Why Using Event Marketing Software Is An Essential Part Of Event Management

By Bob Birdsong

From easy registration to promotion to combing through your data afterward, there’s a lot that goes into creating successful events.

Fortunately, all of this can be made easier with event management software.

While the vast majority of B2B event organizers use event management software to make their jobs easier, these platforms come in a variety of shapes and sizes. Some are focused on specific parts of the event, like registration, while others are more of an “all-in-one” solution.

However, even the latter can’t do everything for you. Like anything, there’s still a lot of manual work involved. But that doesn’t mean you shouldn’t look into streamlining your event management workflows or easing your workload.

So before committing to one platform over another, you should understand what your goals are in adopting a new event management software and what, exactly, you should be looking for.

What Should Event Management Software Do?

Considering that half of event marketers say they use event management software or event automation software to make their events more successful, it’s safe to say expectations are high.

In fact, event management and event automation software were ranked as being the most important technology needed for creating and hosting successful events. Registration software and check-in software came second and third.

While the opinions of a few marketers in a survey can give anecdotal data, there are some good clues in these findings as to what event marketers are looking for their event management software to do.

Clearly, registration is important (after all, if people can’t register effectively, what’s the point?) but what comes before and after an event is just as — if not more — important than what happens the day of the event itself.

Event Management Must-Haves

Build Beautiful Landing Pages, Emails, and Social Media Posts

Getting people to know about your event is the first step to getting them to show up to it. Whether you’re hosting a webinar, onboarding new employees, or holding your yearly event, marketing is a critical piece of the event puzzle.

That means you’ll need dedicated landing pages, social media campaigns, and emails.

All of these need to clearly display your brand. Email and social media campaigns need to be automated. Everything should look and feel the same through the use of templates and predetermined formats. Lastly, you need the capability to segment audiences or upload existing CSV files from your database to ensure your targeting is specific and relevant.

Of course, you could do all of these things in separate platforms, but why? So many options exist to do it all in one place.

Simplify Event Registration and Payment

While there are plenty of registration and payment platforms out there, having these features baked into your event management platform will save you time and effort. They’re also nice because they keep your data in a single place, making it easy to find later when you need to analyze how well an event did.

these features also create a better experience for your customers (or employees, if you’re hosting internal events). Using a single platform for registration and payment collection lets you brand your registration, check-out, and payment pages, sending subtle queues that increase trust and enhance the overall experience.

Plan More Impactful Events With Better Analytics and Reporting

Of course, you don’t need a report or a chart to tell you how well an event went. You’ll know whether or not people showed up and if they enjoyed themselves.

What you can’t tell from your own eyes, however, is how many people registered vs. how many actually came, how much money you made or lost, or how much traffic your event drove to your website.

Having clear data about an event can help you correct marketing missteps, double down on what worked, and prove ROI to the powers that be (assuming you need to do such a thing).

Integrate With Other Event Software

Software is supposed to make your job (and your life) easier. It’s fair to say that’s not always the case.

How many of us find ourselves struggling to connect multiple platforms to each other or finding workarounds for managing all the scattered pieces of templates, user interfaces, and multiple logins.

Integrations with other event management software, on the other hand, can make life a whole lot easier.

By choosing an event management platform that integrates with your existing streaming services like Zoom, GoToWebinar, or FBLive and popular CRMs like Salesforce or Marketo, you get to streamline your event management processes faster, without having to change or adapt your workflows.

And getting every platform to talk to each other in a single dashboard? Priceless.

What Is the Best Event Management Software?

So how do you know if you need event management software? And if you decide you do, how do you know which one to choose?

The simplest answer to these questions comes down to what your needs and goals are. Do you need to automate email campaigns? Are you running multiple social media channels? How are you ensuring consistent branding?

While we can’t help you decide what your event marketing or event management goals are, we can show you how Localist makes your event marketing easier, your registration and payment processes faster, and your event success a given.

You can schedule a personalized demo of Localist — using your company’s branding — here.

Localist is your complete virtual event solution

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