If you are already using LinkedIn as your professional social networking experience (especially if you are involved in tradeshows, you should be!), this is a major change for B2B marketers.
Here is the news from LinkedIn, found in their help section (no, we didn’t receive news from LinkedIn personally, but kind of heard it through the grapevine through our social circles).
Populating your status updates with events that you will be attending, whether or not they are actually your event, is great for building your own personal or corporate brand. And yes, B2B marketers have relied on LinkedIn Events to generate revenue and build brand awareness for their events.
Now more than ever you should make it a point to diversify your online event marketing and promotion portfolio.
Now that LinkedIn is off the plate, where else can you promote your events? For each event, you should have a checklist to run through, which include not only social media websites like Google+ and Facebook events (which might seem juvenile to the types of events you might be involved with, but it’s still people!), but local internet media sites, including patch (don’t miss this one for SEO value-it’s owned by AOL!). And don’t forget to include a link to your event on your website (as plain as the nose on your face, but sometimes people just overlook it).
Yes, LinkedIn Events may have gone ‘kaplooie,’ and finding a stronger alternative for B2B might be difficult, but Tradeshows have been going on for a lot longer in time than LinkedIn has even been around.
Remember, in the trade show industry we are in the business of getting people together. And yes, it is our duty to generate traffic to a well-designed trade show booth, but we completely understand this affecting our clients. Heck, it even affects us to some degree, but just remember to not keep all your eggs in one basket. We can get through this, as we wait for the next latest and greatest web tool to come along!