How to Promote an Event on LinkedIn

Putting together an amazing event is only half the battle - the real work is getting the right professionals to actually attend. LinkedIn is the perfect platform for this, putting your event in front of an audience that's actively looking to network, learn, and grow their careers. This guide provides a complete playbook on how to promote an event on LinkedIn, walking you through everything from creating the initial event page to post-event engagement that builds lasting relationships.

Start with a Strong Foundation: Create Your LinkedIn Event Page

Before you start posting about your event, you need a central hub to direct everyone to. The official LinkedIn Event page serves as the single source of truth for attendees, collecting all vital information and registrations in one place. It also makes your event discoverable to people searching on LinkedIn, effectively working as free advertising.

How to Create a LinkedIn Event Page

Creating the page is straightforward. If you're an admin of a Company Page, follow these steps:

1. Go to your Company Page and click on "Admin tools" in the top-right corner.
2. Select "Create an event" from the dropdown menu.
3. Fill in the essential details. Every field matters, so don't rush through this part.

When you're filling out the form, pay close attention to the following sections:

• Event name: Make it clear and compelling. Instead of "Marketing Webinar," try "Level Up Your Content: A Masterclass on SEO for Marketers."
• Cover Image: Use the right dimensions (1776 x 444 pixels). Your banner should be eye-catching and informative. Include your event title, the date, your logo, and photos of key speakers.
• Event Format: Specify if it's an online event or an in-person one. If it's online, you can integrate with LinkedIn Live or another broadcasting link.
• Speakers: Add your speakers to the event. This is a fantastic feature because once you tag them, the event will appear on their profiles, instantly tapping into their personal networks.
• Description: This is your sales pitch. Don't just list what the event is, explain who it’s for and why they can’t afford to miss it. Use bullet points to highlight key takeaways or sessions, making the agenda easy to scan and digest.

The Pre-Event Promotion Plan: Building Buzz and Driving Registrations

Once your Event page is live, it’s time to start the promotional push. A successful event launch doesn’t happen with a single post, it requires a sustained, multi-week campaign that builds momentum and keeps your event top-of-mind. Treat it like a product launch, with a clear content schedule leading up to an exciting release.

An SRO Strategy (Start Early, Ramp Up, Go Overboard)

A good rule of thumb is to start promotions 4-6 weeks out. Here's a sample timeline:

• 4-6 weeks out: Announce the event. Create an initial post sharing the core value proposition. Announce what it is, who it's for, and the key benefits. The goal here is awareness.
• 3-4 weeks out: Introduce the speakers. Dedicate a separate post to each speaker. Tag them and use a professional headshot. Ask them an engaging question related to their topic in the post copy to encourage comments.
• 2 weeks out: Dive into the content. Share specific details about the agenda. Create carousel posts that break down key sessions or video clips of speakers briefly discussing their topics. Go behind the scenes and show your team preparing for the event.
• The week before: Create urgency. Use countdowns in your posts ("Only 7 days left to register!"). Remind people of the transformation they’ll get by attending. Share testimonials from past events if you have them.
• The day before and day of: Send out final reminders. Quick, scannable posts that reiterate the logistics and value are perfect here.

Vary Your Content Formats

Avoid posting the same "Register Now!" graphic over and over. A diverse content mix keeps your audience engaged and serves up your message in different ways.

• Video Clips: Short videos from speakers teasing their sessions work wonders. Ask them to record a quick 30-second clip on their phone explaining one actionable tip they'll share.
• Carousel Posts: Use carousels to break down information into digestible chunks. Create a slide for each agenda item, a short bio for each speaker, or a breakdown of the "Top 3 Reasons to Attend."
• Text and Image Posts: Simple, clean graphics with a strong call-to-action are still effective. Post a question to your audience related to the event topic to spark discussion in the comments.
• Polls and Questions: Use the event page feed to interact with registered attendees. Post a poll asking, "Which session are you most excited about?" or a question like, "What's one thing you're hoping to learn at our event on Thursday?"

