Samui News

10 March 2015

Unlocking the power of digital marketing for your event

Discover the power of a digital marketing plan to promote your event, before, during and after it takes place


Digital marketing is a buzz word at the moment, but planning a digital marketing campaign for your event may frighten you if you have never ventured into online marketing before or have only dabbled with emails or Twitter. We believe that a good digital marketing plan is crucial for you to convert the contacts that you already have into participants, exhibitors or sponsors as well as finding new ones. So here is a starter guide to unlocking the power of digital marketing for your event.

1. Plan your strategy

First things first; you have to plan your strategy. You have to first establish what you are trying to achieve with your marketing plan (is it gaining higher visibility, increasing registration, winning new sponsors?), then identify who you are trying to address (chances are you will have more than one target audience), decide how much human and financial investment you are prepared to dedicate to running your marketing campaign, what digital outlets you will be using for this and finally how you are going to measure your success.

2. What digital marketing outlets?

There are a number of digital outlets that you can use to run your marketing campaign, including (amongst others):

  • Search Engine Marketing
  • Social Media Networking
  • Email Marketing
  • Blogging

All of which have a different role to play in a marketing campaign. So here is a quick guide to what they can achieve for your event.

3. Search Engine Marketing

Search Engine Marketing is basically ensuring that the content of your website is not only readable by human beings but also by search engines, why? Because if search engines, and primarily Google, can't find your content, you can be sure that no one else will. This is done by a number of techniques that include (amongst others):

  • Optimising your website for keyword or keyphrases
  • Building links from other quality websites
  • Networking through social media accounts
  • Paid advertising on major search engines

Your strategy should be to get your target audience(s) to find you first then to earn their interest.

4. Social Media Networking

Social Media Networking is more than merely publishing a few tweets every now and then. To promote your event on social media you need to be engaging with your audience, constantly and make sure that you monitor their comments and answer their questions quickly. You need to schedule pre, during and post event social interactions, and cover all aspects of what your audience may need to know. Be varied, interesting, thorough and to the point. And choose your social media outlets carefully, not all social media networks are equal, so learn about them, who uses them, how they work, what people expect from them, how they can help or possibly hinder the promotion of your event.

5. Email Marketing

Before engaging into an email marketing campaign you need to consider your audience carefully and how they may prefer to be handled. Make sure that you do not over communicate but also do not underestimate the way that you communicate with your contacts. As with social media networking, you need to be varied, interesting and tell them what they need to know, when they need to know and as often as they need to know it.

6. Blogging

Now there's another buzz word that sends shivers down the spine of a lot of our customers when mentioned. It is true that blogging is time consuming and requires commitment to be effective. However, blogging is a very powerful tool and if used properly has the power to establish your event as professional, well organised and trustworthy long before it actually takes place. Use it to tell your audience about what makes your event better, why they must attend, how it is relevant to them or what they will gain from visiting, exhibiting or sponsoring.

7. Measuring your success

As with every business activity, you must measure the success of your digital marketing plan. You must constantly look into what worked and what didn't work by looking into analytics (the hits on your website), looking at new social media followers, comments on your blogs, email mailshot statistics etc to figure out where your audience is, what they found interesting and adjust your communication efforts accordingly.

Finally don’t forget also that a great digital marketing plan starts with a great website, so make sure that your website is easy to use, non-cluttered, attractive, relevant, fresh and regularly updated.

If you would like to discuss how to set a digital marketing plan for your event please contact us today at contact@samui.co.uk or call Estelle on 01295 278216.

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