Event marketing is one of the most effective ways of enhancing a brand. They allow you to connect with your target audience and achieve tangible results. But where do you start with event marketing? Well, that's what we're going to detail in this simple guide.
Steps to successful event marketing
To be successful with your event marketing efforts, you need to follow some crucial, industry-proven steps. Following them carefully will help you get the maximum return on investment (ROI) from your event marketing efforts. Here are the steps we're talking about.
1. Set clear objectives
No marketing plan can succeed without clear objectives. Without them, it will be very difficult to decide what to prioritise and what not to prioritise. To define clear objectives, think about what you want to achieve with your event.
Below are some common objectives to help you.
Brand awareness
This involves strengthening your brand's presence in your sector or region.
Lead generation
To attract potential customers and guide them through your sales funnel.
Sales
If the aim is to organise product demonstrations and promotions to turn attendees into customers.
Once you've chosen an objective, you need to turn it into SMART objectives. This will increase your chances of success. By SMART we mean
- Specific (clarify what you want to achieve and why)
- Measurable (attach measures to your objectives so that they can be monitored)
- Achievable (make sure your objectives are realistic in terms of your resources and timetable)
- Relevant (make sure your objectives are in line with your overall business strategy)
- Time-bound (set a clear deadline for achieving your objectives)
2. Understand your audience
‘Successful marketing is when you reach the right people at the right time - Ahmad’.
To establish a deep connection with your audience (the expected participants of your event), you must first understand them. Find out who they are and what they value.
You need to delve into information such as demographics, interests and behaviours. To do this, use analytics from past events or use social media information and collect details such as:
- Age and location
- Profession & industry
- Interests and preferences
- Weak points that your event can solve
3. Choose the right events
Once you've gathered the audience data, the next step is to decide what type of event best suits them. Here are some formats to consider:
- Webinars (for thought leadership and lead generation)
- Exhibitions and trade shows (for product showcasing and networking)
- Workshops (for targeted education and small group interaction)
Once you've decided on the event format, consider factors such as scale, location (in-person or virtual) and interactive elements. These are the ones that provide the best possible experience for your participants. For example, start-ups could benefit from intimate workshops at large conventions.
4. Create engaging content
Content is the backbone of all marketing, including this one. Compelling content is designed to make your event memorable. It grabs the attention and keeps your audience engaged from the beginning to the end of the event.
To get maximum engagement with your event content, plan valuable, shareable content. What's more, don't stick to a single format. Consider using a combination of content formats such as :
- Press articles
- Blog posts
- Publications on social networks
- Videos and reels
- Infographics
- UGC (user-generated content)
- Surveys
Whatever content format you use to market your event, don't compromise on tone. Align it with both your brand and your audience for maximum engagement. To give your content a new tone or refine existing content, use a reformulation tool. It will allow you to rephrase a text in a way that matches your requirements and those of your audience, in terms of clarity and engagement.
But tone alone can do nothing; there are other factors you need to take into account too. For example:
- The content should be conversational and allow the audience to feel involved.
- There should be no fluff. Summarise long texts to keep them concise and to the point.
- Use interactive elements in your content, e.g. polls, Q&A sessions, etc.
- Encourage sign-ups and shares.
- End with strong CTAs (calls to action).
5. Promote your event
Once you've implemented the steps mentioned above, you've built a solid foundation. Once the foundations have been laid, it's time to let people know about your event. And to do that, you need to promote it through a number of channels.
Below are a few tips on how to effectively extend the reach of your event:
- Post regularly on social platforms such as LinkedIn, Facebook, Instagram or Twitter.
- Use email to send personalised invitations and reminders to existing prospects.
- Collaborate with industry influencers to boost the visibility of your event.
Once promotions are launched, wait a few days and then start tracking engagement metrics to assess the effectiveness of your efforts. Some key metrics you should track include:
- User engagement rate
- CTR (click-through rate)
- Landing page visits
Once you've made your assessment, adjust your budget or focus on the platforms offering the best return on investment.
Conclusion
In today's online workspace, event marketing is more than a tactic. It has become an opportunity: one that builds relationships, uncovers new opportunities and amplifies your brand. By following the steps outlined above, you can make your event marketing a success. Try implementing them and watch your audience grow, one successful event at a time.
