Using LinkedIn for Event Advertising
Have you ever shown up to an event that didn’t live up to the hype?
The speakers were lackluster, the experiences felt flat, and you left wondering why you even registered in the first place.
Creating an engaging event that attracts excited attendees is no easy feat.
But optimizing your LinkedIn event ads can go a long way in driving registrations from your ideal audience.
In this article, we’ll share 4 key strategies to make your LinkedIn ads pop and get more of the right people signed up and in seats:
- Define your target audience segments based on buyer personas
- Create compelling ads with urgency and social proof
- Retarget previous site visitors via LinkedIn’s pixel
- Boost your organic linkedIn posts
With the right targeting, messaging, and remarketing, your next event’s registration list will fill up faster than you ever thought possible.
Turn lackluster interest into a packed house using the power of optimized LinkedIn event ads. Get ready to drive more qualified leads and create buzz as you put these tactics to work!
1. Define Your Target Audience
The key to any successful ad campaign is knowing your target audience. When creating LinkedIn event ads, think carefully about who you want to see your ad.
LinkedIn gives you robust options for targeting your ads based on:
- Job title
- And more…
Analyze who has attended your events in the past or who would logically be interested.
The more precisely you can define and target your ideal audience, the better your ads will perform.
For example, if you are advertising a developer conference, target people with software engineering job titles that work at tech companies and have interests related to programming.
Take the time to test different audience segments and see which ones drive the most registrations.
You may be surprised at who your ads resonate with.
Defining a clear target audience will lead to higher click-through rates and conversion to event sign-ups.
2. Write Compelling Ad Copy
Once you’ve defined who you want to target, the next key is writing ad copy that compels them to click.
Strong ad copy quickly communicates what makes your event valuable and gets people excited to attend. Here are some tips:
- Highlight notable speakers or guests. A huge draw for events are the featured experts. Mention them upfront in your ad copy.
- Talk about special experiences. Events often promote unique opportunities like interactive demos, hands-on workshops, or exclusive parties. Lead with these experiences.
- Use urgency. Remind people that spots are limited or the early bird rate ends soon. Create a fear of missing out.
- Focus on value. Emphasize all the amazing things attendees will learn, connections they’ll make, problems that will be solved.
- Use numbers. Stats like “Over 500 industry leaders” or “15 workshops and demos” convey scale and content depth.
- Tell a story. Paint a picture of what it’s like to attend your event. Help people imagine themselves there.
Test different ad copy angles and wording to determine what resonates most with your target audience.
This will increase click-through rates on your ads.
3. Retarget Past Site Visitors
The average website conversion rate is only 2-3%.
This means most visitors leave without signing up for your event.
This is where remarketing comes in handy.
With LinkedIn’s pixel and customized audiences, you can target ads to people who previously visited your event site but didn’t register.
Retargeting past visitors vastly improves your chances of getting them to sign-up because:
- They already expressed initial interest by visiting your site.
- Seeing your ad again reminds them to complete the registration process.
- It shows your event in multiple places, reinforcing its importance.
For example, you can create a LinkedIn audience of “Visited pricing page, but did not submit form.”
Then target ads just to those people advertising your early bird discount ending soon.
Retargeting is lower-funnel and captures the 97% of visitors who otherwise would have been lost.
Combine this with your top-funnel targeting to cover the entire marketing funnel.
4. Boost Your Organic LinkedIn Posts
Don’t just rely on paid ads – also boost your organic LinkedIn posts to promote your event.
Many event advertisers overlook the power of LinkedIn’s organic feed.
Boosting posts is an easy way to get your event in front of more people who already follow your page.
Simply “Boost Post” on any of your event announcements or highlights.
With ad spend starting at only $10, it’s affordable to test boosting different posts.
See what content and messaging resonates most with your audience.
Track clicks, reactions, comments, and other engagement metrics. Then tailor future posts based on what performed best.
Post consistently leading up to your event, and boost 1-2x per week to keep it top of mind.
Share speaker announcements, program highlights, special promotions, etc.
Organic and paid efforts work hand in hand.
Use both sponsored ads and boosted posts to maximize your LinkedIn event marketing reach.
Putting It All Together
The beauty of LinkedIn ads is you also have access to robust analytics through Campaign Manager.
Track key metrics like CTR, conversion rates, cost per registration and ROI.
Use this data to determine the optimal audience, copy, images, offers, and more to continuously improve your ads over time.
Running both broad awareness ads and laser targeted remarketing campaigns will drive more high-quality registrations and get your event in front of the right people.
Put these strategies into action and you will see increased attendance and engagement with your LinkedIn event ads!
Looking for more marketing tips to boost your social media presence? Read our popular social media event marketing guide here.
You just learned our top secrets to optimizing LinkedIn ads for events.
But seeing real results takes expert help.
Don’t leave potential attendees on the table due to ineffective targeting or weak ad copy.
Our team of seasoned professionals can create a complete LinkedIn ads strategy tailored to your event’s unique needs.
We’ll dig into your audience, craft compelling messaging, and set up advanced remarketing campaigns.
Claim your free 1-on-1 strategy session now to turn lackluster interest into a packed house.
Let’s work together to drive registrations and get the right people in seats!