Struggling to attract attention to your events? That’s why we’re here.
Event marketing is exceedingly important. In one of our previous blogs, we discussed the techniques you should consider when tackling email marketing, but as you probably already know, it’s not the only type of marketing. Social media marketing, commonly known as SSM, is another way of increasing your event exposure.
Whether it be Facebook, Instagram, Twitter, Snapchat or LinkedIn, you need to get the word out about your events to maximize reach and attract attendees. And let’s say you create multiple Facebook ads, sending traffic to your event website. How do you know which ad you created was the most successful? Do not worry, this blog will cover the whole process, from developing your brand pre-event to converting Swapp’s post-event community into a die-hard fan base.
So, lets first begin with what you should be doing pre-ad-creation. Before you begin drafting those emails, creating those Facebook ads, or writing those tweets, you need to think. Not about the content, or about your potential attendee. But about yourself, your events. What is it that you can offer? What is it that makes you different? And what do you want your potential attendee to see you as? Do whatever you have to do to better understand the experience you are offering your attendee. Make a mind-map.
Once you have a better understanding of this, create yourself a brand-book. This isn’t just a fancy word to make you think that I know what I’m talking about—it’s actually quite a useful tool to keep your ads and events more targeted, more focused. Your brand-book should include the following:
You should refer and reread to your brand-book before you write an email / create an ad to ensure that you remain on-brand. The tone of anything you write should reflect your events, and more importantly, yourself. Use the fonts and colors that you have chosen with fervor, but do not be afraid to change it up once in a while if you feel as though you aren’t attracting the right people to your event. And once you have found something that works, something that is representative of who you are, update your brand-book and stick to it.
Now that you have a clear grasp on what you want your events to be, you can start developing content to put into ads. There are two rules, the first one being: be yourself. Who cares if you piss some people off? You can never make everyone happy. If you say something you find funny, catchy or outrageous but something you believe in, you will find others who see eye-to-eye with you. And these people are the ones that you must have at your event, as they will almost definitely return to your next one. Look, I’m not saying that you should be offensive to attract attention, just don’t be afraid to say what you believe in. The second rule, a bit more obvious than the first, is: follow the brand-book. I don’t think I really need to explain that one. In this blog, I am not going to cover how you create ads on Facebook or any other platform, as there are numerous guides on how to do this.
Once you have created and released your ads, it is very important to understand what worked and what didn’t. Maybe you A/B tested some ads, changing up hashtags and messages for different audiences. It is crucial for you to understand what has worked and what hasn’t, as it informs you about the success of your branding image. It ultimately impacts the Word Document that you call a ‘brand-book’. There are two ways to find this out: analytics and surveys. Many analytics tools are out there: Facebook Pixel, Google Analytics and this new handy tool I recently learned about myself—Funnelytics. Once again, I will not be wiping your ass with a guide on how to use these tools, I am merely recommending that you check them out—or learn how to use them if you trust me enough at this point. A more traditional way of finding out which ads are successful is a survey. Luckily for you, Swapp allows you to send surveys to your attendees during an event. So, feel free to ask your attendees how they found out about this event, maybe ask them to click on the ad that they saw—or even like more. This should give you a better understanding of your brand—what appeals to people more.
Once your event is over, do not think that the marketing has ended. You have to convince these people to come back—only the ones you like that is. And look, I may have been endorsed to write this, but this is why Swapp is so damn good. You can contact your previous attendees with only a few clicks of a button, but you must be extremely careful about what you send. Do NOT, I repeat, do NOT spam your previous attendees. Send them a thank you message, allow them to interact with each other, or even speak individually to the attendees that made an impression on you. Play a bit hard to get, but make yourself available in case they need something—maybe a resource you discussed at the event or a contact that they were looking for. Just so that when you drop your next event, the exclusive invites that you send to these same people are accepted in the blink of an eye. The key to a successful event is making each attendee feel special. And once you’ve done that enough times for the same attendee, they stop being attendees; They become fans for life, and begin to do your marketing work for you.