Category Archives: Marketing Tools

Auto Added by WPeMatico

How to Use Email Marketing to Build Brand Awareness

How to Use Email Marketing to Build Brand Awareness written by Guest Post read more at Duct Tape Marketing

Employing an effective email marketing strategy is an essential tool for building up brand awareness.

Many online businesses tend to view email marketing solely in terms of sales.

However, building strong relationships with an email list is one of the best marketing strategies for increasing sales performance and strengthening the position of a company.

When employed well, email marketing can:

  • Foster serious customer loyalty by creating direct links with consumers
  • Leverage ROI of any marketing campaign
  • Establish a brand as a reliable reference point for consumers
  • Decrease email list unsubscribe rates

 In short, email marketing provides one of the most powerful tools for encouraging long-term habitual interactions with a brand.

In this article, we will take a look some highly effective methods for reinforcing brand awareness using email marketing.

These are tried and tested methods for creating trust and authority and building email marketing campaigns that really add value to consumers’ lives.

What’s great is that you can begin using these methods in your email marketing strategy right away!

Why Email Marketing Is Essential for Building Brand Awareness

Email marketing is one of the most cost-effective marketing mediums.

It provides businesses with the opportunity to target customers in the place they visit every day – their inbox.

When a user subscribes to an email list he or she has shown a desire to engage with a brand.

This makes them a highly valuable lead and the research backs it up:

  • 66% of customers make a purchase as a result of an email marketing message – Digital Marketing Association
  • Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers – McKinsey
  • Email marketing yields an average ROI of $38 for every $1 spent – Email Monday

Why is this so?

Because email offers brands the chance to reach loyal customers regularly and directly.

Of course, developing brand awareness among other marketing channels, such as social media and SEO, is important.

However, the fact is that none of the other mediums provide the direct, consistent interactions that email does.

Simply put, it is the most important component to any brand awareness building strategy.

 5 Techniques For Developing Brand Awareness in Email Marketing Campaigns

#1 – Personality and Tone of Voice

Should a brand be serious or friendly? Scientific or colloquial?

The personality of a brand’s marketing communication should be consistent with all points of contact with the consumer.

By keeping to a tone that is representative of its values a brand will instill confidence and reliability in the eyes of their customers.

#2 – Email Campaign Template

Humans are pattern-seeking mammals.

It is precisely this need for pattern recognition that forms the foundation for solid brand awareness.

The easiest way to establish this is with an HTML email template that is in line with the company’s objectives.

It is important to consider the following:

  • Do the fonts, colors, call to action and layout match those of the business?
  • Is the logo being used correctly?
  • Are the company details clearly displayed?
  • Does the email message contain a personal signature or the company name?

Email marketing templates are an opportunity to reinforce brand recognition.

Making an email instantly recognizable will encourage consumer confidence.

#3 – Make Sure That Your Email Campaign Converts

Typically email newsletters that contain graphics tend to perform better than the text-only transactional type.

In addition, users are more likely to open messages from brands they recognize. So be sure to include the company logo.

A compelling image in the top area of the email is one of the best ways to get a brand’s message across and will often determine if the email gets read or deleted.

Don’t forget to include just one “call to action” so that the receiver knows exactly what to do.

A further tip would be to split test all email campaigns. A split test could include testing a different “call to action,” graphic or layout.

The important point is to always optimise the weaker performing campaign to push up those conversion rates.

#4 – Send Out A Welcome Email

The Welcome Email is a great chance to set the tone for all future email correspondence.

Amazingly, there are still many online businesses that don’t use it.

The first few emails are typically the ones in the follow-up series that get the highest open rates – so why not make use of them?

Informing the newly subscribed user what to expect from future email correspondence will make a brand feel much more personal.

To really make a subscriber feel worth something it could be a personal note from the CEO.

You could also offer them a chance to choose the volume of email correspondence they would like to receive (weekly, monthly, etc.).

This would let the customer feel not only that they were more involved but also that they are not about to get bombarded by emails that they are not likely to engage with.

The email could contain a selection of links to choose from and then transfer the subscriber to different lists or add tags based on the links that they click.

From a marketing perspective using an email message to segment users in this way can present many opportunities for email personalization further down the line.

