15 Jun 2022
How to Drive More Registrations with LinkedIn Event ‘Boosts’
LinkedIn is a well-trusted online business partner and powerful marketing tool. Among the platform’s 750 million+ users globally, four out of five members have the power to impact business decisions.
To ensure our industry events are seen by an audience of relevant decision-makers, LinkedIn has introduced event ‘Boosting’.
On 25th May 2022, LinkedIn’s range of integrated features expanded to offer advertisers the opportunity to boost their event ads. This feature turns organic Page updates into Paid Ads, whilst also adding new tools to enhance virtual events and track their performance.
Let’s find out all about this newly released feature, the reasons behind its launch and discover how to drive more registrations with LinkedIn Event ‘Boosts’.
Events in a Post-Pandemic World
It’s no secret that the pandemic dramatically altered the events industry and networking opportunities, but, if COVID-19 has taught us anything, it’s that there are huge benefits to streaming and online collaboration when it comes to hosting virtual events.
Virtual and hybrid events represent a new reality for many organisations to successfully navigate a post-pandemic world. New research from LinkedIn supports this concept, with 85% of more than 1,800 marketers across 13 countries hosting a virtual event in the last year and 28% looking to continue this online-only trend for future events.
Driving Awareness and Engagement with LinkedIn Events Ads
Over the last couple of years, we have seen virtual events bringing communities together and Social Media platforms have developed new tools to strengthen live event programmes and allow businesses of all sizes to harness the benefits of online events.
LinkedIn Event Ads are designed to do just that. LinkedIn Events allow businesses to promote and manage their upcoming events on their individual or company Pages to generate awareness amongst a defined audience of LinkedIn users and potential attendees.
These events are used to achieve maximum reach or collect leads from your target audience. They can be targeted to specific demographics, interests, or industries, making them an invaluable tool for reaching the right audience. Equipped with a customised call to action – ‘Register Now’ or ‘Learn More,’ they direct users to a custom event landing page, providing a seamless user experience.
As a Sponsored Content ad format, Event Ads are displayed in a member’s LinkedIn feed on desktop and mobile devices and optimised to highlight important event details.
Harnessing the Power of LinkedIn Page Boosts
Last year, LinkedIn launched ‘boosting’ to help individual or company Pages reach professionals beyond their followers via organic content. Appearing on LinkedIn feeds, LinkedIn’s boost marketing feature allows users to turn organic posts into LinkedIn Ads.
By boosting high-performing organic posts directly from your LinkedIn Page, it provides an opportunity to maximise visibility with minimal ad spend. Page ‘Boosts’ increase the chances of your brand’s voice making its way to the right audience of influential decision-makers.
Boosting a post from your LinkedIn Page provides a lighter campaign creation experience and enables brands to broadcast their message to a larger audience without having to integrate new marketing tools.
As seen below, simply select an objective for boosting your post, define the audience to which the post displays, and set a budget and schedule to define the lifespan of the promotion.
Boost Expansion to Amplify LinkedIn Event Registrations
LinkedIn has enhanced their dynamic Event Ads by enabling the ‘Boost’ button on their Events Page. The boost feature now allows advertisers to maximise the reach of their events, driving awareness, traffic and registrations, as well as exposing event ads to new audiences and mutual connections. To give marketers full visibility of the event ads’ performances, LinkedIn has also enabled Event Analytics tools.
To get started, click on the Boost button on the LinkedIn Events Page, select your target audience, set the campaign schedule and budget, and enter payment information.
LinkedIn ‘Boosting’: How to Maximise Ad Spend
Compared to Twitter (0.69%) and Facebook (0.77%), HubSpot reports that LinkedIn has the highest lead-conversion rate of any Social Media channel at 2.74%. With this in mind, allocating the right budget to your organic content to reach a larger audience will be worth your while.
When you create a campaign to boost a LinkedIn Page post, you will need to set a campaign budget, currency, and schedule.
The minimum daily budget required to promote your post on LinkedIn is $10 (around £8) for any ad format. The minimum lifetime budget for new, inactive campaigns is $100 and the average cost per 1000 impressions on LinkedIn is around $6 USD, or £5.
LinkedIn advises marketers to divide their marketing budgets 70:30, with 70% of your budget going toward increasing conversion rates and leads, and 30% towards awareness and engagement. You should also experiment with a variety of ad formats and forms, trial A/B testing, track the spending as it happens, and pay attention to where your marketing budget goes.
Grow your Event Registrations
We have proven experience helping organisations maximise their LinkedIn presence and drive event registrations.
See how our Paid Social promotion strategy grew relevant SME webinar attendance by 393%.
Not hosting an event? We can still help you drive more outcome at industry events, by reaching your target audience with our tried and tested events hijack formula.
Let us amplify your visibility; drop us a line.