LinkedIn Events – Powerful Underrated Tool [2024]

In this comprehensive guide, learn how to effectively create, promote, and manage LinkedIn Events to boost your marketing efforts and engage attendees with a professional networking platform.

We’ll walk you through the process from understanding LinkedIn Events’ definition and purpose to event organization, promotion, and performance analysis.

Understanding LinkedIn Events

Definition and Purpose

LinkedIn Events is a feature on the LinkedIn platform that allows users to create, share, and discover professional events happening in their industry or area of expertise. This feature was introduced to help LinkedIn users meet, engage, and network with professionals who share their interests and goals.

LinkedIn Events aims to simplify the event planning process for individuals, organizations, and businesses while promoting these events to a wider professional audience. It caters to a wide range of event types such as webinars, conferences, workshops, expos, and more.

The purpose of LinkedIn Events is to strengthen users’ professional networks and facilitate connections. By attending events relevant to their industries, users can expand their knowledge, stay updated on current trends, exchange ideas, promote their businesses, and establish new connections.

Also, LinkedIn Events enables users to not only find and attend events but also interact with other attendees, organizers, and potential professional contacts before, during, and after the event.

Key Features and Benefits

LinkedIn Events comes with several features and benefits that make the process of finding, attending, and organizing events seamless.

1. Event creation and customization: Users can create events easily using the LinkedIn Events option. Once the event is created, users can edit the event details such as the name, description, location, date, and time. Organizers can also upload event banners, customize event privacy settings, and invite attendees from their networks.
2. Event promotion: LinkedIn Events automatically generates an event page that can be easily shared with users’ networks. This helps in promoting the event and reaching a larger audience. Organizers can also boost event visibility by posting updates, sharing the event page on company pages, and using relevant hashtags to increase searchability.
3. Guest management: Organizers can use LinkedIn Events to monitor RSVPs, follow up with attendees, and post updates or important information about the event. They can also add co-organizers to help manage the event and share responsibilities.
4. Notifications and reminders: LinkedIn sends out notifications to attendees based on their RSVPs. These notifications remind attendees about the event and encourage them to join online events on time. Attendees also receive notifications about event updates or changes made by the organizers.
5. Analytics: Organizers can track event performance and engagement using LinkedIn’s event analytics. This helps them identify which aspects of the event were successful and make improvements for future events.
6. Networking and connecting: LinkedIn Events encourages networking and connection building by providing a space for attendees to interact with each other and the organizers. They can use the event page to ask questions, share insights, and stay connected even after the event has ended.

LinkedIn vs. Other Event Platforms

While LinkedIn Events is designed specifically for professional events, there are several other event platforms that cater to different needs and audiences. Some of these platforms include Eventbrite, Meetup, and Facebook Events. Here’s a comparison of LinkedIn Events with these platforms:

1. Eventbrite: Eventbrite is a widely used platform for event management and ticketing. It offers a range of tools to create, promote, and sell tickets for events. While Eventbrite may offer more advanced features for managing large-scale events and ticketing, LinkedIn Events focuses on promoting and discovering professional events within the context of users’ existing networks and connections.
2. Meetup: Meetup is another platform that allows people to create and join groups based on shared interests. While Meetup focuses on in-person gatherings, LinkedIn Events can be used for both in-person and virtual events. Additionally, Meetup caters to social events and hobbyist groups, whereas LinkedIn Events is tailored for professionals looking to network, learn, and share industry knowledge.
3. Facebook Events: Facebook Events is part of the Facebook platform and enables users to create, share, and discover events within their social networks. Although Facebook Events can be used to promote professional events, LinkedIn Events is more focused on professional networking and is designed specifically for a professional audience.

In conclusion, LinkedIn Events offers many features and benefits that can help professionals connect, learn, and grow in their industries. The platform stands out in comparison to other event platforms due to its focus on professional networking and its integration with users’ existing LinkedIn connections.

Creating a LinkedIn Event

Creating a LinkedIn Event is an excellent way to promote and manage professional events such as conferences, workshops, webinars, and networking gatherings. By leveraging your LinkedIn network, you can generate interest, attract attendees, and foster valuable connections. This article will guide you through the process of creating a LinkedIn Event, from setup to customization and managing registration and tickets.

Steps to Set Up an Event

Log in to your LinkedIn account, and scroll a bit down until the left menu is fully visible. Once you see the “Events” icon in the left-hand menu, select the “+” icon.

This will open the “Create an event” form. From here, you can add a cover image, event type, format, name, etc.

