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Marketing Your Event to Increase the Right Kind of Registrations

Friday 6 March 2015

5 minute read

By Sarah Burns

We want to help you get your event discovered by the right people, by targeting them in the right way...

Last time, we discussed how buyer personas can be transformed into event personas to better target your audience. 

Now it's about actually getting your content discovered in the first place - ensuring that those personas are attracted to your event registration page, sign up, attend and engage with your company.

How? Your content needs to be relevant and valuable in the eyes of your buyer persona and speak to their challenges, helping them with their day-to-day needs. 

Get your event discovered with the right content

We advise an inbound strategy and focusing on creating multiple content forms to get your event seen by as many of the appropriate people as possible.

Don't spend all of your marketing budget on expensive, untargeted or cold activities, like direct mailing invites or brochures to paid-for lists and databases. 

Relevancy is key.

Take this evidence from the HubSpot & Eventbrite Survey 2014:

"47% of the event organisers we surveyed didn’t have a well- defined persona for their events. The result? 51% of event organisers have not been able to increase their attendance numbers, with 14% actually decreasing their attendance numbers."

Content types that get YOU discovered

There are many ways in which you can go with your event marketing - and you should explore more than one type to attract a varied audience. 

Start off by asking the questions:

  • What are your attendee's key challenges?
  • What do they want to learn more about?
  • How do they consume content?

Then consider these popular types of marketing content:

  1. Press release: Announce your event to the local press, explain the purpose of your event, what speakers will be giving and reinforce the end-value to attendees.
  2. Video marketing: Present opportunities, with snippets from previous events or a 'sneak peak' of who / what is to come this year. Embed it in to your event registration page or a website / blog page on the event. Link to event registration!
  3. Imagery: Use images in social media to stand out from the myriad of other messaging. Pin the message and image / video to your Twitter page and use striking images on all associated event sign up pages.
  4. Articles: Write blog posts and a website article about your event, using call to actions and lots of imagery to entice readers to find out more. Write your content in a style that appeals to your event persona - attract the right people.

If these tips have helped your thought process for driving registrations and conversions in your event marketing, then look out for our next part: How To Make Your Event Registration Page Really Work For Itself, with key advice from Eventbrite, one of the leading online event sign up platforms.

If you're looking to embark on a website build project, whether it's completely from scratch or a site refresh, our ebook will give you the knowledge to make your project as stress-free as possible.

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