Combining your event planning with social media efforts can help your event reach its target audience and make year-round promotion a breeze. Sometimes people are willing to travel across the country for events, so traditional and local marketing efforts like advertising on billboards and newspapers won’t reach your potential audience. Enter social networking. When used correctly, these communication outlets can help you better target and reach your audience regardless of their location. A combination of paid and organic reach will put your event in front of countless prospective attendees, and involving social media during the event can create an online audience that may be even larger than those in attendance. So how do you get guests to virtually show up?
Marketo asked the social media experts how to maximize the RSVP:
We picked out our top 10 favorite event marketing tips published by @Marketo to help you get a handle on how to present your event to a socially-driven world.
How to Win at Event Marketing
Define your goals and objectives
Where should you hold the event? How many people do you want to attend? The answers to these questions can help you plan your campaign and accomplish the results you’re looking for.
Develop year-long hashtags
A hashtag that can be used year-round will continuously draw attention to the event’s content and will keep the event alive online long after it has physically ended. A designated hashtag will help you gauge your social impact and will help you determine each network’s effectiveness.
Create high-quality content
Content posted on social media often has a short shelf-life but it’s not going to make any impact if it’s subpar. Regardless of if you think a post won’t gain any traction, it should always be high-quality. Not only is it a reflection of your brand, you never know its reach until you put it out there, so share the good stuff.
Create sharable content
Create excitement by posting sharable, likeable and pinnable content before the event even starts. People tend to follow those who share their same interests. If an attendee retweets or repins your content, it’s likely their followers will also be interested and now your event is in front of the eyes of your target audience.
Use a variety of communication channels
Communicate with your audience throughout the event by being on the channels they’re using. Continue being present on the networks you used leading up to the event to keep engagement levels high.
Promote on the right social networks
Don’t use social networks just for the sake of going social. Find out which networks your audience is involved in and how they use each one. If you don’t see an added value in a network, move on to what works for your event. Social is essential but your efforts are better spent if you choose the right outlets and use them well rather than spreading yourself thin.
Involve your audience
Ask your audience questions, give them tools to easily provide real-time feedback, and encourage them to share the event on social media. Create an immersive experience by getting audience participation. Bonus: Their social media activity will help your event’s reach.
Don’t ignore your online audience
If all of your social event marketing efforts are going well then it’s likely your event has a large online audience that couldn’t be present physically. Your goal should be to bring the event alive for your online audience so keep your communication to them open and create an online experience in which they can also participate.
Incorporate technology when appropriate
Just like you don’t want to use social media networks that don’t work for your event, you also don’t want to use tech for tech’s sake. If your presenters are quotable and your attendees tweet then a live Twitter feed can encourage more engagement. But if the opposite is true, you’re going to have some pretty sad looking feeds that could decrease excitement or value.
Document your content
All of the content from your event can be repackaged and recycled, adding value long after your event is over. Uploading and sharing videos, podcasts, blogs, infographics, and anything else you can think of will keep your brand in front of people, illustrate how wonderful it was, and get people excited about the next one.
Event marketing doesn’t need to. be difficult. If you take the time to plan your campaign, determine the right social avenues to use, and are pre,/h6pared to share good content and communicate with your audience, your event will create quite a buzz.
Learn more about the dos and don’t of event marketing with Marketo’s article, How to Win (and Lose) at Event Marketing.
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