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Conference Marketing: How To Build and Promote an Event on LinkedIn


Building and promoting a conference or event on LinkedIn requires a strategic approach to reach a targeted audience of professionals and maximize engagement. Here’s a step-by-step guide on how to do it effectively:

1. Define Your Conference Goals:

  • Before you start marketing, clearly define your conference objectives. What do you want to achieve? This could be increased attendance, brand awareness, or thought leadership.

2. Create a LinkedIn Event Page:

  • LinkedIn allows you to create dedicated event pages. Go to your LinkedIn profile, click on “Events” in the “Work” section, and then select “Create Event.” Fill in event details, including the title, date, time, location, and description.

3. Optimize Your Event Page:

  • Use an eye-catching banner image that represents your conference.
  • Write a compelling and informative event description that outlines the benefits of attending.
  • Include relevant keywords to improve discoverability.

4. Invite Your Network:

  • Start by inviting your LinkedIn connections to the event. Encourage them to RSVP and share the event with their networks.
  • You can also use the “Share” feature on the event page to post updates about the conference on your LinkedIn feed.

5. Utilize LinkedIn Ads:

  • LinkedIn offers advertising options to promote your event to a wider audience. You can target users by job title, industry, location, and more.
  • Create sponsored content or sponsored InMail campaigns to reach your target audience.

6. Leverage Your Company Page:

  • Share updates about the event on your company’s LinkedIn page to reach your followers.
  • Encourage your employees to share the event on their personal profiles.

7. Post Engaging Content:

  • Regularly post content related to the conference, such as speaker interviews, sneak peeks, and relevant industry news.
  • Use relevant hashtags to increase visibility.

8. Collaborate with Speakers and Sponsors:

  • Encourage speakers and sponsors to promote the event on their LinkedIn profiles and networks.
  • Provide them with promotional materials, such as graphics and sample posts.

9. Engage with Attendees:

  • Respond to comments and questions on the event page promptly.
  • Create polls or discussion topics to foster engagement and conversation.

10. Offer Exclusive Content:

  • Share exclusive content related to the conference, such as whitepapers, articles, or videos, to generate interest and demonstrate the value of attending.

11. Send Personalized Invitations:

  • Reach out to potential attendees with personalized invitations. Explain why the conference is relevant to them and how they can benefit.

12. Track and Analyze Performance:

  • Monitor the performance of your event page and posts using LinkedIn Analytics.
  • Adjust your strategy based on engagement metrics and RSVP numbers.

13. Follow Up After the Event:

  • After the conference, continue to engage with attendees by sharing highlights, key takeaways, and thanking them for their participation.

Remember that successful conference marketing on LinkedIn requires a consistent and well-planned effort. By leveraging the platform’s features and targeting capabilities, you can reach a highly relevant audience and maximize your event’s impact.