Enter the following details for your event:

Event Name: Choose a concise and attention-grabbing name for your event.

Banner: Upload a visually appealing banner that represents the theme of your event.

Logo: Optionally, add a logo for your event.

Location: Enter the venue address or choose the “Online” option if it’s a virtual event.

Start and End Date & Time: Set the duration of your event by selecting the appropriate start and end date and time.

Time Zone: Select the relevant time zone for your event, especially if it’s an online event.

Event Language: Choose the language your event will be conducted in.

Description: Write a detailed and captivating description of your event, including key information such as agenda, speakers, and benefits for attendees.

Registration (Optional): If you require attendees to register for your event, enable the registration option and provide a link to your preferred registration platform.

Ticketing (Optional): If your event requires paid tickets, you can add a link to your ticketing platform here.

Once you have filled in all the necessary details, click on the “Create” button. Your event will now be created, and you can start promoting and managing your LinkedIn Event.

Choosing the Right Event Settings

Before promoting your event, make sure to choose the right settings:

1. Privacy Settings: LinkedIn Events offer two privacy settings – Public and Private. A public event is visible to all LinkedIn users and can help maximize the reach of your event. A private event is invitation-only and can only be accessed by those with an invitation link.
2. Comments: Enabling comments on your event page allows attendees and interested individuals to ask questions and engage in discussions. You can choose to moderate the comments as an event organizer.
3. Notifications: Enabling notifications will send reminders to attendees before the start of your event. This can help improve attendance rates.

Customizing Your Event Page

Your LinkedIn Event page is the primary destination for your target audience to learn more about your event. Make sure to maximize its potential by following these tips:

1. Showcase Key Information: Ingredients such as agenda, speaker profiles, and sponsorship opportunities should be prominently displayed on your event page.
2. Engage Your Audience: Post regular updates and content related to your event. This can include articles, images, videos, and polls relevant to the event topics.
3. Leverage Connections: Encourage your colleagues, partners, and attendees to like, comment, and share your event page to increase its visibility on LinkedIn.

Setting Up Registration and Tickets

Registration and ticketing are essential aspects of event management. If applicable, follow these steps:

1. Choose a Registration Platform: Select a reliable registration platform, such as Eventbrite, Google Forms, or a custom registration page on your event website.
2. Integrate Registration with LinkedIn: Link your registration page with your LinkedIn Event by enabling the registration option and providing the registration URL in your event details.
3. Set Up Ticketing: If your event requires paid tickets, choose a ticketing platform such as Eventbrite, Ticketbud, or Tito. Integrate the ticketing platform with your LinkedIn Event by adding the ticketing URL in your event details.
4. Monitor Registrations: Keep track of registrations and ticket sales, and adjust your marketing strategy accordingly to ensure you reach your target audience and attendance goals.
   Promoting Your LinkedIn Event
   Creating an event on LinkedIn can help you engage your target audience, build brand awareness, and foster valuable relationships within your professional network. But how can you successfully promote your LinkedIn event to get the most engagement and attendance? In this article, we will discuss some key strategies to promote your LinkedIn event effectively.

Utilizing Your Network and Connections

One of the most powerful tools at your disposal when promoting a LinkedIn event is your network of connections. Be sure to:

1. Update your LinkedIn profile status and share a post to inform your connections about the upcoming event. Encourage your connections to attend and share the event with their network as well.
2. Personally invite select connections who may be particularly interested in the event, or who have a large, relevant following. Sending personalized messages can significantly increase the likelihood that they will accept your invitation and help you spread the word.
3. Engage with your connections by posting regular updates on your preparations and progress related to the event. This will help keep your event top-of-mind and generate excitement among your network.
4. Leverage LinkedIn Groups to promote the event. Join groups related to your event’s topic or industry and share information about the upcoming event with fellow group members. Be sure to follow group rules on content sharing and avoid appearing overly promotional.
5. Use LinkedIn’s tagging feature to mention other participants, speakers, or sponsors involved in the event. This prompts them to engage with your post, increasing its reach within LinkedIn.

Sharing Event Content on LinkedIn

Creating and sharing relevant content is crucial in promoting your event effectively. Consider implementing the following content strategies:

1. Develop a clear and concise event description that highlights the benefits of attending and entices potential attendees to learn more.
2. Create teaser content to showcase what attendees can expect from the event, such as videos or blog posts about event topics, or interviews with speakers and presenters.
3. Share visual content, like compelling images, infographics, or banners, that represent your event and catch the eye of potential attendees in a crowded LinkedIn feed.
4. Use appropriate hashtags related to your event’s theme or industry to increase the discoverability of your content.
5. Once your event is underway, continue to share live updates, photos, and videos to keep your LinkedIn followers informed and engaged, even if they couldn’t make it to the event.

