app_fly_get_picture_element_ext
No attachment ID was specified
Make personalization work at scale. 🤝 Learn how to transform your digital programs on Oct. 10. Register NowÂ
November 22, 2022
app_fly_get_picture_element_ext
When it comes to creating an event marketing plan, one size never fits all.
Every organization has its own goals for its content. Every team is promoting their webinar or webcast to audiences with different requirements. So, what works for one brand will not produce the same results for another.
The trick is to tailor your event marketing strategy according to what you can offer, what your audience needs from you and what you want to achieve internally.
That said, some basic principles will boost engagement and sign-ups for any business, in any sector.
Here are three event marketing ideas that will help you raise awareness of your online event. (They’re just as effective for promoting in-person and hybrid experiences, too.)
People need to know what they can expect from your event. They also like to discover and engage with content related to the event on their own time and on their own terms.
So, whether it’s a blog post, a specialized landing page or a dynamic content hub, you should work to create a central reference point for would-be attendees. With this organizing content, you can provide the information prospects need to evaluate your digital experience and opinion.
It’s not enough for this reference point to exist, though. It needs to add value to your entire digital event experience.
Let’s say you’re going to create a separate landing page on your existing website. You’ll need to:
Sending out relevant and engaging content ahead of the event will help to build anticipation and allow your attendees to build a picture of what they can expect from your session.
Nurture email campaigns involve sending out several messages to remind recipients of your event and get them to explore your content before your session starts.
You can use your nurture campaigns to:
As part of your event marketing plan, we recommend sending out three nurture emails in the two weeks running up to your event. The final email should be sent on the day of the event to capture any last-minute attendees. Each email should highlight a different aspect of your agenda, giving recipients a well-rounded view of what’s on offer.
Remember: you’ll often get better results when you segment your audience and target specific users with specific content. For example, if you know one of your event speakers will appeal to attendees with a specific role or specialty, highlight this speaker’s presence in an email segment for users with similar professional needs and interests.
Though the ins and outs of your event marketing plan will vary depending on your content and your objectives, one thing’s for sure: you need to get your attendees excited about what’s to come. We’ve created a ton of marketing strategy guides to help you on your way.
Brand awareness is vital, relationship building is a must, and educating your customers will certainly help boost the adoption of your…
According to a Microsoft study, people have an attention span of eight seconds, a decrease from 12 seconds back in 2000.…
In the B2B marketing landscape, those who can master change succeed. We call them change agents. They’re the ones who can…
HCP marketing has never been an easy task. After all, healthcare practitioners are notoriously busy and hard to pencil in for…
The world is changing faster than B2B marketers can keep pace. Generative AI has exploded onto the scene, the demand for…
Webinar programs, whether as a one-off event or a webinar series, are essential assets that B2B marketers must use to connect…