#5 – Create a Matching Landing Page

The email marketing sales funnel is not complete without a landing page that’s customised to match the email template.

From the customer’s perspective there is nothing worse than being presented with a scintillating offer, eagerly clicking on the “call to action” in the hope of redeeming the offer, only to be directed to a landing page where it’s hard to find the offer or worse still one that doesn’t contain the offer at all.

Keep it simple.

If the email and landing page is asking for the customer to carry out a specific task, make sure that they know what that task is and that they are able to perform it.

#6 – Avoid Continuous Sales Pitches

Email campaigns are a simple way to communicate that a brand is an authority in their niche.

A brand that is only interested in sales will find that their email drop off rate is high.

The best way to ensure that customers remain loyal and will bring repeat custom is to offer solutions to problems that they are facing.

By offering solution-focused email content customers will not only remain engaged with the brand but will be eagerly awaiting the next email follow up.

The sales will come later.

#7 – Send Emails Regularly

We spoke earlier about being consistent with branding and tone.

Make sure that you are also consistent with sending.

For example, don’t bombard subscribers with 10 emails in one month only to send them 1 the following month.

Remember to create a scenario where they are looking forward to a message from you.

This way you keep them interested and keep the trust alive!

 #8 – Segment and Personalize

Any company not working on list segmentation and deeper personalization are missing out on a method for solidifying brand awareness.

Segmenting an email list into highly targeted micro-segments allows for more customer targeted product marketing.

Consider that your business is a Day Trading Portal that caters to traders of all levels.

By creating segmented lists of say, beginner, intermediate and advanced traders you now have the opportunity to target each trading group personally.

Rather than alienate beginner traders by sending them advanced trading material the business has the opportunity to nurture the customer by way of beginner trading tutorials, tips, and strategies.

Similarly, the more advanced traders can be kept engaged with updates about various trading platforms, specific trading events, and more advanced investment strategies.

Email marketers interested in optimizing conversion rates have identified personalization and segmentation as conversion stimuli in email content for some time now.

The benefits for brand awareness include minimizing the unopened email rates, decreasing email list subscriber drop off and fostering confidence in the customer that the brand really understands what each individual customer needs.

Conclusion

 The key to developing brand awareness through email marketing lies with consistency, providing solution-focused content, personalization, and highly optimised campaigns.

 A well thought out email campaign can run for many months and keep customers coming back for repeat visits and repeat conversions.

If you’re not employing your email marketing strategy to its full potential it’s time to get to work on content and mailers and start thinking about how to keep those customers coming back.

Never before has there been a greater medium for keeping customers engaged!


About the Author

Simon James Simon James is a Marketing Consultant. He owns a Marketing Agency and Hosting Company. In addition, he runs the blog AffexPro, a tech blog focusing on Hosting, Email Marketing, Affiliate Marketing and SEO.

 

Powered by WPeMatico

10 Offline Marketing Tips to Boost Your Online Brand

10 Offline Marketing Tips to Boost Your Online Brand written by Guest Post read more at Duct Tape Marketing

Just because the world wide web has become a place where brands get a chance at massive growth doesn’t mean offline strategies no longer work.

In fact, learning how to effectively market your business to regular passersby or people not hooked to their mobile devices helps you maximize your efforts. There are still customers who are not well-versed when it comes to using the internet.

With that, you’ll be able to attract more customers and achieve a higher ROI.

If you’re here today because you’re seriously looking to boosting your reach, we’ll show you 10 best offline marketing techniques you can incorporate into your current campaign. Explore them below.

1. Magazine Articles

Why not write and submit a magazine article and mention your website as an additional resource? A magazine article caters to avid readers who aren’t used to blog posts.

Magazines also give you a competitive edge since they’re visually engaging and target a specific population. Make sure to provide actionable insights that meet your target readers’ needs. Hook them right from a start using a compelling story they can easily relate to.

2. Business Cards

It’s easy to forget a website you randomly visited for the first time. Whether or not people came across your website, business cards give prospects a reason to engage with your brand multiple times.

Printed information on a business card is permanent. Individuals can quickly enter your domain name or contact information into their mobile devices when they need your services. Create a great first impression by choosing a business card design that reflects your business.

