If your business hosts events, whether B2B or B2C, it’s important to ensure you encourage the right people to sign up and attend – these people will become your customers and advocates. According to the 2016 Content Marketing Institute report, nearly 70% of B2B marketers listed in-person events as their top B2B marketing tactics
When you’ve decided to host an event you need to consider how you’re going to promote it before, during and after.
Use your website
Firstly, you need to create a unique event page. This page, created specifically for your event, will contain all the necessary information your attendees may need and will also help sell the event. Remember to include registration information, directions, logistics, agendas and speaker bios. Use your entire site – try an event banner or a call to action on the home page.
- What the event is all about?
- Where will it take place?
- Why has it been created?
- When will it take place?
- Who will be speaking and attending?
Use Your Network
Use your newsletter, email and contact lists to send out invitations to join the event. Set up a drip campaign to ensure your contacts get tailored messages about the event leading up to the date. If you have hosted events before, target past attendees – these people already have an interest in the topic. It is important to update company profiles, bios and listings with a link to the event. This includes e-mail signatures!
Use your social media
–Facebook – create a unique event using Facebook’s platform to easily inform and register your followers. You can also share weekly reminders as the event draws closer.
– Twitter can be used a way to promote your event. Create twitter lists split by attendees and speakers to generate buzz and promotion, as well as participation in event discussion.
– LinkedIn – Just as you have done with Facebook, try creating an event through LinkedIn and invite your connections to attend.
Hashtags by using and creating an official hashtag for the event, you can spread the word across Twitter and Instagram for everything event-related. This will encourage attendees, speakers and sponsors to use it as well.
Industry Forums – if your attendees are in an industry that uses online forums, then find those groups and share your event details with them.
Using your own CRM data to promote events or even partnering with a 3rd party to promote your event to their database is a critical strategy for event promotion. Remember you can also use list brokers to buy data for this purpose (GDPR compliant).
Create and distribute shareable event materials to help promote the event such as banners, buttons, and videos. Videos can include footage from previous events.
Testimonials from previous attendees, preferably video, also help.
Start to list build and network across Twitter, LinkedIn and Facebook and try using a tool like BuzzSumo to establish a list of influencers you want to engage with – if you’re hosting an industry conference or training seminar, you’ll want to approach the key decision makers such as Senior Executives, Managers, HR Managers etc. Perform searches related to these criteria plus any related keywords. Then engage with your list – RT, like, comment and follow but remember to do this sparingly and over time. You do not want to spam.
Use other websites
Make sure you place your event on as many relevant listings as possible such as community listings to publicise, trade-specific event listing site or community. EventBrite is a great tool to get your event out to the masses – it also allows you to send out one all-inclusive invite to your event.
In sum, allows you to take control of messaging and have a very active role in your advertising, builds excitement with the public as well as internal sales people, and gets more people to your store and/or to your website.
Your event raises awareness of your brand and your company but don’t assume everyone has seen your event online. With multi channels you make it harder for your event to go unnoticed. Just like any form of digital marketing, you need to be strategic and targeted with your efforts, and once you have a select group on board, make the most of that opportunity to take your event to the next level.