How do you use LinkedIn to promote events or webinars? Share one specific strategy or tactic that has been successful for you.

Question

This article taps into the knowledge of seasoned professionals to reveal practical strategies for using LinkedIn to effectively promote events. It provides a clear roadmap, minus the jargon, for harnessing the platform's tools to enhance your event's visibility. Discover how expert tactics can transform your promotional efforts into meaningful engagement with your target audience.

Inali Patel · Answer

One highly effective strategy I've used to promote webinars on LinkedIn is leveraging employee advocacy with personalized storytelling.
Here's how it worked:
Instead of only relying on brand posts from the company page--which often get limited organic reach--I encouraged our team, including speakers and internal stakeholders, to create personalized posts around the event. These weren't generic "Join our webinar!" announcements. Each post tapped into a relatable problem our audience faced, followed by a solution teaser that led naturally to the webinar registration link.
For example, one post began with:
"Last quarter, we lost a major client due to poor funnel segmentation. We turned that loss into a learning opportunity--and it became the foundation of our next webinar."
This kind of real, vulnerable insight performed incredibly well. The post got 3x more engagement than our official promo and drove over 40% of total webinar signups.
Tactics that made it successful:
1. Encourage team members to use storytelling over hard sells.
2. Use 2-3 strong hashtags like #WebinarMarketing, #LinkedInEvents, #SaaSMarketing.
3. Add a strong CTA in the first comment to keep the post clean.
4. Tag relevant co-speakers or thought leaders to boost visibility.
Platforms like TechNewscast.io, which consolidate reviews and credibility, can also be linked in the webinar follow-up to boost social proof post-event. Combining real voices with smart LinkedIn strategy builds both awareness and trust.

Marc W. Halpert · Answer

Because LinkedIn spans time zones and continents, it is impossible to know if anyone actually saw your event or online seminar announcement when first posted. Therefore, it is wise to use drip marketing over the 3-4 weeks ahead of the event (or if applicable, any registration deadline) with:
• Ongoing announcements• Teasers• Direct calls-to-action
Announcement posts should suggest the reader saves the date or provide a description that is abundant incentive for them to register on the spot. They are fact-based but get an additional boost by highlighting a "hot topic" in your industry that will be addressed in the event.
Teasers can advise readers that time is running out for registration (or an early bird price) by a certain date. You can cite how many people have already registered from the maximum attendance number you have set. Additionally, you can spotlight a speaker who has agreed to participate: brief bio, headshot, LinkedIn profile URL, and the title and takeaways of their breakout session.
Calls to action are excellent ways to get readers signed up, and you can certainly suggest they share the event with colleagues and connections. Ask them to send along any questions they would like addressed at the event. If you are able to provide industry-approved continuous learning credits for the session, repeat this fact in every message you send out to further boost attendance.
Ask your speakers to post about the event on their own recurring LinkedIn posts—you should remind them—to capture the attention of their connections and followers on LinkedIn too, an already-friendly audience.
In all of the above ideas, use an @ in front of any speaker's name and before the name of any company sponsoring the event to call attention and allow readers to review their LinkedIn presence as well.
Keep the drips interesting, nonrepetitive, and vary the time and day of the week you send them out. Add video, graphics from the event last year, or the logo for this year's session.
Because LinkedIn also helps you keep registrants interested with their preset reminder emails, you can market the event down to the very last minute before it starts. LinkedIn can provide marketing information about the registrants for later use and communication, valuable for future marketing purposes. Don't forget to thank them for attending and include another save-the-date for the next event!
You are in charge, so now you can utilize these LinkedIn event marketing tools well!

Justin Belmont · Answer

We've had the most success by turning event promotions into storytelling posts--not just "Join our webinar," but "Here's why this topic matters, here's a pain point we'll solve, and here's a sneak peek of the value." We tag speakers, include a sharp graphic or teaser video, and post it from both personal and company accounts to widen reach. Bonus move: we DM warm contacts with a personal note and link. It feels more like an invite, less like a blast--and that gets way more sign-ups.