3. Creative Stickers

If you’ve been following guerrilla marketing techniques, you’d understand what I mean by creative stickers. These stickers showcase your brand in a funny yet clever way. They also incorporate the element of storytelling.

A perfect example of guerrilla marketing using stickers is Axe Body Spray’s customized sticker:

10 Offline Marketing Tips to Boost Your Online Brand Photo credit: Unsplash/Tru Katsande Just because the world wide web has become a place where brands get a chance at massive growth doesn’t mean offline strategies no longer work. In fact, learning how to effectively market your business to regular passersby or people not hooked to their mobile devices helps you maximize your efforts. There are still customers who are not well-versed when it comes to using the internet. With that, you’ll be able to attract more customers and achieve a higher ROI. If you’re here today because you’re seriously looking to boosting your reach, we’ll show you 10 best offline marketing techniques you can incorporate into your current campaign. Explore them below. 1. Magazine articles Why not write and submit a magazine article and mention your website as an additional resource? A magazine article caters to avid readers who aren’t used to blog posts. Magazines also give you a competitive edge since they’re visually engaging and target a specific population. Make sure to provide actionable insights that meet your target readers’ needs. Hook them right from a start using a compelling story they can easily relate to. 2. Business cards It’s easy to forget a website you randomly visited for the first time. Whether or not people came across your website, business cards give prospects a reason to engage with your brand multiple times. Printed information on a business card is permanent. Individuals can quickly enter your domain name or contact information into their mobile devices when they need your services. Create a great first impression by choosing a business card design that reflects your business. 3. Creative stickers If you’ve been following guerrilla marketing techniques, you’d understand what I mean by creative stickers. These stickers showcase your brand in a funny yet clever way. They also incorporate the element of storytelling. A perfect example of guerrilla marketing using stickers is Axe Body Spray’s customized sticker: Photo credit: WordStream As the picture shows, Axe placed their sticker near the exit man sign. This shows Axe’s unique brand proposition of male Axe users being attractive to women. 4. Radio advertising If you want to promote your social media profiles but haven’t started building your business site yet, consider advertising on radio. Remember to choose a station that targets your demographic. When you craft your radio copy, Business Town suggests that you make it catchy and straight to the point. Mention how you can serve your audience through your product or service. Depending on your goal, clearly outline the next steps or your call-to-action – which is, of course, an invitation to follow you on social media. 5. Conduct workshops Among the things that learners value are educational workshops. Whether you’re in the arts and crafts niche or serve B2B clients, teach your audience something new. It should be a skill or knowledge that they can apply in their day-to-day lives. Give lots of free and exclusive advice. Make your workshop interactive and engaging that your prospects will want to get more one-on-one support from you. Create a special offer that’s only accessible for participants in your workshop. 6. Sponsor an event More and more business owners are realizing the benefits of a sponsorship. When you sponsor an event, you are raising brand awareness and building your authority. Attendees or participants, especially media men, will spread the word about your brand. Also, even sponsorships help build new partnerships between brands. The picture below shows TechCrunch Disrupt event which was sponsored by New Relic. Photo credit: The Bizzabo Blog New Relic incorporated a Hackathon activity where people were asked to build an app in a short amount of time. They gave the winners prizes which included a MacBook Pro. 7. Branded merchandise T-shirts, pens, sticky notes, and lanyards with your logo on them are a form of branded merchandise. Creating and giving away these items helps spread your name like wildfire. These promotional materials speed up your marketing. Also, you’re able to garner loyal customers in the process. Don’t forget to print your social media and website on your branded merchandise. To add some excitement, you can print promotional codes that unlock discounts. 8. Cold calls Because of today’s faceless interaction, customers greatly appreciate brands that can offer a “personal touch.” Cold calls allow you to do that. Forget all your doubts and apprehensions about cold calling, because you might just gather a couple of potential customers who are ready to convert any time. To ensure that this endeavor becomes successful, carefully plan out your objective, message, and timing. It takes a little practice and confidence to get it done right. 9. Billboard advertising Are your online ads not getting any real results? If so, consider billboard advertising your holy grail. Imagine your audiences seeing your billboard ads every day on their way to work. Even though they’re quite expensive, repetitive exposure to these ads effectively position you on top of your customers’ minds. Some online brands use mobile billboards in order to get to their target geographical locations and local events when they need to. 10. Trade shows Get together with other brands in the same industry at trade shows. Brands that come together to display their offerings naturally attract new sales leads. Attract potential customers to your booth by using banner stands and giveaways. Trade shows can be quite costly so make sure you thoroughly plan out your marketing strategy. It would help to think about how you will collect people’s email addresses and your main purpose of attending a trade show. Conclusion As an online business owner, you can find a ton of opportunities in offline marketing to maximize your internet growth. After all, nothing can replace personal interaction and the experience of physically interacting with a product. Bring out the best results in every offline marketing by being clear about your goals. Remember your value proposition. This will help you craft a message that’ll capture their attention and compel them to do business with you. Author Bio: Kevin Ocasio is a digital entrepreneur who runs the blog KevinOcasio.com. A retired Marine, he devotes his time helping newbie bloggers and business owners succeed online.

