Table of Content

  1. Introduction

2. What Is Event Marketing?

3. What Do You Mean By Event Marketing Strategies?

4. Event Marketing Strategies To Try Out

5. How To Create These Event Marketing Strategies?

6. Final Thoughts

Are you looking to take your event marketing to the next level? If so, you need to know about some of the latest and most successful event marketing strategies. Here at Eventible, we push the boundaries and bring a new level of transparency to the global events industry so that our clients put on successful events.
In this blog post, we’ll share with you some of our favorite event marketing strategies for B2B marketers that will get people talking. So whether you’re planning a corporate conference or a local community festival, check out our tips and strategies below!

What Is Event Marketing?

Event marketing is a promotional strategy that informs a target market about events like seminars trade shows, and conferences. Each event differs, from different audiences to unique content to diverse cultures. Hence, promoting an event requires various-tools, techniques, and channels online and offline.

According to sendpulse.com, 95% of marketers agree that event marketing is critical to achieving corporate goals. Why? In addition, to attracting the ideal audience, it also:

  • Develops trust between the business and the customers by encouraging direct interaction.
  • Strengthens relationships with regular customers. At events, attendees can network, learn, and generally have a good time. This positive experience helps them bond with your brand.
  • Aids in expanding your company’s digital footprint.

What Do You Mean By Event Marketing Strategies?

Every event marketing strategies are the ways and means designed with an aim to create a buzz and persuade people to sign up and attend on the day of the event. Successful event marketing campaigns create a steady pipeline of leads through advertising, social media, and email marketing.

In this article, we will be talking mainly about B2B event marketing strategies, which involve promoting a company’s presence at business-to-business events (B2B) through various marketing channels, such as email campaigns, media partnerships, and social media outreach. B2B events, which are also known as business-to-business trade shows or conferences, are designed with the sole motive for businesses and industries to network and discuss their products and services. These events typically involve an exhibit hall where companies set up booths to display their wares, presentations, and seminars on various topics of interest.

B2B event marketing can help generate buzz, attract potential clients, and build industry relationships that can lead to future collaborations and deals. Overall, B2B events provide valuable opportunities for networking and building visibility within one’s industry, making B2B event marketing a crucial aspect of any successful business strategy.

Event Marketing Strategies to Try Out for Your B2B Event

To create successful event marketing strategies, you must consider what will happen at each funnel stage. You want to help guide direct potential attendees and previous participants through the attendee journey. Your marketing funnel will provide them with helpful information and guidance before they decide to purchase tickets.

Here are six event marketing strategies to consider when promoting your event.

Build a Dedicated and High-Converting Landing Page

A screenshot of Demand Gen Summit’s high-converting landing page that gives out all information for attendee registration

As part of your pre-event marketing, you will need to build a high-converting landing page. Creating a landing page ahead of time allows you to collect contact information from potential attendees in one convenient location.To maximize your registration rates, it is essential that you provide as much information about the event on this landing page. The more details you provide, the more likely your target market will be interested in registering their interest. Let them know who the hosts and guest speakers will be, what the event is about, and why it’s worth their time. Finally, it has to provide details about your event, including the time, date, location, and other important information.

In addition to a pre-event landing page, you must create pop-ups and pop-ins. While pop-ups can be annoying, they are highly effective, as their content is key to getting people to sign up. If you are not a fan of pop-ups, you can opt for the less intrusive pop-ins. Both can drive visitors to sign up for your email list, follow you on social media or download your apps.

Blog to Expanding Your Company’s Digital Reach 

A screenshot of the blog section of splashthat.com, an event marketing website

Event marketers love blog posts. Blog posts are one of the most effective content marketing strategies to help reach new prospects. It allows event managers to showcase previous successful events and highlight future events to different audiences. Blogs provide new prospects and existing customers with informative and valuable information. They are a more long-term strategy and help boost your SEO ranking.

Blogs, especially long-form content, allow event marketers to explore deep analysis on one topic or compare key issues across various fields. In addition, it enables them to be more creative with their uses and reuses. Long-form articles allow for all sorts of repurposing, which can prove beneficial when creating social media posts about these insights gained from reading through an extensive piece.

Promote events on social media

A screenshot of the Instagram account of Dreamforce, Salesforce’s annual marketing event, one of the biggest B2B events.

There are many reasons why social media should play a role in your event marketing strategy. First off, it helps you to reach out to your target audience. Secondly, it allows you to create a community around your event. Thirdly, it will enable you to measure the effectiveness of your event messaging. Lastly, it provides a platform to tell your story and connect with your audience.