Aaron Whittaker · Answer

One effective strategy for promoting events on LinkedIn is building a micro-campaign around the event, rather than posting about it just once. It's best to treat it like a story unfolding over a few days.
For example, when hosting a webinar on scaling product teams, one could start by sharing a post about a real challenge faced in that area—without including a link, just offering a relatable insight to spark conversation. A day or two later, follow up with a second post that naturally leads into the event: "We're diving deeper into this in an upcoming session—join us if this resonates."
What makes this approach effective is that it doesn't feel like promotion—it feels like a conversation that happens to lead to something valuable. It's also beneficial to tag people thoughtfully, not to boost reach, but to include voices who care about the topic. If someone asks a question or shares a story in the comments, always engage. That interaction boosts visibility, but more importantly, it makes the post feel alive. People are more likely to register when they see others already talking about it.

Tom Jauncey · Answer

LinkedIn is a total powerhouse for the promotion of events, but engaging is more essential than broadcasting. One such strategy that has worked incredibly well for us at Studio Naut is to promote interest and attendance in webinars via personal storytelling.
Instead of just doing generic 'join our webinar' announcements, we focus on what matters about the event. I will share a personal insight or a challenge that ties into the topic of the webinar, then return to what people will gain from joining. This way, your promotional post becomes a conversation starter that invites comments and shares, thus extending reach.
We also encourage both the team members and guest speakers to create their own native LinkedIn posts (not just shares) providing their say on the event. This allows for organic reach beyond just our company page. Another game changer? LinkedIn Events--sending personal invites to pertinent connections is a surefire way to boost attendance.
At one of our highly successful events, we noted an increase in registrations by the same 40 percent, thanks to this strategy. The moral of the story is that people don't engage in promotions; they engage in stories, insights, and discussions. Make your event a part of a bigger ongoing conversation and the audience will follow.

Matteo Cirio · Answer

One of my most successful strategies on LinkedIn for promoting events is the use of targeted content updates combined with LinkedIn's Sponsored Content. For an upcoming webinar, I crafted a series of engaging posts that linked to the registration page, each focusing on a key takeaway or speaker highlight.
By using the Sponsored Content feature, I was able to broaden the audience beyond our existing followers, targeting specific demographics and industries relevant to the event.
This approach not only increased our registration numbers significantly but also boosted post-engagement, as we tailored content to address the challenges faced by the intended audience.
An example was our recent digital marketing webinar, where this strategy resulted in a 30% increase in sign-ups compared to our previous events. By sharing insights and engaging with attendees both pre- and post-event, we also nurtured a community of active participants eager for future events.
I recommend analyzing your audience data closely and tailoring the LinkedIn campaign to align with their preferences, ensuring the promotion resonates and encourages action.

Jen Stamulis · Answer

Leveraging LinkedIn to promote events or webinars, I've found success with a multi-channel marketing approach. During my time managing integrated media campaigns for clients like Nestlé Purina, a tactic that has consistently worked is creating engaging LinkedIn Showcase Pages dedicated to specific events. This not only allows for focused content distribution but also provides a platform for audience interaction customized to the event's niche.
One specific strategy I've employed is utilizing LinkedIn's new analytics tool, which helps identify and engage with new followers. For a webinar hosted by one of my clients in collaboration with ESPN, we engaged new LinkedIn followers by offering exclusive sneak peeks into the webinar content. This approach increased engagement rates by 30% and boosted attendee numbers.
Another tactic involves collaborative content creation linked to brand partnerships. While with Spectrum, I worked with networks like FOX to produce promotional content that leveraged their brand recognition. Translating this to LinkedIn, partnering with thought leaders to co-create content or run joint Q&A sessions is effective. This harnesses their audience and builds credibility, driving more traffic to your event.

Samir ElKamouny · Answer

As a marketing strategist with Fetch & Funnel, I've found that leveraging LinkedIn's robust targeting tools has been instrumental in promoting webinars and events effectively. By creating Super Lookalike audiences, I can expand our reach to engage professionals who mirror our ideal attendees, based on existing data from past successful events. This approach has consistently increased registration numbers by 25% for our client-facing events.
For instance, during a tech-focused webinar series for a SaaS client, we used LinkedIn's sponsored content and InMail to specifically target professionals holding relevant job titles within our SaaS vertical. The result was a remarkable conversion rate, with over 40% of our targeted audience signing up. Combining this with a strategic use of compelling testimonials and strong calls to action, we effectively built anticipation and inspiration, ensuring high attendance and engagement levels.

