Event Marketing Online for 2023

The Event Industry market size, measured by revenue, was $4.1bn in 2022 (via IBIS World). Now more than ever, event planners should be focusing on marketing their events online. One of the key elements of successful event marketing online is having a clear marketing plan in place. This should include setting specific business goals for the event, identifying the target audience, and determining the best channels for promoting the event.

Benefits of Event Marketing

Have you tried getting through the noise online and sticking out without doing any marketing? It's nearly impossible. Event organizers should be marketing their events online in 2022 and beyond. Not doing so is just no longer an option.

There are several key benefits of event marketing, including:

• Building brand awareness: Events can be an effective way to increase brand awareness and reach a wider audience. By creating an engaging and memorable experience, companies can create a positive impression and generate buzz around their brand.

• Generating leads: Events can be an effective way to generate leads and sales. By providing valuable content and engaging with attendees, companies can create interest in their events and encourage attendees to take action.

• Networking: Events can provide an opportunity for companies to network and build relationships with potential customers, partners, and industry professionals. This can be especially valuable for small businesses or startups looking to establish themselves in their industry.

• Gathering customer feedback: Events can be a great opportunity to gather customer feedback and gather insights about the needs and preferences of the target audience. By listening to customer feedback, companies can improve their products or services and better meet the needs of their prospective customers.

• Improving customer loyalty: By creating a positive and personalized experience, events can help to improve customer loyalty and encourage attendees to return in the future. This can be especially valuable for event organizers looking to retain their existing customer base.

• Creating content: Events can be a great source of content for marketing efforts. By capturing photos, videos, and other content from the event, companies can create social media posts, blog articles, and other marketing materials that can be used to promote the event and create meaningful engagement.

Setting Online Marketing Goals For An Upcoming Event

Setting event marketing objectives for an upcoming event is a crucial step in the event marketing strategy. Without clear goals, it can be difficult to measure the success of the event and determine the return on investment. By setting specific, achievable goals, event organizers can ensure that their event marketing efforts are focused and effective.

There are several types of goals that event planners may consider when planning an online event. These can include:

• Attendance goals: This type of goal focuses on the number of people who attend the event. Event organizers may set a target for the total number of attendees, or they may set goals for specific segments of the audience (such as paying customers, business owners, or industry professionals).

• Engagement goals: These goals focus on the level of interaction and participation during the event. Event organizers may set targets for the number of questions asked during a Q&A session with a keynote speaker, the number of comments or shares on social media, or the number of surveys completed after the event.

• Lead generation goals: For companies looking to generate leads or sales from their event, these goals may focus on the number of leads or sales generated during or after the event.

• Brand awareness goals: If the main goal of the event is to increase brand awareness, companies may set goals for the number of people who learn about the event or the company through the event marketing efforts.

To track the progress of the event marketing efforts and determine the success of the event, it is important to establish key performance indicators (KPIs). These may include metrics such as web traffic, engagement, and conversion rates. By regularly monitoring these KPIs, event organizers can make any necessary adjustments to their marketing efforts and ensure that they are meeting their goals.

In addition to setting and tracking marketing goals, it is also important to consider the budget for the event. This may include the cost of promoting the event, as well as any fees associated with hosting the event. By setting a marketing spend budget and sticking to it, companies can ensure that they are maximizing their return on investment.

Finding Your Target Audience & Segmentation

Finding your target audience and segmenting them is an essential step in online event marketing. By identifying and targeting specific groups of individuals, event organizers can more effectively promote their events and increase their chances of success.

One way to find your target audience is to analyze your existing customer base. This can include gathering data on demographics, interests, and behaviors, and using this information to identify common characteristics among your most valuable customers. This can help you to create a profile of your ideal customer and target your marketing efforts towards individuals who are most likely to be interested in your event.

Another way to find your target audience is to conduct market research. This can include surveying potential attendees, analyzing industry trends, and examining the competition. This can help you to identify gaps in the market and target your marketing efforts towards individuals who are most likely to be interested in your event.

