Event promotion is increasingly vital in today’s digital landscape. LinkedIn provides a powerful platform to drive awareness of your event and amplify its reach.
With effective outreach sequencing, you can integrate promotions seamlessly into your attendees’ feeds and convert them into registrants.
In this article, we’ll explore best practices for crafting LinkedIn event promotion sequences that spark interest, build momentum, and ultimately get more people to your event.
Leveraging compelling content and strategic targeting, an event promotion sequence on LinkedIn can take your marketing to the next level.
What is the Event Promotion LinkedIn Sequence?
An event promotion LinkedIn sequence is a series of structured messages sent over time to promote an upcoming event and drive registrations.
Here are some key characteristics:
- Focused specifically on promoting a physical, virtual, or hybrid event rather than a webinar, sale, or other initiative.
- Utilizes a variety of LinkedIn content formats like articles, images, polls, and personalized messages.
- Messaging typically follows a timeline, starting with awareness building and event details, followed by discounts/special offers closer to the event date.
- Targets relevant audiences like past event attendees, firms in related industries, or local prospects if the event is geo-targeted.
- Aims to inform and persuade, clearly communicating the event’s value proposition.
- Features clear calls-to-action to drive event registration at each touchpoint.
Unlike a general awareness campaign, an event promotion sequence has a fixed event date that messaging builds up excitement toward over time.
It pursues a specific conversion goal like registrations/tickets vs. vague outcomes like “likes”.
With personalization and strategic timing, this direct response-focused approach can boost event participation.
Why is the Event Promotion LinkedIn Sequence Useful?
The Event Promotion LinkedIn Sequence is a powerful tool in the marketer’s arsenal, offering several compelling benefits that align well with specific marketing goals:
- Targeted Reach: LinkedIn’s advanced targeting capabilities ensure that promotional efforts reach the most relevant audience. This precision targeting is invaluable for attracting the right attendees, be it industry professionals, decision-makers, or potential collaborators.
- Enhanced Engagement: By leveraging personalized messaging and content, this sequence fosters higher engagement rates. Personalized outreach resonates more effectively with recipients, leading to increased interest and interaction with the event.
- Professional Credibility: LinkedIn is renowned for its professional network. Promoting an event on this platform lends it a level of professionalism and credibility, which can be pivotal in attracting a high-caliber audience.
- Networking Opportunities: The sequence not only promotes the event but also facilitates networking before, during, and after the event. It helps in building a community around the event, enhancing attendee interaction and networking opportunities.
- Measurable Results: LinkedIn provides robust analytics tools. Marketers can track engagement metrics like clicks, views, and interactions, allowing them to measure the effectiveness of their strategies and make data-driven adjustments.
- Cost-Effective Marketing: Compared to traditional forms of event marketing, LinkedIn sequences can be more cost-effective, offering a higher ROI. The ability to reach a large yet targeted audience without substantial advertising costs is a significant advantage.
- Long-term Relationship Building: This approach doesn’t just promote a single event; it helps in building long-term relationships with attendees, speakers, and sponsors, which can be leveraged for future events and collaborations.
- Increased Event Attendance: Ultimately, the main goal of event promotion is to increase attendance. The Event Promotion LinkedIn Sequence, with its targeted, engaging, and professional approach, is highly effective in achieving this goal.
In conclusion, the Event Promotion LinkedIn Sequence is a multifaceted tool that aligns with various marketing objectives, from increasing event attendance to building lasting professional relationships. Its targeted, engaging, and credible approach makes it an indispensable strategy for event marketing in today’s digital landscape.
What Businesses Should Use Event Promotion LinkedIn Sequence?
The Event Promotion LinkedIn Sequence is particularly beneficial for certain types of businesses and industries, primarily those where professional networking, industry relevance, and B2B interactions are key.
These include:
- Corporate Conferences and Seminars: Businesses that organize corporate events, conferences, or seminars would find this sequence highly effective. LinkedIn is ideal for reaching professionals interested in industry-specific knowledge, skill development, and networking opportunities.
- Technology and IT Companies: For tech and IT companies launching new products, hosting tech talks, or conducting workshops, LinkedIn offers access to a tech-savvy audience that is keen on staying updated with the latest industry trends.
