Are your event marketing efforts stagnating and could use some much-needed recharging? Effective marketing isn’t an accident. It requires careful research, planning, execution, tracking and measuring for a marketing team to be successful in the long run. Having said that, there are some time-tested techniques that can be relatively easily adopted to speed up returns from your marketing efforts.
Here are five marketing ‘accelerators’ that your marketing team should actively implement to promote your brand to your prospects and current audience base.
A CTA is a button, graphic or text that encourages your audience to click and navigate to a targeted location. Whether you are posting a quick social media message, an update on the event website or sending out an email communication, always include at least one compelling CTA. This drives engagement and helps to convert a passive audience into motivated users.
Unlike in the past, your even participants have a multitude of channels available to them to express their thoughts, start conversations and to share innovations taking place in your industry. User-generated content includes blogs, social messages, podcasts, videos, advertisements, press releases, reviews, survey responses and more such. By providing exposure to this type of content, for example by retweeting or replying to an attendee’s tweet, smart marketers can create awareness about and popularize their events.
Forms are excellent but highly under-utilized tools in Marketing for data collection. Forms provide a structured format to your users to submit relevant, personalized information. They enable you to collect data, redirect traffic and take other appropriate action based on the preferences expressed by your audiences in the form submission process. By expediting processes considerably, forms can help you nurture and convert your followers far faster than by just expecting them to contact you via email or calling in.
Behavioral or history-based retargeting enables marketers to serve ‘targeted’ advertisements to audiences based on their previous online actions, often on a range of third-party websites. This is a remarkable next step in the evolution of advertising, and still somewhat in its nascent stage. While it can be unsettling to see ads about products and services one has checked out a mere hours or even minutes earlier on another site in a retail environment, retargeting is a much better-suited marketing option for the B2C events industry, where the audience is more invested in participating for the growth of their own professional careers and businesses.
Well planned and meticulously executed webinars can help drive your message and convert audiences much faster than almost any other marketing technique. It’s the next best thing to meeting prospects face to face. Pick topics and provide information that directly helps your audience. Webinars can be built around providing quick tips, sharing industry statistics, guiding users on a new digital resource and even for welcoming new followers and introducing them to your brand.
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