Okay, let’s be honest. We’ve all been to those webinars that feel… well, a bit like shouting into the void. You present, maybe get a few questions at the end, and then… crickets. I was stuck in that rut too, desperately searching for a way to make my LinkedIn activities more than just digital wallpaper. That’s when I stumbled into the world of hybrid LinkedIn Events and, let me tell you, it’s been a game-changer.
My aim was simple: move beyond passive webinars and create real engagement. I wanted to foster genuine connections, not just collect email addresses. And, of course, I wanted to generate higher-quality leads – the kind that actually turn into business.
The Pre-Event Power Play: Qualification Surveys
My first step? Ditching the generic registration form. Instead, I implemented a pre-event qualification survey. Think of it as a friendly gatekeeper, guiding the right people into the event. Using LinkedIn’s native forms, I asked targeted questions related to the event’s topic. For example, if I’m running a session on ‘Scaling Your SaaS Business’, I might ask about current revenue, key challenges in growth, and the biggest obstacles they are facing.
The beauty of this is twofold. Firstly, it helps me filter out attendees who aren’t a good fit, saving me (and them) time. Secondly, and more importantly, it gives me valuable insights into the audience, allowing me to tailor the content and even the speakers, making it hyper-relevant.
How to Replicate: Create a LinkedIn Form within your event setup. Keep the questions concise, relevant, and framed to uncover pain points and aspirations. Offer an incentive for completion, like exclusive access to a pre-event resource. I use an eBook I wrote and it works great. Make sure your incentive is relevant to the event content!
Interactive Engagement: Polls with Lead Magnets
During the event itself, I heavily rely on interactive polls. Forget dry Q&A sessions; polls are your friend. I sprinkle them throughout the presentation, focusing on thought-provoking questions that get people thinking and engaging.
But here’s the real trick: tie those polls to lead magnets. Let’s say I ask, “What’s your biggest challenge in content creation?” followed by options like “Generating Ideas,” “Writing Engaging Content,” “Measuring ROI,” etc. After the poll, I offer a free downloadable guide on overcoming that specific challenge based on their selection. So, if someone selected “Writing Engaging Content”, they get a guide on that particular aspect of content writing. It’s targeted, personalised, and highly effective. You will need to use an outside source like Zapier to connect this to an email distribution. But its worth it!
How to Replicate: Use LinkedIn’s poll feature (or integrate a third-party polling tool). Carefully craft your poll questions to identify specific pain points or interests. Create relevant lead magnets – templates, checklists, guides – for each option. Ensure a seamless delivery process, offering instant access or scheduling a follow-up email with the resource.
Personalised Follow-Up: The Key to Conversion
Post-event, don’t just send a generic thank you email. That’s a missed opportunity. Instead, leverage the data you’ve gathered – from the qualification survey, the polls, and even the chat – to create personalised follow-up messages.
For example, if someone asked a specific question during the Q&A, I’ll address it directly in my email. If they downloaded a particular lead magnet, I’ll send them a related article or resource. The goal is to show that you were paying attention and that you genuinely care about helping them achieve their goals. If they attended in person, connect with them personally with a tailored message referencing a specific part of the event.
How to Replicate: Segment your audience based on their event activity. Craft tailored email sequences for each segment, addressing their specific needs and interests. Include clear calls to action, guiding them towards the next step in your funnel.
Data-Driven Lead Scoring: Prioritise Your Efforts
Finally, implement a lead scoring system. Not all leads are created equal. Use the data you’ve collected to assign scores based on factors like company size, job title, engagement level, and specific interests. This allows you to prioritise your sales efforts and focus on the leads that are most likely to convert. For example, someone from a large organisation who downloaded multiple lead magnets and actively participated in the Q&A will receive a higher score than someone who simply registered and attended.
How to Replicate: Define your ideal customer profile. Identify the key behaviours and attributes that indicate a lead’s readiness to buy. Assign points to each behaviour or attribute. Regularly review and refine your scoring system based on your sales results.
Ultimately, using LinkedIn Events for hybrid networking and lead capture isn’t just about hosting a webinar. It’s about creating an engaging, interactive experience that fosters genuine connections and provides valuable insights. By combining pre-event qualification, interactive polls with lead magnets, personalised follow-up, and data-driven lead scoring, I’ve transformed my LinkedIn events from time-sinks to lead-generating machines. Now, it’s your turn!