Sylvie Di Giusto · Answer

When it comes to promoting events or webinars on LinkedIn, the best-performing strategy for me hasn't been shouting, "Join my event!"--it's been starting with the problem my audience is already thinking about.
Instead of promoting the event itself, I lead with a relatable pain point, a surprising statistic, or a question that triggers a moment of, "Wait... that's me." It could be something like:
- "You know that moment when a prospect says, 'Sounds great--let me think about it,' and then disappears forever? What if you could prevent that before it even happens?" (Sales)
"Managing people is easy--until emotions enter the room. Then it's less about strategy and more about psychology." (Leadership)
"You're not being ghosted because you're underqualified--you're being ghosted because your positioning doesn't stick." (Career)
After diving deeper into this and only after I've sparked curiosity or recognition do I mention the event--framing it as the place where we'll unpack that exact issue. This flips the traditional promotional model on its head: instead of asking for attention, I earn it.
This approach has helped me drive higher-quality engagement, attract the right people, and even start meaningful conversations in the comments before the event begins. Because let's be honest--people don't show up for events. They show up for solutions.

Ara Zhang · Answer

One specific strategy I've successfully used on LinkedIn to promote events is leveraging LinkedIn Events for targeted engagement. While setting up an event page on LinkedIn, I target invitations to professionals who align with the event's goals, based on their job titles and industries.
A real-life example was our recent marketing webinar at LeadsNavi. By tapping into my LinkedIn network and groups interested in marketing and SaaS, we attracted over 200 participants. Sharing engaging content and updates about the webinar in the weeks leading up to the event kept interest high, while regular updates through the event page ensured our audience remained engaged.
The actionable insight here is to create a strategic outreach plan that includes personalized invitations and consistent content posting, maintaining buzz throughout the campaign. With LinkedIn's sophisticated targeting tools, it's easier to directly engage the right audience, ensuring your event receives the attention it deserves.

Jerry Han · Answer

Turning LinkedIn direct messages (DMs) into a VIP registration flow has worked really well for me when promoting events. A week before a webinar, I'll reach out personally to 20-30 past leads or attendees with a quick message like, "Hey! We're hosting another session on [topic] next week--thought of you. Want in?" I keep the tone casual and make sure it doesn't feel like a generic sales pitch. Then I drop a private registration form link or even send a calendar invite if they say yes.
People really respond to the personal touch--it feels like they're being invited, not marketed to. It also helps us re-engage folks who already showed interest without flooding our public feed. This one-on-one outreach takes a bit more time but has led to higher-quality attendance and better post-event conversations.

Sally Bellis · Answer

One tactic that has worked brilliantly for us is using employee advocacy to boost event visibility. Before the event, we craft a short, punchy promotional post with a strong hook, clear call to action (CTA), and striking visual. Then, we enable our speakers, sales team, and customer-facing employees to share it from their personal profiles.
To make it extra easy, we provide pre-written copy that they can tweak to sound authentic. This has resulted in a significant lift in reach and registrations, often reaching into those second-degree networks that are otherwise tough to reach.

Adam Bocik · Answer

To effectively promote events or webinars on LinkedIn, I've found success by leveraging LinkedIn's targeting capabilities to reach niche audiences interested in active lifestyle brands. One concrete strategy was to create a highly targeted event invite campaign, using LinkedIn's segmentation tools to reach professionals who aligned with our brand values at Evergreen Results. This approach led to a 40% increase in RSVP rates for our latest webinar about scaling purpose-driven companies.
I also integrated interactive content, such as polls and quizzes, into the LinkedIn posts leading up to the event. This not only boosted engagement but also created anticipation around the event. For instance, a pre-event poll asking about attendees' biggest digital marketing challenges garnered substantial interaction and provided insights that we addressed during the webinar. This tactic not only increased attendance but also improved attendee satisfaction as they felt the content directly related to their needs.