Running Sponsored Content and Ads

Utilizing LinkedIn’s advertising options can significantly boost the visibility of your event. Consider:

1. Creating Sponsored Content to promote your event by boosting posts in the LinkedIn feed. This ensures that your event reaches a larger, targeted audience.
2. Running LinkedIn Message Ads to deliver personalized event invitations to your target audience’s inboxes. This can be an effective way of driving registrations from professionals outside your immediate network.
3. Leveraging LinkedIn’s ad targeting options to precisely reach the audience most relevant to your event, based on factors like industry, job titles, company size, and location.

Partnering with Influencers and Sponsors

Developing relationships with influencers and sponsors can further extend the reach of your LinkedIn event promotion:

1. Identify and approach influencers in your industry who have a strong presence on LinkedIn. Collaborate with them on promotional content to reach their large and engaged follower base.
2. Partner with event sponsors and ask them to actively promote the event on their own LinkedIn channels. This expands your audience significantly and lends credibility to your event.
3. Encourage speakers and presenters to share their involvement in the event with their own LinkedIn network, further extending your reach.

By implementing these strategies, you can effectively promote your LinkedIn event and maximize attendance, engagement, and overall success.

Engaging Attendees Before, During, and After the Event

To ensure the success of any event, it’s essential to keep attendees engaged and connected at all times. This includes the periods before, during, and after the event. Proper engagement strategies can not only help in boosting attendance but also create memorable experiences, strengthen relationships, and generate future business opportunities. This article will explore various strategies that can be implemented to engage your attendees effectively in all three phases of your event.

Pre-Event Communication Strategies

Communicating effectively with your attendees before the event is crucial in setting expectations and getting them excited about the event. The following are some strategies to engage them in the pre-event stage:

1. Persuasive Invitations: Personalize the invitation process by targeting each recipient with tailored content that highlights the benefits they would get by attending your event. Describe the primary theme, key speakers, and relevant topics in an appealing and captivating way.
2. Social Media: Utilize social media platforms like Facebook, Twitter, and LinkedIn to promote your event, share updates and interact with your audience. You can start relevant conversations, create event pages, and use appropriate hashtags to build excitement around the event.
3. Email Campaigns: Design a drip email marketing campaign consisting of multiple emails that educate your potential attendees about the event, its benefits, and various relevant topics. Make sure to personalize each email based on user interaction, and use engaging subject lines to increase open rates.
4. Create a Buzz: Collaborate with influencers or industry experts in your niche and ask them to share news about your event. Their influence and credibility can significantly impact the number of attendees you attract.
5. Video Teasers: Develop and share video teasers showcasing the highlights of the event, interviews with speakers, or sneak-peeks of the preparations. Visual content can go a long way in engaging your audience.

Live Event Engagement Techniques

During the event, it is crucial to create experiences that encourage the audience to stay connected and engaged. Here are some strategies you can use to keep your attendees engaged:

1. Interactive Sessions: Organize panels or workshops that facilitate open discussions and allow attendees to ask questions or share their opinions.
2. Live Polls or Surveys: Engaging your audience through live polls, quizzes, and surveys can be an excellent way to involve them, collect valuable insights, and make them feel more connected to the event.
3. Event App: Develop or deploy an event app that provides information about the event, speakers, and venue, allows attendees to network with each other, and integrates live Q&A or instant feedback features.
4. Gamification: Introduce gamification elements, such as scavenger hunts, leaderboards, or interactive games, that encourage attendees to actively participate in the event.
5. Social Media Engagement: Assign a dedicated team to actively manage social media channels during the event, share real-time updates, and interact with attendees online to keep the engagement going.

Post-Event Follow-Up and Analysis

Maintaining engagement after the event is also essential to build lasting connections with attendees and derive learnings for future events. Post-event engagement strategies include:

1. Thank You Messages: Send personalized thank-you emails to all attendees expressing gratitude for their participation and encouraging feedback on their experience.
2. Content Sharing: Share the event-related content, such as recorded sessions, presentations, or speaker interviews, and encourage your audience to view and share them with their peers.
3. Post-Event Surveys: Distribute post-event surveys to gather attendee feedback and insights that can help you identify areas of improvement and measure the success of the event.
4. Social Media Evaluation: Analyze the social media engagement metrics to evaluate the effectiveness of your promotion and interactions during the event. Utilize these insights to improve your future events.
5. Post-Event Networking: Leverage post-event networking opportunities by connecting the attendees through different platforms such as LinkedIn groups or online forums. This will enable them to continue networking, share knowledge, and stay connected.

