Posted on December 12, 2023

8 Proven Event Marketing Strategies to Maximize Your ROI

Generally, event marketing is a way to promote and create awareness for your brand, products, or services, either by hosting or participating in events. 

But more than that, it’s an opportunity to connect with your audience on a personal level, creating a memorable experience that keeps them eager to return as loyal customers. 

In a nutshell, the goal is to build lasting relationships with your audience.

Event marketing encompasses a wide range of activities, including but not limited to:

• Conferences and seminars
• Trade shows and exhibitions
• Product launches
• Community events and sponsorships

8 Event Marketing Strategies to Maximize ROI

Leverage omnichannel marketing

With all the social platforms available, why not tap into each one to make your event known in a way that genuinely resonates?

In event marketing, omnichannel marketing is an approach that uses a combination of marketing channels to promote your event and reach your target audience. This includes:

• Social media: Using social media platforms like LinkedIn and Twitter to share event updates, create engaging content, and run targeted ads.
• Email marketing: Sending out personalized email campaigns to promote your event, share registration information, and provide post-event follow-ups.
• Content marketing: Creating informative blog posts, articles, and videos to generate interest in your event and establish your brand as a thought leader.
• Paid advertising: Using paid advertising platforms like Google Ads and Facebook Ads to reach a wider audience and drive traffic to your event registration page.

Omnichannel marketing shines because it connects you with your target audience across various channels. It boosts your chances of grabbing their attention and stirring up excitement for your event. 

However, this advantage typically comes with a notable investment in resources, such as personnel, technology, and data analytics. So, to make the most of omnichannel marketing, consider these steps:

1. Define clear objectives. This will help you prioritize your efforts and make informed decisions about channel selection and content strategy.
2. Get to know your audience. By delving into their demographics, interests, online behavior, and preferred communication channels, you can tailor your messaging, content formats, and channel usage to their specific preferences. You can leverage the expertise of a growth marketing certification holder or a data-driven marketing strategist.
3. Create a comprehensive content calendar. Develop a content calendar outlining content types, publication dates, and designated channels. This way, you can ensure consistent messaging and allocate resources effectively.
4. Use analytics and tracking tools. By measuring metrics like website traffic and engagement, you’ll know which channels are most effective, which content types resonate with your audience, and what adjustments can be made to optimize your strategy.

Optimize your event website and pages 

According to the latest SEO statistics, less than 1% of searchers click on Google’s second page. So, it’s crucial not just to design a great website but also to actively optimize it for a first-page ranking in search results.

Effective SEO (search engine optimization) strategies can help your higher education SEO agency website rank high in search results, making it easily discoverable to potential attendees who are actively seeking relevant events and activities. It typically involves the following:

• Using relevant keywords in website titles, meta descriptions, and page content.
• Ensuring an organized website structure and navigation to help search engines understand your page better.
• Building backlinks (i.e. links from other websites that point back to your website) from respected websites to increase domain authority.
• Providing your audience with clear and complete information about your event, including the event’s purpose, target audience, key highlights, schedule, speakers, location, registration details, and contact information.

Note that SEO is not a quick-fix solution. Rather, it’s an ongoing process that requires consistent effort and time to see significant results.

Consider collaborating with a trusted SEO agency to assist you with your event page’s content optimization, as well as optimizing for factors like mobile-friendliness, page speed, and more, ultimately enhancing your search rankings.

Personalize the experience

Just as a personalized handwritten letter conveys a deeper level of care and attention, personalization in event marketing elevates the attendee experience.

Personalization involves simply tailoring the event experience to meet each attendee’s individual needs and interests. Typical examples include but are not limited to:

• Pre-event content recommendations based on their interests or industry
• Real-time notifications during the event
• Post-event networking follow-ups with those they met during the event

To do this, you can use data analytics to understand your attendees’ preferences and provide customized recommendations for sessions, networking opportunities, and post-event content.

Consider this example. At their annual expo, a fitness company uses event management software to collect attendee data and track their preferences. They then used this data to send personalized notifications and recommendations throughout the event, from workout sessions and nutrition workshops to one-on-one consultations.

This is where all-in-one event management platforms like Inevent shine. With these tools, you can seamlessly manage tasks like registration, attendance tracking, and personalization, whether you’re hosting a virtual seminar or an in-person event.

Gamify your event

Remember that time you attended a conference with a lively photo contest, or a fun scavenger hunt that kept everyone buzzing? 