As the picture shows, Axe placed their sticker near the exit man sign. This shows Axe’s unique brand proposition of male Axe users being attractive to women.

4. Radio Advertising

If you want to promote your social media profiles but haven’t started building your business site yet, consider advertising on radio. Remember to choose a station that targets your demographic.

When you craft your radio copy, Business Town suggests that you make it catchy and straight to the point. Mention how you can serve your audience through your product or service.

Depending on your goal, clearly outline the next steps or your call-to-action – which is, of course, an invitation to follow you on social media.

5. Conduct workshops

Among the things that learners value are educational workshops. Whether you’re in the arts and crafts niche or serve B2B clients, teach your audience something new. It should be a skill or knowledge that they can apply in their day-to-day lives.

Give lots of free and exclusive advice. Make your workshop interactive and engaging that your prospects will want to get more one-on-one support from you. Create a special offer that’s only accessible for participants in your workshop.

6. Sponsor an Event

More and more business owners are realizing the benefits of a sponsorship. When you sponsor an event, you are raising brand awareness and building your authority. Attendees or participants, especially media men, will spread the word about your brand.

Also, even sponsorships help build new partnerships between brands. The picture below shows TechCrunch Disrupt event which was sponsored by New Relic.

10 Offline Marketing Tips to Boost Your Online Brand Photo credit: Unsplash/Tru Katsande Just because the world wide web has become a place where brands get a chance at massive growth doesn’t mean offline strategies no longer work. In fact, learning how to effectively market your business to regular passersby or people not hooked to their mobile devices helps you maximize your efforts. There are still customers who are not well-versed when it comes to using the internet. With that, you’ll be able to attract more customers and achieve a higher ROI. If you’re here today because you’re seriously looking to boosting your reach, we’ll show you 10 best offline marketing techniques you can incorporate into your current campaign. Explore them below. 1. Magazine articles Why not write and submit a magazine article and mention your website as an additional resource? A magazine article caters to avid readers who aren’t used to blog posts. Magazines also give you a competitive edge since they’re visually engaging and target a specific population. Make sure to provide actionable insights that meet your target readers’ needs. Hook them right from a start using a compelling story they can easily relate to. 2. Business cards It’s easy to forget a website you randomly visited for the first time. Whether or not people came across your website, business cards give prospects a reason to engage with your brand multiple times. Printed information on a business card is permanent. Individuals can quickly enter your domain name or contact information into their mobile devices when they need your services. Create a great first impression by choosing a business card design that reflects your business. 3. Creative stickers If you’ve been following guerrilla marketing techniques, you’d understand what I mean by creative stickers. These stickers showcase your brand in a funny yet clever way. They also incorporate the element of storytelling. A perfect example of guerrilla marketing using stickers is Axe Body Spray’s customized sticker: Photo credit: WordStream As the picture shows, Axe placed their sticker near the exit man sign. This shows Axe’s unique brand proposition of male Axe users being attractive to women. 4. Radio advertising If you want to promote your social media profiles but haven’t started building your business site yet, consider advertising on radio. Remember to choose a station that targets your demographic. When you craft your radio copy, Business Town suggests that you make it catchy and straight to the point. Mention how you can serve your audience through your product or service. Depending on your goal, clearly outline the next steps or your call-to-action – which is, of course, an invitation to follow you on social media. 5. Conduct workshops Among the things that learners value are educational workshops. Whether you’re in the arts and crafts niche or serve B2B clients, teach your audience something new. It should be a skill or knowledge that they can apply in their day-to-day lives. Give lots of free and exclusive advice. Make your workshop interactive and engaging that your prospects will want to get more one-on-one support from you. Create a special offer that’s only accessible for participants in your workshop. 