Events are a great way to offer your customers a memorable experience, as well as enhancing your business’ presence and reputation. Whether you’re in the music, sport, or photography industry, events yield great results, drawing in new customers and boosting loyalty from your existing ones.
But what if you’re new to the game? There’s a lot to consider, and it often feels like you only have one chance to do it right. So with that in mind, here are three simple beginner’s tips to really get your event off the ground.
1. Invite your current customers
Your first point of call is to email your mailing list. You will want to draft up an email that is exciting and sure to grab the attention of your customers, making them stop and think. You know what makes your customers tick – think about what they want to hear – what benefit will they get from attending the event?
Make sure to give the customer plenty of exciting details. If possible put these details in a list format, as readers are naturally drawn to well-spaced text as opposed to clumpy, that’ll-take-forever-to-read paragraphs. Also, don’t forget to make it as easy as possible for them to RSVP. Make sure to provide a link to your event’s booking page, preferably a big, fat button that is hard to miss!
Cut the fluff and keep the email concise. It may be wise to include a link to more detailed information from your website if they would like to find out more. That way, the information is there if they require it, but they are not forced to read it.
If you’re not very strong at the actual writing part of emails, we’ve got you covered! Check out our blog post on how to improve your email response rate.
2. Promote on social media
If your event is open to the public, post the event’s URL on all your social media platforms, making sure to use hashtags and encouraging people to respond and share your post. For example, ‘RT if you’ve already got your tickets for [event]’.
The idea is to keep it fresh and keep it human. It’s tempting to say things like ‘Check out [event] for the ultimate [event related] experience!’, as though you’re a TV advert. But in reality people are more likely to respond to tweets that sound more sincere, and not as though you’re trying to sell to them. For example, ‘We’re all so excited for [event], can’t wait to see all you there!’ gives a more personal touch.
You should aim to post about the event roughly a couple of times a day, alternating the topic slightly each time. For instance, you might post about the event itself, then next time post about a person of interest that is going (and if possible, get them to share your post!). Don’t overload your audience with posts about your event, as people tend to shy away from this due to having been over-exposed to forceful methods of marketing over time.
If you are posting a link to your event’s webpage, we recommend using URL shortening services like Bitly. Bitly shortens the URL and allows you to see how many users have clicked on the link. It’s a useful tool as you can determine how successful the post has been and figure out what does and doesn’t get a response from your audience.
Alternatively, you can pay to promote your events on social media. Many companies have had great success with this, as you can tailor the promotion so it reaches people of specific demographics, locations and characteristics. Platforms like Facebook track and store what users look at, click on and respond to, making it easy to pinpoint who exactly you want your promotion to reach.
To learn how to tailor your social media posts even further, we recommend you check out this infographic by My Clever Agency (they also have other versions available!).
3. Expand your mailing list
LinkedIn offers a great but little-known tool for building out your mailing list by exporting your LinkedIn connections to your email address book. It can be done by hovering over ‘Connections’ in the navigation menu, selecting ‘Keep In Touch’, clicking ‘Settings’ (gear icon) and finally, clicking on ‘Export LinkedIn Connections’ (under the Advanced Settings heading). This then allows you to download all of your connections ready to export to your email list.
It’s a great way of keeping your mailing list fresh, and, of course, creating more awareness of your business and events.
Finally, Promoting your event can be daunting at first, but with some practice, you’ll soon start to notice what is and isn’t working for your specific audience. It takes a lot of trial and error, so don’t feel discouraged if you aren’t getting the response you were hoping for. Keep at it and with time, you will be exceeding your expectations.
If you have any tips or tricks for running and promoting events that you would like to share with the community, do let us know in the comments below!