LinkedIn Marketing for Event: Beginners Guide 2021

FACT: 40 percent of total LinkedIn users conduct daily conversations on the platform. Apart from the few who use LinkedIn as a dating app, what sets LinkedIn apart from other social platforms is that the majority of LinkedIn users are professionals (finance analysts, doctors, investors and entrepreneurs etc). Using this specific audience LinkedIn offers you can achieve great results with your Event Marketing ( especially if you are a B2B).

By the looks of it, LinkedIn finally understands the gold mine they are sitting on and have made great strides in making their platform valuable and accessible for marketers. Another intriguing aspect about LinkedIn is that unlike Facebook, LinkedIn organic reach is still very relevant today. Lets see how long that will last.

In this post, I’ll lay down the basics, explain how it works and share some best practices to get the most from your LinkedIn Ads investment.

Campaign Goals

LinkedIn offers the following campaign goals:

  • Brand awareness (beta phase)
  • Website visits
  • Engagement
  • Video views
  • Lead generation
  • Website conversions (beta phase)
  • Job applicants (beta phase)

Depending on the goals of your company, you can pick any one of them. However, the most popular ones, unsurprisingly are lead generation, job applications, video views and website clicks. One thing to keep in mind is the fact that LinkedIn is generally more expensive than other ad platforms such as Facebook, therefore it’s probably not the best idea to run branding ads but rather focus fully on performance.

Ad Types

Based on the objective you pick, you’ll be given the different ad types. When it comes to choosing what’s best for you, testing is key. Split test the various ad types and see which ones result in more conversions at each part of the funnel. (Tip: A cheap and easy way to get people in the top of your funnel is by running a video ad)

Goals for your campaign on LinkedIn

Audience Targeting

LinkedIn gives you a plethora of targeting options focused on the professional makeup of your prospect. Questions you can ask yourself are:

  • Who is your demographic, more than just male/female, age/location?
  • What is the job history of your target group?
  • Are they in management or more operational?
  • Are they job hoppers or they stay at one company?
  • Do they admire known entrepreneurs and follow them on LinkedIn as well?

Most of the above questions you don’t need for the other channels. The buyer persona for LinkedIn needs a closer look at the professional side of your prospect. Instead of what brand they like or which coffee they love, you need to ask yourself the questions that tell you more about them on a business and professional level.

Besides the usual targeting options like location, language, country you can also target more specific attributes of your audience.

Targeting options for LinkedIn Marketing

This is what sets LinkedIn apart from the other platform and what makes it so strong for B2B Event marketing. It’s easy to include and exclude certain settings and make layers of it.

Case Study

Example: If you are a personal trainer focused on providing group activities for employees in startups and small to medium businesses, you can target HR Managers with 5+ years experience, interested in health and following certain athletes. In addition, you can also target people by how long they have been in their job, in this case more than 3 years.

What does this tell us about the person?

  • It tells us that the person that is responsible for the staff is interested in health and sport.
  • He/She is also probably a decision-maker as she has been with the company for a long time
  • Lastly, because she works in this field for a long time, she already knows how important the  health of the employees is to reach their HR goals and therefore bringing a personal trainer on board could help her achieve this.

Above is just an example of the thought process you need to invoke and how LinkedIn can help businesses reach their audience.


LinkedIn is a great advertising option for B2B Event marketing in 2020. There are many different techniques to try with LinkedIn ads, but the most important thing you can do is to really watch what LinkedIn is doing and what new features they continue to roll out throughout the year. It’s always important to please the traffic source and to work with them and not against them. As they add more objectives, ad types, it only opens up the playing field and gives marketers even more chances for success.

We expect a big shift of budget to LinkedIn in the upcoming year and its time to get your hands dirty with LinkedIn and stay ahead of the game.

Manno Notermans

Manno is a wanderer of the world looking to make an impact and change the world for the better. He has over 10 years of experience working in various marketing positions. Manno’s main focus the past few years has been accelerating the growth of businesses, increasing revenue, and profit with out-of-box creative ideas and implementations.