Stop thinking about event marketing as a one‑off — flip it to "marketing with events" and put your event at the centre of your ongoing strategy. I walk through why events are so valuable for B2B buying groups (multiple stakeholders, conflict in decision‑making) and how LinkedIn should be part of the conversation to build trust and keep those conversations going. Short video teasers — think 7–15 seconds with a killer first 3–5 seconds and a direct call to action — plus speaker clips, behind‑the‑scenes previews and thought‑leader ads make registrations far more likely. We cover timing (virtual two to three weeks, in‑person or hybrid months in advance, flagship three to six months), combining formats, and the importance of reaching people who registered but didn’t attend. Don’t measure success by attendance alone — track the right businesses, engagement, and whether the event moves revenue, and then repurpose every asset (presentations, clips, quotes, polls) so your content works for months. If you want help setting up or running LinkedIn events — we do this day in, day out — I’d love to chat (and yes, my conference in Belfast next October is on the calendar, so grab your ticket!).

Takeaways:

• I changed how I think about events: stop treating them as one-off campaigns and integrate them into ongoing marketing.
• We use short videos—around seven to fifteen seconds—with a punchy opening three to five seconds to boost completion and conversions.
• I get speakers and executives to share perspectives, plus run mixed formats like video teasers, newsletters and ads to widen reach.
• I start promoting based on the event type: virtual events need two to three weeks, in-person events need at least three months notice.
• We don't measure success only by attendance; we look at whether we're reaching the right businesses, stakeholders and driving revenue.
• I repurpose event recordings into clips, quotes, follow-up podcasts and polls so that content keeps working for months afterwards.

Five Major LinkedIn Updates: Network Feed, AI Slop, Smarter Algorithm, AI Search, and Verification

Louise Brogan outlines five significant LinkedIn updates and what they signal: LinkedIn wants more human behavior, genuine expertise, and real conversations. She explains LinkedIn’s test of a real-time “network feed” focused on actual connections; a crackdown on low-effort “AI slop” with new reporting tools and reduced distribution; an algorithm upgrade using advanced AI to better understand content meaning, limit engagement bait, and recommend posts to relevant audiences; the growing importance of AI-driven search (e.g., ChatGPT recommendations) and why clear profiles, consistent expertise, and discoverable content matter; and expanded verification features to strengthen trust, alongside broader credibility signals like recommendations and real work examples. She concludes that fundamentals still win: optimize your profile, engage your network, share useful insights, and be intentional on LinkedIn.

00:00 Five LinkedIn Updates

01:11 New Network Feed Test

04:04 Cracking Down on AI Slop

08:00 Smarter Algorithm Changes

12:09 AI Search and Discovery

14:36 Expanded Profile Verification

16:33 Wrap Up and Action Steps

Work with Louise www.louisebrogan.com/inquiry

Think LinkedIn ads are only for big companies with big budgets? Not quite.

In this episode, Louise is joined by Kristian Downer, founder of LinkedIn ads agency DowSocial, to break down Thought Leader Ads: what they are, what they cost, and how to use them without wasting your money on the wrong audience.

Kristian shares the numbers from his own business, including what he spends each month and how he turns that into 50 to 70 webinar sign-ups a quarter. Louise shares the YouTube ads mistake that still has her channel stuck like a tractor in the mud.

If you're already posting on LinkedIn and want the right people to see it, this one's for you.

In this episode

• What a LinkedIn Thought Leader Ad is, and why "boosted post" isn't quite right
• Why you need a company page and a company ad account to run them
• How approval works when a brand wants to promote your personal post
• Which posts to put money behind (start with what already works organically)
• The minimum budget: £8 a day, around £240 a month
• Kristian's own set-up: £500 a month, plus a bigger push each quarter for his webinar
• How retargeting works for people who watch 25% of your video or engage with your post
• Using profile views, likes and comments as conversation starters
• How targeted you can get, and why too small an audience pushes your costs up
• The quantity surveyor example: cost per thousand impressions nearly doubled, cost per lead halved
• The "click boost and hope" mistake, and how to avoid it
• Why the lurkers on LinkedIn matter more than you think

Timestamps

• 00:00 Intro and how Louise and Kristian work together
• 02:00 What is a Thought Leader Ad?
• 03:00 Company pages, ad accounts and approvals
• 06:00 What kind of post works best
• 07:00 How much does it cost?
• 09:30 Turning ad viewers into conversations
• 11:00 Targeting: how specific is too specific?
• 13:00 "LinkedIn should be free" and ads that don't feel like ads
• 17:00 Mistakes to avoid (including Louise's YouTube one)
• 20:00 Long buying windows and staying front of mind
• 21:30 What you'll learn in Kristian's workshop
• 23:00 Where to find Kristian

Connect with Kristian

• LinkedIn: search Kristian Downer and add a note saying you heard him on the podcast
• Website: dowsocial.com

Raise Your Visibility LIVE

Kristian is running his Thought Leader Ads workshop in Belfast as part of Raise Your Visibility LIVE.

Details: louisebrogan.com/raise-live