6. Sponsor an event More and more business owners are realizing the benefits of a sponsorship. When you sponsor an event, you are raising brand awareness and building your authority. Attendees or participants, especially media men, will spread the word about your brand. Also, even sponsorships help build new partnerships between brands. The picture below shows TechCrunch Disrupt event which was sponsored by New Relic. Photo credit: The Bizzabo Blog New Relic incorporated a Hackathon activity where people were asked to build an app in a short amount of time. They gave the winners prizes which included a MacBook Pro. 7. Branded merchandise T-shirts, pens, sticky notes, and lanyards with your logo on them are a form of branded merchandise. Creating and giving away these items helps spread your name like wildfire. These promotional materials speed up your marketing. Also, you’re able to garner loyal customers in the process. Don’t forget to print your social media and website on your branded merchandise. To add some excitement, you can print promotional codes that unlock discounts. 8. Cold calls Because of today’s faceless interaction, customers greatly appreciate brands that can offer a “personal touch.” Cold calls allow you to do that. Forget all your doubts and apprehensions about cold calling, because you might just gather a couple of potential customers who are ready to convert any time. To ensure that this endeavor becomes successful, carefully plan out your objective, message, and timing. It takes a little practice and confidence to get it done right. 9. Billboard advertising Are your online ads not getting any real results? If so, consider billboard advertising your holy grail. Imagine your audiences seeing your billboard ads every day on their way to work. Even though they’re quite expensive, repetitive exposure to these ads effectively position you on top of your customers’ minds. Some online brands use mobile billboards in order to get to their target geographical locations and local events when they need to. 10. Trade shows Get together with other brands in the same industry at trade shows. Brands that come together to display their offerings naturally attract new sales leads. Attract potential customers to your booth by using banner stands and giveaways. Trade shows can be quite costly so make sure you thoroughly plan out your marketing strategy. It would help to think about how you will collect people’s email addresses and your main purpose of attending a trade show. Conclusion As an online business owner, you can find a ton of opportunities in offline marketing to maximize your internet growth. After all, nothing can replace personal interaction and the experience of physically interacting with a product. Bring out the best results in every offline marketing by being clear about your goals. Remember your value proposition. This will help you craft a message that’ll capture their attention and compel them to do business with you. Author Bio: Kevin Ocasio is a digital entrepreneur who runs the blog KevinOcasio.com. A retired Marine, he devotes his time helping newbie bloggers and business owners succeed online.

New Relic incorporated a Hackathon activity where people were asked to build an app in a short amount of time. They gave the winners prizes which included a MacBook Pro.

7. Branded Merchandise

T-shirts, pens, sticky notes, and lanyards with your logo on them are a form of branded merchandise. Creating and giving away these items helps spread your name like wildfire.

These promotional materials speed up your marketing. Also, you’re able to garner loyal customers in the process. Don’t forget to print your social media and website on your branded merchandise. To add some excitement, you can print promotional codes that unlock discounts.

8. Cold Calls

Because of today’s faceless interaction, customers greatly appreciate brands that can offer a “personal touch.” Cold calls allow you to do that. Forget all your doubts and apprehensions about cold calling, because you might just gather a couple of potential customers who are ready to convert any time.

To ensure that this endeavor becomes successful, carefully plan out your objective, message, and timing. It takes a little practice and confidence to get it done right.

9. Billboard Advertising

Are your online ads not getting any real results? If so, consider billboard advertising your holy grail. Imagine your audiences seeing your billboard ads every day on their way to work.

Even though they’re quite expensive, repetitive exposure to these ads effectively position you on top of your customers’ minds. Some online brands use mobile billboards in order to get to their target geographical locations and local events when they need to.

10. Trade Shows

Get together with other brands in the same industry at trade shows. Brands that come together to display their offerings naturally attract new sales leads. Attract potential customers to your booth by using banner stands and giveaways.

