Virtual Event Promotion

We’ve managed $100k+ ad budgets promoting online and in-person events and here’s what we’ve learned: 1. Timing matters. The majority of ticket sales or registrations happen in the weeks leading up to the event. We account for this by allocating the majority of the spend closer to the day of the event. 2. Social proof converts. For one client, we searched LinkedIn for anyone who posted about the event after the fact and ranked them by engagement. We then promoted those posts as thought leader ads in anticipation of the next event. 3. Promote transparency. If you are at liberty to do so, why not give away the attendee list? If you have a high value audience and have your targeting dialed in, try a campaign where you gate the attendee list. We’ve seen this tactic promote great conversations that directly lead to ticket sales. 4. Ads that feature as many speakers as possible tend to perform the best. Generally we see ads with faces perform well, so try combining all the speakers into one post. You can then split those ads up into individual speaker ads, use them in carousels, etc. Above all, we’ve learned that preparation is key to promoting these events. For one client, we put together a schedule of ads that would go out as we got closer to the day of the event. This included “countdown” ads where we’d say “the event is 1 month out!” etc. as we built a sense of urgency. Because we put together this plan we were able to get creative requests to our designers early. We had all the creatives ready to go months out from the event and had all the campaigns built and scheduled so that they would pause and activate as the countdown got closer. We’re always testing new strategies to promote these events and it’s impossible to fit all of our experiments into one post. For example, LinkedIn has built in event ads which allow people to register for a LinkedIn event directly from the ad. The key to improving performance for that ad unit is to build up as many organic registrations as possible. Since you can see how many people registered directly on the ad, we’ve seen that a higher number of organic registrations directly impacts the conversion rate on the paid side. Interested in hearing more about how we promote events via ads? Feel free to reach out. We have a ton more ideas we’re looking to test. 🧑🔬

I've been thinking a lot about trust lately. As event marketers, we pour our hearts into crafting the perfect email campaigns, designing beautiful landing pages and ads. But with the rise and rise of spam and AI slop, trust in marketing is being eroded before our eyes. Trust exists in ever smaller circles… and with people you know. My colleague Gerry was chatting with Carmen Searle from AEO Association of Event Organisers recently about the challenges they'd faced with event promotion and the realisation they’ve had about what works today: "It's just so much more powerful to have people, people who work in the industry sharing their participation in our events, than us." And she's right. When your past attendees talk about your event in their networks, whether on LinkedIn, in a WhatsApp group, or in-person, that carries weight in a way our marketing simply can't match. And the impact? Carmen gave an example of one of their renowned industry awards, where they generated 25% more entries the first time they leaned into this approach. 25% MORE….. NOT from a bigger ad budget. And NOT from sending more emails. But as a result of encouraging the community to talk about their experience and reasons for participating. And from Carmen and her team's perspective as an event industry association, it's not just about the numbers: "These community marketing campaigns have made people feel MORE proud, proud to be part of this community when they're seeing everyone participating and sharing their excitement. It builds the momentum before the event." Because when people see others - their peers, friends and colleagues excited about something, it creates a ripple effect…. It validates their own interest. It gives them permission to be excited too. Carmen said straight when asked where word-of-mouth sits in their marketing priorities now: "It's at the top. I think it's having more impact than any other form of promotion, especially, as we know, email is getting harder and harder to get into people's inboxes and getting them to read it. It's definitely the most impactful channel for us now." Look, this isn't a pitch for a platform or tool (like ours). You can absolutely DIY this if you have to… It's about shifting your mindset and priorities. And if this is proving to be the most effective marketing channel, why wouldn't you prioritise it? So here's a question to ask yourself - what are you doing to activate the voices of your past attendees, your award winners, your speakers, your community? Because your next attendee is far more likely to trust them than they are to trust you.

Did you know LinkedIn Event Ads now dynamically change before, during, and after your event? This update extends the life of your content, keeping your audience engaged at every stage. These updates are incredibly useful for marketers looking to make the most of their events, but they’re still flying under the radar for most people. 𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? Event Ads are a unique ad format that helps brands drive engagement and attendance for virtual, hybrid, or in-person events. They appear directly in users’ feeds, making it easy to reach your target audience where they’re already active. 𝗪𝗵𝘆 𝗨𝘀𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? Here are some key benefits: • High Visibility: Event Ads are placed directly in the LinkedIn feed, catching the eye of professionals. • Increased Registrations: Target the right people to maximise event attendance. • Real-Time Engagement: Engage with attendees and build relationships before, during, and after your event. 𝗪𝗵𝗮𝘁 𝗖𝗮𝗻 𝗬𝗼𝘂 𝗗𝗼 𝘄𝗶𝘁𝗵 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? 1. Promote webinars, conferences, and workshops. 2. Target audiences by industry, job title, and more. 3. Please make sure to customise your messaging to resonate with specific groups. 𝗧𝘄𝗼 𝗤𝘂𝗶𝗰𝗸 𝗧𝗶𝗽𝘀 𝗳𝗼𝗿 𝗠𝗮𝘅𝗶𝗺𝗶𝘀𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀: 1. Start Early: Launch your Event Ads 3-4 weeks in advance to allow for testing and optimisation. Early promotion builds anticipation and boosts attendance. 2. Retarget Attendees Post-Event: Create retargeting audiences based on engagement to keep the conversation going, even after your event ends. Leverage these enhancements to get the most out of your LinkedIn events! #LinkedInEventAds #DigitalMarketing #EventMarketing #AudienceEngagement #B2BMarketing #CertifiedMarketingExpert

