At its core, LinkedIn is a professional networking platform where professionals and business congregate and connect. Sound familiar? That’s how we define B2B events and trade shows. So, why not connect the two?
With a billion users, LinkedIn can be a powerhouse to help you boost your event’s visibility and attendance. Use some of these top strategies to untap LinkedIn’s potential for your next event marketing strategy.
- Build a strong network: Relationships take work. Invest in your network year-round and it will pay off when you need it. Establish connections and engage in conversations. As you meet colleagues in person or engage with a user in a LinkedIn group, create a lasting connection by following them.
Find industry influencers. Who are the thought leaders in your industry? Who would you love to see visit your event? Follow them, engage in their content, gain their trust, and wait for an appropriate opportunity to invite them to your event. Don’t go overboard and appear desperate for brand promotion, but watch for related subject matter discussions to share more information about your upcoming event or to send a private message of invitation.
Users have followed your company page and connected with you because you share a familiarity; that shared interest makes them highly likely to be interested in the event you are attending. Share your event details on both your company page and as a personal post. If you are updating your status to share you will be attending, remember to include links for your followers to learn more and even register. Remember your voice should be different from your company page. Speak in first person and share your experience. Respond to comments. If a user reaches out with an engagement, convert the lead to attend the event or peak their interest for the future with more information.
- Join groups. The connections you have established can become your event ambassadors as they help you spread the word on your upcoming event or share post-event content. Build relationships in relevant groups and promote your event without spamming.
- Expand your reach, and message
LinkedIn allows you to cross industries, professions and job functions. Remember to share what an audience would benefit from your event but also consider how sharing insights from your event may be interesting to various professionals.
The more relevant your content, the more it will be shared and reach a larger audience. Consider a broad approach when you post information and offer more information or the event to get specialized. Share tools with speakers and leaders to promote their participation and encourage them to engage on your company posts more about the subject matter they will be covering. Consider requesting a blog post from a speaker for your company page to ignite a conversation.
- Keep sharing. While you are at the event or post-event, generate photos, demos and videos to expand your company’s message. Post within a week after the event, not months. Stay current. Social media is often guided by the “content is king” strategy, but don’t forget LinkedIn’s visual nature. Engagement increases with the use of captivating images and video. Most likely, you have used the same strategy on-site at your event. Consider sharing some of the visuals and videos you developed for the event or generate new images while you are there.
If you are looking for creative ways to harness the power of LinkedIn and explore event strategies, contact Event Marketing Partners to help you maximize your event’s impact.
