This a continuation of where we last left off on Event Marketing – Doing it the right way. In this article, we’ll focus more on researching and creating your event persona, driving event registration, using social media for event marketing and what to do after the event is over
Research and Create Your Event Personas
It’s really not difficult to create a buyer persona. All that is needed is that you ask the right questions to the right people, and be able to present that information in a helpful way so the people in your team can get to know your persona(s) better. Hubspot has also created a free template that can be downloaded to help you start your research. Download the persona template
On completing your persona, you will be able to create much-targeted marketing content for your event, which in turn will push more of the RIGHT people to it. This also allows you to stay focused on who you are creating content for.
How to drive your event registration?
Content that will attract your targeted personas to your registration page, get them to sign up, attend, and engage with your company is the next thing to do. This is where you begin to apply inbound marketing techniques. This content needs to be relevant and valuable to your persona and speak to their challenges, helping them in their day-to-day.
Plan out the right content to promote your event. You must really write content that will get inside the mind of your persona. What are their challenges, what do they want to learn more about, and how do they like to consume content?
Here are some examples of content types that work for getting discovered by your potential delegates:
- A press release announcing your event and what your delegates will learn at it. You should announce who your speakers are and describe the value that your persona will get from attending.
- Video marketing presents several opportunities for promoting your event. Use snippets from the previous year and compile them into a ‘Highlights from last year’ video and embed it on your event website. You can also interview your speakers and get them to give a preview of their presentation and embed the videos on your website.
- Create striking images to use in social media that will grab attention and direct people to the event website.
Write Articles that talk to the challenges your persona faces and offers solutions. Add CTAs (Calls-to-Action) to your event throughout those articles.
Make your event page stand out by adding striking images and great design so they can build engagement.
Optimizing Your Event Page For Registration
A very important step to do next is to optimize your event page for registration. Here are a few tips to boost your content strategy and turn the interest you generate into registrations.
- If your event includes paid tickets, it is advisable to include a refund policy.
- Communicate properly all event information that could cause confusion: like what to bring to the event, dress code, parking information or age restriction. You can also add information about what to do if the attendee loses the ticket or cannot print a ticket if the attendee is allowed to transfer the ticket to someone else and other vital information
- Include contact information on the registration page. This puts the attendee at ease when they are purchasing the tickets. Ensure there is a means to contact the organizers.
A very vital thing to do after attendee has registered is to have a follow-up system. Make the event registration process as important to the attendee as the actual event itself. A confirmation email is the first line of communication the attendee will receive from you as the event organizer. Make the order confirmation as descriptive and informative as possible. It is an excellent place to include event FAQs for the attendee to reference after they complete registration.
The use of Social Media for Event Marketing.
An appropriate and strategic use of social media can be a great tool for building buzz around your event. It can also be fantastic for driving engagement during and after your event. Eventbrite found in their Social Commerce study that every time someone shares an Eventbrite event through social media, that shares drive an average of 16 visits back to the original event page.
The most frequently used social platforms for the events include twitter, facebook, Instagram and Pinterest. Here are a few tips:
- Use short, snappy and relevant hashtags so that people can recognize it as your event hashtag.
- From the moment you start promoting an event, the hashtag should be in place. It should be on your website, in advertising and all electronic correspondence including your email signature.
- Have your social media person provide blow-by-blow real-time updates.
- Create a facebook event. Invite friends. Boost the reach. Click here to learn how to create a facebook event.
POST Event Engagement.
After a successful event, what next? Just because your attendees have left the event doesn’t mean they should forget about you. Creating content for after your event will keep your company top of mind for your delegates as well as driving awareness for next year.
- Write blogs, press releases, a news article on your website and guest blogs on your speakers’ website.
- Post on YouTube, social, and embed videos on your website and blogs and use in follow-up emails as well as promotion for next events
- Upload the slides from all your presentations and drive traffic to your event website to build awareness to your next event.
- Upload pictures from the event to platforms like Pinterest and Instagram.
84% of event organizers and attendees feel that attending events is an important part of their job, with 75% feeling that events are a valuable source of content and 79% attending events to learn (research by Hubspot and Eventbrite). This just shows that content-driven events are an essential part of every industry, and getting the content right before, during, and after your event will help generate the revenue you need to keep your business acquiring new clients.