Why your online marketing for your event isn’t working

Why your online marketing for your event isn’t working

Online event marketing looks easy, doesn’t it? With a website set up to register for the event, social media accounts that are live and being posted to regularly anyone would think that this would be enough and enough to get some registrations happening.

Wrong.

If doing all of this and despite your efforts, if no one seems to be taking any notice of your event you might feel your frustrations rising, registrations aren’t quite what you had hoped for, and you just don’t know which way to move forward.

Sound familiar?

Why is online marketing is so important for your event?

Online marketing is one of the most cost-effective ways to get the word out about your event. And on the off chance that one of your marketing campaigns goes viral, it will pay itself off in registrations and dividends. So don’t lose heart – your time and money spent on your campaigns may not benefit you today or even tomorrow, but stick with it.

The slow burn approach will make the most impact on your readership and is better than a quick spark which is often forgotten shortly after.

Where to start

We’ve all been there. Comments seem to be ignored on social media, and no one is even reading your posts, let alone browsing your website to register.

So what can you do about it?

The first thing you can do is plan, plan and then plan some more. Planning is at the centre of any quality event marketing campaign. While you can take advantage of last minute marketing ideas, the ones which work the best are the ones that you have thought out in advance.

Failure to plan leads to an inconsistency in ideas, a waste of resources and a sharing of information which is just not relevant to your readers.

Ask yourself these questions.

  • Which social media outlets will you be marketing on?
  • How often will you be posting?
  • When is the best time to share the information?
  • What information will you share that is relevant to not only your event but for your followers?
  • What call to action will each post have and what is there to promote your event once a prospect arrives?
  • How will you grow your database?

Having a clear direction in mind will help you set your marketing schedule and stick to it. The more comprehensive your strategy, the better the results.

Who are you marketing to?

Do you even know who your readers are or what information they may want to see? If in doubt, the absolute best thing you can do is ask them.

Make your content is relevant to them, so the resources you share are valuable. Pretty kitties are cute and all, but they won’t do much to enhance the reputation of your event and business for that matter.

What content will you share?

Once you know who your audience is and the content they wish to see, you can start to plan your online strategy. It should always be about your followers, expressly designed with their needs and wants in mind. So what are your options?

Mix up your content to keep it interesting and engaging. Some ideas to think about include:

  • Providing helpful tips
  • Showcasing breaking news
  • Offering opinion pieces
  • Sharing of older blog posts
  • Allowing guest posts
  • Highlighting FAQs
  • Running a series of connected posts
  • Delivering industry predictions
  • Acknowledging fan comments and information
  • Asking questions
  • Posting video’s and podcasts
  • Sharing information from other industry leaders

Unique ideas will have your readers coming back for more. Keep it fresh, educational and entertaining.

Are your results measurable?

As with all marketing projects, find a way to measure the results.

  • Was there an increase in views or sales during this period?
  • Did more people sign up to your social media accounts?

Use whatever online tools you can find to measure the success and sustainability of your efforts.

Online marketing plays a vital role in the success of your event and should be an integral part of your overall marketing plan but connecting on a more personal basis is more important than ever.

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