When planning an event online, there needs to be a digital strategy that engages attendees, sponsors and exhibitors. To effectively promote an event online, aim to develop a digital community and keep them informed interactively throughout the campaign.
promote an event online
Top 10 insights to promote an event online
1. Website home page – evidence shows that having all the event key information in one page speeds up the decision making process; ensure visitors can register instantly on the home page.
2. What attendees are looking for – attendees want to know when and where the event is and an obvious element of content, yet often it’s missing upfront on websites and accompanying digital communications.
3. Clear Call To Action – have a clear Call To Action (CTA) to register for the event with an easy to complete click through registration form. If your booking system permits, you could allocate scheduled seats to ensure attendees receive a personalised ticket.
4. Responsive design – ensure your event website has a responsive user experience; no matter what screen is being used, the website must adapt to the device used by your visitor eg, mobile, tablet, desktop.
5. Social media – if using social media ensure that you make it clear how to follow, like and interact with your event. Anchor messages to a countdown to hype the need to attend, add relevant hash tags to generate traction.
6. Performers – if you have keynote speakers or confirmed award entrants they can strongly influence visitors take up, so give them prominence pre-event and encourage your audience to interact with them.
7. Event schedule – ensure that you highlight the key speakers and promote new content to be announced at the event, personalise it to target audiences to drive engagement and couple this messaging with the event location.
8. Sponsors – websites offer a great showcase opportunity to promote how sponsors have supported the event; aim for the sponsors to have their own dedicated section with joint branded, downloadable collateral.
9. Media – share images from a previous similar event or ceremony to generate interest and prepare to share images and video clips of speakers/winners at the time and after the event; ensure there are social media links on the website to encourage visitors to share content too.
10. Blog and news – keep your audience informed about the latest developments with your event and remind them of critical dates and announce special announcements, plus source external bloggers in your niche market to encourage independent discussion.
Above all always be open to feedback, encourage questions and concerns and invite attendees to contact you, it is critical that you encourage two-way communication to engender an engaged community. Share your thoughts about event marketing below or on Twitter.
