How to create a successful LinkedIn event that gets dozens of qualified leads to show up?
The Complete Guide to LinkedIn Event Marketing: How to Host Events That Actually Fill Up and Drive Business Based on a masterclass by Joe Apfelbaum, CEO of evyAI, with insights from @Murray Beaulieu and @Rick Kloete Why LinkedIn Events Actually Work (When Done Right) Most people think webinars are dead. Joe Apfelbaum used to think the same thing. But then he discovered the secret: it's not about webinars - it's about bringing the right people together for the right reasons. Here's proof it works: Murray hosted an event and got 240 people to register. Rick did his first event and called it a "smashing success." Joe once had only ONE person show up to an event, and that person became a $5,000/month client. The lesson? Even if just one person shows up, it's worth it. You get content, practice, and potential business. The 3-Step Framework for LinkedIn Event Success Step 1: The PPP Method (Plan, People, Promise) Plan: Know exactly who you're targeting - Don't try to serve everyone (event planners AND CEOs AND job seekers) - Focus on one specific group with one specific problem - Examples: Marketing directors, software founders, LinkedIn beginners People: Identify your ideal attendees - What problem keeps them up at night? - What would make them excited to give up 30-60 minutes? - Where do they hang out online? Promise: What transformation will they get? - Not just information - what will they be able to DO after? - Make it specific and actionable - Example: "Turn your LinkedIn connections into a dashboard to track opportunities" Step 2: Test Before You Invest The Curiosity Test (Do this BEFORE setting a date!) Send this message to 100 connections daily for 10 days: "I'm thinking of hosting an event about [topic] in the next couple weeks. Would you be interested in attending? Just trying to gauge interest." What to look for: - 20% response rate = good topic - 50+ people saying "yes, keep me in mind" = great topic - Mostly "no thanks" = find a different topic