- Professional Service Firms: Law firms, accounting firms, and consultancies can use this strategy to promote events like legal updates, financial seminars, or networking events, reaching professionals who could benefit from these services.
- Educational Institutions and Training Providers: Universities, colleges, and training providers hosting webinars, open days, or educational workshops can effectively reach potential students, alumni, and professionals seeking further education or skills enhancement.
- Healthcare and Pharmaceutical Companies: For events like medical symposiums, drug launches, or healthcare workshops, LinkedIn allows these companies to target healthcare professionals, industry experts, and decision-makers in the healthcare sector.
- Recruitment and HR Services: Companies in the recruitment and human resources sector can leverage LinkedIn to promote career fairs, recruitment drives, or HR seminars, reaching both job seekers and employers.
- Non-Profit Organizations and Associations: Non-profits and professional associations can use this sequence to promote fundraisers, networking events, or awareness campaigns, tapping into a community of professionals who might be interested in advocacy or volunteering.
- B2B Companies: Generally, any B2B company hosting industry-specific events, product demonstrations, or customer appreciation events will find LinkedIn an ideal platform due to its professional user base and networking-oriented environment.
In summary, industries and businesses that rely heavily on professional networking, industry-specific targeting, and B2B interactions stand to gain the most from implementing an Event Promotion LinkedIn Sequence.
The platform’s unique environment and user base make it a powerful tool for these sectors to effectively promote their events.
Best Practices for Event Promotion LinkedIn Sequence
Implementing an Event Promotion LinkedIn Sequence effectively requires adherence to best practices while avoiding common pitfalls.
Here are key strategies to ensure success:
Best Practices
- Start Early and Plan Strategically: Begin promoting your event well in advance. A staggered approach, gradually intensifying as the event nears, allows for sustained interest and better planning.
- Target the Right Audience: Utilize LinkedIn’s targeting tools to reach the most relevant audience. Consider factors like industry, job title, location, and interests to ensure your message reaches potential attendees who will find the event valuable.
- Craft Compelling Content: Your content should be engaging and informative. Include key details like the event’s value proposition, speakers, agenda, and how attendees will benefit. Use diverse content formats like posts, articles, videos, and infographics.
- Personalize Invitations: Personalize your outreach as much as possible. Customized invitations can lead to higher engagement rates. Use LinkedIn’s InMail or direct messaging for a more personal touch.
- Leverage Speaker and Sponsor Networks: Encourage speakers, sponsors, and partners to promote the event on their LinkedIn profiles. This multiplies your reach and lends credibility.
- Utilize LinkedIn Groups and Hashtags: Engage with relevant LinkedIn groups and create unique event hashtags to foster community engagement and increase visibility.
- Regular Updates and Reminders: Keep your audience engaged with regular updates about the event. This can include speaker announcements, session highlights, and countdown posts.
- Track and Analyze Engagement: Monitor engagement metrics to understand what works. Use these insights to tweak your strategy and improve future campaigns.
- Follow-up Post-Event: After the event, follow up with attendees and non-attendees. Share highlights, key takeaways, and possibly recordings. This not only adds value but also builds relationships for future events.
Common Pitfalls
- Over-Promotion: Bombarding your network with too many messages can lead to audience fatigue. Balance is key.
- Neglecting Personalization: Generic messages are less effective. Personalization shows effort and increases engagement.
- Ignoring Engagement Metrics: Failing to track or ignore engagement metrics can lead to missed opportunities for optimization.
- Inconsistent Messaging: Inconsistent or unclear messaging can confuse potential attendees. Ensure your communication is coherent and aligned with the event’s objectives.
- Underestimating the Power of Networking: Not utilizing LinkedIn’s networking potential fully, such as not engaging in groups or not leveraging connections, can limit the reach of your event promotion.
By adhering to these best practices and avoiding the pitfalls, you can maximize the effectiveness of your Event Promotion LinkedIn Sequence, ensuring greater visibility, engagement, and success for your events.
Examples of Event Promotion LinkedIn Sequence
In this section, we explore three distinct Event Promotion LinkedIn Sequences, each with a set of five tailored messages.
These examples demonstrate how to effectively adapt this strategy across different contexts and objectives.