Portia Obeng · Answer

I always promote my webinars in a LinkedIn post and focus on the person who has the problem I solve. I start with a strong hook at the beginning of the post to capture their attention. Then, I use the body of the post to speak directly to the person's pain points by using phrases that they've likely used when trying to solve the problem on their own. 
Then I offer the solution (my webinar) and share 2-3 bullet points about the webinar with a clear call to action: register now!

Kal Dimitrov · Answer

Building momentum over time has been my most effective approach to promoting events or webinars on LinkedIn. In one instance, I was hosting a webinar on best practices in my field, and instead of simply announcing it, I broke the promotion into smaller, value-driven posts.
To start, I highlighted a common pain point the webinar would address, asking my audience questions that encouraged engagement. This immediately sparked interest and set the stage.
As the date approached, I shifted focus to the unique elements of the webinar. I shared a post featuring one of the guest speakers, with a quick takeaway from their experience, followed by another post that teased an actionable insight attendees would gain. Each update brought new energy to the promotional effort, keeping the conversation alive without overwhelming people.
This strategy led to my highest webinar attendance to date. By gradually sharing valuable snippets and directly engaging with comments, the promotion felt organic and informative. It created a steady buzz, ensuring the event stayed visible and relevant to my audience.

Andrew Dunn · Answer

The notification overload on LinkedIn can be overwhelming, so I've started using employee advocacy to boost our tech events' visibility instead of just posting from our company page. Last week, our team members shared personal stories about what excited them about our upcoming 5G workshop, which reached 3x more people than our regular company posts. I've learned that authentic, personal narratives from team members resonate much better than formal event announcements.

Michelle Garrison · Answer

LinkedIn InMail campaigns with lead generation forms have been my go-to strategy for promoting high-stakes webinars. 
I target specific decision-makers directly in their inbox, which feels personal yet professional. For a recent industry panel, I paired the InMail invitations with sponsored video posts featuring brief speaker introductions. This combination generated a significant portion of our total registrations, with most attendees being C-level executives. 
What surprised me was the quality of conversations that followed—we secured three new clients from that single event. The cost averaged $41 per lead, but the return made this investment worthwhile for my agency's clients like GitLab and ClickUp.

Reilly James Renwick · Answer

LinkedIn is a powerful tool for promoting events. I've had great success by using LinkedIn's event feature and posting targeted content leading up to the event. Sharing sneak peeks, expert speakers, and the value attendees will gain has generated a lot of interest. Additionally, engaging in comments and responding to inquiries directly on the event posts keeps the conversation going and boosts attendance.

Natalia Lavrenenko · Answer

Native video posts work best for me. I record a short clip--straight to camera--saying what the event is, who it's for, and what they'll walk away with. No fancy background, no script. Just me being direct and casual. That gets more views and comments than any flyer-style graphic ever did.
I also drop the link in the first comment, not the post. LinkedIn doesn't like external links in the caption. Then I reply to anyone who likes or comments with a quick thank you or question. It starts real conversations and boosts visibility. People sign up because they feel invited, not pitched.

Justin Mauldin · Answer

I believe the most effective LinkedIn strategy is creating a series of teaser posts with specific value-points from the upcoming event, rather than just posting the registration link repeatedly. When we promoted our PR crisis management webinar, I shared three mini-case studies over two weeks leading up to the event, which generated serious buzz and resulted in a 40% increase in sign-ups.

How do you use LinkedIn to promote events?

Table of Contents

How do you use LinkedIn to promote events?

Leverage Employee Advocacy with Personalized Storytelling

Use Drip Marketing for Event Promotion

Turn Promotions into Storytelling Posts

Build a Micro-Campaign Around the Event

Engage Through Personal Storytelling

Use Targeted Content and Sponsored Content

Create Engaging LinkedIn Showcase Pages

Leverage LinkedIn’s Robust Targeting Tools

Lead with a Relatable Pain Point

Use LinkedIn Events for Targeted Engagement

Turn DMs into a VIP Registration Flow

Boost Visibility with Employee Advocacy

Target Niche Audiences with Interactive Content

Focus on Solving Audience Problems

Build Momentum Over Time

Use Employee Advocacy for Tech Events

Use InMail Campaigns with Lead Generation Forms

Use LinkedIn’s Event Feature and Targeted Content

Use Native Video Posts for Promotion

Create Teaser Posts with Specific Value-Points

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