As someone who has been in the event planning industry for a while, you might know that however glamorous your event might be, they never just sell themselves! After months of looking for the right venue, vendors and the perfect line-up or speakers for your event, it is now time to gather attendees to make your event a success. But how do you ensure that your marketing efforts are reaching its fullest potential?
The key to ensuring that you opt for an effective marketing plan rests on developing a strategy long before you take the full leap into event marketing. In today’s post, let us discuss an efficient event marketing strategy that has the capability to leverage all the available event technology to increase visitor-to-attendee conversion rates.
Read through this step-by-step event marketing strategy to boost attendance at your next event.
1. Design an Exceptional Website That Converts
Your event website provides the first glimpse of information that your audience will have about your event. It is a necessity that the website provides your audience with the right blend of information, photos, and videos that will instill excitement to attend your event. Top event management websites help organizers create a stellar event website that converts.
Event planners should make it a priority to utilize the best event management websites and create an event page for themselves that offers a great user experience. Aesthetics, consistent color choices and short, engaging content play a crucial role in capturing the reader’s attention,
Read more about creating extraordinary event websites here – How to design an online event registration website that converts?
2. Develop a Serial Content Promotion Strategy
Building up the hype for your event is important to keep your audience on their toes. Create a content promotion strategy on social media by providing information in pieces to the audience. Publish episodic content on social media channels that do not offer the entire information about your event in one go. Behind-the-scenes videos, teaser photos of the venue can also help build anticipation among the audience.
Any event organiser website that provides modern solutions to event marketing can be used to integrate your social media channels to your website. The idea is to provide consistent and engaging content in bits to your audience so that the enthusiasm for attending the event does not die down. This practice is also a creative way to keep reminding the audience about important event details like date, time and venue.
Learn how to use social media to promote your event better – How to use social media tools to boost event attendance
3. Create an Email Marketing Strategy to Reach Possible Attendees
Similar to the content marketing strategy, create an email marketing plan that involves sending several emails over a long period of time to keep the audience engaged. With crisp, targeted content, the main aim of this plan is the nudge the recipient of the email to gradually take the desired course of action.
According to industry statistics, 62% of marketers who use email marketing rely on top event management websites and software.
A great email marketing strategy is carefully planned in which the timing of two consecutive messages are spaced out in a way that they don’t flood the recipient’s inbox as that can create a negative effect. Moreover, the emails should also be segmented so that the person receiving the message finds the content relevant in some form or the other such as location, interest or job sector.
4. Blogging Still Works
Your audience needs to know why you are organizing your event and why it is going to be a perfect, long-awaited experience for the attendees. Writing blogs on your event website acts as a fuel that drives the audience to your efforts. Give them a sneak-peak about the venue for the event or write about the guest speakers. Sometimes, thought leadership articles also gain traction and leverage visitors to your event website.
The event organiser website has to be visual with short and crisp content. With the help of blogs, you can let your audience know interesting facts about the basic minute details of your event over a few weeks to develop much-needed anticipation.
5. Partner Outreach is Essential
Successfully promoting your event requires you to reach out to potential collaborators. You probably already have sponsors for your event and so, include them in your marketing strategy. Convince the brands, media partners, the management at the venue to promote your event on their social media channels. This way, the chance of your event reaching a larger mass of people is enhanced.
Influencer-based marketing has also become the buzzword in 2020. Engage with social media influencers and invite them to spread the word of your event to their network and connections.
6. Create and Publish Visuals from Past Events
You must already have video clips from the past events that you have conducted. Share and promote these videos on social media and other marketing channels to give potential attendees a glimpse of what they will be missing out on if they do not attend the event this time around. These act as testimonials and help raise the credibility of the event organizer.
7. Final Burst of Email, Blogs, and Social Media Campaigns
At least a week before the event, the final chapter of event marketing should start. This means that the emails, social media posts and blogs you publish during this time should have more compelling messages in them with direct call-to-action buttons that can relay the urgency of registration to the audience.
Event planning and getting every aspect of the event in order to make no sense if you cannot enhance attendee engagement and drive more audience to your event. The entire idea of creating an effective marketing strategy is to develop a loyal attendee base who can be your advocates in the future events you organize. Using the best event management websites like Eventurbo, event planners can create and publish events seamlessly by leveraging its all-integrated event platform.