This article is part of the comprehensive LinkedIn Sales Navigator Guide. Read our related content on LinkedIn’s CRM Integration for Sales Management, LinkedIn Groups for Sales Collaboration, LinkedIn Ads for Sales Campaigns, LinkedIn Stories and Live Features, LinkedIn Analytics for Sales, LinkedIn Learning for Sales Teams, Sales Content with LinkedIn Publishing Platform, and on LinkedIn’s Feed Algorithms.
Key Takeaways
- LinkedIn Events offer a unique platform to connect with a professional audience, making them ideal for sales webinars and live sessions.
- From pre-event planning to post-event follow-ups, every step matters in creating a successful sales event on LinkedIn.
- Utilize LinkedIn’s features and analytics tools to keep attendees engaged and identify high-potential leads for your sales pipeline.
Ever wonder how you can maximize your sales webinars and live sessions? Well, the answer might be closer than you think: LinkedIn Events. Tailored to a professional audience, LinkedIn Events offers unique benefits, such as targeted sales and specialized networking opportunities.
From initial planning to post-event follow-ups, this guide covers all the essential steps to execute a successful, high-impact event. Master the art of using LinkedIn Events to enhance your sales outcomes.
Overview of LinkedIn Events
What is LinkedIn Events?
LinkedIn Events is a specialized feature within LinkedIn designed to enable users to create, promote, and host events, be they virtual or in-person. The key differentiator is its professional audience. Unlike other social platforms, where the content varies widely, LinkedIn Events zeroes in on a community that is primarily business-oriented.
Why LinkedIn Events are Important for Sales Professionals
Think of LinkedIn Events as a dedicated space where professionals congregate with a shared interest in business topics. This offers an invaluable opportunity for sales professionals. With LinkedIn Events, you can reach a more focused group of potential clients or leads, making your sales and marketing efforts more targeted and, as a result, potentially more successful.
Setting Up LinkedIn Events
Pre-event Planning
Decide Your Objective
Before you even think about sending out invites, you’ve got to nail down your objective. Are you trying to generate leads or educate potential customers about a new product? Your objective sets the stage for everything that follows, from your promotional strategy to the event content itself.
Choosing the Right Time and Date
It’s not just about what you say, but when you say it. You have to factor in time zones, work schedules, and even local holidays to ensure maximum attendance. A Thursday at 2 PM EST might work wonders, but a Monday morning? Maybe not so much.
Creating the Event
Filling Out Basic Information
Ready to set up your event? The first step involves providing essential details. Choose a name that accurately reflects the event’s purpose and write a description that highlights its importance and value. Make it clear why attendees should prioritize your event.
Customizing the Event Page
The event page serves as a representation of your brand. It’s more than just aesthetics—it’s about building credibility. Incorporate banners and logos that align with your brand’s look and feel to create a cohesive, professional image.
Promoting the Event on LinkedIn
Effective promotion is crucial to the success of your event. But how do you ensure your LinkedIn event becomes a focal point within your professional network? Let’s get into the details.
Inviting Connections
Your LinkedIn connections are a valuable resource when promoting your event. However, rather than indiscriminately sending invites, be strategic. For example, if your webinar focuses on “Leveraging AI in Retail,” consider filtering your connections to only invite those involved in the retail, tech, or AI sectors.
Remember, quality beats quantity here. Personalize your invitations by sending a quick note explaining why you think the event would benefit them. For example:
“Hi [Name],
Hope you’re doing well. I’m hosting a webinar about leveraging AI in Retail, and I immediately thought of you. Your insights in [related field] would really add to the discussion. Hope to see you there!”
Sharing Updates
You can’t just create an event and expect people to remember it; you’ve got to keep it on their radar. That’s where sharing updates comes in handy. Create a content calendar leading up to the event. Say, two weeks before the D-Day, share a teaser about one of your speakers. A week before, share a blog post that sets the stage for what attendees can expect. Three days prior, maybe a countdown could keep the excitement ticking.
For example, if you have an industry expert as a guest speaker, share a short video clip of them discussing what they’ll cover during the webinar. This not only builds credibility but also piques interest.
