Stop leaving your social media marketing as an afterthought. No platform is better suited for B2B event promotion than LinkedIn. But here’s the problem: most New York City event planners either underuse LinkedIn or use it the wrong way. Let’s walk through the proven strategies that turn LinkedIn into your event marketing engine.
Why LinkedIn Matters More Than Ever for NYC Corporate Events
LinkedIn isn’t just a digital resume repository anymore. It’s a content hub, a discovery engine, and a trust-building tool. With over 1 billion users and growing engagement across professional content, it’s where decision-makers go to stay informed and get inspired.
For event planners, this creates a rare opportunity:
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- Speak directly to your target audience
- Promote professional growth opportunities in a platform where that’s expected
- Generate visibility with minimal ad spend
- Leverage personal and company networks for organic reach
- Build long-term authority as a go-to source for industry events
In short, if you’re not promoting your events on LinkedIn, you’re leaving major visibility (and ticket sales) on the table.
Start with a Content Plan: Not Just Posts
Before you drop a “We’re live!” link on your feed, take a beat. Posting randomly or only when you need to sell tickets is a fast way to get ignored.
Instead, build a 4–6 week content calendar to create pre-event buzz. Mix promotional posts with storytelling, speaker highlights, behind-the-scenes moments, and value-driven content that builds momentum.
Your content mix might look like this:
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- Announcement post: What’s happening, when, and why it matters
- Speaker spotlights: Introduce your talent with quotes, videos, or fun facts
- Behind-the-scenes: Venue tours, production prep, sneak peeks
- Value posts: Tips or takeaways your event will offer (“3 things you’ll learn at XYZ Summit”)
- Countdowns: “10 days left!” reminders with clear CTAs
- Engagement posts: Polls, Q&A, attendee shoutouts
- After the event: Recaps, photo highlights, testimonials
LinkedIn rewards consistency. Don’t just show up when you want something; you need to build trust before the ask.
Use Personal Pages, Not Just Your Event Planning Company Profile
It’s tempting to keep everything on your event company’s LinkedIn page, but most of your reach will come from personal profiles.
Why? Because people engage with people. LinkedIn’s algorithm heavily favors posts from individual accounts over brands.
Here’s how to make that work:
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- Encourage your team, speakers, and partners to post from their accounts
- Write posts in first-person to sound authentic
- Use tags wisely @mention speakers, vendors, and venues
- Offer pre-written post templates your partners can use to promote
- Don’t over-rely on links, native content (images, videos, text-only posts) gets higher engagement
Think of your team’s profiles as mini billboards. The more voices talking about your event, the more credibility and reach you build.
Make LinkedIn Events Work Harder for You
LinkedIn has a built-in feature for creating Events. Use it. When done right, it gives you a branded hub where people can RSVP, invite others, and stay informed.
Tips to optimize your LinkedIn Event:
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- Use a clear, high-quality header image
- Write a compelling title and description (focus on outcomes, not logistics)
- Tag speakers and companies
- Add the registration link in multiple places
- Promote it on your page and personal profiles
- Post regular updates to the Event feed (it notifies attendees automatically)
Also, send personal invites to your network. This takes time, but a personal invite from a known contact has far higher conversion rates than a promoted post alone.
Try Polls, Carousels, and Native Video
Text and image posts are the baseline, but if you want to stand out, mix up your format.
Use polls to:
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- Crowdsource opinions
- Let people vote on breakout topics
- Ask which speaker/session they’re most excited about
Use carousels to:
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- Showcase highlights from the agenda
- Introduce your event team or partners
- Offer tips (e.g., “5 reasons to attend a corporate event this year”)
Use video to:
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- Show behind-the-scenes setup
- Clip speaker highlights or past event reels
- Offer a personal welcome from the host or organizer
LinkedIn favors content that keeps people on-platform. Carousels and videos are great for doing exactly that.
Make It Easy for Speakers and Partners to Share
Your speakers and sponsors are your biggest allies. They’re already incentivized to get butts in seats, making it easy for them to do that on LinkedIn.
Give them:
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- Pre-written post copy (short and long)
- Shareable graphics sized for LinkedIn
- Personal invite scripts to message their network
- A co-branded hashtag
- Recognition: tag them when you post so they’re more likely to share
The more tools you give them, the more likely they are to amplify your event organically.
Run Strategic Ads (But Don’t Waste Money)
Yes, LinkedIn ads can be pricey. But when used strategically, they can deliver high-quality leads and registrations, especially for corporate or executive audiences.
What works best:
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- Sponsored posts targeting job titles or industries
- Retargeting ads for people who’ve visited your event site
- Lead gen forms (built into LinkedIn) to offer early bird access or free guides
- Awareness ads for high-ticket events with long buying cycles
Avoid boosting just for clicks. Focus on conversion-ready audiences, like past attendees, email subscribers, or company followers.
Don’t Ignore the Post-Event Opportunity
The LinkedIn work doesn’t stop when the event is over. This is your chance to turn momentum into long-term visibility and bookings.
Post-event ideas:
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- Share a highlight reel or top takeaways
- Tag attendees and ask them to post their photos
- Collect testimonials and repurpose them as content
- Publish a recap article or blog and link to next year’s registration
- Thank speakers and sponsors publicly (they’ll often reshare)
This builds your authority and keeps your event top-of-mind, especially if you host it annually.
Measure What Matters for Your NYC Events
If you’re using LinkedIn to drive event attendance, track more than likes and impressions.
Metrics that matter:
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- Click-through rate to your registration page
- Number of leads or RSVPs generated from LinkedIn
- Engagement rate (comments + shares, not just likes)
- Follower growth and profile views
- Speaker or sponsor referral traffic
Even better, use UTM links to track which posts or people drive the most conversions. This lets you double down on what’s actually working.
LinkedIn Is a Strategy, Not a Shortcut For Your Events
There’s no magic post that fills the room. But a consistent, thoughtful LinkedIn strategy can become one of the most powerful tools in your event marketing playbook. It helps you build buzz before the event, deepen engagement during it, and drive long-term brand awareness after. If you’re leading the way in corporate events, and ready to grow your network, partnerships, and client base, it’s time to lock in your booth at The Event Planner Expo 2025.
Book your space at The Event Planner Expo 2025 today.
