LinkedIn is introducing new discovery features for virtual events on its platform. These features enable visitors to find the virtual events easily; thereby increasing attendance to the events. The event organizers can also gain leads from the event sign-ups. Brands and businesses can now obtain lead generation data from LinkedIn through these virtual events.
These features include: a new weekly events digest email newsletter and personalized event recommendations in the ‘My Network’ tab. LinkedIn also sends notifications to followers of a brand/business immediately whenever the brand/business posts an event on its page. LinkedIn determines which followers it needs to notify based on their interests as well as on the likelihood of their attending the event(s) mentioned. Also, the brands and businesses can make use of a free registration form for events to collect data such as the names and emails of the people who have signed up; thereby generating leads. The brands and businesses can also retarget the registrants of any of their previous events. These registration forms are optional; meaning that unregistered attendees can enter and leave the event as and when they want to; unlike the registered attendees, who need to stay the course until the event has ended. Event organisers cannot collect the data of unregistered attendees.