LinkedIn is a great platform for promoting events and reaching targeted audiences. With over 722 million users worldwide, LinkedIn provides ample opportunities to spread the word about your event. However, simply sharing the event details is not enough. You need to create compelling event posts that pique your audience’s interest and drive registrations.
Why Promote Your Event on LinkedIn?
Here are some key reasons to use LinkedIn for event promotions:
- Large targeted audience – LinkedIn allows you to target your posts to relevant industry professionals
- Higher engagement – LinkedIn members are more likely to engage with content than on other platforms
- Thought leadership – Position yourself/company as an industry leader by sharing valuable insights
- Lead generation – LinkedIn is great for driving registrations and getting sales leads
- Virality – Content can spread quickly through shares, comments, and likes
- Credibility – Events promoted on LinkedIn leverage the platform’s professional image
Types of LinkedIn Event Posts
You can create different types of event-related posts on LinkedIn to promote your event before, during, and after it takes place.
Pre-Event Promotion
- Announcement posts – Share your event dates, venue, agenda, speaker details, and registration links
- Sneak peek posts – Give exclusive previews of your event to build anticipation
- Speaker highlight posts – Showcase keynote speakers with a bio, photo, and session details
- Engaging questions – Pose exciting questions to your audience and encourage discussion
- Countdown posts – Build momentum with a daily countdown as the event approaches
During the Event
- Live posts – Give real-time social coverage of sessions, speakers, and activities
- Quotes and soundbites – Share inspiring, funny, or informative quotes from speakers
- Photos and videos – Post visual content to showcase the event experience
- Behind-the-scenes – Capture candid, fun moments that attendees don’t see
Post-Event Follow Up
- Highlights and recap – Share key takeaways, learnings, and highlights
- Event feedback request – Ask attendees for feedback on what they enjoyed and how to improve
- Thank you post – Show appreciation for attendees, speakers, sponsors, and volunteers
- Call-to-action – Offer resources, discounts, or info to continue the conversation
How to Create an Engaging LinkedIn Event Post
Follow these best practices for creating event posts that deliver results:
1. Use Eye-Catching Visuals
Posts with images and videos tend to grab more attention and engagement. Use appealing photos, interesting graphics, logos, or branded images related to your event. Videos like a promo or sizzle reel can also captivate audiences. Avoid text-only posts.
2. Craft an Attention-Grabbing Headline
You have just a few seconds to capture interest with your post headline. Use emotional triggers like urgency or exclusivity, ask exciting questions, highlight special guests, or tease what attendees can expect. Keep headlines short, snappy and descriptive.
3. Provide Relevant and Useful Info
Focus your post content on sharing valuable, relevant details your target audience cares about. This includes event schedules, speaker bios, networking opportunities, ticket discounts, venue details, confirmed attendees, sponsorship options – whatever is most useful for your audience to know.
4. Use an Engaging Post Style
The style and tone you use in your event posts can boost engagement. For pre-event buildup, use anticipation and excitement. Share personalized experiences and stories from the event itself. Pose questions to spark discussion. And express gratitude when thanking everyone post-event.
5. Include a Clear Call-to-Action
Every event post should direct the reader towards a specific action. This could be registering for the event, following a link, using a special discount code, interacting with your content, or simply saving the date. The clearer the call-to-action, the better.
6. Optimize with Relevant Hashtags
Include a few highly relevant hashtags in your posts to reach broader audiences also following those hashtags. Just avoid going overboard with too many tags.
7. Engage and Interact
When users comment on your event posts, be sure to like their comments and respond promptly. Also share user-generated content from the event, and interact with potential attendees.
8. Post Consistently Before and After
Don’t just post once and forget it. Build momentum with a series of event-related updates before, during, and after. Post frequency can increase as the event gets closer.
9. Promote Across Your Other Channels
To maximize exposure, cross-promote your LinkedIn event posts on all your other marketing channels – social media, email, website, blog, etc.
10. Analyze and Optimize
Use LinkedIn’s analytics to see which types of event posts, content, and timing drive the most registration and engagement. Then double down on what works.
LinkedIn Post Ideas and Templates
Here are some specific LinkedIn post examples you can model for your next event:
Save the Date Post
Share key event info as soon as dates are confirmed so audiences can calendar it. Include a photo representing the event theme.