Instagram, Facebook, LinkedIn, TikTok, Twitter, and YouTube are great social media platforms for reaching new audiences. Each has pros and cons, so choosing the right platform to market your event is necessary.

Partner outreach

 

A screenshot of Dell’s Partner Outreach Program

Out of all your event marketing strategies, partner outreach maybe one of the most commonly used one in the event circuit. For B2B events, partnering with other businesses can pay off. Not only does it give you access to new audiences, but it helps you reach existing ones through cross-promotion. You should begin partner outreach well before your event launches – ideally, at least six months before your event date. This gives you plenty of time to work out any kinks in your partnership agreement and to build trust between you and your partner.

As your event approaches, continue to stay in touch with your partners. Send reminder emails and update your social media profiles to let everyone know your event is coming soon. This will help you gain momentum leading up to your event.

Attendee referrals

A pictoral representation of what an attendee referral can look like!

 Attendees are a goldmine for event marketers. Not only do they bring in new attendees, but they can also serve as a source of referrals for future events. Using social media, you can encourage current attendees to refer you to their friends, family, or colleagues. Send them a direct message asking them to spread the word about your upcoming event. Then, ask them to include a link to your website or email address in their messages.

Social Proof

Social proof is another strategy you can leverage to encourage your attendees to promote your event. Collective Bias found that 70% of today’s generation relies on influencer or peer recommendations. Showcasing the success stories of previous attendees and giving them credit for helping you grow your brand will help you gain exposure and build relationships along the way.

Gerilynn Marburger, Director- Global Events at Hewlett Packard Enterprise in conversation with Ankush Gupta, Founder of Eventible on our podcast, Building Awesome Events had a lot to say about social proof.

Social proof is where people copy the actions of others in an attempt to emulate their behavior in a given situation. It is being thoughtful about how you plan and promote things. And anyone will tell you about marketing one-on-one. It’s getting in the headspace of your customers. Who are they? What do they want to hear? What do they want to see? What do they want to feel? And to me, my definition of social proof and action is thinking about your audience- about whether your message will be better received if it comes from you.  A customer testimonial, Subject matter expert, a trusted source, like a friend or a family member are all examples of social proof. .. (sic)”

Gerilynn Marburger, Director- Global Events at Hewlett Packard Enterprise

Speaking of social proof, Eventible is the world’s first review platform for B2B events. It collects reviews from attendees, speakers, and sponsors, and taps into social proof, allowing potential attendees to make informed participation decisions, and event organizers to use all of the social proof (thus collected) to grow their event brands.

How to Create These Event Marketing Strategies?

Whether you’re hosting a small conference or a large music festival, effective event marketing is one of the key components of success. Now that you know what are some of these event marketing strategies, let’s look at how you can create them. To build effective event marketing strategies, you need to follow these seven steps:

  1. Event goals: Your event can have one or several goals, but it’s crucial to pick one and align your marketing strategy to achieve it.
  2. Budget: Set a marketing budget for your event, and stick to it. You should plan carefully before spending any money and try not to exceed your limit.
  3. Marketing: When promoting the event, you must consider the platforms and the content. Most event marketers prefer email marketing campaigns to social media. All event promotional materials must actively encourage audiences to attend. The content marketing plan should encourage individuals to register or RSVP.
  4. Promotions: Here, you should spread the word, inviting your existing customer base and as many new prospects as possible.
  5. Engagement: This is key to your event’s success. Encourage people to share, remark, participate, and share their thoughts.
  6. Collaborations and partnerships: If you’ve teamed up with sponsors or other businesses to arrange the event, it’s crucial that you work towards the same goal. A good collaboration between companies and event sponsors can increase the event’s overall value and thrill for participants.
  7. Evaluate: You need to measure and evaluate your data, whether through email marketing campaigns, social media, or promoting at physical venues at different locations. In addition, you need to do a post-event analysis of the event launch, attendee journey, and event ROI. 

To Sum It Up

Overall, event marketing is a great way to connect with your target audience and create an experience that they will remember. Remember these event marketing strategies the next time you plan an event for your business.

Using our marketing programs will help successfully build awareness and drive qualified registrations to your events. Furthermore, we will collect reviews from the sponsors, event speakers, and attendees to provide you with unique insights from your event.

Eventible wants to make it easy for you. It is the world’s first review platform for B2B events. It helps tap into the social proof aspect by allowing potential attendees to make informed participation decisions and enabling event organizers to use all of the social proof thus provided to grow their event brands. So hurry and register with us. We have a team of dedicated account representatives who are happy and eager to help create your account or vendor portal on Eventible today!

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