How to promote an event through the web, Create busniess opportunities
Despite the growing takes place in the web marketing budgets of busniess, we must not forget that we live again and again in the physical world. Indeed, although the web is an amazing tool, whose power gives endless possibilities to businesses that bother to use it strategically, there is a tool that aims to create busniess opportunities in our real world.
In this vein, we must not forget that nothing can replace a good meeting in person.
In this regard, we strongly advise companies to develop a strategy of events ... and a web strategy to promote it! This article aims to present the main steps to promote an event on the internet.
1- Create a landing page dedicated to your event
The first step is to create a "landing page" unique for your event. Indeed, the creation of a page where only include information about your event to increase conversion opportunities (registration) as the users who will be directed there will not be distracted by other elements and their attention will totally dedicated to your event.
In this vein, we must not forget that nothing can replace a good meeting in person.
In this regard, we strongly advise companies to develop a strategy of events ... and a web strategy to promote it! This article aims to present the main steps to promote an event on the internet.
1- Create a landing page dedicated to your event
The first step is to create a "landing page" unique for your event. Indeed, the creation of a page where only include information about your event to increase conversion opportunities (registration) as the users who will be directed there will not be distracted by other elements and their attention will totally dedicated to your event.
To create an effective landing page, think to incorporate the following:
-A Header (name of event) and a sub-header (catchy phrase about the event)
-A Brief description of the event with an emphasis (bold, italics) on the significant benefits and Points
-The Details and advantages of participating in the event as points list
-A Visual support (image) representing well the event
-A Form to register entries
Sharing -button to spread the word and give more visibility to your event
-Lack Navigation (menus, external links) to keep people in the funnel to the event registration
2. Promotion of the event on relevant advertising channels
After having presented the nature and benefits of your event on your landing page, you need to advertise. So you have to mount a multichannel marketing campaign to bring visits to the landing page of the event. At this level, all the marketing tactics may be good, it is sufficient to determine that they are the most appropriate channels to reach the target to which the event is. Among them there are a few classics:
- Sending email
Email marketing is still one of the most advantageous marketing tactics at optimizing the return on investment (ROI). Indeed, it is interesting to opt for this practice because it enables you to get in touch with consumers who already know your business. Thus, they represent a greater potential for positive responses.
- Social Media and Community Management
In the same vein, social media also allow you to get in touch with people with whom you already have an established relationship. So share the landing page for your event, or a new link of your website that refers to it, may prove to be a good way to promote your event. In addition, compared to email marketing, social media facilitate viral sharing of your event.
- Social Advertising (Social ads) and online display advertising (Online Display Advertising)
One of the important elements in the promotion of an event is the ability to publicize its existence. Indeed, for an event to have a high participation rate, it must first have a good reputation with its target audience. To this end, social and display advertising are probably the most useful tactics since their attractive visual aspects, combined with their highly accurate targeting capabilities, help increase awareness of your event to your target audience.
- A call to action on your website
Another tactic very inexpensive to promote an event is the addition of call to action to your landing page on your website. Indeed, to place banners or buttons on the relevant pages of your website (eg a blog article that deals with the same topic as your event) can be an effective tactic.
Classical model of an AOC B2B
- Paid listings
Generally, we recommend using paid search for products and services that meet a need, for example, a hair salon. This is not the case of an event, because people can not find an event they never heard. By cons, it is relevant to believe that the other above mentioned efforts will eventually give enough recognition to your event so that people seek. Moreover, since landing pages do not have the best performance at the level of SEO in search engines, it may be useful to a campaign of "paid search" (adwords, bing advertising) so that people can easily find your event.
3. Measure the performance of the event's campaign
Finally, after having prepared his campaign, it is important to measure and monitor. Thus, it should be noted strengths and weaknesses in order to take into account when adjusting the content and budgets for the next event promotion campaigns.
In this context, it is important to enable tracking campaigns to facilitate web analytics with software such as Google Analytics.
That's it! you now know how to optimize your campaigns for your events!
Will you use the web to promote your next event?
-A Header (name of event) and a sub-header (catchy phrase about the event)
-A Brief description of the event with an emphasis (bold, italics) on the significant benefits and Points
-The Details and advantages of participating in the event as points list
-A Visual support (image) representing well the event
-A Form to register entries
Sharing -button to spread the word and give more visibility to your event
-Lack Navigation (menus, external links) to keep people in the funnel to the event registration
2. Promotion of the event on relevant advertising channels
After having presented the nature and benefits of your event on your landing page, you need to advertise. So you have to mount a multichannel marketing campaign to bring visits to the landing page of the event. At this level, all the marketing tactics may be good, it is sufficient to determine that they are the most appropriate channels to reach the target to which the event is. Among them there are a few classics:
- Sending email
Email marketing is still one of the most advantageous marketing tactics at optimizing the return on investment (ROI). Indeed, it is interesting to opt for this practice because it enables you to get in touch with consumers who already know your business. Thus, they represent a greater potential for positive responses.
- Social Media and Community Management
In the same vein, social media also allow you to get in touch with people with whom you already have an established relationship. So share the landing page for your event, or a new link of your website that refers to it, may prove to be a good way to promote your event. In addition, compared to email marketing, social media facilitate viral sharing of your event.
- Social Advertising (Social ads) and online display advertising (Online Display Advertising)
One of the important elements in the promotion of an event is the ability to publicize its existence. Indeed, for an event to have a high participation rate, it must first have a good reputation with its target audience. To this end, social and display advertising are probably the most useful tactics since their attractive visual aspects, combined with their highly accurate targeting capabilities, help increase awareness of your event to your target audience.
- A call to action on your website
Another tactic very inexpensive to promote an event is the addition of call to action to your landing page on your website. Indeed, to place banners or buttons on the relevant pages of your website (eg a blog article that deals with the same topic as your event) can be an effective tactic.
Classical model of an AOC B2B
- Paid listings
Generally, we recommend using paid search for products and services that meet a need, for example, a hair salon. This is not the case of an event, because people can not find an event they never heard. By cons, it is relevant to believe that the other above mentioned efforts will eventually give enough recognition to your event so that people seek. Moreover, since landing pages do not have the best performance at the level of SEO in search engines, it may be useful to a campaign of "paid search" (adwords, bing advertising) so that people can easily find your event.
3. Measure the performance of the event's campaign
Finally, after having prepared his campaign, it is important to measure and monitor. Thus, it should be noted strengths and weaknesses in order to take into account when adjusting the content and budgets for the next event promotion campaigns.
In this context, it is important to enable tracking campaigns to facilitate web analytics with software such as Google Analytics.
That's it! you now know how to optimize your campaigns for your events!
Will you use the web to promote your next event?
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