Chapter 1: Introduction to Networking Events

Networking is an excellent avenue for connecting with potential clients, advancing your career, or enhancing your personal brand within the community. Organizing networking events not only broadens your exposure but can also serve as a profitable side venture.

Are you considering launching a networking event? Or perhaps you currently host one but face challenges in attracting participants? Business professionals are eager to connect within their community, and this mutual benefit can be leveraged effectively.

In this guide, we will delve into five critical areas to enhance the marketing of your networking event.

A brief insight: The Birth of LinkedIn Local Hamilton

In late 2017, I embarked on the journey of creating a networking event to engage with my LinkedIn connections. The concept of LinkedIn Local was ideal, as I had already established a strong local presence on the platform. My content enjoyed significant organic reach, which provided a solid foundation for promoting these events. Now, five years later, I consistently see around 150 attendees at each gathering, with demand often exceeding the venue's capacity.

Chapter 2: Building a Robust Mailing List

An essential element of sustaining a successful networking event is the establishment of a comprehensive mailing list. The more contacts you have, the greater the potential for ticket sales.

I began constructing my database prior to launching my first event. My initial outreach involved a LinkedIn post inquiring about interest in local networking opportunities, coupled with a dedicated page on my website featuring a sign-up form for updates. This proactive approach quickly attracted over 100 subscribers, and today, my mailing list has grown to nearly 1500 individuals.

To efficiently manage this list, utilize a customer relationship management (CRM) system. This tool allows for the segmentation of contacts based on various criteria and integrates seamlessly with email marketing platforms. A substantial portion of ticket sales can be attributed to email marketing efforts. Upon announcing a new event, I promptly notify my mailing list with a ticket link.

If you're leveraging Eventbrite for ticket sales, you can extract your previous attendees' data and import it into your CRM. Alternatively, Eventbrite can facilitate email communication directly with your past attendees.

To expand your knowledge about email marketing, check out the linked article below.

Chapter 3: Crafting Your Event's Brand Identity

Effective promotion hinges on visibility—if no one knows about your event, attendance will be minimal. It's crucial to develop a distinct brand identity that sets your networking event apart from the competition.

Consider how you want your event to be perceived. This perception forms the backbone of your brand. Consistent promotion of your event's brand through social media is vital—aim for weekly posts, even when no event is imminent.

Utilizing content from past events, such as photos and videos, can be an effective way to engage potential attendees. Encourage sign-ups by directing them to your event page.

Given that my events operate on a sponsorship model, it's equally important to appeal to sponsors. While quantifying sponsorship value can be challenging, tangible benefits like my extensive LinkedIn reach during promotional phases are significant. My content often garners tens of thousands of views.

Professional branding and design are non-negotiable for event materials. If your promotional content appears unrefined, potential attendees may conclude that the event experience will be similarly lackluster.

Chapter 4: Promoting Each Event Effectively

Each networking event should be preceded by a promotional lead-in of 3 to 4 weeks. Developing a marketing calendar can help you stay organized throughout this period.

Avoid launching events too far in advance; extended timelines may lead to procrastination in ticket purchases. Maintaining excitement between launch and event day is easier with focused content.

Regular posts on LinkedIn, every few days, should aim to inform your audience about the event's advantages. Professionals generally recognize the value of networking; hence, it's more effective to showcase your event's appeal through engaging content rather than overt persuasion.

Capture moments of joy and connection at your events using a videographer, creating a sense of FOMO (fear of missing out) among potential attendees. If you're using Eventbrite, consider automating a Facebook event listing to enhance promotion.

Chapter 5: Leveraging LinkedIn for Promotion

LinkedIn serves as an ideal platform for promoting networking events, given its alignment with the interests of business professionals seeking to expand their networks. Approximately 80-90% of my promotional activities occur on this platform.

To maximize reach, it's essential to cultivate a following. A robust audience increases the likelihood that relevant individuals will see your content and subsequently purchase tickets or join your mailing list.

Before initiating my events, my posts regularly attracted 5,000 to 10,000 views, thanks to the local audience I had built. If you're not yet active on LinkedIn, start creating and sharing content relevant to your community to gradually increase your local audience.

Being proactive in connecting with local business professionals can also yield sponsorship opportunities or venues. LinkedIn's algorithms often promote your content to relevant business owners and managers, leading to unexpected support for your events.

If you're incorporating speakers into your events, LinkedIn can also be a valuable resource for finding engaging speakers by soliciting suggestions from your network.

Chapter 6: Elevating the Event Experience

Often, networking events can be disappointing; however, the true allure lies in the experience itself. Positive experiences lead to word-of-mouth promotion, as attendees share their enjoyment with others.

Having a background in marketing, I studied the consumer experience at rock concerts for my master's thesis. I discovered that the sense of community and belonging at these events is a significant factor in their appeal.

I strive to replicate this atmosphere with LinkedIn Local Hamilton, creating an engaging environment akin to a cocktail party rather than a conventional networking event. The emphasis is on enjoyment rather than sales pitches, fostering a relaxed setting where attendees can connect authentically.

Providing complimentary food and drinks can enhance the experience, making it more enjoyable after a long workday.

Ending Thoughts

This article has outlined five focal points for marketing a successful networking event. From my experience in promoting these events, I've identified key strategies: building a mailing list, establishing a strong event brand, promoting individual events, utilizing LinkedIn, and enhancing the overall experience.

If you're contemplating the launch of a networking event, I hope these insights prove valuable.

Connect with me on LinkedIn! If you found this content helpful, consider reading my in-depth article about managing and promoting events.