Goldcast

Are you trying to grow your brand’s social media presence, especially on LinkedIn? Don’t let your virtual event reminder emails be wasted real estate! Use them to generate traction on your brand’s LinkedIn posts or get your brand tagged more often.

This playbook includes some creative ideas on how to get your virtual event audience to engage with and promote your brand on LinkedIn. You’ll also get the added bonus of building hype and awareness before a virtual event.

• How to spur engagement on LinkedIn from virtual event registrants
• Inspiration for giveaways and contests
• Creative ideas to test in your virtual event email reminders

• Triple the amount of comments
• Double average impressions
• Boost of event registrations

To begin this play, you need to decide on an engagement tactic. This is the incentive that will encourage your audience to engage on social media from your event reminder email. Here are a few ideas:

Give away a prize or prize pack related to your event. For our Series Masterclass, we gifted a recording studio pack with a mic, camera, and lighting. For our summer LinkedIn series, we gave away a $300 AirBnB gift card. During our AI Summit, we gave away a Morphie Powerstation Pro.

The best giveaways include items tightly related to your audience, seasonality, and/or content of your event.

Consider creating a VIP level of access for your event. Maybe you allow them to have priority during Q&A time or provide them a free training with the speaker. During our Live LinkedIn Reviews with Mark Jung, we gave anyone who shared on social media prior to the event priority in the lineup to get their profile reviewed during the event.

If your event offers a paid on-demand option, consider giving those who share on social media a discount or even free access post-event. If you have other ticketed events or have trainings behind a paywall, you could use a discount to these as your engagement tactic.

💡 Pro Tip: If you’re going with a giveaway, we recommend the grand prize be valued at $300 - $500.

This playbook can use your event reminder email in one of two ways:

1. Get people to engage with your brand’s LinkedIn post
2. Get people to create their own native LinkedIn post

We’ll cover option two in the next step. For option one, you’ll need to slot in a social media post to go out before your event reminder email. Because a majority of webinar and virtual event registrations happen in the two weeks leading up to the event, we recommend making this post sometime between two weeks and one week out from the event.

First, create an image highlighting what participants can win. Be sure the image includes directions in case someone downloads the image to share on their own profile. Here is an example:

Next, craft your post copy. It should highlight your upcoming event as well as the giveaway instructions. Be sure to be clear in your instructions! Here’s an example of one we ran:

Now you’ll want to tie in the giveaway into your virtual event reminder email. If you’re using a robust event platform like Goldcast, you can set up these emails within the platform to make sending to your registration list super easy.

If you’re using the brand post strategy, be sure to set yourself a reminder to add the link into the email copy if these are set up in advance. We actually had to send an oopsy email for our AI Summit registrants because this somehow slipped through the cracks!

Here is an examples of email copy you can use when following the brand post strategy:

If you want to encourage people to create their own post about the event as their entry into the giveaway, here is a template you can follow:

Be sure to specify that they either tag your brand and/or use a specific hashtag so you can track the results. We strongly recommend asking them to tag your page so that viewers can easily click through to your brand’s profile.

One LinkedIn post we used this strategy with, as seen in step 1, resulted in:

• 43 comments
• 72 individuals tagged
• 21 event registrants from tagged individuals, which is a 29% conversion rate

To level set expectations, this post ran on the Goldcast page, which had around 13,000 followers at the time and posted 5 times per week.