Home TypeNews Confex Marketing Theatre: driving attendance to B2B events with LinkedIn advertising

Confex Marketing Theatre: driving attendance to B2B events with LinkedIn advertising

by Joe Gallop

For the fourth Marketing Theatre session of the day at International Confex 2021, Eleanor Bougie-Smith, head of digital at SocialB, spoke about how to harness the power of LinkedIn ads to attract target audiences to events.

According to Bougie-Smith, LinkedIn provides great audience targeting and is useful for breaking down audience demographics. This targeting can include location, company name, size, followers and fields of study.

Bougie-Smith also covered how to use budgets effectively when attracting people to events. “It’s not about attracting the masses, it’s about attracting the right audiences,” she said.

She explained that to work out a daily budget for ads, event organisers can multiply a bid by the number of clicks and impressions they want to get per day.

This bidding, she explained, can either be automated or a maximum cost bid. Automated bidding can cost more but can also save more time, she said.

She added that the more information you add to the targeting, the more LinkedIn will guide you on what your average spend and CPC (cost-per-click) will be.

“Really think about how you will allocate you costs across multiple campaigns,” she said. “Think about what you really want your audience to do in terms of engagement.”

As for creating engaging content, Bougie-Smith said it is always about targeting and personalisation. She encouraged to use wording that gets the audience’s attention and resonates with them, as well as an image or video that catches their eye. A strong call to action that focuses on one main area is also an effective technique, she said.

“There’s no bad thing about looking at your competitors to see what they are doing,” she said. “Don’t just copy them but take some inspiration.”

Bougie-Smith concluded the session by stressing the importance of tracking and reporting on KPIs (key performance indicators) and measuring success. She said this will help continually improve approaches and strategies for attracting audiences to events.

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