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LinkedIn Events: How and why you should host one

by | Dec 14, 2021 | Digital Marketing, Virtual

Why Host a LinkedIn Event?

LinkedIn is the preferred social networking site amongst business owners because it allows you to build credibility and create a meaningful network. More recently, companies have began using LinkedIn as their preferred platform for hosting a virtual event. Both LinkedIn Live and LinkedIn Events are tools that help organize events of all sizes find success with hosting virtual events on their platform.

Hosting an event on LinkedIn provides members with an easy way to create and join professional Events that interest them, such as meetups, online workshops, seminars, and more. LinkedIn members can use the feature to find and join communities, grow their business, network with others, and learn new skills.

LinkedIn Live

LinkedIn Live helps businesses bring their professional community together in real time. Combined with third-party broadcaster tools, companies can live-stream video content from LinkedIn. Once they start live-streaming, they can engage audiences in real-time and spark conversation to connect with target audiences and help bring their brand to life.

LinkedIn Events

Similar to LinkedIn Live, LinkedIn Events creates a space for business owners to drive targeted awareness of their upcoming event and the opportunity to engage with attendees before, during, and after the event. Although the tool is still in beta, it’s a powerful mechanism for event marketers to drive meaningful conversations around their events. It is a great tool to use as a place to build excitement and chatter leading up to your event and to foster a community to continue the conversation after the event.

Getting Started

1. Apply for Access to LinkedIn Live

The first thing you have to do is apply for access to LinkedIn Live, or ask your LinkedIn Marketing Solutions Representative for access. There are a few guiding principles that LinkedIn follows when reviewing applications:

Business Profiles with Active Communities

LinkedIn wants to see brands who have a steady history of regularly making an effort to engage with their audience, take time to respond to comments and create a unique dialogue.

Business Profiles with +1K Followers

To ensure that there is an audience for your live-stream, LinkedIn prefers pages with at least 1K followers. If you aren’t there yet, consider leveraging the ‘invite to follow’ feature.

If your application is approved, you’ll receive a confirmation e-mail which will contain information on how to get started.

2. Choose a Broadcaster Tool

Once approved, you will then have to select and sign into a third-party broadcaster tool. For the full list of partner tools, visit the LinkedIn live ‘Getting Started’ site or reach out to one of our marketing representatives who can help you out.

3. Sign-in to Your Broadcaster Tool

Once you’ve selected the broadcaster tool that works best for you, you’ll need to integrate it with your LinkedIn account. You can find a ‘Getting Started’ document on LinkedIn’s resource hub for each partner tool which tells you how to authenticate your new tool with the LinkedIn page from which you want to stream.

4. Troubleshoot

You can find the most up-to-date troubleshooting information for each broadcaster tool in the LinkedIn resource hub.

 

LinkedIn Event

Become a Page Admin: If you’d like to host an event on behalf of your organization or Page, first make sure that you have Page Admin access. Talk to your social media managers if this is something you need.

Navigate to the Event creation button: On a desktop, open the homepage and scroll down on the left-hand panel to a header that says “Events.” Click the “+” to create a new LinkedIn Event.

Create Event and set your Page as the organizer: In the second field of the event creation form, change the Organizer to the Page you’re posting an Event on behalf of and fill out the rest of the form.

Invite attendees directly: To grow your attendee list, directly invite your first-degree profile connections to attend an event. Note: at this time in our beta, you cannot invite your Page followers to the event directly.

Promote Event indirectly: For wider promotion of an event, share the link to the event on your Page feed or to your personal network. Alternatively, consider using traditional demand generation tactics, like paid LinkedIn Ads and email marketing.

Facilitate conversations: As the event organizer, you can start or contribute to existing conversations. Encourage attendees to connect & engage with one another on the Event page, even prior to the event!

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