Events come in all shapes and sizes, and organizing them is a profession in its own right. There is so much involved. An event is organized every weekend, so how do you make sure that your event stands out?
In this blog, Allevents focus on promoting an event online or online event marketing. How do you ensure that your event is promoted correctly online? And that people buy tickets for the event? We have a lot of experiences with promoting events online, such as for Disney on Ice and Libéma, and therefore some useful event marketing tips follow below.
1. Ensure a Properly Functioning Event Website
It may be an open door, but before you start online event marketing, it is essential that you have a website that works. This means that the site is easy to navigate from a mobile/tablet or via the computer. The loading time of a website must be less than 2 seconds, and, for example, images or videos must not be too heavy, which can cause the site to crash.
If you advertise or promote an event from paid channels such as Adwords, Bing, or Facebook, you can choose to work with specific landing pages. Yes, if you are dealing with returning visitors, a particular event landing page is recommended. You then state briefly where and when the event takes place, with the right call to action (ticket sales).
When selling tickets for an event, a third party is often used, often a ticketing party. They ensure that ticket sales take place and arrange everything from seats, payments, to sending cards. It is useful to make clear agreements with these ticketing parties regarding the optimization of their website. Because even if your own website is optimal, if your visitor eventually has to buy the tickets on another site and if this website does not work correctly (for example, on mobile), you immediately lose revenue. That is very sinful and not necessary in our eyes!
2. Who is the Target Group of the Event?
Of course, you naturally want to reach and interest as many people as possible for your event. It is smart to sketch a clear picture of the target group for the event in advance. That way, you can promote your event in a much more targeted way online.
We take as an example an event for children, such as the Children’s Flight Days at Aviodrome. You would prefer to convince them immediately to come to your event. However, your primary target group is the parent or possibly a grandfather of those (grand) children. They are the ones who ultimately buy the tickets. So your online marketing efforts must be aimed at convincing this target group to order tickets!
3. Good Content turns you into Content
Ensure the correct dimensions of images, banners, videos, and pieces of text with information about the event. These are very important to hit the right note and to arouse interest in your event. It is crucial to ensure the right brand image. You can choose to have this content made by a design agency, but in Google Adwords, you can now also easily create banners yourself. In any case, ensure that the who / what / where / when and how of the event is communicated in the statement. That is, after all, the most important information!
The mobile traffic has already considerably exceeded desktop traffic. So you know that your target group will visit the event website more from a mobile device. It is, therefore, necessary to tune your content to this, for example, by having banners in the mobile formats: 320 x 100 and 320 x 50 made up.
4. Use of the Various Online Channels to Promote your Event
You can promote your event online in various ways; paid or not paid. In principle, you can place anything on social media channels without paying for it. You can also provide online press releases and ask people to link to your event. Social channels such as Instagram, Snapchat, and Pinterest can contribute to this.
But if you have enough budget and you want to attract a lot of traffic to your website, then search engine marketing is exceptionally suitable for this. Just think of the range you can get by advertising, for example, with Google Adwords, Bing, Twitter, Facebook (and again Instagram), and LinkedIn. The use of experts in the form of bloggers and vloggers can also help ensure that your website and, therefore, the event is found correctly.
Timing is essential. Often an event lasts a day or a week. At a popular event or concert, tickets are usually sold out within one day, or they are reserved relatively early (with or without an early booking discount). If this is not the case, then the tickets are often only sold a few days before the event. How do you ensure that you start advertising at the right time? For example, does it make sense to count down your Adwords texts to the event so that you emphasize urgency? Allevents advises its customers on this. First, a precise forecast is made of the number of expected visitors, and then a clear strategy follows.
5. Does it Work? Google Analytics Offers a Solution
Even before you start all activities, you must ensure that the Google Analytics profile of the website in question is appropriately set up. That way, you can see much more information from your website visitor. How long is someone on the site? How many pages are visited on average? Which pages are these? It also provides insight into demographic characteristics such as age, gender, and place of residence, but more importantly, you can see from which channel the most tickets are sold. In other words, which channel converts best. Who buys tickets? Are these new visitors or often repeat visitors? With this valuable data, you can determine correctly which marketing campaigns you should and should not use to reach your target audience.
When the event is over, online marketing activities are not over yet. Because you might also want to send excellent videos from the event? And how can you do this better than via an email marketing program?
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