How to create and promote LinkedIn events to generate leads


26 Sep 2023  •   4 minutes read

Author: Admin

LinkedIn Event Marketing: A Guide to Generating Leads

LinkedIn has become a powerful platform for businesses to connect with professionals, build relationships, and generate leads. One of the effective features that LinkedIn offers is the ability to create and promote events. In this article, we will explore how you can leverage LinkedIn events to generate leads and boost your business.

Why LinkedIn Events?

LinkedIn events provide a unique opportunity to engage with your target audience and establish your brand as an industry leader. By hosting events on LinkedIn, you can:

  • Reach a targeted audience: With over 774 million members worldwide, LinkedIn allows you to target your event to specific industries, job titles, and locations. This ensures that your event is seen by the right people.
  • Build credibility: By hosting events and sharing valuable insights, you can position yourself as an expert in your field. This helps to build trust and credibility among your target audience.
  • Generate leads: LinkedIn events are a great way to capture leads. You can collect attendee information and follow up with them after the event to nurture the leads.
  • Promote your brand: LinkedIn events provide an opportunity to showcase your brand and promote your products or services. You can use custom banners and event descriptions to create a compelling brand presence.

Creating a LinkedIn Event

Creating a LinkedIn event is a straightforward process. Follow these steps to get started:

  1. Log in to your LinkedIn account and navigate to the “Events” tab.
  2. Click on the “Create Event” button.
  3. Fill in the event details, including the title, date, time, location, and description. Make sure to include relevant keywords in your event title and description to improve its visibility in search results.
  4. Choose the event type. LinkedIn offers several options, including online webinars, in-person conferences, and virtual meetups. Select the type that aligns with your event objectives.
  5. Set the audience targeting options. LinkedIn allows you to target your event to specific industries, job titles, and locations. This ensures that your event is seen by the right people.
  6. Upload a custom banner for your event. The banner should be visually appealing and represent your brand effectively.
  7. Click on the “Create” button to publish your event.

Promoting Your LinkedIn Event

Creating an event on LinkedIn is just the first step. To maximize attendance and generate leads, you need to promote your event effectively. Here are some strategies to consider:

1. Leverage your network:

Start by promoting your event to your existing network on LinkedIn. Share the event details on your feed, and encourage your connections to share it with their networks. This helps to spread the word and increase the reach of your event.

2. Utilize LinkedIn groups:

LinkedIn groups are a great way to connect with like-minded professionals and promote your event. Identify relevant groups in your industry and share the event details with a brief description. Make sure to follow the group’s rules and engage in discussions to build relationships with group members.

3. Collaborate with influencers:

Partnering with influencers in your industry can significantly boost the visibility of your event. Reach out to influencers and offer them a speaking slot or ask them to promote the event to their followers. Their endorsement can lend credibility to your event and attract a larger audience.

4. Run LinkedIn ads:

LinkedIn offers powerful advertising options to promote your event. You can create sponsored content, sponsored InMail campaigns, or text ads to target your desired audience. Use relevant keywords, compelling visuals, and clear call-to-actions to drive registrations for your event.

5. Send personalized invitations:

Take advantage of LinkedIn’s messaging feature to send personalized invitations to your connections. Craft a compelling message highlighting the value of attending your event and how it can benefit them. Personalized invitations are more likely to grab attention and generate interest.

6. Leverage other marketing channels:

Don’t limit your event promotion to LinkedIn alone. Leverage your other marketing channels, such as email marketing, social media, and your website, to reach a wider audience. Cross-promote your event and provide registration links across all your marketing channels.

Optimizing Your LinkedIn Event for Lead Generation

While promoting your LinkedIn event is essential, optimizing it for lead generation is equally important. Here are some tips to maximize lead generation:

1. Create a compelling event landing page:

Your event landing page should provide all the necessary information about your event and capture lead information effectively. Include a registration form with fields for name, email, job title, and company. Keep the form simple and minimize friction to encourage more registrations.

2. Offer valuable content:

To attract more attendees and generate leads, offer valuable content as part of your event. This could be a downloadable resource, access to exclusive industry insights, or a free consultation. The more value you provide, the more likely people are to register and share their contact information.

3. Use LinkedIn Lead Gen Forms:

LinkedIn offers Lead Gen Forms, which allow you to collect lead information directly within the platform. When someone clicks on your event registration button, a pre-filled form with their LinkedIn profile information automatically appears. This reduces friction and increases the likelihood of conversions.

4. Follow up with attendees:

After your event, make sure to follow up with attendees to nurture the leads. Send a personalized thank you email, share event highlights, and offer additional resources or next steps. Building a relationship with your leads post-event is crucial for converting them into customers.

Measuring Success and Refining Your LinkedIn Event Strategy

Once your event is over, it’s important to measure its success and refine your LinkedIn event strategy for future events. Here are some metrics to track:

  • Attendance rate: Measure the number of registrations versus the number of attendees to gauge the effectiveness of your promotion strategies.
  • Lead conversion rate: Calculate the percentage of attendees who converted into leads. This helps you understand the quality of your event and the effectiveness of your lead generation tactics.
  • Engagement metrics: Track the number of likes, comments, and shares on your event posts to gauge audience engagement.
  • Post-event survey: Send a survey to attendees to gather feedback and insights. This will help you understand what worked well and areas for improvement.

Based on the insights gathered, refine your LinkedIn event strategy for future events. Experiment with different promotion techniques, content formats, and event types to find what resonates best with your target audience.


LinkedIn events offer a powerful opportunity for businesses to connect with professionals, build relationships, and generate leads. By creating and promoting events on LinkedIn, you can reach a targeted audience, build credibility, and promote your brand effectively. Remember to optimize your events for lead generation, measure their success, and refine your strategy for future events. By leveraging LinkedIn event marketing, you can drive growth and achieve your business objectives.

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