Event Promotion

7 Ways to Use Your Event Calendar for Lead Generation


A website calendar is a great tool to display events but it can be much more if used the right way. Here are some best practices that will drive more traffic to your website and engage your audience making your calendar an important marketing tool.

1. Put a widget on your homepage

Calendar widgetMany organizations tuck their calendar behind a single “Events Calendar” link on their homepage, requiring that the user click that link exclusively to access the calendar. If you include a widget on your homepage, the user is immediately brought up to speed on the trending events happening that day, and provides additional avenues to access the calendar.

2. Send newsletters to your users

Many of our partners consistently send out weekly “upcoming events” newsletters, and our user surveys from each have yielded an overwhelmingly positive response. On average, organizations that regularly send newsletters are seeing a 10% click-through rate, which is above and beyond typical newsletter engagement of less than 1%.

3. Use a centralized events calendar

One of the biggest issues organizations face when it comes to managing events is that of decentralized calendars. For example, each department in a school often has their own calendar; if a staff member in one department wants to share an event they’re organizing to the entire student population, it involves posting the event in several places and sending emails, without any guarantee of who exactly is seeing the event. With a centralized calendar, there’s a single place to find all events happening at any one time, resulting in a more efficient, less confusing workflow.

4. Connect with social media

If your audience is linked to your social media community, you can post your events where they already are, bring attendee lists from Facebook events into your calendar, and share event details on your social media accounts for a broader distribution.

5. Segment your content

Event curationBetter segmentation equals more interest. If you show your users content that is relevant to them, they are more likely to read it and engage with your brand. Create filters so you can highlights events that matter to them such as academic, sports, concerts, kid-friendly and so forth and allow your users to subscribe to these categories so they are always notified when a new event appears.

6. Encourage groups to use your calendar on their page

Many groups have their own websites, but at the cost of managing a decentralized calendar. Users have to visit the websites of each group to get a good idea of what’s happening. With a centralized calendar, groups can easily add their events, ensuring adequate reach, while simultaneously listing their events on the group’s respective website through a widget. This means more inbound links to your website, which equates to better ranking in SEO.

7. Be mobile

Recommend that users and staff visit your calendar on their phone or download your calendar app while on the go. They’ll be served with a mobile-optimized version that has all the features and functionality of the regular platform.

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