LinkedIn is introducing new virtual event recognition capabilities to drive traffic by making them easier to find.
In addition, organizers can finally capture leads from event registrations.
This is great news for marketers, as virtual events have been hugely successful since they were added to LinkedIn last May.
The company reports that it has hosted over 200,000 events on LinkedIn to date, with a total of 10 million attendees.
One of the main reasons companies may have been reluctant to host events on LinkedIn is the inability to collect lead gen data.
Now LinkedIn is removing that barrier that should make virtual events even more appealing to businesses and marketers.
Here you can find more information on all upgrades for virtual events on LinkedIn.
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Increase the number of visitors with new discovery functions
LinkedIn is introducing new organic discovery features to increase event attendance.
New features include personalized event recommendations in the My Network tab and a new weekly event summary email.
Since testing this feature, LinkedIn has seen a 40% increase in event attendance based on recommendations from the My Network tab.
Another way that LinkedIn helps drive event attendance is through notifications.
When a company posts an event on their site, LinkedIn automatically notifies followers who are most likely to attend.
LinkedIn uses a variety of criteria, including their interests, to determine which followers should be notified.
Collect leads from event sign ups
LinkedIn finally offers marketers the most requested feature since the introduction of virtual events.
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Companies can now collect the names and emails of people who register with a free event registration form.
Organizations have full access to the data they collect, so they can download it and use it however they want.
LinkedIn offers some examples of how companies can handle the data, such as: For example, sending a thank you email to attendees, uploading the list to a CRM, or sharing it with their sales team.
Companies also have the option of easily realigning previous event registrants.
This can be achieved by creating a custom audience in Campaign Manager based on those who reported on an event.
LinkedIn notes that adding a registration form will create a “gate” for the event. Therefore, only registered participants can attend and participate in the event.
Without a registration form, attendees can enter and exit an event, and the host will not have access to any data about the attendees.
Registration forms are optional so companies who prefer their attendees not to fill out a form will not be forced to do so.
Promote events with sponsored content
Businesses can now promote their events by running single image ads for sponsored content.
According to LinkedIn, single-image ads “can put your event in front of the right professionals and hard-to-reach audiences like executives and decision makers.”
Businesses can promote their event with single image ads by specifying the event URL as the destination URL.
Then you can see how the display compares to a number of new event-specific reporting metrics, such as: B. the total number of registrants, as well as views and clicks on the ad that led to an event registration.
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Source: LinkedIn Marketing Solutions Blog