Trade shows can be quite costly so make sure you thoroughly plan out your marketing strategy. It would help to think about how you will collect people’s email addresses and your main purpose of attending a trade show.

Conclusion

As an online business owner, you can find a ton of opportunities in offline marketing to maximize your internet growth. After all, nothing can replace personal interaction and the experience of physically interacting with a product.

Bring out the best results in every offline marketing by being clear about your goals. Remember your value proposition. This will help you craft a message that’ll capture their attention and compel them to do business with you.


About the Author:

Kevin OcasioKevin Ocasio is a digital entrepreneur who runs the blog KevinOcasio.com. A retired Marine, he devotes his time helping newbie bloggers and business owners succeed online.

Powered by WPeMatico

How to Optimize Your Event Marketing Campaigns: Before, During and After Events

How to Optimize Your Event Marketing Campaigns: Before, During and After Events written by Guest Post read more at Duct Tape Marketing

Frost and Sullivan report that the live events industry is worth around $512 billion. Alon Alroy, CMO of Bizzabo, explains how event marketers can measure and optimize their event marketing campaigns before during and after the event process.

In an increasingly digital world, companies like Salesforce, Hubspot, and Airbnb are finding that live in-person events represent one of the most valuable opportunities to connect with a target audience. They aren’t the only ones. Forrester Research estimates that the average B2B CMO invests over 24% of their marketing budget in live events. Meanwhile, Frost and Sullivan report that the live events industry is worth around $512 billion.

How to Optimize Your Event Marketing Campaigns: Before, During and After Events

Whether you work for a corporation or for a small business, there is remarkable potential in event marketing. In order to get the most out of events, marketers should begin to look at them as year-round marketing campaigns that need to be optimized like any other. In this piece, we will explore how marketers can measure and optimize their event marketing strategies before, during, and after the event process.

Before the Event

Like any other good or service, events exist in a world full of choices where it is very easy for someone to choose something other than what you are offering, or nothing at all. Through savvy event promotion, you can convince people that your event is worth attending—again, and again, and again.

Just as other marketers trace the buyer’s journey, you must trace the attendee’s journey. What are the series of decisions and actions that potential attendees are taking as they consider your event?

Let’s take a look at the below sample from our Using Event Data for Good eBook.

How to Optimize Your Event Marketing Campaigns: Before, During and After Events

According to the above example, 90% of those who visited the event homepage via organic search made it to the event registration page and only 10% of that percentage made it from the registration page to actually registering for the event (hence, the thank you page). Meanwhile, only 1% of those who ended up on the registration page via a referral ended up registering for the event, and it looks like no one who visited the event website via social media purchases a ticket. (In case you’re wondering, these sorts of statistics can be easily discerned by using Google Analytics or another web analytics tool.)

Through analyzing data like the example above, event marketers can determine what channels are worth focusing on (in this case, organic search) and what channels should be a lower priority (here, social media and referrals).

At the same time, this data also points to opportunities for improving your marketing strategy for a given channel through the process of multivariate (or A/B) testing. For example, if you wanted to increase the viability of social media, you could gradually tweak and optimize your social media graphics, post times, or copy and see how the conversions on your event website change from there.

Aside from event website conversion rates, other metrics worth tracking include, but are not limited to:

  • Email open rates
  • Social media engagement (this is useful during all phases of an event campaign)
  • Registrations sold by registration type
  • Registrations sold by registration price
  • Registrations sold with a discount
  • Registration dates (when is the most popular time for people to register for your event?)

By performing multivariate tests and then optimizing your strategies for different channels based on the findings of those tests, you can maximize the amount of people who register for your event.

During the Event

It used to be that tracking metrics for in-person events was as limited as tracking snail mail. You could count the number of people who attended your event, interview them for qualitative feedback on what they liked and didn’t like, and (if you had enough manpower) count the number of people who showed up for each particular session.

Today’s event technology grants organizers unparallelled access to real-time event data. For instance, some event apps host dedicated pages for speakers, sessions, and sponsors. By tracking the engagement that specific pages receive, event organizers can determine which speakers, sessions, and sponsors are most popular. Consider the below image from an event app dashboard.