Example 1: Tech Product Launch
Objective: To promote a new software product launch event targeting tech professionals and industry leaders.
Message 1: Launch Announcement
- Subject: “Revolutionizing [Industry]: Exclusive Preview”
- Content: Introduce the upcoming product and its potential impact on the industry. Highlight the event date and a sneak peek of what to expect.
- CTA: “Register now for an exclusive first look.”
Learn how to create this template:
Message 2: Speaker Highlight
- Subject: “Meet Our Expert Panelists for [Product Launch]”
- Content: Showcase the credentials of keynote speakers and panelists. Share their insights or quotes about the product.
- CTA: “Join us to learn from the best in the industry.”
Message 3: Countdown Commences
- Subject: “Countdown to Innovation: [Product Name] Launch in 7 Days!”
- Content: Build excitement with a countdown. Highlight a unique feature of the product and a teaser of the launch event.
- CTA: “Don’t miss out – save your spot today.”
Message 4: Last Chance to Register
- Subject: “Last Chance to Register for [Product Name] Launch”
- Content: Emphasize the opportunity to be among the first to experience the product. Include testimonials from beta testers or industry experts.
- CTA: “Secure your place now before it’s too late.”
Learn how to create this template:
Message 5: Post-Event Follow-Up
- Subject: “Thank You for Joining [Product Launch] – What’s Next?”
- Content: Post-event message thanking attendees, providing a summary of key points, and offering access to additional resources or product demos.
- CTA: “Explore more about [Product Name] here.”
Learn how to create this template:
Example 2: Professional Development Workshop
Objective: To attract mid-level professionals for a skill-enhancement workshop.
Message 1: Workshop Introduction
- Subject: “Elevate Your Skills: Join Our Exclusive [Skill] Workshop”
- Content: Introduce the workshop, its relevance in the current job market, and the expertise of the trainers.
- CTA: “Reserve your spot to upskill today.”
Learn how to create this template:
Message 2: Agenda Details
- Subject: “What You Will Learn at the [Skill] Workshop”
- Content: Provide a detailed agenda of the workshop, highlighting key skills to be learned and practical applications.
- CTA: “Register now to transform your career.”
Learn how to create this template:
Message 3: Urgency for Limited Spots
- Subject: “Workshop Alert: Only 10 Spots Left!”
- Content: Create a sense of urgency by updating on the limited availability, emphasizing the exclusive nature of the workshop.
- CTA: “Hurry, secure your place now!”
Learn how to create this template:
Message 4: Final Reminder
- Subject: “Join Us Tomorrow: Last Call for [Skill] Workshop”
- Content: Send a final reminder a day before the workshop, summarizing the benefits and opportunities.
- CTA: “Last chance to register – don’t miss out!”
Learn how to create this template:
Message 5: Thanking Attendees
- Subject: “Thanks for Attending – Next Steps in Your [Skill] Journey”
- Content: Post-workshop appreciation message, offering access to workshop materials, and information about advanced courses or future events.
- CTA: “Continue your learning journey with us.”
Example 3: Non-Profit Fundraising Event
Objective: To maximize attendance and donations for a non-profit fundraising event.
Message 1: Cause Introduction
- Subject: “Join Us in Making a Difference: [Cause] Fundraising Event”
- Content: Introduce the cause, the impact of the fundraiser, and details of the event.
- CTA: “Register to support a great cause.”
Learn how to create this template:
Message 2: Beneficiary Stories
- Subject: “Hear from Our Beneficiaries: The Impact of Your Support”
- Content: Share stories or testimonials from those who have benefited from the non-profit’s work.
- CTA: “Be part of the change – join our event.”
Message 3: Special Guest Announcement
- Subject: “Exciting Update: Special Guest at Our Fundraiser!”
- Content: Announce a special guest or keynote speaker to add appeal and encourage attendance.
- CTA: “Don’t miss this special opportunity – RSVP now.”
Message 4: Countdown to Event
- Subject: “Countdown to Change: 3 Days to Our Fundraising Event”
- Content: Build anticipation with a countdown, highlighting different aspects or attractions of the event each day.
- CTA: “Join us and make a difference – secure your spot.”