Example:
[Event Name] is returning to [location] on [date]! Join hundreds of industry professionals for two days of inspiring keynotes, breakout sessions, networking and more. Save the date and get early bird tickets now before they sell out!
Sneak Peek Post
Give audiences exclusive previews of what they can expect at your event.
Example:
Sneak peek! At [Event Name], attendees will experience:
– A welcome session with guest speaker [name]
– 12+ educational breakout sessions
– Expanded exhibit hall with 30+ vendors
– New hosted evening receptions for networking
Get your tickets to secure access to these exciting updates and more!
Speaker Highlight Post
Drum up excitement for renowned guest speakers.
Example:
We’re thrilled to announce [Speaker Name] is keynoting [Event Name]! [Speaker] will discuss [speech topic] and share deep insights from [his/her] experience as [background info]. Attendees will have the unique chance to meet [him/her] in person too! Will you be there?
Fun Poll or Question Post
Engage your audience and get them talking about your event theme/topics.
Example:
[Event Name] focuses on the future of [industry]. What emerging [industry] trend or topic are you most excited to learn about? Vote in the poll below!
Discount / Special Access Post
Offering perks and exclusive discounts can incentivize registrations.
Example:
Register for [Event Name] by [date] using promo code EARLYBIRD and get 50% off your ticket! Or if you register now we’ll reserve you a spot in the exclusive VIP lounge with reserved seating and lounge access. Hurry, these perks won’t last!
Event Recap Post
Share key highlights and takeaways from your event and thank everyone involved.
Example:
That’s a wrap! Thank you to everyone who attended and participated in [Event Name] this week. We saw record attendance and received amazing feedback. Here are some of the key highlights and takeaways from the event:
- 95% said they made valuable new business connections
- 82% rated the sessions as extremely helpful for career growth
- 76% were inspired by [Keynote Speaker’s] opening speech
We hope you made valuable connections and took away actionable insights from the event. We can’t wait to do it all again next year!
Feedback Request Post
Asking for feedback shows you value attendees’ opinions and want to improve for next time.
Example:
Thank you again to everyone who attended [Event Name]! We want to make next year’s event even better, and that starts by gathering your feedback. Please take a few minutes to fill out this short survey on what you enjoyed and what could be improved for next year. We appreciate you taking the time!
Post-Event Offer Post
Continue the conversation with attendees by offering them something valuable like resources, discounts, or info on upcoming events.
Example:
Now that [Event Name] has wrapped up, be sure to download the slide decks and recordings from each session. We’ve also opened registration for [Next Year’s Event] at an exclusive 50% early bird discount for all [Event Name] attendees using code THANKS. And keep an eye out for upcoming webinars on the topics you loved most!
Best Practices for LinkedIn Event Posts
Keep these tips in mind to get the most out of promoting your event on LinkedIn:
- Start promoting at least 1-2 months in advance
- Post 2-3 times per week as the event approaches
- Use brief, attention-grabbing headlines
- Always include a relevant photo, video, or graphic
- Tag relevant speakers, partners, or sponsors to expand reach
- Respond to all comments and questions
- Send reminder / “last chance” posts in the final week pre-event
- Post multiple times throughout the live event
- Follow up with recaps, highlights, and offers post-event
- Ask attendees to share their own event content
- Run retargeting ads to past event attendees
Measuring LinkedIn Event Post ROI
It’s crucial to analyze your LinkedIn event promotion results so you can refine and improve in the future. Here are key metrics to track:
- Post reach and impressions
- Post engagement rate
- Comments, likes, shares, clicks per post
- Event registration conversion rate from LinkedIn
- Traffic to event website or landing pages
- Lead quality and volume from the event
- Attendee satisfaction ratings
- Net Promoter Score
Conclusion
Promoting events successfully on LinkedIn requires creating engaging, valuable event-related posts consistently over time. You need to capture attention in crowded feeds, provide the right event information to your target audiences, spark meaningful engagement, and drive conversions by getting professionals to register and attend your event. Follow the tactics in this guide, and you’ll be able to generate buzz for your next event and fill seats.