Whenever embarking on any marketing campaign, whether event marketing or otherwise, I like to start with a blank calendar and map everything out. Getting a head start on your event planning and marketing simultaneously means starting from the event date and working your way backwards to ensure strong attendance and engagement.
In part one, we’ll begin with a digital directory for communications – looking at the different channels you can take for locking in attendees and creating hype for your event. So let’s start with that ever-pervading presence in our phones and lives – social media.
Event Marketing on Social Media
Hate it or love it, there is no more effective marketing tool for timely events than social media. Nothing can target the right audience and update in real time like it, so you’d be a fool not to maximise your event marketing efforts on Twitter, Facebook, Instagram, and LinkedIn.
As we’ve written previously, Facebook is powerful because it offers paid marketing, so you can target your event marketing message towards relevant users. You can also create an event page here to share updates, engage your followers, and gauge the general interest of potential attendees.
We’ve explored Twitter’s value before, but the strength of this platform lies in its ability to be quick and topical with content. Be sure to create an event hashtag and think about live-tweeting updates from the event.
Instagram lets you create a visual profile for your event and also has a sense of immediacy through features like Instagram Stories and livestreaming. Use this platform for sharing promotional pictures and videos.
LinkedIn is likely to be the best channel for reaching those in your industry as it provides a rich and dynamic network of professionals. This makes the platform ideal for connecting with people that would be interested in relevant corporate functions and events.
SEO: Discoverability in Event Marketing
They say the best place to hide a dead body is page two of Google and, in some sense, ‘they’ are right. We live in a rapid-pace era of immediacy and people lack the time and/or patience to go scouring Google for something – they expect it now!
There are three key things that will help ensure your event page and event marketing efforts shows up in the top search results: keywords, domain authority, and mobile search. Let’s break these down a little further.
You can increase your chances of ranking by including the most vital key words such as city/state location, event name, target industries. It helps to also ensure your domain name includes your event name too.
The higher your domain authority, the more likely your event page will rank highly in search results. To improve your domain authority, be sure to have links to and from related websites with high authority. I would recommend creating blogs for other sites in the lead up to your event, this can be easily shared on social media and link other sites to your event page.
Since July 2019, all websites unknown to Google have been indexed through the search engines mobile-first indexing. With more and more users searching on their smartdevices, it’s critical you optimise for mobile indexes through things like Accelerated Mobile Pages markup and compressing images.
Email Event Marketing
Nothing beats old, faithful email. I know we are constantly inundated with emails that remain unread, but it’s still vital for creating event momentum and gauging the level of public engagement. Email isn’t just a direct channel to potential attendees, it can offer metrics like open, click-through, and unsubscribe rates – giving a clear understanding of how effective your event marketing is and how interested people are in your event.
According to Eventbrite, average event emails tend to see – 26% of recipients open their event emails, 4.95% of recipients click links in their event emails, and 0.8% of recipients unsubscribe to their event emails. Thankfully you can automate emailing to save you time and ensure the communication cadence helps create momentum for your event.
Next time, we’ll look at a strategy that covers the months leading up to your event and the best way to capitalise on post-event exposure.
For more tips on how to write copy for your event marketing channels, download our free Ultimate Guide to Content Writing.