Once you have identified your target audience, it is important to segment them into smaller groups based on shared characteristics. This process, known as segmentation, allows you to tailor your marketing efforts to specific groups and increase the chances of success. For example, if you are hosting a conference on technology, you may want to segment your audience into groups based on job function (such as developers, IT professionals, and C-suite executives) or industry (such as healthcare, finance, and education).

There are several ways to segment your audience, including:

• Demographic characteristics: This includes factors such as age, gender, income level, and education level.

• Behavioral characteristics: This includes factors such as purchasing behavior, product usage, and loyalty to the brand.

• Psychographic characteristics: This includes factors such as values, attitudes, and interests.

By segmenting your audience, you can create more targeted and effective marketing campaigns that are better able to reach and engage your target audience. This can be especially important for virtual events, where there may be a large and diverse audience.

Finding your relevant audience and segmenting them is an essential step in online event marketing. By identifying and targeting specific groups of individuals, you can more effectively promote your events and increase the chances of success. By conducting market research and segmenting the audience based on shared characteristics, you can create targeted and effective marketing campaigns that are better able to reach and engage your target audience.

Finding The Proper Channels for Event Marketing Online

Finding the proper channels for event marketing online is crucial for the success of an event. The right channels will depend on the goals of the event, the target audience, and the resources available. By choosing the right channels, you can reach their target audience and effectively promote your event.

As mentioned above, one important factor to consider when selecting channels is the target audience. Different channels may be more effective at reaching different segments of the audience. For example, social media platforms may be more effective at reaching younger audiences, while email campaigns may be more effective at reaching professionals. By understanding the demographics and behaviors of the target audience, you can choose channels that are most likely to reach and engage them.

Another factor to consider is the type of event. Different events may require different channels for event promotion. For example, virtual events may require a different approach than a hybrid event or an in-person event. By understanding the format and goals of the event, you can choose channels that are most appropriate for the event.

Once the target audience and type of event have been identified, you can consider the various channels available for event marketing online. Some types of event marketing include:

• Social media channels: Social media marketing on platforms such as Facebook, Twitter, and Instagram can be effective channels for promoting events. Companies can create social media posts and ads to reach their target audience and can use social media hashtags and other tactics to increase visibility and reach.

• Email marketing: Email marketing can be an effective way to promote events to a targeted audience. By sending targeted emails to specific groups or individuals on your email list, you can encourage them to register or learn more about the event. It is important to ensure that the email marketing strategy is aligned with the overall marketing plan and that the emails are well-written and engaging.

• Paid advertising: Paid advertising can be an effective way to reach a large audience and create buzz around an event. You can use platforms such as Google AdWords, Facebook Ads, LinkedIn Ads, and other social media ads to target specific segments of the audience and promote the event.

• Partnerships and sponsorships: Partnering with other companies or organizations can be an effective way to promote an event. You should consider sponsoring events or partnering with influencers to reach a larger audience and increase visibility.

• Blogs and websites: Companies can use their own blogs and websites to promote events, as well as guest posting other industry-specific long-form content, websites, and other user-generated content. This can help to increase visibility and reach a targeted audience.

It is important to keep in mind that the most effective channels for event marketing online will depend on the specific goals, target audience, and resources of the event. By carefully considering these factors and testing different channels, you can find the most effective channels for promoting your event.

Planning Future Events with Choose 2 Rent

Choose 2 Rent is the global leader in electronic equipment rentals. With locations across the US, Europe, Australia, and Asia, we are the clear choice for organizers who want to modernize their events.

We offer a wide array of electronic event equipment including our revolutionary self-check-in Event Kiosk, which helps to eliminate long lines and on-site badge printers to streamline their printing process.

Choose 2 Rent is a convenient and cost-effective option for companies in need of high-quality electronic equipment for their future events. Contact us today to learn more.

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