Mobilize Your Speakers and Team

Your company page shouldn't be the only one talking about the event. Your employees, speakers, and sponsors have vast networks you can tap into. The key is to make it incredibly easy for them to share.

Create a simple "promotional kit" and share it with everyone involved. It should include:

• Pre-written post copy: Write 2-3 different post variations they can copy, paste, and personalize. Don’t make them write it from scratch.
• Formatted graphics: Include a standard square image for the LinkedIn feed and a correctly sized vertical image for LinkedIn stories.
• The event link: Make sure the correct registration link is obvious and easy to find.

When you ask people to share, encourage them to add a personal touch. A post from a speaker that says, "Excited to be speaking at..." is okay, but "I'm speaking at [Event Name] about a topic I’m passionate about: [Topic]. In my session, I'll be sharing how my team achieved [Result]..." is so much more powerful.

Use Direct and Personalized Outreach

Don’t just rely on people seeing your feed posts. A targeted, personal invitation can be highly effective. Invite your first-degree connections directly from the LinkedIn Event page - LinkedIn allows you to invite up to 1,000 connections per week.

For more important stakeholders or past attendees, send a personalized message. Keep it short, and focus on the value for them:

"Hi [Name], I noticed you recently engaged with our post about marketing analytics. We're hosting an online event next month where we'll go deep on this topic with experts from [Company] and [Company]. Thought it would be right up your alley. Here’s the link if you’d like to learn more: [Link]."

During the Event: Maintain Momentum

The promotion doesn't stop when the event starts. For virtual events, this is your chance to draw in last-minute attendees who see the conversation happening in real-time. For in-person events, this expands your reach to those who couldn't be there.

• Post an Announcement: Let everyone know you're "live" or "underway." Share the broadcast link again for virtual events.
• Live-Post Key Takeaways: Assign a team member to post noteworthy quotes, surprising stats, or actionable tips as they happen. Use a unique event hashtag on every post to centralize the conversation (e.g., #BrandContentSummit2024).
• Share Visuals: Post photos of the stage, the crowd, or speaker slides for in-person events. For virtual ones, share screenshots of compelling moments. Visual confirmation of the event’s success creates a powerful sense of FOMO (Fear of Missing Out).

The Post-Event Strategy: Extend the Conversation

Your work isn't done when the curtains close. The post-event phase is where you reinforce your message, deliver more value, and continue building the relationships you've started.

Say Thank You and Share Resources

Within 24 hours of the event ending, post a thank you message on your Company Page and the Event Page feed. Tag your speakers, sponsors, and any key contributors. Most importantly, share the promised resources. This could be:

• The link to the event recording.
• A copy of the slide decks.
• A summary blog post with key lessons.

By delivering this value, you condition attendees to trust you and look forward to your next event or offer.

Repurpose Your Event Content

An event is a content goldmine. Don’t let it all go to waste. You can recycle and reuse event content for weeks or even months.

• Video Snippets: Cut up the recording into short, 1-2 minute clips, each focused on a single powerful takeaway. Post these natively to LinkedIn.
• Quote Graphics: Turn impactful quotes from your speakers into visually appealing image graphics.
• Write a Series of Posts: Go deeper into the top four or five questions from the Q&A session, dedicating a single post to answering each one thoroughly.

Final Thoughts

Promoting an event on LinkedIn is a marathon, not a sprint. It starts with a strategically planned event page, builds momentum with a consistent content schedule, engages in real-time, and follows up with valuable resources that solidify relationships. By following these steps, you can move beyond simply broadcasting your event and start building a genuine community around your brand.

Building out a multi-week content calendar and scheduling dozens of posts across your company page and employee profiles can be challenging, especially when you need to trust that everything will publish perfectly. This is exactly why we built Postbase. We focused on making reliability the core of our platform, ensuring your accounts stay connected and your carefully scheduled promos go live right on time, every time. With a simple visual calendar, you can confidently plan your entire event promotion timeline from start to finish without any surprises.