Utilizing LinkedIn Stories
Think of Stories as the cherry on top of your event promotion sundae. While your posts and updates are doing the heavy lifting, Stories can add that extra ‘oomph.’
Let’s say it’s a day before your event. You can use LinkedIn Stories to give a behind-the-scenes tour of your setup process. Show the tech, the speakers doing a mic check, or even your team huddled in a last-minute meeting. It adds authenticity and humanizes your event.
Another creative use is real-time countdowns. An hour before your event kicks off, how about a “Going Live in 1 Hour” Story? It serves as a gentle nudge to those who may have RSVP’d but forgotten about it.
Remember, Stories are ephemeral, lasting only 24 hours. So make them timely, make them engaging, but most of all, make them worth watching.
Promotion on LinkedIn is less about hard selling and more about building a community around your event. By inviting the right people, keeping your audience informed and engaged, and adding that extra layer of real-time interaction, you’ll not only fill virtual seats but also create a buzz that outlives the event itself.
Leveraging Event Features for Sales Activities
Using Polls for Engagement
Keeping the audience engaged is half the battle won. Using polls can be a fun and interactive way to not only keep your audience hooked but also collect some valuable insights.
Promoting Sales Materials
Use the event as an opportunity to share relevant content—whitepapers, case studies, or special discount codes. Make it easy for attendees to dive deeper into what you’re offering.
Live Q&A Sessions
Using Q&A to Address Objections
The live Q&A isn’t just for show. It’s a golden opportunity to address questions or objections that might be keeping attendees from becoming customers.
Utilizing Q&A to Build Rapport
This is where you get to be not just a brand but a face and voice people can connect with. A well-handled Q&A session can build rapport and add a layer of trust that emails and articles just can’t.
Post-Event Activities for Sales Conversion
Engaging with Attendees
Sending Thank You Messages
The event might be over, but your work isn’t. Send a thoughtful thank-you message to everyone who attended. It’s not just good manners; it also leaves a lasting impression.
Asking for Feedback
Honest feedback is like gold. Send out a post-event survey to gather insights on what worked and what didn’t, setting the stage for even better events in the future.
Leveraging Video Recordings
Sharing Highlights
Chop up the event recording to share highlight reels on your LinkedIn profile. It’s a great way to continue the buzz and attract those who missed the live session.
Re-purposing Content for Future Use
Your event can live on in various formats. Turn it into a blog post, a podcast episode, or even material for future webinars. Keep that content working for you!
Analyzing Data for Sales Follow-ups
Checking Event Analytics
Don’t overlook LinkedIn’s analytics tools. Dive into the metrics to see who attended, how long they stayed, and what they interacted with.
Identifying High-Interest Prospects
Your next customer could be hiding in that attendee list. By analyzing behavioral cues and engagement levels, you can identify high-potential leads for your sales funnel.
Conclusion
LinkedIn Events are not just another platform; they are a powerful tool for sales professionals to engage with a targeted, professional audience. With the right planning, promotional activities, and post-event follow-up, you can transform a simple LinkedIn Event into a sales conversion machine.
FAQs: Utilizing LinkedIn Events for Hosting and Promoting Sales Webinars and Live Sessions
What are LinkedIn Events?
LinkedIn Events is a feature on LinkedIn that allows users to create, host, and promote professional events such as webinars and live sessions.
Why are LinkedIn Events beneficial for Sales Professionals?
LinkedIn Events let sales pros target a niche, professional audience, thereby increasing opportunities for more effective networking and targeted sales.
How should I go about inviting connections to my LinkedIn Event?
Be selective when inviting connections. Tailor your invites to those who would find real value in your event and consider sending personalized messages for a greater impact.
What are some effective ways to promote my event on LinkedIn?
Create a content calendar to share updates leading up to the event. Utilize LinkedIn Stories for real-time updates. Make use of engaging posts to generate buzz.
How can I keep attendees engaged during the event?
Use LinkedIn’s interactive features like polls and Q&A sessions to keep attendees engaged. You can also share downloadable sales materials for added value.
