[FAQ]

Hi,

My team is exploring new ways to generate leads, and LinkedIn Events came up. I’ve attended a few and they seem okay for brand awareness, but I’m skeptical about their power to generate actual, tangible business leads.

It seems like a lot of effort to set up and promote an event. For those who use them regularly, do you see a direct ROI in terms of qualified leads and sales conversations? Or is it more of a tool for community building?

Trying to decide if it’s a worthwhile channel to invest time in. Thanks!

[Jeff Bullas]

That’s the right question to ask, as effort should always be tied to outcomes.

Short Answer: Yes, they are an excellent tool for generating warm leads, but the event itself doesn’t generate them. Your strategic follow-up does.

A better way to think of an event is as a magnet for a target audience, attracted by the promise of valuable content.

First, the event is the vessel for your most valuable video or audio content. This is your opportunity to build trust and demonstrate authority, which is the foundation of any good lead. The most common mistake is to make this a sales pitch; it must be educational. Second, the most critical part of the process happens after the event is over. You must follow up with the attendee list, which is your pool of pre-qualified leads, using a personalised text-based message that references the event and opens the door for a one-on-one conversation. Third, you can repurpose the event’s content into different formats to continue nurturing those leads. The presentation can become a downloadable PDF document, and the webinar video can be edited into shorter clips for your feed. The event isn’t the end of the process; it’s the start of the sales conversation.

Cheers,

Jeff.

[Author]

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