In summary, effective audience engagement strategies at all stages of your event are essential to create memorable experiences, strengthen relationships, and drive future success. By implementing these strategies, you will enhance audience satisfaction, maximize the event’s impact, and ensure long-term benefits for both the organizers and the attendees.

Monitoring and Measuring Event Success

Measuring the success of an event is crucial to identify opportunities for improvement, enhance the attendee experience, and ensure that the investment in the event is justified. There are several ways to measure an event’s success, including tracking Key Performance Indicators (KPIs), gathering attendee feedback, and assessing the event’s Return on Investment (ROI) and impact.

Tracking Key Performance Indicators (KPIs)

Key Performance Indicators (KPIs) are quantifiable metrics that can be used to gauge the success of an event. By establishing measurable goals before the event, you can later analyze the results to see if the goals were achieved. Common KPIs for events include:

1. Attendance: Track the number of registrants, attendees, and no-shows. Attendance numbers can help determine if your marketing efforts were effective or if the event content was appealing to your target audience.
2. Ticket sales: Measure the revenue generated from ticket sales and compare it to the overall event budget. This can help you determine if the event was financially successful.
3. Sponsorship revenue: If your event has sponsors, measure the amount of revenue generated through sponsorship agreements against the investment made to secure them.
4. Social media engagement: Monitor social media platforms for mentions of your event, hashtags, or other engagement metrics such as likes, comments, and shares. This social media data can help give insights into the overall buzz and conversation around your event.
5. Event app engagement: If your event has an accompanying app, track metrics such as the number of downloads, top features used, and overall in-app activity. This will help you understand how well the app was received by your audience and show areas where you could improve the app experience for future events.
6. Website traffic: Monitor your event website visitor statistics, including how many visitors, the average time spent on the website, and the pages with the highest traffic. These statistics can help you understand how effectively your website is conveying the event’s message and highlighting its key attributes.

Gathering Attendee Feedback

Attendee feedback is one of the best ways to understand how well an event met the expectations of its participants. Collecting feedback can be done through:

1. Post-event surveys: Send out a survey to attendees immediately after the event asking for their feedback on various aspects such as speakers, content, logistics, and overall satisfaction. Be sure to include a mix of multiple-choice questions, rating scales, and open-ended questions to gather comprehensive feedback.
2. On-site feedback: Set up feedback boxes or terminals at the event to collect real-time attendee opinions. You can also conduct on-the-spot interviews with attendees to collect qualitative feedback.
3. Online reviews and testimonials: Encourage attendees to leave reviews and testimonials on your event’s social media pages, on your website, or on third-party review platforms. Online reviews can assist in creating a positive image for your event while providing valuable feedback.

Assessing Event ROI and Impact

Finally, it’s essential to evaluate the overall impact and return on investment (ROI) of your event. To calculate ROI, you will need to analyze the revenue generated from ticket sales, sponsorships, and other additional income streams and then subtract the total costs of organizing and running the event.

In addition to evaluating the event’s financial performance, consider analyzing other qualitative and quantitative impacts, such as:

1. Networking opportunities: Successful events often provide valuable networking opportunities for attendees, helping them to build new business relationships and collaborations.
2. Brand exposure: A well-executed event can significantly enhance your organization’s brand credibility and visibility in the industry, helping establish your organization as a thought leader in your sector.
3. Learning and professional development: For many attendees, the primary goal of attending an event is to acquire new knowledge and skills. Therefore, the quality of speakers and content can have a significant impact on your event’s success.

By carefully tracking and measuring KPIs, collecting feedback, and evaluating the overall ROI and impact of an event, you can uncover invaluable insights to inform future event planning and continuously improve your events.

Best Practices and Tips for LinkedIn Events

LinkedIn Events is a powerful tool that allows users to create and manage events within the platform. From small networking get-togethers to large conferences, LinkedIn Events offers many features to help you plan, promote, and engage attendees effectively. In this article, we’ll explore the best practices for leveraging LinkedIn Events to maximize the value and impact of your professional get-togethers.

