Event Promotion Channels

The most exciting project I worked on in 2023 was boosting registrations for an event. Here is what we did: Context: 5 weeks before the event. Message We benchmarked the event against the competition. We diversified the message, in this case, to move from education to networking and entertainment. Early bird canning This event overdid early birds. Our recommendation was to start marketing price increases instead of price reductions. Inverse psychology that, while stimulating FOMO, contributes to the overall perception of the event. Destination Leverage The destination was under-leveraged. We crafted email and social messages to showcase what the destination offered to stimulate last-minute sign-ups. Reg Software In most cases, reg is not optimized. Making sure every single option to sell better is turned on is paramount. We set up remarketing pixels and group codes. Social We coordinated a campaign to get the whole team to share the event on LinkedIn to boost last-minute peer pressure. LinkedIn is often ignored and it has a major impact on last minute conversions. Ambassador tech We recommended using referral platforms such as InGo, Snoball, or GleanIn. These platforms can be very different in their impact, and some integrate better with specific software. We projected a 30% increase in reg based on a proper implementation. Cart abandonment We found hundreds of abandoned carts and created a sales and email strategy to reach this audience. Understanding why they are not committing or proposing a discount code does wonders. Sources We optimized higher sources of conversions. In this case, email. We devised an email campaign with different levers to pull (community, team discount opportunity, destination showcase). This was key to diversifying the message. We turned this around in two weeks. Objective: achieved. Steal these tactics for your event.

LinkedIn has just launched Off-Platform Event Ads, rolling out globally and available to most advertisers from May 6. Here's what it does and why it's a useful update for B2B teams. For a long time, if you wanted to promote an event through LinkedIn Ads, your options were: 1️⃣ Build a LinkedIn Event Page and accept that registrations would live inside LinkedIn before you tried to sync them back out. 2️⃣ Skip Event Ads entirely and run standard Sponsored Content to your own landing page missing out on the on-platform optimisation capabilities of event ads. In reality, most B2B teams I work with run their events through Zoom, ON24, Goldcast, Bizzabo, or their own custom registration pages. Field events, executive dinners, roadshows, partner sessions, in-person summits almost none of these live natively on LinkedIn. So the Event Ad format never really fit how marketers actually work. What's changed: You can now run an Event Ad that points to any external URL, your webinar platform, your registration landing page, your livestream destination, your in-person event microsite. No LinkedIn Event Page required. You still get LinkedIn's professional targeting (job title, seniority, industry, company size, function) and the in-feed Event Ad creative treatment that tends to outperform standard Sponsored Content for event promotion. Registration, form fields, consent flow, and CRM routing all stay in your own stack. For pipeline-focused teams: ✔️ Attendance rates stay in your event platform ✔️ SQLs, meetings booked, and influenced revenue stay tied to your existing attribution ✔️ You can segment performance by LinkedIn targeting cohort without building anything custom If you've been skipping Event Ads because the format didn't match how you actually run events, this is the update that closes the gap. Worth a test on the next webinar, roadshow, or dinner series in your calendar. #LinkedInAds

16% lower cost per registration. 20% higher click-through rate. 32% higher lead form completion. Same event. The difference was running it as a full-funnel motion instead of a single day event. Most B2B teams still build events around one moment: drive registrations, host the session, move on. The teams getting those numbers run three connected phases, and each one feeds the next 👇 → Before: Video Ads and Thought Leader Ads build curiosity and credibility first, then Event Ads and Sponsored Messaging convert registrations. Virtual events need 2 to 3 weeks of runway. Anything involving travel needs 3 months. Output is a qualified registrant pipeline, not a headcount. → During: Event Ads shift automatically from registration to live viewership. Company-hosted events promoted with Event Ads see 31x more viewers than those without. Live viewers also convert later: companies see a 3.6x lift in InMail acceptance from members who watched their LinkedIn Live. → After: Registrants, attendees and video viewers are the warmest audience you'll target all quarter. Retarget no-shows with the replay, push deeper content to viewers, move everyone into lower-funnel campaigns. Members exposed to the event campaign convert 20 to 32% higher in what comes next. Then measure across the full funnel, not just the middle: → Reach: did you get in front of the right accounts and decision-makers? → Engagement: did they register, attend, and take meaningful action? → Revenue impact: did it open pipeline, accelerate deals, or influence closed revenue? Your CFO wants ROI this quarter. Your buyer is 200+ days into a decision with 6.8 people in the room. Events are one of the few formats that serve both, but only if the campaign runs as a motion instead of a date. ♻️ Save and repost if you found this useful. Stats above are from a Workday case study. #digitalee #risingtide #B2BMarketing #EventMarketing

