Tag: Demand Generation

In the aftermath of the pandemic, live events have gained even greater prominence on online platforms. Among these platforms, LinkedIn Live Events have emerged as a dynamic tool for businesses and individuals alike to connect, engage, and expand their networks. With the potential to reach a global audience at the click of a button, and boost brand awareness further than ever before, LinkedIn Live Events have become a key part of modern marketing strategies for B2B businesses.

In this blog, we’re delving into the significance of these events, best practices for hosting them, and how to leverage the data generated for further marketing endeavours.

The Global Impact

The dominance of LinkedIn as the leading professional platform is indisputable, with a membership exceeding 930 million individuals spanning across 200 countries globally. In 2022, engagement on the platform surged by an impressive 22%*.

This surge in engagement finds its roots in LinkedIn’s innovative feature: LinkedIn Live Events. These events have taken the virtual stage by storm, facilitating real-time interactions with audiences across the globe. It’s estimated that thousands of LinkedIn Live Events run each day globally*, showcasing the platform’s immense potential for connecting professionals, sharing knowledge, and driving engagement. Furthermore, live streams hosted on LinkedIn garner 7 times the reactions and a staggering 24 times the comments compared to regular videos!*

These statistics alone underscore the significance of incorporating LinkedIn Live into your marketing plan.

Key Benefits of Running LinkedIn Live Events for Brand Awareness

LinkedIn Live Events offer a myriad of benefits, particularly in boosting brand awareness:

✔️ Extended Reach: The live nature of these events attracts attention, and the potential to reach thousands of viewers can significantly amplify your brand’s visibility.

✔️ Guest Speaker Effect: Inviting guest speakers extends your reach even further, leveraging their existing networks and establishing your brand as a hub of valuable information. You can amplify this by strategically partnering with LinkedIn creators who share expertise in a related field or topic. Collaborating with creators who align with the theme of your event can provide a powerful boost to your event’s credibility and visibility.

✔️ Engagement and Authenticity: Live events create a genuine connection with your audience, humanising your brand and fostering a stronger sense of trust and loyalty.

✔️ Relevant Followers and Network Expansion: By hosting compelling events, you’ll attract more high-quality followers on LinkedIn, thereby increasing the reach of your future content.

Best Practices for Running LinkedIn Live Events

So, you’re considering integrating LinkedIn Live Events into your marketing strategy, but you’re unsure of where to begin. To help you enhance the effectiveness of your events, we’re sharing some of our pre and post-event best practices that we follow here at Air.

Pre-Event: Setting The Stage

• Content Relevance: Craft content that resonates with your target audience’s interests and needs. This will keep them engaged and eager to participate.
  
  
• Engaging Hosts and Guests: Invite expert guest speakers participate in your events. This not only adds credibility but also broadens your reach by tapping into their networks.
  
  
• Promotion: Promote your event well in advance to build anticipation. A countdown is very effective. Utilise LinkedIn posts, and other social media channels to attract attendees.
  
  
• Technical Preparation: Familiarise yourself with the streaming platform you’re using. For instance, platforms like StreamYard offer the advantage of advanced scheduling and branding options.
  
  
• Timing: Timing plays a pivotal role in the success of LinkedIn Live Events. Carefully selecting the optimal time considers factors like time zones, audience preferences, event themes, and avoiding conflicts with other commitments. A well-timed event maximises audience participation and engagement, showcasing your consideration for their convenience and ultimately contributing to a more impactful and successful experience.
  
  
• Data Collection: When setting up your LinkedIn Live Event, tick the box to enable the organiser to collect attendee information. This data can be extracted after the event and used for things like email marketing (we’ll talk more about this later in the blog).
  
  
• Interactivity: During the event, encourage audience engagement through polls, Q&A sessions, and comments. Interaction creates a sense of community and helps maintain interest throughout the event.

Post-Event: Leveraging Data, Content and Email Marketing

As mentioned earlier, the data generated from LinkedIn Live Events can be a real treasure trove for your marketing efforts. Here’s how:

• Registration Data: By enabling the registration form during event setup, you collect valuable information about your attendees. This data can include their name, job title, email address, LinkedIn Profile URL and marketing communications consent.
  
  
• Connection Strategy: Connect with key stakeholders on LinkedIn who attend your events. This fosters a more personalised relationship and increases the likelihood of them engaging with your brand in the future.
  
  
• Email Marketing: Utilise the collected data for targeted email marketing campaigns. Craft tailored messages that address the specific needs and preferences of your audience, driving higher engagement and conversion rates.
  
  
• Content Recycling: After the live stream, the live event recording can be edited and distributed across diverse platforms, such as your website’s knowledge hub, YouTube channel, and other social media outlets. Through the process of repackaging the content into smaller, topic-specific segments, it becomes not only more accessible but also more digestible for a broader audience.

In conclusion, LinkedIn Live Events offer an exciting opportunity to engage with a global audience, enhance brand awareness, and strengthen your network. By following best practices, inviting guest speakers, and leveraging the power of streaming platforms like StreamYard, you can create a memorable and impactful experience for your audience. Moreover, the data collected during these events serves as a valuable resource for future marketing endeavors, especially in email marketing campaigns. As the digital landscape continues to evolve, embracing the potential of LinkedIn Live Events is an investment that can yield substantial returns in terms of brand growth and engagement.

Opinion piece by Senior Marketing Executive, Hannah Sanders

*Source: The Social Shepherd

Traditional media or ‘offline advertising’ has always referred to more conventional forms of advertising. Predominantly channels such as TV, radio, print and direct mail which are widespread, less targeted and expensive (resulting in a lot of wastage).

The rise of digital channels and social platforms meant that the way consumers spent their time and the media they consumed shifted. Suddenly, everyone could be found online paving the way for the emergence of paid media advertising.

Paid media consists of online ads, sponsored content, display ads, social media advertising, and PPC. An ultra-targeted form of advertising, allowing advertisers to choose their placement, their audience and ensure their budget is being fully utilised to get in front of the correct audience with real-time data and analysis.

On its formation, the concept of paid media was worlds apart from its traditional counterpart, but over the years there has been a shift on the usage of both forms of marketing. Invariably, there is crossover of both channels with many traditional media outlets and channels now incorporating elements of paid media.

Traditional media outlets now have very well-established digital platforms and offer paid advertising options on their websites and apps. Traditional billboards have evolved into dynamic digital billboards which can utilise a range of effective techniques and strategies for reaching your target audience. Even traditional TV advertising has evolved to include paid media strategies and targeting to reach a very specific audience through the use of Sky AdSmart and various streaming platforms.

The way target audiences consume media continually adapts and with it, new trends and strategies for reaching them, which means the paid media landscape is ever evolving.

Paid media has evolved to become even more sophisticated, with innovative ways to reach consumers on social media (through Instagram shopping or stories which are pegged to replace the prominent feed ads we’ve become so accustomed to in recent years), through to Googles machine learning capabilities which allows Google to optimise your PPC campaigns for maximum performance using algorithms and AI to get the most out of your audience.

There’s no question about it, paid media is here to stay, and because of its range of innovative ad formats, access to real-time reporting and insight, and its highly targeted nature, it has evolved to become a marketers go-to choice during strategy and campaign planning sessions.

Opinion piece by Account Director, Jess House