Whether your event management is focused on conferences and trade shows, music and sporting events, or something else entirely, all events have something in common; a desire to engage and entertain their participants. In the first part of this discussion, we talked about three ways to boost attendee engagement: defining/redefining KPIs, establishing an effective social media calendar, and reviewing your event website’s SEO. Here are three more of the best digital marketing strategies you should use to help promote your next event.
Run a compelling email campaign
Going back to the segments of your audience that are already in your brand’s orbit, well-strategized email campaigns are another extremely effective way to promote your events.
With features that will allow you to personalize your content, gather feedback and get regular insights that will make your campaigns much more profitable, modern email marketing is packed with huge benefits that you can’t afford to miss. ‘ignore.
Inviting people to ask questions about the event by highlighting a contact form, making it easy to share dynamic content on social media, and tailoring exclusive offers to active members of your mailing list can be a big plus. for the overall promotion of your event.
When it comes to events in particular, one of the most important things to consider is your subject lines and how you can use them to create a sense of urgency as your event approaches. Here are some sample topics that will do just that:
- [Offer] ends tomorrow!
- Three days left to register [event]!
- Only [X] seats remaining – get your ticket today!
- Act now and save [X] % off early bird tickets!
Any good email marketer will tell you that a successful campaign requires a lot of A/B testing, so start your campaign early and give yourself plenty of time to gauge how your audience is receiving content related to your event.
Remember to keep your messages brief and avoid bombarding your mailing list too often.
Don’t let go during the event!
Although most of your promotion takes place before the event, it certainly shouldn’t end when the event officially begins. Active promotion while your event is underway will not only have the potential to attract a few more stragglers, but will also help build your brand value in the eyes of your audience and support your event promotion in the future.
A good digital marketing strategy to use when the event happens is to post content intended to generate FOMO (fear of missing out). The Covid-19 pandemic has created a spike in livestream events, and many brands that have used them have seen a spike in engagement around their future events as a result.
Live blogging via Twitter is another great way to drive engagement during the event, especially for festivals and large conferences. Regardless of the event, there will be people who saw all the right content and received all the right emails, but didn’t review the event in enough detail to make a full conversion. By maintaining live updates of your event on Twitter, you’ll be able to show people a much more accurate view of what they’re missing and motivate them to keep tabs on future events.
Encouraging real-time interaction through digital channels is another effective way to promote your event while it’s happening. Livestreaming segments of your event via Twitch, YouTube, or another platform, and inviting those who couldn’t make it in person to answer questions, will solidify the event in people’s memories. , whether they are there or not. Plus, it’s an effective and easy way to remind your audience how much you appreciate their input.
Finally, learn from your experience
Even after the event has closed and is fast becoming a distant memory, be sure to maintain a hands-on approach to your marketing, analyze the data drawn from it, and ensure you apply the lessons learned.
Far too many professionals collect tons of data about the events they handle and then fail to act on the patterns they show. Don’t leave it to the competition and be sure to leverage attendee data to your advantage.
If you find that you had significantly more conversions from ads on a certain social media platform than others, allocate more budget to that platform. If a survey conducted at an event revealed common themes in attendee feedback, take their advice. If the contact and demographic information you’ve collected shows new and unexpected clusters, let it inform your future ad targeting and content creation.
By taking steps to ensure your event marketing is constantly improving, especially right after an event, you’ll make future promotions much easier for you and your team.
Read now: Part 1 of digital marketing strategies to help you promote your next event.
Daniel Groves is a business growth strategist and author, constantly expanding his knowledge and sharing his experience with like-minded entrepreneurs, business owners, and event growth strategists. Connect with Daniel on LinkedIn: danielgroves90