📣 New LinkedIn product update: Off-Platform Event Ads This is now rolling out globally and available to most advertisers. We heard you and learned that in reality, many #B2B teams run their events though external platforms, or even through their own custom registration pages. Now, we made it easier to promote those events wherever they live. 🚀 With Off-Platform Event Ads, marketers can: 1️⃣ Promote events wherever they are hosted Many event marketers host webinars, field events, and hybrid experiences on external platforms. With Off‑Platform Event Ads, they can now promote these events in members’ feeds, without requiring an Event Details Page on LinkedIn. 2️⃣ Expand reach and registrations without splitting traffic Marketers can tap into LinkedIn’s professional audience and targeting capabilities while still sending members directly to their own landing pages, registration forms, or livestream destinations. 3️⃣ Improve performance for off‑platform events Marketers can now use the Event Ad format — including event‑based CTAs, accelerated delivery, and (when applicable) lead gen objectives — to promote off‑platform events with more relevance and intent. May be worth a test on the next webinar, roadshow, or dinner series in your calendar. 💡 Learn more: https://lnkd.in/gzz7nTag

We’ve managed $100k+ ad budgets promoting online and in-person events and here’s what we’ve learned: 1. Timing matters. The majority of ticket sales or registrations happen in the weeks leading up to the event. We account for this by allocating the majority of the spend closer to the day of the event. 2. Social proof converts. For one client, we searched LinkedIn for anyone who posted about the event after the fact and ranked them by engagement. We then promoted those posts as thought leader ads in anticipation of the next event. 3. Promote transparency. If you are at liberty to do so, why not give away the attendee list? If you have a high value audience and have your targeting dialed in, try a campaign where you gate the attendee list. We’ve seen this tactic promote great conversations that directly lead to ticket sales. 4. Ads that feature as many speakers as possible tend to perform the best. Generally we see ads with faces perform well, so try combining all the speakers into one post. You can then split those ads up into individual speaker ads, use them in carousels, etc. Above all, we’ve learned that preparation is key to promoting these events. For one client, we put together a schedule of ads that would go out as we got closer to the day of the event. This included “countdown” ads where we’d say “the event is 1 month out!” etc. as we built a sense of urgency. Because we put together this plan we were able to get creative requests to our designers early. We had all the creatives ready to go months out from the event and had all the campaigns built and scheduled so that they would pause and activate as the countdown got closer. We’re always testing new strategies to promote these events and it’s impossible to fit all of our experiments into one post. For example, LinkedIn has built in event ads which allow people to register for a LinkedIn event directly from the ad. The key to improving performance for that ad unit is to build up as many organic registrations as possible. Since you can see how many people registered directly on the ad, we’ve seen that a higher number of organic registrations directly impacts the conversion rate on the paid side. Interested in hearing more about how we promote events via ads? Feel free to reach out. We have a ton more ideas we’re looking to test. 🧑🔬

LinkedIn Conversation Ads 𝘤𝘢𝘯 drive webinar signups... but only if you get these six things right. I've run these in-house and for clients. Here’s what I’ve learned about what works (and what doesn’t): 𝟭. 𝗪𝗵𝗼 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗲 𝗰𝗼𝗺𝗲𝘀 𝗳𝗿𝗼𝗺 𝗺𝗮𝘁𝘁𝗲𝗿𝘀. It’s not always the salesperson. Use someone your audience can relate to, whether that’s a marketer, founder, or even a current customer. When I was in MarTech, I sent from my own profile because I was customer zero. It worked. Use sellers only if there’s already been some interaction or they’re seen as experts. 𝟮. 𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 = 𝗺𝗮𝗸𝗲 𝗼𝗿 𝗯𝗿𝗲𝗮𝗸. Don’t just upload a list of accounts. Refine by job title, seniority, and function to hit the right buyers. 𝟯. 𝗞𝗲𝗲𝗽 𝘆𝗼𝘂𝗿 𝗺𝗲𝘀𝘀𝗮𝗴𝗲 𝘀𝗶𝗺𝗽𝗹𝗲. Who’s speaking? Why should they care? What will they learn? Drop the fluff. Get to the value fast. 𝟰. 𝗗𝗼𝗻’𝘁 𝗽𝗶𝘁𝗰𝗵 𝗮 𝟭:𝟭 𝘂𝗽𝗳𝗿𝗼𝗻𝘁. The goal is registrations, not bookings. Push to a clean reg page. That’s it. If they want to talk after, great. 𝟱. 𝗦𝗲𝘁 𝗮 𝗿𝗲𝗮𝗹𝗶𝘀𝘁𝗶𝗰 𝗯𝘂𝗱𝗴𝗲𝘁—𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 Start with $2–$3K. Expect: • 35–50% open rate • 2–5% CTR • $0.30–$0.45 CPC BUT...volume will be limited. You 𝘸𝘰𝘯’𝘵 send 10K messages in a week unless you have multiple senders. 𝟲. 𝗟𝗮𝘂𝗻𝗰𝗵 𝘁𝗶𝗺𝗶𝗻𝗴 𝗻𝗲𝗲𝗱𝘀 𝘁𝗼 𝗺𝗮𝘁𝗰𝗵 𝘃𝗼𝗹𝘂𝗺𝗲 You need enough days to reach enough people. Start 2+ weeks before the event if you only have 1 sender. Shorter windows require multiple senders (with the right audience relevance). These ads don’t replace good content or a compelling event, but they can give you that extra push when done right. Have you tried convo ads recently? Curious what worked or didn’t for you.

