To start off with you should NEVER wait until the last minute to start promoting your event. If you do you will find yourself being rushed and over promoting which can be a massive turn off to fans and followers.
Depending on the size and reach of your event you need to start early enough that you can start teasing the event and all its benefits. Typically starting no later than a month in advance for smaller events (under 50 attendees).
Create a Hashtag:
One of the main things to consider is to create a hashtag (#).
Hashtags are everywhere and I mean everywhere you go! They are on all of the major social media platforms (excluding LinkedIn).
Why should you use a Hashtag for an Event?
As a marketing specialist, you are putting on all kinds of events to show your expertise and acquire new clients! It’s time to use hashtags to increase awareness and the visibility of your events.
By including a hashtag in your promotions, commentary, and post-event thank yous, you’re not only pulling a conversation together, but you’re also making it easy for people to find photos and increasing engagement.
Choosing a Hashtag:
Unique: Search Twitter for the hashtag you have in mind. If it has been used recently, you will need to rethink it. If not, take it!
Short: Remember, on Twitter you only have 140 characters to use. Because that’s where most of the conversation will be taking place, you need to make sure to keep your hashtag short.
Related: Your hashtag should reflect your event.
Memorable: You want your attendees to use this hashtag when they are talking about your event. This means that you want them to be able to remember what hashtag is associated with the event, without them having to try and find it every time they want to talk about your event.
What to Send Out:
- Short post that answer a question, address the class/event topic or give insight into the type of information that will be presented at the event.
Focus on what is in it for the attendees and what the key takeaways they should expect to receive from attending this event, promoting an event is all about adding value to others, nobody is going to turn up to it if people aren’t going to be able to get something from it.
Pushing the Event:
- Offering an early bird ticket price for those who take advantage of buying tickets early.
- Create an event page on your website. No matter how you sell your tickets you should always have a well optimized event landing page right on your website. It should be easy to navigate and very easy to purchase tickets from.
- Create a short promotional video for your event. Talk about the benefits of attending and the perks of signing up early. What is your event all about etc. Don’t come off too sales’ or promotional.
- Remember you are trying to get people to see the benefit to them in attending.
- If you are hosting a larger event with more than a few speakers, consider interviewing them and posting clips to your event page, social media and in your email marketing.
- Make your event page, ticket sales, videos, and other content share able across all the major social networks. Make sure that after someone purchases their ticket they are able to share that information on Twitter, Facebook and beyond.
After the Event:
- Track everything – It is vital to make sure that you track a lot of different things after the event e.g. How many people used the hashtag, how many interactions and mentions you received, see how much reach that night got by using a Third-Party Application such as TweetReach.
- Report – Put together a document of all of the statistics from tracking it, this way you can show the success of your event also use it as feedback to improve for your next event.
- Try and finish of replying to all people who engaged with you.
- Thank all attendees for coming.
- Continue uploading videos and photos from the event, also share other peoples photos and @ them in.
Final Thing to Think About:
Don’t over promote, just because you have an event to promote does not mean that is all you should be using your online influence for. If you push too hard your fans/followers/customers will get frustrated and annoyed. Remember you are trying to excite and entice not annoy.