Let’s be clear, when it comes to business success, one truth stands tall: Your network is your net worth. But you and I both know, networking is no longer about collecting business cards at events or sending cold messages on LinkedIn. It’s about leveraging the right platforms and opportunities that put you in front of the right people—consistently and impactfully. And that’s where the power of strategic networking comes in. Because Visibility is Not Just About Being Seen—It’s About Being Remembered. Let's say, you might be an expert in your field, have years of experience, and offer incredible value, but if people don’t see you, hear you, and experience what you bring to the table, you’re the best-kept secret in your industry. So, how do you make sure you’re not just another name in the crowd? The key…leveraging the right networks, BUT where are they? In a world that has changed and is changing, constantly, traditional networking events, while still valuable, are no longer the only way to build relationships that lead to business growth. My discovery of Virtual Expos, which I’ve experienced as living, breathing networking and expertise presenting spaces where you’re not just showing up for an hour, or a day, but where you are creating an ongoing presence—available 24/7 for the right people to see and connect with you. Think of it in this way: Instead of hoping someone remembers you from a fleeting networking or speaking event, your expo booth offers deeper levels of connection, building familiarity and trust. Instead of spending time and money traveling to conferences, you can connect globally without leaving your office. Instead of one-time interactions, the expo creates multiple touchpoints—people see your videos, book calls, attend your live presentations, and keep engaging with you. So, for example, let’s say you’re a Nutrition Expert and you’re looking for more recognition in new ways. You’re helping women balance their hormones and feel their best, here’s how you’d leverage the expo platform: - Host an interactive workshop on “How to Eat for Energy & Hormonal Balance." - Offer a free assessment where visitors get personalized tips. - Display downloadable PDF’s and success stories inside your booth. - Use live networking sessions to connect with potential clients or partners—other exhibitors and they may not even be within your industry. So, you see, traditional networking is like throwing a business card into a room full of people, hoping it lands in the right hands. While being and exhibitor at a Virtual Expo is like setting up a powerful, interactive business hub that does the heavy lifting for you and you’re part of a network of high-value connections. If this resonates and you’d like to explore if there’s a seat at the table of my May Virtual Expo, DM me today and we’ll check how you can leverage this opportunity. …and if you’ve not attended a virtual expo yet, what questions do you have, now that you read my post?

📅 Elevating Event Promotion with Email Marketing Promoting events is an art, and email marketing is one of its most powerful tools. Here's a deeper dive into maximizing your event's visibility through tailored email strategies: 🔸 Why Email Marketing for Events? ● Targeted Engagement: Emails reach individuals who've shown interest in similar events, ensuring higher engagement rates. ● Cost-Effectiveness: Minimal investment can yield significant returns compared to traditional advertising. ● Measurable Impact: Real-time feedback allows for adjustments and optimization. 🔸 Benefits of Event Emails: ● Reach Specific Audiences: Segment email lists based on demographics and interests for tailored messaging. ● Personalized Touch: Address recipients by name and provide event details based on their preferences. ● Build Relationships: Regular communication nurtures relationships and creates a loyal following. ● Track Efforts: Monitor metrics like open rates and click-through rates to refine strategies. 🔸 Crafting the Perfect Email: ● Initial Promotion: Create anticipation using compelling visuals and teasers. ● Frequency & Timing: Balance is key. Announce a month prior and send reminders at strategic intervals. ● Content & Design: Resonate with the event’s essence and use high-quality visuals with clear CTAs. 🔸 Optimized Event Landing Pages: ● A well-designed landing page can amplify your email campaign's success. Ensure it has a compelling headline, provides essential event details, and includes a clear call-to-action. 🔸 Highlighting Benefits: ● Emphasize unique selling propositions, networking opportunities, exclusive content, and professional development aspects. 🔸 Leveraging Mailing Lists: ● Use existing lists by segmenting them based on criteria like location or past event attendance. 🔸 Post-Event Engagement: ● Thank attendees and gather feedback to improve future events. In essence, email marketing for events is not just about sending out invites. It's about crafting a narrative that resonates, engages, and drives action. Ready to elevate your event promotion game? Dive deeper with this comprehensive guide: https://lnkd.in/gg2myVBA

