Event marketing is an extremely popular and effective way to increase brand awareness and generate leads. In fact, when asked in a recent poll, most marketers (31%) said that event marketing is the single-most effective marketing channel.
However, in order to successfully host or participate in an event, your business will need to drive interest with your event marketing strategy. This article will look at some of the best ways to do just that!
1. Email Marketing
Email marketing is still an incredibly relevant strategy in today’s digital marketing world. In fact, 40% of marketers said that it is the most effective strategy for promoting an event.
One way to increase the success of your email marketing in driving demand to your event is through personalization. Ideally, your email list is organized into segments that represent different customer personas or email acquisition sources. Those segments should give you a more specific idea on who those customers are and what they want. Use that information to customize your email campaign when marketing your next event.
Ask yourself, “What does this group of customers want? And how is that different or similar to what other groups of customers want? How can I personalize my email campaign(s) to increase this groups’ interest in my next event?”
2. Social Media
The use of social media is a great strategy for your event marketing because it gives you the opportunity to generate FOMO (Fear Of Missing Out). No one wants to feel like they are being left out of something incredible, so you need to use social media to make your event seem unmissable.
You can also post videos, info on keynote speakers, use a branded hashtag and even start a daily countdown leading up the event. Also, make sure that your social media accounts are readily available to engage with followers who may have questions about the event!
3. Landing Pages and Pop-Ups
Another place to market your event is your own website- duh. Don’t just post your event on your site; add a pop-up as well when a visitor is showing “exit intent,” for example. Keep them on your site just a bit longer to remind them of your amazing upcoming event.
Incorporate some landing pages on your site related to your event, as well. This will enable you to add links to social media and emails that point people directly to your event and registration information. You can also use the analytics provided by your landing page to fine-tune your event marketing efforts based on who has shown interest so far.
When setting out on an event marketing strategy, you must leave no stone unturned! That means that any time someone sees your brand online, they also encounter more information about your event.
Through a savvy remarketing strategy, you can set up tags on website visitors, for instance, so that they continue to see advertisements related to your event as they peruse the worldwide web.
Keep your remarketing classy. You never want your brand to be associated with the terms “pushy” or “spammy.” Or even worse “internet creepers.” Keep the ad information relevant and valuable to the viewer for best chances of seeing a conversion.
5. Post-Event Content
I bet you thought your event marketing strategy ended when your event did. Wrong!
One of the best ways to drive demand to future events is to extend the life of past events through content marketing. Events are a treasure trove of great content, which is not only great for your business’ content marketing strategies, but for generating buzz for future events, as well!
Your event can only work as hard as your marketing strategies. Luckily, a smart implementation of these 5 digital marketing tools will all but guarantee success!