Making the Most of Advertising Week 2018 on LinkedIn
September 27, 2018
Advertising Week is among the most momentous events of the year for marketers around the world. It’s where brands, publishers, and agencies alike show up in big ways. It’s where the movers and shakers in the advertising world come together to shape the future of the industry.
Events like Advertising Week present marketers with a unique opportunity to insert their brands into event-related initiatives and conversations to get noticed by the right people.
Here are three ways to engage and impress your audience on LinkedIn before, during, and after Advertising Week, or any other event for that matter.
1. Join the #AWNewYork Conversation on LinkedIn
Like most marketing events, Advertising Week has its own hashtag: #AWNewYork. Use this and other hashtags on LinkedIn to follow and join relevant conversations on the platform. By contributing to these conversations, you make it easier for the right people to discover your brand and follow you on LinkedIn.
How best to stand out in these hashtagged conversations? One way is to create a low-cost video to capture key moments, which you can then share via your LinkedIn Company Page, personal profile, or both. Live photography is also highly shareable. Shoot and snap away!
Keep in mind that many of your LinkedIn Company Page followers will not be at the event so be sure to answer the “so what” about why someone would care even if they’re not in attendance. Perhaps link to a content piece that ties back to the event for those following vicariously from home.
You’ll meet new people at Advertising Week. That’s pretty much a certainty. Any one of these relationships might lead to a major collaboration that hoists your brand to new heights in the years ahead. Capitalize on connection opportunities in the here and now by using LinkedIn’s QR code feature to instantly connect on LinkedIn.
2. Demonstrate Thought Leadership
In an Edelman and LinkedIn survey of more than 1,300 US business decision makers and C-suite executives, 82% reported that thought leadership has increased their trust in an organization. Forty-five percent said thought leadership has directly led them to do business with a company.
One of the best and easiest ways to exercise thought leadership is by sharing your brand’s unique point of view via LinkedIn Company Page updates or by publishing long-form content on LinkedIn. Spread these messages even further by adding them to the aforementioned hashtag conversations on LinkedIn.
Share videos, rich media, blog posts, anything that helps you assert your expertise and differentiate your brand.
Although hosted in a professional context, LinkedIn is still a social media platform. Think about the content you’d want to see in your feed. Think about the type of content that’s likely to get your attention. Don’t be afraid to be bold because bold gets noticed. A bold take can also be highly appreciated because it’s often perceived to be a breath of fresh air.
For more ways to engage your LinkedIn followers, I recommend checking out these tips for Compelling Company Page posts.
3. Activate Your Employees
In your effort to share your story beyond your LinkedIn Company Page followers, your employees can be your best resource. That goes for all channels, not just LinkedIn.
Your employees can be your brand’s most credible advocates. They can also be your most effective advocates. Did you know that content shared by employees receives 2x the engagement compared to content shared by a company? Or that leads developed through employee advocacy convert 7x more often than other types?
Don’t forget to engage your executives, too. Your company’s executives have a unique perspective to share about your business and your industry as a whole. Encourage them to publish articles on LinkedIn or share pics and videos from the conference. Here’s how our team did it for a recent event.
Keep tabs on what your employees and executives are sharing because you can reshare all that original content from your LinkedIn Company Page. Encourage employees to reshare content from others as well.
And of course, make it a priority to enjoy yourself at #AWNewYork. Yes, it’s a professional event, but it’s also a great time to have fun with your colleagues, peers, partners, and new connections. Your enjoyment will shine through in your content, making it more delightful to those who see it.
Don’t forget to follow us on LinkedIn so we can enjoy Advertising Week together.