October 28, 2020

marketing

Erica Perry

photo

In May, Linkedin debuted with Virtual Events to ease the transition to virtual events. Since then, more than 200,000 events have been held on the platform that almost reached 10 million digital participants. However, seven months after this "new normal" there is still a lot to navigate and new questions and virtual surrounding hybrid and virtual events continue to emerge.

To improve the event options even further, LinkedIn asked for feedback on the offering and identified several key areas for improvement. In particular, the company is introducing new detection functions, advertising options and data collection processes.

Here is a general overview of the updates and how you can incorporate them into your strategy for your next event.

Advancing Organic Discovery

First, LinkedIn is improving organic discovery through personalized recommendations on the My Network tab and weekly email summaries of events. "So far, based on the recommendations on the 'My Network' tab, we've seen a + 40% increase in event attendees," said the company.

When you post an event from your Company Page, LinkedIn automatically notifies your most likely followers based on various criteria, including their interests. In a time of information overload, hyper-targeted and relevant news is critical to rising above the noise and earning attention. Ideally, these efforts will help reduce the clutter in this regard and limit potential spam.

Capture leads

As part of the feedback, LinkedIn also heard from companies that they wanted streamlined options for tracking attendees and collecting important data about those who showed their interest in their event. In response, the platform is introducing event registration forms where details including names and details can be recorded.

A bonus? These lists can be downloaded directly from your event page and used to send personalized notes including thank you emails. In addition, you can integrate these with your CRM or share them with your sales teams to build your contact lists over time.

Promote and realign events

Via Linkedin are page followers who are exposed to your organic content 61 percent more likely to convert to your paid ad. What does that really mean in the grand scheme of your strategic planning? Successful advertising involves a mixed media strategy.

In order to increase the reach of organic posts related to events, the company is introducing "Sponsored Content Single Image Ads". These will be particularly effective at engaging executives, decision makers, and other hard-to-reach audiences, according to Ajay Datta, LinkedIn product leader. Also, when these ads are included in an event URL, they can easily track performance based on new, established metrics such as the total number of registrants and the views and clicks on the ad that resulted in a registration. To continue the conversation with previous event registrants, simply create a custom audience in Campaign Manager based on those who signed up at one of your LinkedIn events.

The increasing use of video connections

According to Linkedin 60 percent Members want to use video meetings on LinkedIn for networking. This additional layer of human connection while complying with the current pandemic is more important than ever and offers people the opportunity to include humanity in their conversations and practice digital empathy.

With that in mind, LinkedIn announced the full launch of its new video meeting options in InMessage. The platform announced this update a few weeks ago as part of their general update including new colors and graphics. To initiate a video call with another person or group in a thread, click the video meeting icon and select a provider including Blue Jeans or Zoom to log in or register. LinkedIn doesn't stop there either. The company said it is also working on advanced event analytics, a new format for event viewing, and network options for attendees, which will be rolled out soon.

Let's face it – B2B events will likely never be the same, but rather will be a mix of physical and digital events. COVID-19 has taught us that we can use technology and rethink and redesign the various aspects of in-person events from ticketing and registration to presentations and networking in meaningful ways to maximize impact for everyone involved.

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