LinkedIn has recently enhanced its advertising capabilities for event promotions, offering businesses new and improved ways to target potential event attendees. This update focuses on helping brands reach the right professionals and maximize engagement with their event campaigns. Below are the key updates and features that can elevate your event marketing strategy on LinkedIn.
Enhanced Targeting Options
Geographic Targeting
One of the major updates in LinkedIn’s ad targeting for events is the ability to target users based on the city where the event is being held. This feature allows advertisers to narrow down their audience by targeting both local professionals and those temporarily visiting the area for the event. Whether the event is a local conference or an international trade show, LinkedIn’s geographic targeting helps businesses connect with attendees who are in the right place at the right time.
List Targeting
LinkedIn also introduces the ability for businesses to target attendees by leveraging contact lists. Brands can either upload their own list of known attendees or use LinkedIn’s native targeting options to reach professionals within the desired geographic location, industry, or job role. This added layer of flexibility ensures that businesses don’t need a pre-existing attendee list to launch a successful ad campaign for their event.
New Ad Formats
Live Event Ads
LinkedIn’s new ad formats bring even more opportunities for businesses to promote their events. The “Thought Leader Ads” feature enables companies to promote posts related to company-hosted events. This includes sharing thought-provoking content and insights from the event itself. Additionally, the 30-second preview video option allows advertisers to showcase live broadcasts and give potential attendees a sneak peek of the event. These dynamic ad formats help increase event visibility and encourage participation.
Event Ad Campaigns
LinkedIn has also enhanced its ad campaign manager to support event-specific campaigns. Businesses can create dedicated event ad campaigns, which allows for more precise targeting and optimization. The option to sponsor existing posts or create entirely new ads linked directly to the event page makes it easier to streamline event promotions. These capabilities ensure that event ads are highly visible to the right audience while driving traffic directly to event registration pages.
Best Practices for Event Promotion
Create an Engaging Event Page
A compelling event page is crucial to attracting the right attendees. Ensure that your event page provides all the necessary details, such as the event’s purpose, location, date, time, and benefits of attending. The more informative and engaging your event page is, the more likely professionals will be to register or engage with your content.
Utilize Compelling Descriptions
An enticing description that clearly outlines the event’s value proposition will grab the attention of potential attendees. Be clear, concise, and persuasive in explaining why your event is worth attending. Focus on the unique value that your event provides and how attendees can benefit from participating.
Leverage Targeting Features
LinkedIn’s advanced targeting options are a key component of successful event marketing. Use LinkedIn’s filters to hone in on the most relevant audience. You can target individuals based on industry, professional background, job title, and even location. By reaching the right professionals, you can increase your event’s visibility and ensure the right people attend.
Why LinkedIn Ad Targeting for Events is a Game Changer
LinkedIn’s enhancements to ad targeting for events provide businesses with highly relevant tools to engage their target audience. Whether you’re hosting a B2B conference or an industry networking event, these targeting options and ad formats ensure that your promotional efforts are directed at the professionals most likely to engage.
These updates are a reflection of LinkedIn’s ongoing commitment to providing businesses with the best tools for promoting events in a digital-first world. By taking advantage of these new capabilities, brands can connect with the right audience, increase event attendance, and drive meaningful engagement.
Take Your Event Marketing to the Next Level with Digilogy
At Digilogy, we specialize in helping businesses create impactful event marketing campaigns. With our expertise in LinkedIn ad targeting for events, we ensure that your event reaches the right audience at the right time. From targeted LinkedIn ad campaigns to customized strategies, We can help you maximize your event’s success. Contact digilogy today to elevate your event marketing efforts.
