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.
Ready to supercharge your event marketing? Explore our Event Management Software to streamline campaigns across all your effective marketing channels.
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.
In this article, we’re going to discuss:
What Are Event Marketing Best Practices?
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.
Top 5 Event Marketing Channels to Include in Your Strategy
Social Media Marketing (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.
Social Media Marketing Best Practices
- 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 (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.
- 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.
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?”
Digital Ads (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 (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.
Influencer Marketing (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 serve 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.
How to Combine Event Marketing Channels Effectively
Successful event marketing often relies on multi-touch strategies. Pairing social media buzz with email reminders and retargeting ads ensures your audience sees your event across different contexts. Integrating effective marketing channels creates a consistent attendee journey and boosts registration rates.
Event Marketing Best Practices in Action (Examples)
Research shows that organizers using both social media and email achieved 30% higher registration rates than those relying on a single channel. Another case study found that partnering with niche influencers increased engagement among younger audiences. These examples prove that layering effective marketing channels drives stronger results
Tracking Event Marketing Success with Analytics
To maximize ROI, track metrics like CTR, open rates, engagement, and registrations. Analytics reveal which effective marketing channels are working best and where to adjust. Consistent measurement allows you to refine your strategy and double down on what drives attendance.
FAQs
Got questions about choosing and using the most effective marketing channels? We’ve answered the top ones to help you boost event success.
What are the most effective marketing channels for promoting events?
The top five effective marketing channels are social media, email marketing, digital ads, event websites, and influencer partnerships. Each offers unique ways to reach and engage potential attendees.
How do I choose the right marketing channel for my event?
Start by identifying where your audience spends time online. Use analytics, surveys, or past event data to see which channels deliver the most registrations and engagement.
Are paid ads worth it for event marketing?
Yes! Digital ads expand reach beyond organic traffic and help target specific demographics. Retargeting campaigns are especially effective at converting interested visitors into attendees.
How can I measure the success of my event marketing channels?
Track KPIs such as click-through rates, social engagement, email open rates, and registrations. These metrics show which channels are most effective in driving attendance.
Should I focus on one marketing channel or use several?
A multi-channel strategy typically works best. Combining email, social media, and ads ensures broader reach, repeated exposure, and higher conversion rates.
Put Event Marketing Best Practices Into Action
Choosing the most effective marketing channels is key to driving attendance and engagement for any event. By combining social media, email, ads, websites, and influencers into a unified strategy, you create multiple touchpoints that capture attention and inspire action. With the right mix and the right tools, you can maximize reach, boost registrations, and ensure your event leaves a lasting impact.
Turn insights into action. Get started with Momentive’s Event Management Software and maximize the impact of your marketing channels.
