AMA Los AngelesAmerican Marketing Association

How to Use LinkedIn’s Event Feature to Increase Attendance and Engagement

LinkedIn Events gives marketers a practical way to turn a professional gathering into an ongoing digital experience. A well-built event page can attract registrations, remind people to attend, encourage conversation before the session, and keep the discussion moving afterwards.

For Australian marketers, the feature is especially useful when audiences are spread across Sydney, Melbourne, Brisbane, Perth and regional centres. Whether you are promoting a breakfast panel, webinar, workshop or industry networking evening, the right event strategy can improve reach while making participation feel more personal.

Set Up A Clear, Valuable Event

Start with a specific event title that communicates the benefit of attending. “Digital Demand Generation For B2B Teams” is stronger than “Marketing Networking Night” because it gives prospective guests a reason to register. Include the format, location or time zone where relevant, especially when inviting people across Australia and overseas.

Your event description should answer the questions a potential attendee is likely to have: what will they learn, who is speaking, who should attend and what will happen during the session? Use short paragraphs, clear outcomes and relevant keywords such as marketing strategy, professional development, customer experience and industry networking.

Choose a strong banner image with readable text and consistent branding. Include speaker headshots and credentials in the description, then add the registration link early. If attendance requires a ticket, make the price and inclusions obvious. Australian audiences also appreciate clear information about GST, accessibility, transport and whether refreshments are provided for an in-person event.

Build Interest Before The Date

Creating the event page is the starting point, not the entire promotion plan. Publish it several weeks ahead when possible, then share it through personal profiles, company pages, email newsletters and relevant LinkedIn Groups. Ask speakers, sponsors and community partners to post from their own accounts because personal recommendations often generate stronger engagement than a repeated corporate announcement.

Use a content sequence rather than publishing the same invitation repeatedly. Introduce the central issue, reveal a speaker insight, share a short audience poll and explain what attendees will leave with. If the session covers content strategy, a useful explanation of copywriting and content writing can help frame the difference between persuasive messaging and educational material.

Timing should suit local working patterns. A Sydney or Melbourne audience may respond well to posts before the workday or around lunchtime, while a national audience may need the time zone written as AEST, AEDT or AWST. Avoid competing with major public holidays, school holiday travel, or a widely watched State of Origin match when planning a high-attendance session.

Turn Registrations Into Participation

LinkedIn automatically provides event notifications, but personal follow-up adds warmth and context. Thank new registrants, invite them to submit questions and encourage them to follow the host organisation. A short message from a speaker can make the event feel more relevant and reduce the chance that a registration becomes a forgotten calendar entry.

Use the event feed to create a sense of movement. Post a question such as which challenge attendees are trying to solve, then share selected responses with permission. A poll can reveal audience priorities and give presenters useful material to address during the session. Keep the tone professional but conversational rather than filling the feed with sales language.

Mentorship and peer connection can deepen engagement around an event. For ideas about structured career support, marketers can explore the AMA Los Angeles mentorship programme, then adapt suitable practices for an Australian professional community. Pairing early-career attendees with experienced practitioners can make a speaker session more valuable long after the event ends.

Promote With Useful Social Proof

People are more likely to register when they can see evidence that the event will be worthwhile. Share a short testimonial from a previous attendee, a measurable outcome or a specific example of what the speaker has helped an organisation achieve. Keep the quote credible and identify the person’s role and industry where permission has been granted.

Social proof should support the event promise rather than replace it. A post might say that last year’s workshop helped small-business owners refine their lead-generation process, then explain how this year’s session addresses measurement and conversion. Examples from Australian sectors such as health services, education, retail and professional services can make the message feel locally relevant.

Use several formats across the campaign:

For commercial events, proof can also come from customer stories and case studies. Marketers interested in presenting evidence more persuasively can review these ideas for using testimonials as lead magnets. Apply the same principle carefully: make the claim specific, relevant and easy to verify.

Create A Strong Live Experience

On the day, post a final reminder with the start time, access instructions and any preparation attendees need. For virtual events, test the meeting link and assign someone to monitor technical issues and incoming questions. For in-person gatherings, include venue directions, public transport details and parking information. These practical details matter in large cities where travel time can affect attendance.

During the session, encourage live interaction through polls, chat prompts and audience questions. A moderator can welcome participants, introduce speakers, identify useful comments and keep the discussion moving. Ask presenters to mention the LinkedIn event page when inviting people to continue the conversation, download a resource or share a key insight.

Record the session when appropriate and clarify how the recording will be used. Afterward, post a concise summary, several memorable points and a thank-you message that tags speakers and contributors. Break longer recordings into short clips for future promotion. This turns one event into an extended content series rather than a single moment in the calendar.

Measure Results And Improve Reach

Track more than registration totals. Compare page views, registrations, attendance, engagement, comments, poll responses, video views and clicks to the next step. A high registration count with weak attendance may indicate poor reminders or an inconvenient time. Strong attendance with little discussion may suggest that the format needs more facilitation or a clearer prompt.

Review performance by audience segment where possible. Note whether registrations came from Melbourne, Sydney, Brisbane, Perth or regional areas, and identify which industries and job titles engaged most. If the event supports local business development, connect LinkedIn results with website visits, enquiries, newsletter sign-ups or booked conversations.

Search behaviour can also influence how you describe future events and related landing pages. The AMA Los Angeles guide on voice search and local SEO offers a useful perspective on conversational queries and local discoverability. Australian marketers can apply that thinking by using natural phrases such as “marketing workshop in Brisbane” or “B2B networking event in Sydney” where they accurately reflect the offer.

Use these performance signals to refine the next campaign:

A successful LinkedIn Event is built through consistent communication, useful content and deliberate follow-up. Choose a clear promise, make registration simple, involve speakers in promotion and give attendees several reasons to participate before, during and after the session. Start with your next professional event, publish the page early and use the resulting data to build a stronger marketing community over time.