As a good entrepreneur of the 21st century, surely you have dedicated part of your marketing efforts to address the main digital channels – your company has followed all the steps to have a great presence in Social Networks, you have dedicated yourself to create quality content and to innovate your strategies with every trend.
With contemporary digital marketing practices, companies have the opportunity to reach their potential customers with greater control and lower cost by using strategies that break the barriers of space and time. Even so, none of these strategies allow you to be face to face with your target audience. It’s not that we are nostalgic, it’s what the data says.
According to a recent study, a large majority of senior-level executive marketers say that live events are the most effective marketing channel, and 80% of marketers attribute their companies’ success to organized events.
Find the Purpose of your Event
Organize all types of events since through human experiences companies will be able to differentiate themselves from their competitors. The key to a successful event is to identify its purpose and connect it on a more personal level with those who attend.
Long before you start organizing and planning an event, you must be very clear about the purpose. To do this you must find the right direction and avoid making the purpose of your event vague, such as saying that you just want to find more customers. You can follow a simple but effective concept: go for your SMART (Specific, Measurable, Attainable, Relevant, and Timely) goal.
SMART objectives can guide your project with a clear and realistic goal for planning and implementing the event. You can have more than one goal in mind, as long as you keep them in mind when you start planning the event.
A good example of a corporate event with clear objectives is the networking event held by The Mice Blog. After realizing that their weekly Twitter discussions were getting quite a bit of user participation, they decided to plan a live event that proved to be successful.
When asked about his goals, he was more than clear: share industry best practices, collaborate among users, network with professionals and extend the event’s life cycle.
Create Attractive Content and Mark Calendars
You’ve decided to hold an event and you’re clear about your purpose, you also know which audience you want to address, great! Now we’ll talk about what you need to do to generate interest in your event, strengthen the perception of your brand and increase the level of affinity with your target audience.
Create a professional website
One of the best ways to promote your professional event to generate interest in your audience is to create a website to announce your event. One of the things to keep in mind when creating a website is the user experience, it should be memorable to increase the likelihood that they will register and attend the event.
This is a great example of a website exclusively promoting an event. As you can see, it is simple but concrete. It informs the user when it is, where it is, and by means of a striking graphic it shows a “countdown” for the event, thus generating quite a lot of interest. If you want to create a website for your event, take a look at our guide on how to create an effective landing page.
It should be noted that a website is not only about aesthetics or design. Optimizing the content will help you to reach the top positions in Google when someone searches for information related to the event.
To achieve better results in the long term, you can improve the organic positioning of your website in Google through SEO strategies. To do this, you must create useful and valuable content to reach your target audience and optimize it so that users can find your website on Google.
But to achieve immediate visibility and ensure your position among the top positions in Google, you can create campaigns through Google Ads. If you want to know how to achieve this, do not miss our article on how to create campaigns on Google Ads.
Optimizing Google Ads campaigns is essential for them to have the best possible results and obtain the best possible return on investment (ROI). Kolau offers one of the most powerful automatic optimization engines and is the only one that offers a free plan.
It is key that Google users click on your result to have a pleasant experience and are attracted by what they see. If they decide to leave right away because the content is superficial or irrelevant, Google will detect it and penalize the page with a lower position within the organic or free zone of the results.
Reach your audience through email marketing
According to a recent Hubspot study, 40% of merchants say the best way to promote an event is through emails.
After creating an effective website to invite users to take action, the next step is to start spreading the word. With a tool as efficient as email, you can reach your current customers and their contacts by making a newsletter full of compelling content to let them know in advance why they should accept the invitation and attend the event.
This invitation from Campaign Monitor is an excellent example of how to approach your client base with relevant and accurate content. Not only does it explain to the user what the event is and what they will learn if they attend, it also gives them the option to interact with their social networks, and forward the mail to whomever they feel might be interested.
With such a high percentage of top-level marketing executives stating that the best way to create interest in an event is through an email campaign directed at your current and potential customer base, there is no doubt that it will be an effective tool to make your event a success.