If you build it, they will come. While this might have been true on the big screen, the same can’t be said for events your company hosts. Of course, the people planning an event see the value in what it provides, but getting others to actually show up and participate is easier said than done. Luckily, Brushfire has some easy tips on how to promote your event so you can start generating buzz and ensure low attendance is never an issue.
Below, we’ve outlined three straightforward areas that your organization should focus on to start filling up seats (whether they be in-person or online).
Let’s dive in.
When it comes to knowing how to promote your event, content is key. This is more than just a catchy line that Forbes previously published. The value that quality marketing content around your event can provide is unparalleled. If your event exists in a vacuum without any effort to get the word out about it, then it’s almost a sure thing that people won’t show up. Your content marketing efforts should always take into consideration your upcoming events, and not just newly released blogs or other content. Creating content that not only highlights the main points of your events to prospective attendees, but also makes it easy for them to register, is critically important.
Event content gives you something to put on your website, post on social media, include in an email, or even physically mail to potential attendees. Without content, they have no way of knowing what your event is, how to register, or what value it provides.
The content you create should be simple, clear, and concise. Make sure your target demographic and market is top of mind as you craft the proper messaging, tone, and voice. If you’re trying to get Millenials to your conference, think about what they would like to see when you’re working with designs and creative.
So, you’ve created some killer marketing content. Now it’s time to get it in front of your audience. If you’ve built up a solid follower base on your social media platforms, your event promotional content should absolutely be featured on Facebook, Instagram, Twitter, and/or LinkedIn. Ultimately, where you decide to promote your event will depend on which platform your audience is most frequently using and where they’re most active. Include some catchy hashtags in your social content that attendees can easily share and spread the word about your event to friends and colleagues.
Social is consistently a top referring URL for us here at Brushfire, and it could be yours too!
Pro Tip: Have you thought about promoting posts or using paid advertising? You can use your past attendee list from your Brushfire event to create a lookalike audience on Facebook. An audience like this will allow you to advertise to people that “look like” the attendees that are already coming to your event. Click here to learn more.
Social promotional content is great, but as we all know, people have a tendency to scroll rather quickly through their social media feeds. This can make it hard to grab the attention of someone for long enough that they take the desired action.
Email, on the other hand, boasts higher open rates, click rates, and conversion rates than most social platforms. For example, the average organic reach on Facebook, which is the number of people actually viewing a post, is right around 6 percent. Meanwhile, open rates for email marketing messages are generally in the 20-30% range.
If you’ve been gathering email addresses from past events, that’s awesome! That means you already have a solid list of people who are likely going to be interested in your future events. Email marketing is a great way to make event announcements, deliver constant communication on event updates, and gather feedback on how the event could have been improved. When possible, we recommend using list segmentation to make sure you’re emailing people who will more likely to open your email.
Pro Tip: Did you know Brushfire has a built-in email tool that allows you to filter by attendee information? Send targeted emails and stop wasting time using multiple applications.
Now that you know how to promote your event, you can start to turn ideas into action! 2022 figures to bring with it more uncertainty and chaos, but organizations have shown their willingness to evolve and adapt to the changing landscape in order to continue to put on stellar events. Making these three tactics a core component of your event marketing strategies will position you well to make a splash with prospective attendees and boost attendance and engagement with your events over time.