Social Media Marketing for Your Event

If you frequently organise events for your company or group, you know that marketing it effectively is integral to the success of your event. Capturing contacts and converting them into attendees for the function/conference/gathering is a top goal as you map out your marketing plan.

The domain of digital marketing is huge and with a plethora of platforms to choose from, you need to be on one that has maximum reach to capture the attention of your target audience. Using customised event management software online also makes sense at this point of time. It will help you to publish your event and get notifications from people who sign up for it.

Content Recipe

Once you have identified your target audience and know where to reach them, you have the right key to the casket. The next big thing is to develop a content strategy. It’s ‘big’ because it is not as banal as writing an email that goes to hundreds of recipients and begs them to be a part of the occasion. Your content has to be developed with a streamlined plan. Collect the inputs of your social media team, content writers and email marketing executives to create something that becomes a compelling invitation card.

Break the silos and start thinking holistically about the overall value proposition of your event marketing – this involves integrating messages and insights across business units, geographies and functional groups.

You can prepare editorial calendars, set up social hashtags and programme the social interactions for pre, during and post event stages. The theme of your content should be consistent throughout. Don’t go overboard with communication but do not under utilise your potential to market the event.

Streamline your Efforts

All marketers need to measure and track. So ensure that you have reports on the progress of your activities and the achievement of your plan. Check the number of people who confirm their participation through your event registration application and Facebook page. Also keep a record of people who choose not to attend for some reasons.

Knowing the exact number of guests will help you to make proper arrangements at the venue. This includes seating, refreshments, give-aways and the strength of your team that needs to be present to attend to the guests.

Remember, for any business or social organisation, the successful end of a single event does not really mean ‘well, it’s over now’. There will be more such occasions when you will want to invite these people again to reinforce your brand image. So be consistent with coordination, management, attention to details and success.

Pull the lever and keep a track of what works in order for you. Learn from your mistakes and be more organised next time. Digital marketing strategies keep growing with changes in technology and evolution of new platforms but the basics remain the same – you need to carve better relationships, be focused and analyse the results of your marketing efforts. When in doubt, do not hesitate to consult a professional.