Let’s face it, 2020 has been a challenging year for B2B marketers. At the onset of the COVID-19 pandemic, all business plans, programs, and in-person events were thrown a curveball, and marketing professionals were forced to adapt, quickly. The questions remained: What will this year look like? How can we maintain a strong sales pipeline? Will we actually be able to grow in business this year?
Despite an overwhelming amount of uncertainty, many marketers sought out alternative strategies that would suit the current climate but still deliver on and meet original business goals. In this “new normal” mindset, companies across the globe were forced to think outside of the box and test new functionalities in the familiar social media platforms to drive leads and raise brand awareness.
With that being said, have you considered leveraging LinkedIn Virtual Events to elevate your marketing efforts? If not, you might be missing out on a key opportunity to drive new leads for your business. In this blog, we’ll discuss the benefits of hosting a LinkedIn virtual event and how they will complement your overall marketing initiatives.
What are LinkedIn Virtual Events?
If you recall, LinkedIn began testing an Events option back in November 2019. When the pandemic hit this year, the platform expedited the release of virtual event functionality due to the realized need for in-person meeting alternatives. With this release, companies are able to host events such as webinars, panels, discussions, etc. right on LinkedIn!
LinkedIn Virtual Events are made possible by two key LinkedIn features: LinkedIn Live and LinkedIn Events. Note: At this time, LinkedIn Live and LinkedIn Events are not directly integrated. With this tool, you can create a page on LinkedIn to promote and manage events. It allows you to provide details, must-know information, and serves as a way to engage attendees leading up to and after it takes place. Now, by utilizing LinkedIn Live, your page can serve as your event location, as you can stream and host your event right there! The convenience of doing everything in the LinkedIn platform is a game-changer for those who are forced to restructure their marketing plans and throw together an event, fast.
Why you should use LinkedIn Virtual Events
There is great value in leveraging LinkedIn Virtual Events during these uncertain times. Here are just a few of the top reasons why this is something that should not be overlooked as you head into planning for 2021:
Brand Awareness
Now more than ever it’s important to build stronger relationships with your current clients and form brand awareness with prospects. Achieving loyalty is key during difficult times and this is no easy task with the absence of in-person events. LinkedIn Virtual Events enables you to connect with your audience when it’s most necessary. Hosting an event will allow you to reassure your current and potential customers that you are there for them.
Lead Generation
The absence of conferences, meetings, and other networking opportunities this year had significant implications on lead gen programs for companies across the globe. Leveraging events is historically one of the most successful ways to generate qualified leads at the top of the funnel. LinkedIn Virtual Events is a great, and not to mention cost-effective, alternative for this year and beyond to keep the sales pipeline strong.
Opportunities to Build on Current Strategy
There are several benefits realized from attending or hosting events that continue well after it’s over. With new leads and contacts, there’s an opportunity to expand on advertising audiences to re-engage prospects. Linkedin has expanded its retargeting capabilities to allow you to create an audience based on attendees! And, soon to come as an addition to the Virtual Event functionality, registration forms will make it easy than ever to collect and organize lead info.
Events will also help you complement other marketing initiates. Have a new product that is about to go to market? Hold a Q & A via Events to make an introduction! Utilizing this tool will help drive attention to important releases or announcements for your organization.
As you look ahead to 2021, with hopes that a sense of normalcy will soon return, keep in mind that virtual events do not only bring value but are here to stay. If you are interested in hosting an event on LinkedIn but aren’t sure where to start, talk to Nowspeed! Our team of digital marketing experts will help ensure that your event is a success. View our Social Media Marketing services here.
