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.
Although certain nuances such as social media platforms and types of content can vary wildly from one type of event to another, there are a number of universal principles that can be applied to all event marketing strategies. . By understanding and applying these methods, you will not only increase attendance and strengthen your brand image, but you will also enrich the experience of your target audience, from the announcement of the event until the doors close.
In this article, we’ll look at three of the six best digital marketing strategies you should use to help you promote your next event.
Define/redefine your KPIs
For many event management professionals, one of the best things you can do for your overall digital marketing is to go back to basics and revisit the fundamental goals that drive your digital marketing efforts in the first place.
Any marketing campaign is only as effective as your ability to verify its impact. While it can take resources away from more immediate hands-on tasks, taking a proactive approach to your KPIs can do wonders for seeing the real-time effectiveness of a campaign and giving you powerful insights unique to your business and your audience. , which you can then use in your future campaigns.
According to Skift, the leading events and meetings newspaper, only 61% of event professionals measure against their specific event goals. If you’re in the remaining 39%, you’ll have a huge competitive advantage by continually experimenting and perfecting your marketing tactics.
Obviously, if you try to measure every little facet of your campaign’s performance, you’ll only make it harder to get actionable insights. Take steps to ensure that the KPIs you focus on feed into your larger business goals, that they are objectively measurable, and that you avoid any vanity metrics that might get into the mix.
Build an Effective Social Media Calendar
In 2022, if an event is promoted on social mediait might as well not exist.
Once a date is set for your event, you need to establish a comprehensive social media calendar that will effectively promote your event, increase attendance, and help you achieve those KPIs.
Every major social media platform comes with countless tools that you can use to promote an event. Be sure to research them thoroughly and focus on the tools that will resonate the most with your audience.
Instagram Countdown Stickers showing the time left until your event starts, Facebook event pages that give guests all the information they need in one centralized place, and Twitter teasers can all go a long way in generating buzz around your event. event.
While it’s good to have a social media strategy that covers many bases, you need to make sure that how you distribute resources across different platforms depends on the audience your event is aimed at. If you’re hosting a marketing conference, you’ll likely get much better results posting on LinkedIn than on TikTok!
However you distribute your resources, make sure your posting schedule for each platform is nice and regular, and aligned with your close competitors. If your audience is starting to feel smothered by a constant barrage of marketing messages, then you can only serve to send them rushing to the “unfollow” button.
Revisit the SEO of your event website
While event marketing and social media certainly have a warm relationship, make sure you don’t overlook the core of your digital assets: your event website.
Well-executed search engine optimization can be an exceptionally powerful tool for engaging segments of your audience that are completely unconnected to your digital brand. By revisiting and re-optimizing your event site’s SEO, you’ll be able to put your event in front of more adventurous attendees, who may never have heard of you, but search Google using terms such as “marketing conferences/neo soul concerts/art conferences near me”.
Simple changes like making sure all the key details of your event are available as text on the homepage, making sure images and videos are accessible to Google crawlers and optimizing your title tags and meta descriptions with the right keywords can all go a long way to increasing your event site’s visibility and traffic.
As you consider your site’s search engine compatibility, make sure you don’t forget humans in the equation. For several years, Google’s algorithm updates have shown a tendency to prioritize user experience (UX). Make sure that optimizing the more technical aspects of your SEO work doesn’t get in the way of a positive experience for your users. KAU Media Group backs this up by stating that “a poorly designed website with poor, hard-to-buy features isn’t going to inspire people to use it.”
Part 1 of digital marketing strategies to help you promote your next event. Keep your eyes peeled for part 2.
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