LinkedIn events allow professionals to connect with others in their industry and expand their networks. However, with the rise of virtual events and networking fatigue, are in-person LinkedIn events still worth attending? Here we’ll examine the pros and cons of LinkedIn events and look at when they can provide value.
The Pros of LinkedIn Events
There are several potential benefits to attending LinkedIn events:
Networking Opportunities
One of the biggest advantages of LinkedIn events is the ability to network face-to-face with other professionals. At in-person events, you can make connections that you likely wouldn’t be able to make solely through online interactions. You can meet potential clients, partners, mentors and more. LinkedIn events tend to attract engaged, motivated professionals within your industry, making them prime networking opportunities.
Building Your Brand
Attending events can also help build your personal brand, especially if you take on a speaking role. But even just attending and mingling can boost your reputation. You can connect your name and face to your profile, demonstrate your expertise through conversations, and gain exposure for your company. Events allow you to stand out from the LinkedIn crowd.
Learning Opportunities
Many LinkedIn events feature keynote speakers, panels, workshops or other learning opportunities. This can be valuable for gaining new knowledge and skills within your field. You may learn best practices, innovative approaches, or simply hear different perspectives. This can spark ideas to improve your own business. Events also allow you to stay on top of the latest industry trends.
Potential Referrals and Deals
By expanding your network at events, you increase the chances of referrals and potential deals. You may meet someone who becomes a connection that refers clients to you down the road. Or you may make an impression on an attendee who later thinks of you for an exciting project. Having face time with influential professionals can pay dividends.
The Cons of LinkedIn Events
However, there are also some drawbacks to consider with LinkedIn events:
Time Commitment
Attending events requires a substantial time investment. First, there is the event itself, which may take up an entire workday or evening. Add in travel time and getting ready, and it can end up taking a large chunk of your schedule. The time spent at the event means less time on other priorities. So you need to weigh the benefits versus the time cost.
Organizing Logistics
There are also logistics required in attending events, such as travel, lodging, event tickets, and other costs. With in-person events, you likely can’t simply click and register like a webinar. It requires planning and budgeting. Is the event worth the logistical effort and expenses?
Hit or Miss Value
The networking and learning value at events can vary widely. Sometimes you make great connections that are well worth it. Other times, you may struggle to find people relevant to your industry and goals. The speakers and content may or may not align with your needs. So the payoff of events can be unpredictable.
Post-Event Follow Up
Events alone aren’t enough – you need to follow up after with your new connections. This includes sending personalized invites to connect on LinkedIn, emailing recaps of your conversations, and tracking discussions in your CRM. The follow up takes diligence. If you don’t follow up, the event may not lead to meaningful business relationships.
Pandemic Considerations
The COVID-19 pandemic has disrupted in-person events. While many events are returning to normal, safety remains a concern for some. Masking and vaccination requirements vary. And virtual elements make events more accessible than ever before. The pandemic has dampened enthusiasm around in-person events.
When Are LinkedIn Events Worth It?
LinkedIn events can provide value in the right circumstances. Here are examples of when events may be worth your time and resources:
- When launching a new product/service – Events can provide exposure to help spread the word.
- When entering a new geographic market – Connect in-person with local professionals.
- When looking to be inspired or spark innovation – Events often spur new thinking.
- When job hunting or recruiting – Access targeted candidates.
- When ambitions to boost media presence – Events offer speaking/exposure opportunities.
Overall, carefully evaluate your goals and current network when considering LinkedIn events. If you need to expand your connections, gain more niche exposure, or want face-to-face interactions, events may offer value. But if you have an established network and clear business pipelines, your time may be better spent elsewhere.
Tips for Maximizing LinkedIn Events
If you do opt to attend a LinkedIn event, here are some tips to get the most out of it:
Set Objectives
Define what you want to achieve – is it meeting potential partners? Generating buzz for your company? Recruiting? Gaining referrals? Set S.M.A.R.T. goals.
Research Attendees
Use the event app or LinkedIn itself to look up who’s attending. Identify the profiles you really want to connect with. Reach out to set meetings in advance if appropriate.
Craft an Elevator Pitch
Prepare a 30-60 second elevator pitch highlighting your skills, company, and offerings. Have a compelling narrative to share when networking.
Bring Business Cards
Business cards make it easy for new connections to follow up and contact you down the road. Bring ample supply.
Engage on LinkedIn
During the event, post updates tagging the event and engage with other attendee content. Stay top of mind.
Prioritize Meaningful Conversations
Avoid spreading yourself too thin chatting. Focus on fewer, deeper conversations with true prospects.
Collect Contact Info
Gather email addresses, LinkedIn profiles, phone numbers, and other info to enable post-event follow up.
Follow Up Quickly
Connect with your new relationships right after the event while it’s fresh. Send personalized invites, recap your conversations, and suggest meeting again.
Key Takeaways
Here are the key points to keep in mind when evaluating LinkedIn events:
- They provide opportunities for quality networking and expanding your connections.
- But events require a substantial time commitment including logistical planning.
- The payoff in terms of business leads can vary – some events are more fruitful than others.
- Leverage events when launching new offerings, entering new markets, recruiting, and aiming for media presence.
- Set S.M.A.R.T. goals, research attendees, craft an elevator pitch, and follow up quickly after events.
Ultimately, LinkedIn events can be very beneficial for growing your professional network and business – with the right strategy and goals. Be selective about which events you attend and stay focused on maximizing your time investment in networking.
Conclusion
LinkedIn events provide excellent networking and learning opportunities that can boost your career and business. However, they require a substantial time commitment and logistical planning. To maximize their value, be strategic in selecting events, set clear objectives, research attendees in advance, have an elevator pitch ready, and diligently follow up. With focus and preparation, LinkedIn events can yield new relationships and opportunities. But without clear goals and follow-through, their impact may be limited. Evaluate your specific needs and goals first before jumping into participating in person events. The most useful events align closely with your target audience, industry niche, and professional objectives.