I've recently executed a virtual events-based growth strategy from start to finish and learnt a lot. Wisdom summary below. AMA Note: this is about using virtual events to actually generate sales leads and sell something, as opposed to doing it for other reasons. Note 2: if you listened to the latest Champagne Strategy podcast episode on this very topic, none of this will be surprising. Note 3: I actually bother to personally gain hands-on experience on the things I talk about. No second or third hand wisdom posts if you follow me. Macro success drivers: 1 - Quality and large email list and/or active owned media following. If you don't have a huge email list or really engaged follower base you lack essential distribution ability. It also needs to be at critical mass to be a driver of attendees. You're talking in the hundreds. A list of 1000 might drive 20-30% attendance at best. If you dont have an audience you'll need to pay at least $20/attendee within your ICP 2 - The topic is critical. Lean into something that has demand already. Rather than preach your pitch Sysyphus. 3 - Presenter and Company brand Branda have massive gravity here. If your company brand is small, leverage a personal brand to compensate. Micro Success drivers: 4 - Headline People buy into the headline more than anything else you say below it. Spend the most time on this. 5 - How you say it Ensure the vibe is likeable and fun. Otherwise it's just an information lecture. Use basic storytelling tactics (ABT) for flow. How you say it is more important than what you're saying. People might at best, come away with three key points they remember. 6 - Timing Hold it at times that people can spare 40mins away from work. It's not rocket science folks. 7 - Friction If you don't charge money to attend, at least insert some kind of friction. Something free isn't valuable. And why would I attend if I can just watch the recording afterwards? Give me quality reasons. 8 - AI is your competitor What information are you offering that I can't get via a simple ChatGPT query or asking a colleague? Case in point - I queried all the AI platforms about this topic and they gave me sound, but inaccurate information on this topic. Especially if you are seeking commercial outcomes, the advice was almost the opposite of what is true in real life PS. Join me and 100+ others at 3pm AEST today for an event I'm helping host (in under 3 hrs time from this post) PSS. No you can't get a link to the recording if you missed it (unless you ask very nicely 😉) Link to episode in my bio.

Here’s how I’d scale a B2B tech company with virtual events: 1. Differentiate the company and make it the go-to for our niche To do: Create virtual events around solving the pain points of prospects by providing the knowledge and tools that they need to succeed in their roles/business, a.k.a, educational events. Types of events: Live podcasts or Q/As, masterclasses, webinars or workshop series, 3-day challenges, a brand summit or conference. Strategy: - Conduct customer interviews to uncover the pain points that directly and indirectly relate to the solution(s) we provide. - Stay in tune with industry trends, regulation changes, and other topics prospects are interested in. - Invite trusted thought leaders as speakers or contract a thought leader (either internal subject matter expert or external) as a regular host. Craft topics that clearly state expected outcomes, and deliver on that promise. Results: Get the brand’s name out there, attract new prospects (whether they are ready to buy or not), get a library of content to repurpose as blog articles, short clips, infographics, templates, etc., to position the company as the go-to for knowledge to succeed in their role/business. 2. Show prospects how the product solves their problems by leading with value To do: Create virtual events around prospects’ pain points that our product directly solves. Types of events: Webinars or workshops, masterclasses, a summit or conference. Strategy: - Invite customers (who are also trusted thought leaders) as speakers. - Partner with another software that solves a different pain point for the same ICP. - Craft topics that clearly state expected outcomes, and deliver on that promise. - Show them a clear roadmap to solve their problems with vs. without our product. Results: Prospects leave with the understanding of how to solve their problems with the product. Generate pipeline and qualified opportunities. 3. Bring customers and SQLs/SQOs together to see the product in action To do: Create events that bring customers and prospects together in the same “virtual” room Types of events: Customer webinars, product demo webinars, a summit or conference. Strategy: - Invite only hot leads - SQLs, SQOs, and free trial users. - Product demos, summit or conference breakout sessions: The speaker/moderator/host should be someone from your team who understands the ins and outs of the product, knows how to run effective demos and answer questions, a.k.a sales. - Customer webinars, summit or conference breakout sessions: The speaker/moderator/host should be a power user who understands the ins and outs of the product, can show how they use the product to solve their problems, and answer questions. - Go straight into product demo and effectively answer questions. Results: Demos booked, free trials, closed-won deals, revenue. The best part is, you can run all these virtual events at a significantly low cost without ads. Thoughts?

