As the CEO and founder of a LinkedIn marketing agency, I appreciate the significance of every detail involved in creating successful events. Over the years, I have refined and enhanced my processes with each event, resulting in remarkable experiences that continue to improve.
However, I am aware that generating excitement for online events can pose a greater challenge. Without the allure of a grand venue or enticing giveaways, captivating your audience becomes more difficult. But that doesn’t mean you can’t create anticipation and generate buzz for your online events. You simply need to adjust your approach and leverage the right platform.
To achieve this, it is essential to embrace the unique advantages that online events offer. By leveraging these benefits, such as engaging your audience in interactive and repeatable ways, you can create valuable and highly anticipated online experiences that rival even the best in-person events.
With LinkedIn Events, your brand can maximise the benefits of every online event. This platform simplifies the setup process, allowing you to quickly and easily create your event. It also provides highly personalised outreach options, enabling you to effectively reach your target audience. Furthermore, once the event is live, LinkedIn Events ensures that hosting, joining, and sharing become seamless, enhancing the overall experience for all participants.
Setting up my events has never been easier! In just five simple steps, I can create a successful event while taking advantage of the latest features that LinkedIn Events has to offer.
How To Set Up Your LinkedIn Event In 5 Easy Steps!
Here are the fundamental steps to bring your virtual event to life, including obtaining the necessary access level, creating an engaging event page, and attracting attendees through targeted outreach efforts.
#1 – Become the page admin
To set up an event on behalf of your organisation, you must have page admin access. Before proceeding, it’s important to ensure that you have this level of access. If you are not already a page admin, you can contact your company’s social media manager or the person responsible for the LinkedIn Page to obtain this access or establish a partnership to create and manage the event.
#2 – Find & click on the “Create an event page”
When accessing the admin view of your LinkedIn Page, you will notice a panel on the left side of the screen. Within this panel, you should find an option for Events. Clicking on the Add icon within this section will prompt a “create an event” window to appear.
In the “create an event” window, you will need to fill out several fields, including:
Event name: Enter the name of the event.
Time Zone: Choose the relevant timezone from the dropdown menu.
Start date/start time: Indicate the start date and time of the event in the provided fields.
Add end date and time: If necessary, select the checkbox to specify an end date and time.
Description: Write a description that will appear on the event page.
Speakers: Enter the names of the speakers who will participate. If the speakers have LinkedIn profiles, you can use suggestions to invite them and link to their profiles from the event page.
Once you have provided the necessary details, the next step is to click the ‘next’ button. This action will reveal a text field titled “What do you want to talk about,” where you can type the desired content to be displayed in the Share box when promoting your event.
Finally, you will need to select the LinkedIn members you wish to share the post with and then click the ‘post’ button to successfully create the event.
#3 – Attract & engage your audience
After creating your event, you will receive a distinct event URL that you can share to increase visibility and encourage registration. According to feedback from event attendees, the primary methods they use to discover professional events are email, social media, and recommendations from others.
Here are some strategies to attract and engage your audience:
Share the event URL on your Page feed with images or videos to attract your followers.
Target your post to specific subsets within your audience, such as job title, industry, seniority, language, or location.
Share the event URL with your personal network to attract interested friends, colleagues, and peers.
Use traditional demand generation tactics like email and paid ads to promote the event landing page.
Invite your first-degree profile connections to attend (only available for Page admins).
Create a LinkedIn Event Ad Campaign to promote the event to a defined audience in a Sponsored Content ad format. The ad should highlight essential event details like the event name, host, date, and time.
Remember to be clear about the purpose, target audience, and benefits of your virtual event when promoting it. The headline plays a crucial role in attracting the right audience.
#4 – Engage your target audience
LinkedIn Events offers a valuable feature that allows event planners to engage and stay in touch with attendees before, during, and after the event. Using the event page, organisers can join or initiate conversations relevant to the event’s topic. Unique to the LinkedIn platform, organisers can recommend important posts in the event feed and send notifications to registered attendees up to two times per week.
Before the event, consider engaging attendees by posting a question or soliciting feedback. You can also conduct a poll to gather information about attendees in advance. During the event, share important images, quotes, stats, or other highlights in the event feed. If you’re using LinkedIn Live, it’s crucial to moderate the comments in the live stream. After the event, send out a survey link, conduct a follow-up poll, and provide attendees with concise takeaway resources in case they were unable to attend or want to revisit the content.
The more you keep attendees engaged, emphasise the value of attending, and foster a sense of community around the event, the more likely they are to attend and participate.
#5 – Launch your event
If you plan to use LinkedIn Live to stream your event live on your event page, you need to prepare in advance. Instead of sending the stream to your page, you will send it to your event page using a third-party broadcast tool. Once you start the live stream, attendees will receive a notification on LinkedIn and an email to their connected LinkedIn account informing them that the event is now live.
The setup process has been simplified to make it as easy as possible, so you can concentrate on creating high-quality content and effective promotion for your event. So, what are you waiting for? Launch your LinkedIn event today.
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