Success is usually measured in numbers. For meeting planners, this means high attendance rates and ROI. But getting these numbers up is no easy feat. We've rounded up four tips that will help you enhance your event promotion strategy and draw people out in droves.
1. Don't Be Shy on Social
People spend almost two and a half hours a day on social media, according to new research from the Global Web Index. That's two and half hours that you could be promoting your event.
To reach the most people, you'll want to post regularly on all major social media platforms, including Facebook, Twitter, LinkedIn and Instagram. Make sure to include hashtags and high-resolution, eye-catching videos and images whenever possible. It's also good practice to respond to comments, answer questions and reshare posts to build a strong relationship with your followers over social media.
2. Include Influencers
Influencer marketing is more than just a buzzword. When used correctly, it can help companies tap into new audiences and grow their following.
"Influencer marketing offers huge growth potential for events, but it's dramatically underutilized by planners," said Aidan Augustin, cofounder and president of Feathr, an audience growth and monetization software company, in a recent article for Northstar Meetings Group. "And even when it is used, it isn't fully understood."
Executive members in your organization, event speakers and industry thought leaders can all make great influencers for event promotion. When deciding who you'd like to partner with, don't just look at the size of their audience. Micro influencers, who have a small but strong following with high engagement levels, may be better suited to promote your event in some cases. Do your research before you reach out for any partnerships.
3. Give Your Website a Refresh
Anyone looking to learn more about your event is going to go directly to your website. So, it's important to keep it up to date and make sure key information such as speakers, sessions and accommodations are easily accessible.
To take your site a step further, consider adding in a video preview of your event with footage from previous years. Testimonials from past attendees on what they learned and how your event stacks up in comparison to other events are another great addition. You can may also want to consider adding a "Convince Your Boss" tab on the website that offers an email template with key takeaways to be gleaned from attending the event.
4. Offer Incentives
Once you've got more eyeballs on your website and social media, it's time to reel in the registrants. According to Bizzabo, incentives can help push people over the finish line.
Consider offering early-bird specials, group discounts and even last-minute deals in the final days before your event. You can also run discounts around major holidays, like a black Friday BOGO deal that offers two event passes for the price of one. Deals this good will be hard to turn down.
When growing your events, it's best to start with a few, small but intentional changes and test what works best with your audience. Improving your social media strategy and introducing ticket incentives could have a major effect on registration and attendance -- if executed properly.