🚀 Master Your Next Virtual Event: The LinkedIn Framework (Source: LinkedIn ) Virtual events are no longer just a backup plan; they are a scalable, cost-effective way to drive global reach and high-quality leads. Based on the latest LinkedIn Event Framework, here is how to win across the entire event lifecycle:  1. Plan with Purpose Don't just host an event; match your format to your goal.  • Brand Building? Try an annual gathering.  • Thought Leadership? Host a fireside chat.  • Lead Gen? Opt for a product workshop.  • Engagement Tip: Live events earn longer watch times and stronger engagement than pre-recorded ones.  2. Market for 4 Weeks 60–70% of event attendees are NOT your current Page followers—paid marketing is essential.  • 4 Weeks Out: Drive discovery with organic posts and Event Ads.  • 1–2 Weeks Out: Have employees and speakers share the event to their networks.  • 3 Days Out: Send reminders! LinkedIn provides automatic notifications for on-platform events.  • The Payoff: Using LinkedIn Event Ads can reduce your cost-per-registration by up to 40%.  3. Engage & Humanize Attendees join to hear real-time content (50%) and network with peers (40%).  • Moderation Matters: Encourage moderators to use "listening cues" (nodding, smiling) to create human connection in a digital space.  • Interaction: Use polls, live Q&A, and dedicated networking tabs to keep the energy high.  4. Measure What Matters Success isn't just a registration count. Analyze three layers of data: • Registration Diagnostics: Who registered? Did they match your target quality?  • Viewer Engagement: Peak viewership and average watch time (usually ~20 minutes).  • Post-Event Impact: Sales leads generated and new Page followers.  💡 Keep the conversation going! 70% of attendees make new connections after the event ends. Retarget them with on-demand recordings to drive full-funnel results.  #VirtualEvents #EventMarketing #LinkedInLive #MarketingStrategy #LeadGeneration

16% lower cost per registration. 20% higher click-through rate. 32% higher lead form completion. Same event. The difference was running it as a full-funnel motion instead of a single day event. Most B2B teams still build events around one moment: drive registrations, host the session, move on. The teams getting those numbers run three connected phases, and each one feeds the next 👇 → Before: Video Ads and Thought Leader Ads build curiosity and credibility first, then Event Ads and Sponsored Messaging convert registrations. Virtual events need 2 to 3 weeks of runway. Anything involving travel needs 3 months. Output is a qualified registrant pipeline, not a headcount. → During: Event Ads shift automatically from registration to live viewership. Company-hosted events promoted with Event Ads see 31x more viewers than those without. Live viewers also convert later: companies see a 3.6x lift in InMail acceptance from members who watched their LinkedIn Live. → After: Registrants, attendees and video viewers are the warmest audience you'll target all quarter. Retarget no-shows with the replay, push deeper content to viewers, move everyone into lower-funnel campaigns. Members exposed to the event campaign convert 20 to 32% higher in what comes next. Then measure across the full funnel, not just the middle: → Reach: did you get in front of the right accounts and decision-makers? → Engagement: did they register, attend, and take meaningful action? → Revenue impact: did it open pipeline, accelerate deals, or influence closed revenue? Your CFO wants ROI this quarter. Your buyer is 200+ days into a decision with 6.8 people in the room. Events are one of the few formats that serve both, but only if the campaign runs as a motion instead of a date. ♻️ Save and repost if you found this useful. Stats above are from a Workday case study. #digitalee #risingtide #B2BMarketing #EventMarketing

As an employer branding consultant, I've collaborated on over 300 virtual internship program info sessions hosted by early career recruiting teams. Here's what stood out from the top performing events and what I recommend: 1. Audience Engagement Students already have to sit in hour long lectures, they don't want to do the same at your information sessions. Switch things up by asking questions in the chat throughout the session or having a live Q&A. 2. Clear call-to-action That can look like: →  Sharing a link to a resume drop/your talent community sign up page so they can submit interest → Collecting emails to send a post event email with more resources/information about your programs and how to apply →  Providing an unique application link that tracks that they applied after attending your event →  Sharing a link to your early careers page if your roles are currently live so they can apply 3. Early talent employee panels Attendees want to hear from your past interns and entry level employees about what life is like at your company. They trust that they're going to be honest/keep it real with them, can see themselves in their shoes, and it's someone they can reach out to post-event for more insights on how to apply. I've listened in on a few of these and employees always give the best application advice that you can't find online! Who better to attract Gen Z than Gen Z? 😉 Pro-tip You can repurpose the testimonials shared by the panelists into content for your social channels, quotes to include on your early career website, etc. 🔥 One of my formulas for a ✨ perfect ✨ virtual information sessions: 15 mins of a company/program overview hosted by the recruiters + 20 min employee panel + 10-15 for live audience Q&A/answering questions submitted from the event RSVP form 👀 Students, what do you wish to see more of at virtual information sessions for early career programs you're interested in? #earlycareerrecruiting #infosessions #earlycareer #internships #employerbranding