that they’ll engage with your content and share it with their followers.
6. Engage with Attendees Before and After the Event
Building momentum before the event helps create a sense of community:
- Start a Discussion: Once people start RSVPing to your event, engage with them. Post discussion topics, polls, or questions in the event feed to encourage conversation before the event.
- Post-Event Follow-Up: After the event, follow up by sharing key takeaways or insights. You can also repurpose the content from your event (such as recordings or slides) and share it with attendees or your broader LinkedIn network.
3. Bonus Tips for a Successful LinkedIn Event
Optimize for Mobile Users
Ensure that your event content (including the registration page, promotional posts, and media) is optimized for mobile viewing. Many LinkedIn users access the platform via mobile, so all elements should be easily navigable on smaller screens.
Track Event Analytics
LinkedIn provides metrics such as the number of attendees, RSVPs, and engagement with event posts. Use this data to gauge the effectiveness of your promotion efforts and improve future events.
Offer Incentives to Attend
Increase attendance by offering exclusive perks, such as downloadable resources, special offers, or access to premium content for event participants.
Conclusion
Creating and promoting a LinkedIn Event effectively requires a thoughtful approach that blends compelling content, personalized outreach, and strategic promotion. By using LinkedIn’s event features, leveraging your network, collaborating with speakers, and utilizing LinkedIn ads, you can increase visibility and engagement for your event. Promote early, share value-driven content, and actively engage with your audience to build excitement and ensure a successful event.