Optimizing Your Event for Search

LinkedIn Events are searchable, making it essential for your event to be strongly optimized for search engines. This increases the likelihood of users finding and joining your event. Here are a few steps to optimize your event for search:

1. Choose the right keywords: Do thorough keyword research and identify relevant and high-volume search terms related to your event. These search terms should be used in your event title, description, and other content to improve its visibility.
2. Write an engaging and keyword-rich description: You should aim to write a description that concisely explains the event, its goals, and the benefits of attending. Be sure to include keywords naturally.
3. Use relevant hashtags: By using relevant hashtags, you can increase the visibility of your LinkedIn Event. Research trending hashtags in your industry and incorporate a few in your event promotion.
4. Complete all event details: Fill in all event information, including the event name, location, date, time, and a link to an external website (if applicable). The more information you provide, the easier it is for potential attendees to find your event.
5. Leverage LinkedIn Groups: Join industry-specific LinkedIn Groups that are relevant to your event and share your event with these groups for increased exposure.

Embracing Creativity and Innovation

With so many events happening worldwide, standing out from the crowd is essential. Embrace creativity and innovation when planning your LinkedIn Event:

1. Create an eye-catching event banner: A visually appealing banner will draw attention to your event and entice users to click on it. Invest in creating a professional, captivating image that reflects the theme of your event.
2. Offer unique content: Offer exclusive content or guest speakers that attendees can’t find elsewhere, making your event a must-attend experience.
3. Host a variety of formats: Including panels, workshops, and networking sessions in your event can cater to different learning styles and preferences, thus increasing the overall appeal.
4. Keep users engaged: Encourage active participation through Q&A sessions, polls, and breakout rooms.
5. Utilize technology and tools: Take advantage of LinkedIn’s features and other event management tools to enhance the attendee experience and improve your event’s visibility.

Collaborating with Other LinkedIn Event Organizers

Partnering with other event organizers can amplify the reach and success of your LinkedIn Event. Collaborate with other organizers by:

1. Cross-promoting events: Share each other’s events on your respective LinkedIn feeds and increase the visibility of both events.
2. Co-hosting events: Join forces with other organizers to create a bigger and more comprehensive event that attracts a wider audience.
3. Guest speaking: Swap guest speakers to add variety and expertise to both events.
4. Sponsoring each other’s events: Offer in-kind sponsorships, such as promotional support, in exchange for logo placement or other benefits.
5. Sharing best practices and insights: Connect with other organizers to exchange tips, resources, and ideas to improve your event planning skills.

Expert Advice and Success Stories

Gleaning insights from industry professionals and learning from other successful LinkedIn Event organizers can improve your own events. To do this:

1. Follow thought leaders and influencers in the event planning space on LinkedIn to learn about the latest tools, technology, and best practices.
2. Attend webinars and conferences centered around events management to stay current on trends.
3. Benchmark your event against similar events and identify areas where you can improve.
4. Solicit feedback from attendees and adapt your event accordingly.
5. Reach out to other organizers or influencers to mentor you and provide guidance.

In conclusion, LinkedIn Events offers a plethora of features to help you create and host successful events. By optimizing your event for search, embracing creativity and innovation, collaborating with other organizers, and learning from experts, you can increase the reach, impact, and value of your professional events.

1. How can one create a LinkedIn Event?

To create LinkedIn Events, go to the “Events” tab in the main menu or use the “Create Event” option from your LinkedIn homepage. Enter the required details, such as event name, description, start and end time, and privacy settings. Finally, invite your connections and share it with your network.

2. Can users track attendance and engagement for LinkedIn Events?

Yes, LinkedIn Events includes an analytics tool that tracks attendance and engagement metrics, such as event page views, registration numbers, attendees’ industries, job functions, and more. This helps event organizers gather insights and make necessary adjustments.

3. Are there any promotion tools available for LinkedIn Events?

Event organizers have several promotion tools at their disposal, such as Featured Posts that highlight event information on the event page, direct messaging for personalized invitations, and sharing updates on both LinkedIn and other social media platforms.

4. Can an organizer conduct a virtual event using LinkedIn Events?

LinkedIn Events does not offer in-built virtual meeting capabilities, but event organizers can include a link to a third-party platform, such as Zoom, Microsoft Teams, or Webex, in the event description to conduct the virtual meeting or webinar.

5. Are LinkedIn Events accessible to both free and premium members?

LinkedIn Events are accessible to both free and premium LinkedIn users. However, premium membership may provide additional features, such as more robust analytics and more extensive reach for promotions. Regardless of membership, all users can create and attend events.

6. Can attendees network with each other during a LinkedIn Event?

Utilize the event page to initiate discussions, share resources, and collaborate with other attendees before and after the event. This allows participants to network, receive updates, and stay connected with event-relevant topics and discussions.