With so many events moving to the virtual world these days, promoting them has become a challenge. Employing a variety of tactics to draw in your audience is the most effective way to reach a larger portion of your target audience. Here we outline six ways to make your next B2B event a success.
Digital Advertising
Leveraging Google Ads, LinkedIn Ads and even Facebook advertising can help expand the reach of your messaging and put your event in front of more of your target audience. With the granular targeting available on these platforms, they allow you to promote your event far beyond your organic audience.
Client Referrals
Word of mouth advertising is still extremely important in the B2B world and incentivizing your clients to spread the word about your event can be very fruitful. There are likely a few freebies that you offer that can be leveraged for this type of program. Personalized gifts and company branded merchandise will work as well.
Teleprospecting
Teleprospecting is still an integral part of event promotion. Registrations made during live conversation have a much better chance to turn into attendees. Teleprospecting efforts are most fruitful when accompanied by email fulfillment pieces that include all of the information pertinent to the event as well as a call to action that leads to a registration page.
Email Marketing
Informing your target market with an email blast to begin your campaign will help you to identify interested parties and allow you to prioritize telephone follow ups to contacts that either click or open your piece. This initial email should essentially be an invite that includes important event details such as its purpose, time and date, online location and featured speakers. Always include a link to your registration page.
Content Marketing
Developing a piece of premium content and a few blogs to promote your event will help to provide potential attendees with more in-depth knowledge of your company and products than an invite will on its own. It will also help to fuel your email and social media marketing efforts. The content developed to promote your event can also be used for future inbound marketing campaigns.
Social Media Marketing
Social media has become one of the best ways to promote events and build awareness of your company’s products. Posting images and links to your event registration page, event information and bios of those presenting will help to build awareness around your event. Investing in sponsored content and paid ads will allow you to reach a highly targeted audience and reach those you most want to attend.
Social media, email, paid advertising, blogging, and website strategies should all be audited periodically to ensure you’re getting the most out of each channel. This guide will walk you through many of the questions you need to ask when auditing your digital marketing strategy.