Message 5: Post-Event Gratitude
- Subject: “Thank You for Your Support at [Event Name]”
- Content: Post-event message expressing gratitude, sharing the event’s success, and the difference made. Include photos or highlights from the event.
- CTA: “Stay involved with our cause – here’s how.”
These sequences demonstrate how the Event Promotion LinkedIn Sequence can be adapted to various contexts, leveraging LinkedIn’s strengths to achieve specific objectives, whether it’s a product launch, professional workshop, or fundraising event.
How to Create Your Own Event Promotion LinkedIn Sequence
Transform one-off event promotions into multi-channel campaigns with sequenced LinkedIn messaging.
Follow our 5-step guide to strategically engaging your audience and driving registrations over time through personalized content, compelling offers, and savvy automation.
Soon, you’ll be attracting standing-room-only crowds to your can’t-miss industry events.
1. Identify Goals & Audience
First, clearly define your goals. Do you want to boost overall event awareness? Generate leads for future marketing? Drive immediate ticket sales?
Any and all may apply, but prioritizing will inform strategy. Simultaneously, laser focus your audience targeting using LinkedIn’s expansive filters – locale, company size, job function, seniority level, interests/skills, and more.
Recent event engagement and third party intent data also reveal qualified prospects. Customizing to niche roles in your industry is possible with a bit more manual research.
Essentially, align your event and promotional messaging with each narrowly defined audience’s preferences and needs for maximum relevance.
This thoughtful goal-setting and audience segmentation sets the foundation for orchestrating high converting event promotion sequences.
2. Map Out Timeline & Message Cadence
With goals and audiences clear, chart your sequencing roadmap. Aim for 4-6+ touches over a timeline tailored to event date.
Further out promote early bird offers, speaker announcements, and unique programming. During final 2-3 weeks increase frequency to 2-3 messages weekly, conveying deadline reminders, exclusive discounts for acting now, and fear of missing out on a not-to-miss event.
Vary formats and maintain relevance while escalating the call to action intensity – signup vs register vs urgent last chance.
Sync your sequences across other channels like email as well for surround sound messaging reinforcement.
Thoughtful planning and systematic nurturing of prospects over time is essential to gradually turning passive observers into fully bought-in attendees.
3. Craft Captivating Content
Now get creative in your messaging. Personalize by calling out to title, industry, company, location or interests. Spotlight speakers, sessions, or vendor partnerships resonating with each niche audience.
Maintain professionalism but inject some personality – let prospects glimpse the inclusive vibe awaiting them onsite. Keep sequences lively, leading with stunning visuals and stats then following with digestible copy.
Infuse multi-format content like pooled opinions on hot topics, experiential virtual tours, surprise & delight gift drops, and cameos from influencers. Video is especially key – embed testimonials, agenda explainers, and dynamic calls to register.
Balance informing and entertaining to cut through the noise. Savvy content tailored to interests and rendered across engaging formats drives sequence success.
4. Drive CTAs & Conversions
Now put your proven direct response tactics to work. Every touchpoint presents an opportunity to guide your audiences closer towards registrations or other sequence goals.
Lead forms, clickable banners, downloadable resources, and special promotion codes turn passive viewers into engaged participants.
Strategically showcase exclusives like members-only meetings with c-level speakers or coveted exhibit hall passes. Feature limited time early bird rates, bring a colleague discounts, and last minute backups released from waitlists.
Strike an artful balance between showcasing your event’s inherent value and deploying smart incentives. Maintain clarity and consistency around urgency drivers and calls to action.
Progress prospects across an ascending ladder of offers as event nears, securing commitments convenient and irresistible.
5. Automate Touchpoints
Manual oversight of intricate sequences swiftly becomes unscalable. Automation platforms like Outreach and Dux enable configuring streams of triggered messages sent per your timeline specifications.
Simply craft template-based emails, social posts, and ads once. Then populate dynamic content fields and set reminder workflows to repeatedly nudge contacts. Beyond initial setup, automation handles deployment so you can focus elsewhere.
But stay vigilant analyzing performance through real-time open/click tracking.
Refine copy tone, visual assets, content types, audience segments, and sequence durations based on empirical data like lagging open rates from Silicone Valley prospects or above-average registration clicks among founders’ titles.
