MARKETING TRENDS
Digital marketing is crucial for event promotion . Where people ’ s attention is increasingly online , exhibitions must utilise these same platforms and spaces to raise awareness , engage their audiences , and ultimately get more people to attend .
By adopting a mix of social media marketing , influencer marketing , SEO , and PPC advertising , organisers can maximise attendance and increase customer engagement , ensuring their event is a crowd-pleaser .
Social media marketing Social media marketing should form the cornerstone of any event ’ s digital marketing strategy .
The first step is to establish profiles for the event across the major platforms . By posting regularly , organisers can build and engage their follower community . Followers can be treated to behind-the-scenes footage , announcements , highlights and more .
Contests and giveaways are an excellent way to increase social engagement and spread the word . For example , exhibitions could run ticket giveaways or competitions to meet key speakers and personalities . These interactive campaigns encourage people to like , comment on and share posts to enter , increasing the event ’ s visibility .
While organic social media is important , to reach new audiences and drive sales , paid social media advertising is often needed . Events can pay to promote posts announcing when tickets go
How to leverage digital marketing
Dakota Murphey details three digital marketing options for extended reach and engagement
on sale or early-bird pricing . By promoting to targeted groups , events can get their posts in front of those most likely to buy tickets .
Organisers must track the performance of their social channel efforts . They should monitor post engagement responses , link clicks , contest entries , and website traffic from social media .
These numbers will reveal what types of content are most effective for that particular audience . Events can then double down on successful strategies .
Influencer marketing Influencer marketing involves partnering with key influencers in your sector to help promote your event .
Influencers are individuals with an established social following that ’ s aligned with your target audience . By involving them in your event , you gain access to their followers and benefit from the influencer ’ s endorsement .
The first step is to identify relevant influencers with an engaged following . Next , reach out and invite them to be VIP guests . Offer them free tickets , backstage access , or other unique opportunities in exchange for social media promotion . Be sure to make the experience special so they share it authentically with their audience .
Ask influencers to spread the word about your event on their digital channels through posts , photos , videos and Stories . An endorsement from an influencer is very persuasive to their followers and can translate to increased interest and ticket sales .
Search engine optimisation SEO means optimising pages like the event homepage , ticket page and venue location page to rank for relevant search terms . The higher your rankings , the more visibility your event will get in search . Justin Aldridge , technical director at Artemis Marketing says : “ The first step is to determine which search terms you want to target based on location , date , topic or industry . These terms should be added to page titles , URLs , headings , and content . Next , speed up load times and ensure your website is mobile-friendly , as these are key factors in Google ’ s ranking algorithm .”
Build quality backlinks by submitting your exhibition to event calendars and industry publications and reach out to relevant blogs and media to ask for a link . The more authoritative backlinks you have , the higher your search rankings will go .
Events must meet their audiences where they are - on social media . Through regular social posting , influencer collaborations , improved search rankings and paid promotion , events can gain access to more potential attendees .
While digital marketing requires ongoing effort , the rewards of increased brand awareness , website traffic , social buzz and ticket sales make it worth the investment .
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