A short guide to LinkedIn for event marketers

LinkedIn

LinkedIn is the world’s biggest social platform for professionals and an excellent tool for B2B marketers. However, we have met very few marketers who truly understand how to unleash the power of LinkedIn. Many do one thing really well – like publishing, employee advocacy, group engagement – but very few consider boosting their efforts with a combination of activities, including paid promotion. This is where LinkedIn really starts to deliver.

Over the past two years we have gathered data, analysed behaviour and scrutinised engagement patterns for a number of large events organisations. As a result we have developed a bespoke marketing template for events companies. We’re not going to reveal everything here (for obivous reasons), but here is a quick summary of our approach to paid promotions:

1. SET YOUR KPIs FIRST

First of all you need to understand how you are going to measure success of your paid LinkeIn campaign. These can be multiple KPIs, which is fine. Just sit down and clearly define them before you event think about content and target audiences. So, do you want to sign up exhibitors, sell conference tickets, attract submissions to a competition, etc?

2. DEFINE YOUR TARGET AUDIENCE

Again, you may have multiple target audiences for visitors, exhibitors or start-up companies for your innovation competition. Define who the decision makers are in each of these companies. Is it the CEO, the Marketing Director or the Business Development Manager? With regards to visitors you probably already have a list of job titles, sectors and companies to work from. All you need to do next is to feed this information into LinkedIn and create target groups according to job titles, seniority levels, industries, location, languages, interests, group membership and so on. The beauty about LinkedIn is that you can be very specific.

3. CREATE COMPELLING CONTENT

Ensure you are creating multiple pieces of content matching each KPI. We recommend using at least five different versions for A/B testing. This will help you optimise the campaign as you go along. It’s also clever to use a mix of content marketing pieces (like interviews, list articles, features, videos) and micro ads with a clear call-to-action. Some people will be ready to buy straight away, so content marketing pieces will be lost on them. They just need to know what to sign up for and where. Once you have a clearer picture of the target audience, draw up a content plan and ensure that all stakeholders in your organisation are happy with it.

4. MAKE SURE YOU CREATE A CONTENT DESTINATION

If your sales website already has a content page, this is the easy bit. Just ensure that you are furnishing the page with clear calls-to-action that correspond with the content piece and target audience. If you don’t have a content page, this is the time to call your web developer. Just don’t call it a blog. Think of a more aspirational title like academy, journal or industry insight.

5. OPTIMISE THE CAMPAIGN ON A DAILY BASIS

Okay, this is the important part. You need to test, experiment and optimise your campaign on a daily basis to get best return on investment. This includes headlines, formats, target audience and timing. If you get it right you have created a highly efficient and low cost lead generation channel for your events website.

If you want to find out more about how to use LinkedIn and how Kontenthaus can help, please email our chief content scientist Torsten de Riese – torsten@kontenthaus.com.