How to Optimize Your Event Marketing Campaigns: Before, During and After Events

Notice how sponsors are ranked by attendee engagement, including in-app views, likes, and actions (or website visits). Being able to track this sort of attendee behavior not only helps event organizers identify the sorts of sponsors that work best for their event, it also helps them prove event ROI to valuable sponsors. When reporting to sponsors, it’s one thing to say that 500 people will attend your event. It’s another to say that over one-fifth of the attendees at the event viewed their event-app page.

The same applies to in-app speaker pages and session pages. By tracking engagement with these pages, event marketers can determine which speakers and sessions are generating the most buzz and should definitely be included in a future event. Furthermore, these analytics indicate to event organizers what their attendees are interested in, which can be used in other marketing campaigns on other channels.

Another during-event metric worth tracking is social media engagement. The more social media engagement for your event, the more brand awareness, the more FOMO, and the more likely people will attend your event in the future. Although you can manually track hashtags and mentions, some solutions will automatically track this for you.

How to Optimize Your Event Marketing Campaigns: Before, During and After Events

In the above example, it looks like the event received over 200,000 impressions on LinkedIn and over 3.5 million impressions on Twitter for a combined total social media impressions of almost 4 million! Arming yourself with statistics like these will not only make it easier for you to measure and optimize your event marketing campaigns moving forward, it will also assist you in proving ROI to your teammates, speakers, and sponsors.

After the Event

Once the event is over, your work is not complete. There are still many valuable opportunities for optimizing your event marketing campaign (and promoting event content). You will want to gather feedback from your attendees and also distribute your event data to other departments in your organization.

One of the first things that event marketers should do post-event is send out a net promoter score (NPS) survey to attendees.

How to Optimize Your Event Marketing Campaigns: Before, During and After Events

You can ask any number of questions, but one of the most valuable centers around how likely they are to recommend your event to a friend. Those who answer 8 – 10 are “promoters” and are likely to recommend your event to others. Those who answer 6 – 7 are “passives” and will likely not recommend or discourage people from attending your event. Anyone who answers 1 – 5 is a “detractor” and will likely tell people to NOT attend your event. The total percentage of promoters subtracted by the total percentage of detractors yields your net promoter score.

If you have any detractors or passives, that is a big indicator that you can improve your event experience. As Jay Baer points out in his insightful book on customer service Hug Your Haters, your biggest critics can be your most valuable assets. Give them an opportunity to leave qualitative feedback in the survey you send out, follow-up with them and let them know that you value their perspective, and if you see a trend in critique, act on it.

Getting feedback from your attendees is one aspect of post-event optimization. The other is optimizing the flow of information between the departments in your system. Where possible set up integrations between your event management platform (if you are using one) and the other platforms within your organization (e.g. CRMs, marketing automation software, customer success software).

For instance, you could integrate your event management software with your CRM so that every time someone registers for your event they are added to a segmented list. You can then integrate your CRM with your marketing automation software so that these registrants are entered into a nurturing cadence. Some event management platforms will even allow you to cut the middleman and allow you to and allow you to enter registrants into marketing campaigns from within the event platform!

The more consolidated your event data is, the more you will be able to focus on the success of your event.

Wrapping Up: Mastering Your Attendees Journey

The writing’s on the wall. Events are becoming more popular, while data is becoming easier to track and analyze. By harnessing data and optimizing event marketing campaigns based on that data, marketers open up a world of value.

To review:

Before the event begins, track and optimize the attendee journey so that you can get more people at your event. Implementing multivariate tests for your website, social media, and email cadences will help you figure out the most effective strategies for driving registrations for your event.

Once the event begins, find ways to track attendee engagement with sponsors, speakers, and sessions—and also track engagement on social media. This will help you understand what your attendees’ value and will also help you demonstrate event ROI.

After the event, utilize NPS surveys to learn from your attendees on how you could improve your event and find a way to integrate your event data to make your job easier. Ensuring a smooth flow of information between your systems will help you focus on the success of your event, not managing it.


About the Author

Alon Alroy is the Co-Founder and CMO of Bizzabo, the event technology company. The Bizzabo Events Cloud is used by thousands of event organizers from around the world and was selected by The Event Technology Awards, in two consecutive years, as The People Choice’s Award of the Favorite Event Technology Solution.

Powered by WPeMatico