How to Use Linkedin Events to Network and Grow Your Small Business:

linkedin events

In the evolving digital landscape, businesses are constantly seeking innovative methods to connect and grow. LinkedIn, known for its professional networking prowess, has emerged as a formidable platform for businesses to engage and expand. The introduction of LinkedIn Events has particularly revolutionized the way small businesses network, promote, and build brand resonance. This guide dives into leveraging LinkedIn Events, offering insights and strategies to help your small business flourish.

Introduction to LinkedIn Events

LinkedIn, the renowned professional networking platform, has long been recognized as a valuable asset for businesses and professionals. Expanding its utility, LinkedIn introduced “Events,” a feature enabling businesses to host and publicize events directly on the platform.

With millions of professionals browsing the platform daily, this offers businesses an unparalleled opportunity to engage and network with their target audience. While many see LinkedIn as a space for job hunting, its potential for networking, branding, and business growth is immense.

Moreover, the credibility of the LinkedIn platform can add a layer of professionalism to any event you host, making it more appealing to prospective attendees. Leveraging this, businesses can establish authority and grow their reach more organically.

The Basics of Setting Up Your LinkedIn Event

Initiating your LinkedIn event is a straightforward process. Start by accessing the “Events” option from the left-hand sidebar of your LinkedIn homepage. From here, you’ll be guided through the event creation process.

You’ll be prompted to fill in details like the event name, description, date, and time. It’s essential to be as detailed as possible, ensuring potential attendees have all the necessary information. Additionally, the event’s visual appeal plays a pivotal role; hence, using high-quality images and graphics is paramount.

Privacy is another concern to address. LinkedIn allows you to set your event as public or private, granting control over its visibility. This function is particularly useful when hosting exclusive events, ensuring only your target audience has access.

Optimizing Event Visibility

The success of your LinkedIn event often hinges on its visibility. While creating it is the initial step, promoting it ensures you reach the maximum audience. Begin by sharing the event on your LinkedIn feed, encouraging your team members to do the same.

Moreover, if your business has a dedicated LinkedIn page, it’s an invaluable asset for event promotion. Regular updates leading up to the event can keep potential attendees engaged and informed. It’s also advisable to harness other social media platforms for cross-promotion.

Invitations are another avenue to explore. By directly inviting professionals from your network, you personalize the experience and increase the chances of their attendance. Remember, a broader reach typically translates to a more successful event.

Interactivity and Engagement During the Event:

LinkedIn Events, while primarily a promotional platform, offers numerous tools to engage with your audience during the event. The chat function is vital; it provides attendees an avenue to ask questions, share insights, and interact with the hosts.

Further, conducting polls can be a great strategy to gather real-time feedback and keep your audience invested. It’s a two-fold advantage: businesses gain immediate insights, and attendees feel valued and involved.

Beyond these tools, the content itself should be interactive. Incorporating Q&A sessions, live demonstrations, or expert panels can significantly enhance the user experience. Remember, the more engaged your audience is, the more likely they are to resonate with your brand and its offerings.

Post-Event Strategies

Once your LinkedIn event concludes, the engagement shouldn’t end. A follow-up is crucial to cement the relationships you’ve built. Start by sending out thank you notes to attendees, expressing gratitude for their participation.

Gathering feedback is another post-event essential. Creating short surveys or directly reaching out to participants can provide invaluable insights into what worked and potential areas of improvement. This feedback is gold for refining future events.

Additionally, consider creating content recaps or highlights of the event. Sharing this on LinkedIn can serve multiple purposes: it offers value to those who attended, attracts those who missed out, and acts as promotional material for future events.

The Power of Analytics

LinkedIn offers event organizers a suite of analytics tools to gauge the success of their events. Monitoring metrics such as attendee count, engagement rates, and feedback scores can provide a comprehensive overview of the event’s impact.

But beyond these surface metrics, diving deeper can offer more granular insights. For instance, understanding the demographics of your attendees can inform future marketing strategies or content decisions.

Moreover, tracking post-event engagement is equally critical. Observing how many event attendees subsequently engage with your brand or opt for your services can provide a tangible ROI metric, validating your efforts and guiding future strategies.

Product Reveals

Leveraging LinkedIn Events for product reveals is a strategic move. Given the platform’s professional audience, it’s an excellent opportunity to generate buzz in the B2B space. When unveiling a new product, it’s crucial to build anticipation before the event. Teasers, countdowns, and behind-the-scenes content can pique interest.

During the event, ensure you delve into the product’s features, advantages, and its value proposition in detail. Real-time demonstrations or use-case scenarios can help attendees visualize its utility.

Post-reveal, keeping the momentum is essential. Engage with your audience, answer queries, and provide additional resources. This continued engagement can significantly bolster the product’s market entry.

Before and After Reveals

Utilizing a “Before and After” format is a compelling storytelling technique, especially on professional platforms like LinkedIn. Such reveals can be used to showcase transformations, improvements, or even compare previous offerings to new ones.

Incorporating visual aids in these reveals can amplify their impact. Graphs, slideshows, or videos that clearly depict the difference can be instrumental. However, it’s not just about the visuals; narrating the journey, challenges faced, and solutions implemented can make your reveal resonate more deeply.

Engaging with your audience post-reveal, addressing their queries or even taking feedback, can further solidify your brand’s image as one that values its community.

Brand Storytelling

LinkedIn, at its core, is a platform for professionals. Here, authentic brand storytelling can help businesses stand out. Events that focus on narrating the brand’s journey, its mission, values, and vision can resonate deeply with an audience that values authenticity.

Incorporating testimonials, sharing challenges faced, milestones achieved, or even future plans can make your event more relatable. But it’s crucial to ensure that the story aligns with the brand’s image and offers value to the attendees.

To wrap up such an event, always have a clear call to action. Whether it’s directing attendees to your website, prompting them to try a service, or merely engaging further with the brand, ensure they have a clear next step.

Custom Recommendations & Customer Reviews

Last but not least, utilizing LinkedIn Events to offer custom recommendations can be a game-changer. By understanding your audience’s pain points, preferences, and needs, you can tailor your offerings and present them during the event.

Moreover, incorporating customer reviews in your events can significantly boost credibility. Live testimonials or case studies can serve as potent endorsements, assuaging any apprehensions attendees might have.

Engaging with attendees post-event, offering them personalized solutions, or addressing their unique challenges can turn prospects into loyal customers.


The digital age presents myriad opportunities for businesses to reinvent and innovate. With tools like LinkedIn Events, small businesses have a platform that goes beyond traditional networking. By harnessing its power, from brand storytelling to product reveals, businesses can craft impactful narratives, foster genuine connections, and ultimately, drive growth. As with any tool, the key lies in strategic, authentic, and consistent engagement. With the insights from this guide, your small business is poised to tap into the transformative power of LinkedIn Events and soar to new heights.

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