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  • John Callanta

How to promote trade shows on LinkedIn



Trade shows are a great way for businesses to showcase their products and services, network with industry professionals, and generate leads. LinkedIn is a powerful platform for promoting trade shows and reaching a relevant audience of business professionals. Here are ten ways to promote trade shows on LinkedIn:


1. Create an Event Page:

Create a dedicated LinkedIn event page for your trade show, complete with details such as the date, time, location, and agenda. Make sure to include a clear call-to-action to register or RSVP. A dedicated LinkedIn event page provides a central hub for your trade show's details and enables attendees to RSVP or register. By creating a professional and informative event page, you can establish credibility and generate interest in your event.


2. Share Regular Updates:

Post regular updates leading up to the event to keep your audience informed and engaged. Share sneak peeks, behind-the-scenes photos, and highlights from past events to build excitement. Regular updates on LinkedIn can help build anticipation for your trade show, keep attendees informed, and generate interest from potential attendees who may have missed your initial promotion.


3. Use LinkedIn Ads:

LinkedIn Ads can help you reach a highly targeted audience of business professionals. Use sponsored content or sponsored InMail to promote your trade show to your ideal demographic. LinkedIn Ads allow you to reach a highly targeted audience of business professionals who may be interested in attending your trade show. Sponsored content and InMail can help you promote your event and generate leads.


4. Engage with Your Connections:

Engage with your LinkedIn connections by sharing relevant industry news and insights, commenting on posts related to your industry or event, and responding to comments and messages in a timely and personalized manner. Use LinkedIn's messaging feature to send personalized invitations to your connections. Engaging with your LinkedIn connections by sharing industry news, commenting on posts, and sending personalized invitations can help build relationships and generate interest in your event.


5. Use LinkedIn Groups:

Join and engage with relevant industry groups, and consider creating your own LinkedIn Group for your event or industry. Share updates and engage with members in your group, and use LinkedIn Groups to source potential attendees or exhibitors. LinkedIn Groups provide a way to connect with like-minded professionals and build a sense of community around your trade show. By joining relevant groups or creating your own, you can tap into potential attendees and exhibitors.


6. Partner with Influencers:

Identify thought leaders in your industry who have a strong online presence and a loyal following. Collaborate with influencers to create content that highlights the benefits and unique features of your event. Use influencer partnerships to tap into new audiences and increase your reach on social media. Partnering with influencers in your industry can help you reach a wider audience and generate buzz for your trade show. Influencers can help you create and promote valuable content, which can increase engagement and drive attendance.


7. Leverage LinkedIn Live:

Consider using LinkedIn Live to stream portions of your trade show or conduct interviews with keynote speakers or exhibitors. This can help increase engagement and generate buzz leading up to the event. LinkedIn Live provides a way to engage with your audience in real-time and showcase the unique aspects of your trade show. By streaming portions of your event or conducting interviews, you can generate interest and engage potential attendees.


8. Create Branded Content:

Create branded content such as infographics, videos, and blog posts to showcase your event and generate interest. Share this content on your LinkedIn company page, personal page, and groups. Branded content such as videos, infographics, and blog posts can help you showcase the benefits of your trade show and generate interest. By creating informative and visually appealing content, you can increase engagement and drive attendance.


9. Offer Exclusive Content:

Offer exclusive content or discounts to members of your LinkedIn Group, or offer early access to registration or exclusive networking opportunities to incentivize attendees to register. Offering exclusive content or early access to registration can incentivize potential attendees to register and generate interest. By providing added value, you can set your trade show apart from others in your industry.


10. Follow up with Attendees:

After the event, follow up with attendees to thank them for attending and to continue the conversation. Consider using LinkedIn's messaging feature or InMail to connect with attendees and share post-event content or promotions. Following up with attendees after your trade show can help you build relationships and generate leads. By sharing post-event content or promotions, you can keep attendees engaged and encourage them to attend your future events.


LinkedIn is a powerful platform for promoting trade shows and reaching a relevant audience of business professionals. By utilizing these ten strategies, you can increase engagement, generate buzz, and drive attendance at your next trade show.

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