Event Promotion

How To Use Pre-Event Resources to Build Hype for Your Events (Even The Virtual Ones)

By Bob Birdsong

Do you know how many people visit your website for additional info before even thinking about attending your event (or in today’s world, logging into it)?


So...basically everyone.

This is great news! And a huge opportunity (dare we say “duty”?) for you to provide engaging, consistent, and relevant content in advance of your virtual or live event.

What counts as pre-event content? Emails. Landing pages. Social media posts. Blog posts. Videos. Infographics. Podcast episodes. Really, anything that helps people get excited, be informed, and get prepared for your conference, training, webinar, Zoom hangout, whatever.

The key, though, is that pre-event content should get your people hyped up, ready to drop everything to be with you and other like-minded people. At it’s the most basic level, it should tell people who’s coming, how many others will be there, what to expect, and when and how to show up.

The right pre-event content builds anticipation and enthusiasm.

That, in turn, improves event attendance.

And improved attendance means higher ROI, which let you keep creating amazing experiences for your customers and employees.

But you can’t keep managing spreadsheets, randomly posting on social media, sending emails whenever you happen to remember, and cobbling together landing pages and messages without your brand or company flavor.

When it comes to pre-event marketing, consistency in your content matters — visually, textually, and conceptually.

The more dialed in your process, format, and branding are, the more time, energy, and money you’ll be able to reserve for the actual event.

How Do I Get My Event Noticed?

If you’re an event marketer who’s producing, managing, and promoting a lot of virtual or live events, first and foremost, you need to make sure people know about them. This can be difficult when you’ve got multiple people submitted a variety of events using a bunch of different systems and platforms.

In a perfect world, you’ve got a rabid audience of fans (customers and employees) who is constantly refreshing your calendar page to see when your next amazing event is happening. The reality, though, is they’re not. They’re barely paying attention.

So it’s on you to make sure new events show up in organic search results.

Your landing pages should be indexed and optimized for SEO. Things like structured metadata and semantic URLs help people find what you’ve got to offer. But you’ve also got to make sure these pages are created well in advance of your event so search engines can actually crawl them and serve them up.

How Do I Promote My Event?

While discoverability should be part of your strategy, it can’t (and surely isn’t) your only one.

You’ve got a list of people who have raised their hand and want to hear from you. If you’re hosting employee engagement events, you’ve got a list of new hires, recruits, and others who need critical information.

Either way, you need to frequently communicate with your audience in the months and weeks leading up to the event. Your audience will need to know basic information like where to be, when to be there, how to prepare, and what they should bring. Over-communicating is valuable and always well-received. No one wants to guess about event details — and if they do, chances are good they just won’t show up.

Registration widgets, event landing pages, and email segmentation tools can help you address your audience more precisely. You can also ask them to engage and interact with content using polls and surveys, or engage them with more details through links to blog posts, ebooks, videos, and other content.

Lastly, automated event marketing practices like regular email cadences, sharing new content and social media posts, and running nurture campaigns can help increase attendance rates on the day of your live or virtual event.

How Do I Get People to Share My Event?

No surprise here: social media is the best and easiest way to get people talking about your event with their friends and colleagues.

User-generated content, short videos, blog posts, and registration and attendance information can all easily be shared on Facebook, LinkedIn, and Twitter (among others). However, it can be difficult to manage consistent messaging and information from so many platforms. There are lots of ways to consolidate your feeds into one place.

Of course, you’ll want to make sure your brand and messaging are consistent everywhere or confusion could ensue. Hype up your event, include relevant information, and put in front of the right people in your network and you’ll be in good shape!

How Can I Measure My Event ROI?

The answer to this question really depends on the goal of your event or events. But if you’re interested in seeing interaction behavior from your event calendar, event landing pages, or every piece of event-related content, you’ll want to track event data in Google Analytics or Google Tag Manager.

You’ll also want to integrate your ad spend, registrations, and user data with CRMs like Salesforce or Marketo to continue to improve your events as you become a more sophisticated marketer.

Tracking event ROI isn’t always easy, but with the clearly defined goals and the right software, it’s easier than it first seems.

How Do I Make Event Marketing Easy?

An event marketing platform like Localist makes it easy to connect your event marketing stack, eliminate workflow issues, and break down data silos.

By integrating with popular CRMs, centralizing your event calendars, and automating your event marketing and promotion, Localist automatically creates branded event landing pages in minutes, increases event discoverability, and improves attendance and ROI.

Contact us to schedule your personalized demo of Localist and see how our platform can help you build more hype around your virtual and live events.

Localist is your complete virtual event solution

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