How to Promote Your Event on LinkedIn: The Complete 2026 Guide

LinkedIn is the most powerful platform for B2B event promotion. With over 1 billion professionals on the platform, it offers unmatched reach for conferences, summits, and industry meetups. But simply creating an event page and hoping for the best won't cut it.

In this guide, we'll walk through proven strategies that event organizers use to drive registrations and fill seats through LinkedIn.

Why LinkedIn Is the Best Channel for Event Promotion

Unlike other social platforms, LinkedIn's audience is already in a professional mindset. They're looking for opportunities to learn, network, and grow their careers. That makes them significantly more receptive to event invitations than users scrolling through entertainment feeds.

Here are a few reasons LinkedIn outperforms other channels for event marketing:

• Professional intent: Users are actively seeking professional development
• Network effects: When someone engages with event content, their entire network sees it
• Targeting precision: You can reach people by job title, industry, company size, and more
• Credibility signals: Professional profiles lend authenticity to event recommendations

Optimize Your LinkedIn Event Page

Your event page is the first thing potential attendees will see. Make it count.

Write a compelling description

Lead with the value proposition. Don't start with logistics — start with what attendees will gain. Use bullet points to highlight key takeaways, featured speakers, and networking opportunities.

Choose the right banner image

Your banner should be 1584 x 396 pixels. Include the event name, date, and a visual element that reflects your brand. Avoid cluttered designs — clean and professional wins on LinkedIn.

Set the right event type

Choose between online, in-person, or hybrid. This affects how LinkedIn displays your event and which audiences it suggests.

Leverage Your Speakers and Sponsors

Your speakers and sponsors have their own LinkedIn audiences. Tap into those networks.

Create shareable assets

Design branded graphics that speakers can easily share. Include their headshot, session title, and event branding. The easier you make it for speakers to share, the more likely they will.

Tag and mention strategically

When posting about the event, tag speakers and sponsor companies. This triggers notifications and increases the chance of engagement and resharing.

Turn Attendees Into Promoters

This is where the real magic happens. Your registered attendees are your most powerful marketing channel.

Why attendee advocacy works

When an attendee shares that they're attending your event, their network pays attention. It's a personal endorsement — far more powerful than any ad. Research shows that content shared by individuals receives 8x more engagement than content shared by brand pages. (Learn more about what attendee advocacy is and why it works.)

How to enable attendee sharing

The key is to make sharing effortless. Provide attendees with:

1. Pre-designed sharing cards with their name and the event branding
2. Pre-written post text they can customize
3. A direct link that makes sharing a one-click action

Tools like Attendir automate this entire process. Attendees receive a personalized LinkedIn sharing card that they can post with a single click, turning every registration into a promotional opportunity.

Timing matters

Send sharing prompts at key moments:

• Right after registration — excitement is highest
• One week before the event — build momentum
• During the event — capture live energy
• After the event — extend the conversation

Create a Content Calendar

Don't rely on a single announcement post. Build a content calendar that creates sustained buzz.

Suggested posting schedule

Vary your content formats

Mix up your posts to keep your audience engaged:

• Text posts with personal stories about why the event matters
• Carousel posts highlighting key sessions or speakers
• Video clips from speakers teasing their presentations
• Polls asking your audience about relevant industry topics
• Articles diving deep into event themes

Use LinkedIn Ads Strategically

Organic reach is powerful, but LinkedIn Ads can amplify your efforts when budget allows.

Event Ads

LinkedIn offers a specific Event Ad format that promotes your LinkedIn Event directly in the feed. These ads include a one-click "Attend" button, reducing friction.

Sponsored Content

Boost your highest-performing organic posts to reach a wider audience. Focus on posts that already have strong engagement — this signals relevance to LinkedIn's algorithm.

Retargeting

Use LinkedIn's retargeting pixel to reach people who visited your event page but didn't register. A well-timed reminder can convert hesitant prospects.

Measure and Optimize

Track these metrics to understand what's working (for a deeper dive, see our guide on how to measure event marketing ROI):

• Registration conversion rate: How many page visitors actually register?
• Share rate: What percentage of attendees share to their networks?
• Referral registrations: How many new registrations come from attendee shares?
• Engagement rate: Which posts generate the most likes, comments, and shares?

Use these insights to refine your strategy for future events. The data will tell you which channels, content types, and timing work best for your specific audience.

Key Takeaways

1. LinkedIn's professional audience makes it the ideal platform for B2B event promotion
2. Optimize your event page with compelling copy and clean visuals
3. Leverage your speakers' and sponsors' networks for extended reach
4. Turn every attendee into a promoter with branded sharing cards
5. Build a content calendar for sustained momentum
6. Use LinkedIn Ads to amplify your best organic content
7. Measure everything and optimize for the next event

Ready to turn your event attendees into your most powerful marketing channel? Start your free trial with Attendir and see the difference attendee advocacy makes.