₹15K budget. 15 days. No landing page, How we filled a Study Abroad event in Gurgaon. 😊 Client wanted walk-ins for a paid event. No funnel. No creatives ready. Just "we need footfall." My first urge was to turn down the pressure cooker situation 🤣 Here's the thing about performance marketing that nobody talks about: constraints force creativity. We started creating funnel, yes time and budget were really spare. Started with pure awareness. Showcased the universities attending, built curiosity. DMs started trickling in—not many, but the right people were paying attention. Tested lead generation next. It worked,got quality leads but CPL was eating the budget alive. We needed to game up. Then we tried something different: engagement campaigns on video content. People started saving the post, tagging friends, asking questions in comments. That organic social proof became our biggest asset. Final move: retargeted everyone who engaged and sent them straight to BookMyShow for registration. This combo of awareness + engagement + direct conversion is what broke through. Client saw the traction,even (slightly) 😅 increased budget mid-campaign. And yes — the event day had a strong walk-in response. A simple strategy, constant optimisation, and making the most of what we had. The lesson I realized, Performance marketing isn't about following a template. It's about reading signals and adjusting fast. If you planning any event or a tight budget, Do reach out 😁 #DigitalMarketing #MetaAds #MarketingStrategy #CaseStudy #StudyAbroad #EventMarketing #LeadGeneration #EventMarketing #StudyAbroad #MarketingCaseStudy

🔊 Simple Digital Congress Marketing Tip for Healthcare Marketing and Medical Affairs Teams. 1. Research and learn simple Google PPC advertising 2. Understand what your customers want from online congress content 3. Create that content 4. Advertise that content on google to generate interactions for your brand and education campaigns While I was prepping for my trip to ESMO last month, like 1000s of doctors, I was frequently searching for information about the congress programme, content logistics etc (at least 10 times per day 👨💻 ). Yet not one single company had bid on these keywords – or at least I didn't get any hits. This would be a microscopic investment compared to what you invested in your exhibition stand… and if designed to generate leads I dare say a more impactful tactic... c’mon people…. 🤷♂️ Want to learn more about how to take advantage of the low competition for congress PPC right now? I’ve got a great place to start. Check out this podcast featuring PPC expert Stacey Pledge. We’re covering the basics and the strategic considerations so there’s something for everyone. 👉 https://lnkd.in/eykB6w63 Got questions, or want to put a strategy together, don’t hesitate to send me a message! Good luck! Can’t wait to hear some success stories! #pharmamarketing #PPC #medicalaffairs #healthcaremarketing #medicalcongress #pharma #medicaldevices #biotech #medcomms Brandcast Health

When ASPE partnered with Nation Media, they had a clear mission: amplify the reach of their 2022 Convention & Expo. They needed to drive event registrations and make every advertising dollar work smarter—not harder. Their challenges were clear: ⚡ Maximize visibility among plumbing professionals and industry decision-makers ⚡ Efficiently allocate a limited $14,000 ad budget across three major platforms ⚡ Achieve high engagement and strong conversion rates without overspending We didn’t just launch ads — we crafted a precision-targeted, multi-platform campaign built for results. Here’s what we did: 1. Developed a Facebook strategy combining landing page ads with in-platform lead generation to maximize conversions. 2. Focused Google Ads spend on achieving broad exposure and low cost per click while maintaining strong engagement rates. 3. Leveraged LinkedIn for highly targeted outreach to niche professionals in the plumbing and construction sectors. The Impact: - 1,508,554 total ad impressions across Facebook, Google, and LinkedIn 🌎 - 4,145 event registrations generated 🎯 - $39 cost per conversion — outperforming industry benchmarks 🚀 Channel Performance Highlights: - Achieved exceptionally low CPCs across platforms, with Facebook and Google campaigns both under $0.60 per click. - Surpassed average CTR benchmarks, especially on Facebook with a 2.55% click-through rate (3x higher than industry averages). - Efficiently optimized budget spend across all channels, with Google delivering massive reach and Facebook driving the majority of leads. 🚀 High ROI doesn't come from spending more — it comes from smarter targeting, smarter optimization, and relentless execution. Is your marketing delivering the returns your brand deserves? Read it all below 🔗 https://lnkd.in/gVQt9eEk