Let automation power a set-it-and-forget-it sequence while still manually optimizing for peak event turnout.
How ProfitOutreach Helps You Create Event Promotion LinkedIn Sequence?
ProfitOutreach offers a robust solution for crafting effective Event Promotion LinkedIn Sequences, tailored to enhance your marketing strategies. Key features include:
- Automated Personalization: Utilizing real prospect data and your offerings, it ensures each message is uniquely tailored, enhancing engagement and relevance.
- Flexible Sequence Options: Choose from preset or custom sequences with a variety of templates and tones to match your event’s style and objectives.
- Data-Driven Customization: Leverages data from LinkedIn profiles, company pages, and websites for well-targeted, resonant messages.
- Wide Template Range: Includes email and LinkedIn message templates embedded with best practices, covering various promotional scenarios.
- User-Friendly Interface: Simplifies crafting, customizing, and managing sequences, with tools for editing, template replacement, and follow-up reminders.
- Educational Resources: Provides guides for effectively using sequences with different platforms, maximizing outreach impact.
ProfitOutreach stands as a comprehensive, easy-to-use tool for enhancing your LinkedIn event promotion efforts.
Conclusion
An impactful event promotion strategy is now within reach through LinkedIn’s targeting power and sequencing capabilities.
By planning dynamic multi-touch campaigns focused on driving event signups, you can booth awareness and fill seats.
Utilize a variety of content formats to capture attention, while strategically escalating urgency with exclusive discounts and last-chance offers.
With personas and interests in mind, personalized sequencing converts passive viewers into engaged participants.
Sign up for ProfitOutreach today to instantly locate your event’s buyers and deploy captivating sequences – effortlessly promoting your can’t-miss industry event on LinkedIn.
Frequently Asked Questions (FAQs) about Event Promotion LinkedIn Sequence
Here are some FAQs regarding to event promotion LinkedIn sequence:
What is an Event Promotion LinkedIn Sequence?
An Event Promotion LinkedIn Sequence is a series of targeted, personalized messages and content shared on LinkedIn to promote an event. It leverages the platform’s networking capabilities to reach and engage a relevant audience, enhancing visibility and attendance for your event.
How does it differ from other LinkedIn marketing strategies?
Unlike general LinkedIn marketing, this sequence is specifically tailored for event promotion, focusing on direct engagement with potential attendees through personalized messaging and content that highlights the event’s value, speakers, and unique offerings.
What kind of events can benefit from this strategy?
Any event seeking a professional audience can benefit, including corporate conferences, product launches, workshops, webinars, and networking events. The strategy is particularly effective for events that appeal to specific industries or professional interests.
How early should I start promoting my event on LinkedIn?
It’s advisable to start at least a few weeks to a couple of months in advance, depending on the scale of the event. This gives you ample time to build awareness, engage potential attendees, and create a sense of anticipation.
What are some best practices for creating an effective sequence?
Key practices include identifying your target audience, crafting a compelling event narrative, choosing the right mix of content, planning your messaging sequence thoughtfully, and using LinkedIn’s analytics to measure and optimize your campaign.
Can I use ProfitOutreach for my Event Promotion LinkedIn Sequence?
Absolutely! ProfitOutreach is designed to automate and personalize LinkedIn and email outreach campaigns, making it a valuable tool for creating tailored and effective event promotion sequences.
How do I measure the success of my LinkedIn Sequence?
Success can be measured using LinkedIn’s analytics tools to track engagement metrics like views, clicks, and interactions, as well as conversion rates in terms of event registrations and actual attendance.
What are common mistakes to avoid in an Event Promotion LinkedIn Sequence?
Common mistakes include over-promotion, neglecting personalization, inconsistent messaging, and failing to track or respond to engagement metrics.
Is this strategy suitable for small-scale or local events?
Yes, the strategy can be scaled and adapted to suit any size of the event, including small-scale or local events, by targeting a specific geographic or niche professional audience.
Can I integrate this strategy with other marketing efforts?
Definitely. Integrating your LinkedIn sequence with broader marketing efforts, such as email campaigns, social media marketing, and traditional advertising, can amplify your event’s overall reach and impact.
