LinkedIn has established itself as a powerful platform for professional networking and business opportunities. In addition to its extensive networking capabilities, LinkedIn also offers a feature that allows users to create and promote events directly on the platform using LinkedIn Events.
Creating an event page on LinkedIn can significantly boost the visibility and reach of your event, helping you attract the right audience and maximize attendance.
In this step-by-step guide, we will walk you through the process of creating an event page on LinkedIn, ensuring that you optimize your event’s online presence and leverage the platform’s vast professional network.
How to Create an Event Page on LinkedIn:
LinkedIn Events is a powerful tool that allows you to create and promote professional events to your network. Here are the detailed steps to create an event on LinkedIn:
Step 1: Become a Page admin
Ensure you have the necessary access level by becoming a LinkedIn Page admin. Connect with your company’s social media manager or the person responsible for the LinkedIn Page to secure admin privileges or establish a partnership to create and manage the event.
Step 2: Access the “Create an Event” Button and Provide Information
Within the administrative view of your Page, locate the left-side panel, where you will find various options. One of these options is Events. Click on the Add icon within this section, triggering the appearance of a Create an Event window.
The Create an Event pop-up window presents several fields that require completion:
- Upload cover image: Select a banner image with dimensions like 480×270 or 1280×720 pixels, maintaining an aspect ratio of 16:9. The minimum width should be 480 pixels.
- Add alt text: Provide a description of the image for screen reader users.
- Organizer: Choose your profile or Page as the event host.
- Event type: Select online or in-person, specifying additional details if it’s an offline event.
- Event format: Choose between LinkedIn Live Events, LinkedIn Audio Events, or external event link.
- Event name: Enter the event’s name.
- Timezone: Select the applicable time zone.
- Start date/start time: Choose the event’s starting date and time.
- Add end date and time (optional): Specify an end date and time if needed.
- Use a LinkedIn registration form (LinkedIn Page only): This section is exclusive to creating an event as a LinkedIn Page (not a profile). To enable member registration for the event, simply check the corresponding checkbox. If you choose this option, you will be required to provide a privacy policy link in the provided field.
- Description: Draft a description that will appear on the event page.
- Speakers: Mention the speakers’ names and use suggestions to invite them automatically if they are LinkedIn connections.
After entering the information, click “Next” to proceed. In the “What do you want to talk about?” field, write the content that will appear in the Share box when promoting your event. Finally, select the LinkedIn members you want to share the post with and click “Post” to create the event.
Step 3: Attract Your Audience
When you create your event on LinkedIn, a distinctive event URL will be generated. This URL can be shared extensively to increase awareness and encourage registrations. Based on feedback from event attendees, we have learned that the primary ways they discover professional events are through email, social media feeds, and word of mouth.
Here are some recommended strategies for spreading the word about your event:
- Share the event URL on your Page feed, targeting specific subsets of your audience based on job title, industry, seniority, language, or location. Including images or videos can make it more attention-grabbing.
- Share the event URL with your personal network to attract friends, colleagues, and peers.
- Employ traditional demand generation tactics like email and paid ads.
- Invite your first-degree profile connections to attend (available for Page admins).
- Create a LinkedIn Event Ad campaign to promote your event in a sponsored content ad format, targeting a defined audience.
Clearly communicate the event’s purpose, benefits, and target audience. A compelling headline is crucial for attracting the right attendees.
Step 4: Engage Your Audience
LinkedIn Events allows continuous engagement before, during, and after the event. Here are some tips that you can follow to connect with your audience:
- Start and join relevant conversations on the event page.
- Recommend key posts and notify registered attendees up to twice a week, a unique LinkedIn feature.
- Before the event, post questions or solicit input from the audience and conduct polls.
- During the event, share important moments, images, quotes, or statistics in the event feed. Moderate comments if using LinkedIn Live.
- After the event, send a survey link, conduct a follow-up poll, and share concise takeaway resources for attendees unable to join or seeking a review.
Staying connected, emphasizing the event’s value, and fostering a sense of community increases participation and attendance.
Limitations of Using LinkedIn Events
While LinkedIn Events offers several advantages for creating and promoting events, it’s important to be aware of its limitations. Here are some key limitations to consider:
Limited Targeting Options:
LinkedIn Events primarily relies on your network and connections for event promotion. While you can post updates on your personal profile and company page, the reach is primarily limited to your existing connections and followers.
This can make it challenging to reach a broader audience beyond your immediate network.
Restricted Event Formats:
LinkedIn Events is designed to accommodate a range of event formats, including online, in-person, and hybrid events. However, the platform may not offer extensive customization options to fit specific event requirements.
If you have unique event formats or specific registration needs, LinkedIn Events may not provide the level of flexibility required.
Lack of Advanced Event Management Features:
While LinkedIn Events allows you to create event pages and track basic attendee information, it may not offer robust event management features compared to dedicated event management platforms.
If you require complex ticketing options, attendee tracking, or advanced analytics, you may need to integrate LinkedIn Events with external event management tools or consider alternative platforms.
Limited Promotion Features:
Although LinkedIn provides options to promote your event through posts on your profile, company page, and groups, the platform’s advertising capabilities for events are relatively limited.
If you have a substantial budget for event promotion and require sophisticated targeting and advertising options, you might need to explore alternative advertising platforms.
Dependency on LinkedIn’s Platform:
When utilizing LinkedIn Events, you are dependent on the stability and functionality of the LinkedIn platform itself. Any technical issues, downtime, or changes to LinkedIn’s policies or algorithms can impact the visibility and performance of your event page.
It’s essential to stay updated on LinkedIn’s updates and be prepared for any potential disruptions.
Limited Audience Engagement Features:
LinkedIn Events may not offer extensive features to facilitate attendee engagement during the event. While LinkedIn Live can stream key sessions, the platform may lack interactive features such as live chat, polls, or Q&A capabilities available on dedicated virtual event platforms.
Geographic Limitations:
While LinkedIn has a global user base, the reach of your event page may still be limited by geographic factors. Depending on the nature of your event and target audience, LinkedIn Events may not provide the same level of reach and visibility in certain regions or industries compared to other event platforms.
It’s important to consider these limitations and assess whether LinkedIn Events aligns with your specific event goals, target audience, and desired features. Depending on your event’s requirements, it may be beneficial to explore complementary event promotion platforms or integrate LinkedIn Events with other event management tools to overcome these limitations and enhance your event’s success.
Using 10Times to List and Promote Your Event
In addition to creating an event page on LinkedIn, consider listing and promoting your event on 10Times. 10Times is a comprehensive event discovery and promotion platform that allows you to showcase your event to 55 million+ event professionals across the globe.
It offers a user-friendly interface to list your event, add event details, and include promotional materials. By listing your event on 10Times, you can significantly increase its visibility and attract a larger audience. Best of all, 10Times offers free event listings, making it a cost-effective option to enhance your event’s online presence.
Conclusion
Creating an event page on LinkedIn provides a valuable opportunity to promote your event, attract relevant professionals, and generate meaningful connections within your industry. By following the step-by-step guide outlined above, you can optimize your event page on LinkedIn, leverage its features, and share it with your network and beyond.
Additionally, consider using platforms like 10Times to further amplify the visibility and reach of your event. By combining the power of LinkedIn and event promotion platforms, you can ensure that your event receives the attention it deserves and achieves its desired objectives.