Events cannot be successful without effective promotion. You know your event will deliver value and resonate with your audience. The question is, do they? How can you promote your event to the people who need a solution to their problem or pain point?
Answer: By leveraging the proper marketing channels. The right marketing channels will attract the right attendees and boost engagement.
According to Momentive Software’s 2024 Event Trends Study, the top five channels you need to integrate into your event marketing strategy include social media, email marketing, digital ads, event websites, and influencers.
Utilize these channels to craft your most effective event marketing strategy to date.
The Basics of Event Marketing
Before diving into the specifics, it is essential to refresh your knowledge and appreciation of the various types of event marketing and successful event marketing strategies, regardless of the industry or event size and scope. From there, we can dive into the specifics surrounding the most effective channels for event marketing.
Social Media: The Leading Marketing Channel (47%)
According to our recent Event Trends study, nearly half of event planners identify social media as the most effective marketing channel for promoting events. It’s no surprise, given the reach and engagement potential of platforms like Facebook, Instagram, LinkedIn, and Twitter.
Social media offers targeted advertising, engagement, and interactive content, making it ideal for creating buzz around your event. The use of event-specific hashtags, live streams, and polls can significantly increase awareness and engagement.
Tips for Maximizing Engagement
- Target specific demographics with paid or pay-per-click ads.
- Utilize specific event hashtags.
- Share behind-the-scenes content, speaker spotlights, and attendee testimonials to generate excitement and build anticipation.
By leveraging social media’s targeting and engagement capabilities, you can access a broader audience and stimulate more active participation.
Email Marketing: Still Going Strong (30%)
Email marketing remains the second most effective channel, with 30% of respondents in our Event Trends study identifying it as a top method for reaching their target audience. Even as an older form of digital marketing, email campaigns remain relevant due to their personalization and direct communication capabilities. Email marketing remains “an oldie but a goodie.”
Email allows you to reach potential attendees directly, providing personalized messages, event updates, and reminders. It’s perfect for nurturing interest and keeping your audience informed.
Email Marketing Best Practices
- Compelling subject lines will improve open rates.
- Target different audience groups with segmented lists and tailored messages.
Pro-tip : Online event registration software makes it easier to get to know your attendees and empowers your marketing team to promote your event with greater precision. For instance, during the registration process, you can ask questions like, “How did you hear about our event?” Or even more granular inquiries, such as, “Which sessions are you most excited to attend?”
- Use automated sequences to nurture potential attendees over time, from pre-registration to event day.
Email marketing is a fantastic way to maintain engagement with your audience and drive event registrations.
Digital Ads: Boosting Visibility (28%)
Digital ads, clocking in as the third most effective marketing channel with 28% of respondents, are becoming increasingly crucial for promoting events.
You can reach specific demographics and interests with platforms like Google Ads, Facebook Ads, and retargeting campaigns. These ads increase visibility and help capture the attention of potential attendees who may not be reached through other channels.
Tips for Optimizing Your Ad Spend
- Use A/B testing to determine which ad creatives perform best.
- Implement retargeting ads to re-engage visitors who have shown interest in your event.
- Monitor ad performance regularly and adjust your strategy based on the data.
Digital ads are an excellent way to amplify your reach, mainly when used in conjunction with social media and email campaigns.
Event Websites: A Key Hub for Information (27%)
Having a dedicated event website was highlighted by 27% of respondents as a crucial marketing channel. Your event website houses all event-related information, helping to build credibility and trust.
A well-designed website provides potential attendees with detailed information about the event’s agenda, speakers, registration, and more. It also offers an opportunity to integrate SEO strategies to attract organic traffic.
Strategies for Optimization:
- Ensure the website is mobile-friendly for users on all devices.
- Encourage registrations with clear calls to action.
- Regularly update your site with speaker announcements and agenda changes.
An event website acts as the primary source of information and can significantly influence an attendee’s decision to register.
Pro-tip: With online event registration software, you can access custom branding to match your event’s creative assets — including your event website — to your event registration platform, offering full customization possibilities.
Influencers: Leveraging Authority (21%)
Influencer marketing has become an increasingly valuable tool, with 21% of respondents identifying it as an effective channel for promoting events in our Event Trends study. Influencers can expand your reach by targeting niche audiences that may be interested in your event. You might not be able to book Taylor Swift, but you can undoubtedly find influential speakers who will represent a valuable voice to your audience.
Influencers provide authenticity and credibility, making their followers more likely to trust and engage with your event. They can promote your event through blog posts, social media mentions, or even serving as speakers.
Influencer Best Practices
- Choose influencers who align with your target audience.
- Provide influencers with unique discount codes or affiliate links to track their impact and measure their effectiveness.
- Encourage them to share testimonials about your event.
Collaborating with influencers can help you reach potential attendees who might not be reached through traditional marketing channels.
In Conclusion
While social media, email marketing, digital ads, event websites, and influencers each play a unique role in reaching and engaging potential attendees, the innovative event organizer will tailor their strategies based on their target audience and available resources, combining these channels for maximum impact.
Finally, don’t forget to track key metrics such as click-through rates, engagement levels, and registration numbers to optimize your future promotions. Drive higher attendance by leveraging insights from recent research and employing a multi-channel approach.
