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Which Marketing Channel is Right for Your Event?
When it comes to event promotion, it’s easy to fall into the mindset that more is more. More channels, more posts, more updates…every little bit helps, right? The problem with this line of thinking is it can often lead to an enormous amount of wasted time, energy and money. If a lot of your resources, financial and otherwise, are being poured into marketing efforts that are not yielding great results, then “more” is not actually more.
Instead, why not determine what your most effective marketing channels have been and double down on the platforms that have been proven to work?
Here are a few of the most commonly used marketing channels available to you. Of course, results will vary depending on the type of event you are promoting. What works best for a fundraising gala may not be what’s best for a concert or music event. That said, it’s hard to go wrong with the following proven marketing channels:
Compared to the other avenues available, email feels like the kindly old grandfather of online event marketing. But don’t be fooled by its relative advanced age and simplicity, email is still a very powerful weapon in your marketing arsenal.
According to information compiled by Datahero and Eventbrite, this is why you want to consider email for your next event marketing campaign:
- Delivery Rate: 98-99%
- Open Rate: 25-40%
- Click-through Rate: 25-40%
Always ensure that your message is designed to be easily readable on mobile devices, as nearly 80 percent of people use their smartphone for reading email, which is a higher percentage than those using the devices for making phone calls. In fact, at least 56 percent of emails are now read on smartphones and tablets. In addition, 65 percent of individuals prefer emails that contains mostly images, so be sure to add photos or graphics to make your message more appealing to the audience.
One last tip is to include several links to your website or sales page. Studies have shown that link clicks increase as the number of links included in the message go up. Don’t be afraid to include as many as five links throughout the body of the message – but don’t lose sight of the main message you’re trying to get across, either!
Facebook ads have proven to be an effective and relatively inexpensive way to reach a very specific target audience. You can select potential customers by gender, location, age, occupation and listed hobby or interest, just to name a few. Where this becomes especially valuable is by targeting users who visited your organization’s page but did not pull the trigger on buying a ticket or contributing to your cause. You can serve them reminder ads such as “only two days left to take advantage of…” This is an excellent article on getting the most out of your Facebook Ad and landing page.
Twitter can also be a tremendous marketing opportunity for your event if used correctly. Make sure you create a single, simple hashtag and use it for all posts leading up to, during and after your event. Why? Studies have shown that 65 percent of people post to social media during an event and 31 percent write reviews of their experience. You can also leverage attendees to do some of the marketing for you as, on average, people tweet about an upcoming event 17 days before it starts.
This can be a very powerful tool once you understand how to maximize its potential. 89 percent of people purchase directly from search engines and over 60 percent of the traffic goes to the first three listings. Getting your event information in the top three will go a long way to helping you draw an audience to your next event. For a primer on optimizing your event content for search engines, check out these helpful tips from Event Manager Blog.
Fine-tuning the best marketing channels for your particular event is something that won’t happen overnight, but rather through a system of trial and error. However, this process can be expedited significantly with the use of proven event promotion applications.
Remember, though, that one of the best ways to promote your event is to ensure your event page is properly branded and SEO-optimized, and that your event content is robust and answers all questions a prospective attendee might have. The right online event calendar will serve as a marketing tool for your event, doing the heavy lifting of promotion so you can concentrate on the details.