Those were examples of event gamification in action. Event gamification involves blending game-like elements into an event, such as challenges, reward systems, leaderboards, and other interactive elements. 

You can use this approach to boost attendee participation in event activities, leading to a more engaged and immersive experience. Ultimately, this can lead to positive word-of-mouth, repeat attendance, and referrals.

While incorporating these dopamine-boosting activities is undoubtedly appealing, gamification should not be solely about fun and games. It should serve a clear purpose and drive attendees towards the desired outcomes.

To make gamification work effectively, follow these tips:

1. Define your gamification goals. What do you want to achieve with gamification? Do you want more people to attend, participate in sessions, or learn about your event for future participation?
2. Choose the right gamification approach for your goals. While many standard gamification elements already exist, you can also create your own unique approach that suits your event.
3. Keep the rules simple. Attendees are already mentally engaged with the event, so keeping the game simple increases the chance they’ll play and enjoy it.

Incorporate live streaming 

Live streaming on platforms like YouTube Live or Facebook Live makes your event accessible to a global audience. This is especially beneficial to those who are unable to attend in person, such as your overseas audience or those who simply have last-minute scheduling conflicts.

Live streaming is a great way to generate additional revenue streams through sponsorships, virtual ticket sales, and on-demand access. 

But one of the best things about live streaming is that you can use the recordings afterwards to create valuable content, like blog posts and social media clips. This keeps your attendees connected to the event even after it’s over, and gives you more chances to interact with them.

Of course, for live streaming to be successful, you must carefully consider several factors such as:

• Platform selection. Choose the most suitable live streaming platform based on your audience demographics, technical capabilities, and budget.
• Technical preparation. Ensure reliable internet connectivity, high-quality equipment, and a well-rehearsed production process.
• Crafting an engaging program. Remember that, unlike in-person events, remote experiences lack opportunities for natural interaction. You must compensate for this in the virtual realm by incorporating interactive elements and audience participation opportunities.

Partner with influencers and other businesses

Collaborating with influencers and other businesses can open doors to new audiences and create a synergistic marketing effort. Typically, this is done in ways, such as:

• Influencer marketing. You can partner with individuals who have a large and engaged following on social media or other platforms to promote your event. This can involve product placements, sponsored posts, social media challenges, or live endorsements.
• Co-branded events. You can work with another business or organization to co-host an event. This can help share costs, expand reach, and tap into each other’s audiences.
• Cross-promotion. You can collaborate with other businesses and promote each other’s events or services through reciprocal marketing efforts, such as email newsletters, social media mentions, or website links.

To effectively partner with influencers and businesses, you must:

1. Target the right partners. Research and select influencers and businesses whose audience aligns with your target market and whose brand values complement your own. A simple Google search or platforms like TikTok and LinkedIn are good starting points.
2. Formalize the partnership with a written agreement. Outline the objectives, terms, deliverables and timelines.
3. Establish clear communication: Maintain open and transparent communication throughout the partnership, ensuring alignment on expectations and deliverables.

Take advantage of user-generated content (UGC) 

As renowned businessman Howard Schultz once said, “Mass advertising can help build brands, but authenticity is what makes them last.”  

This is where user-generated content (UGC) comes in, offering an unfiltered glimpse into the experiences of your attendees.

Consider those candid Instagram photos showcasing smiling faces with conference event hashtags or those trending TikTok challenges promoting a cause. 

They can be used as organic event marketing material, reducing the need for expensive advertising campaigns. Furthermore, it fosters a sense of community, and provides you with rich insights into your attendees’ opinions and preferences to inform your future strategies.

If you’re planning to incorporate UGC into your event marketing materials, take note of the following pointers:

• Develop clear guidelines for UGC creation, outlining acceptable content, usage rights, and expectations.
• Monitor social media mentions, hashtags, and relevant conversations to identify UGC opportunities.
• Look out for potential copyright issues. Ensure you have the necessary permissions or licenses to use UGC appropriately. If you ever receive unexpected legal challenges, such as needing to take action on a cease and desist letter, it’s crucial to seek professional guidance to protect your event’s brand and intellectual property rights.
• Acknowledge and appreciate contributors by featuring their UGC, offering incentives, or providing recognition.

Offer special deals

We, as humans, are naturally drawn to good deals and the fear of missing out (FOMO). Offering incentives and discounts taps into these psychological tendencies, encouraging attendees to take action and secure their spot before it’s too late.

Early bird discounts, for instance, create a sense of urgency and reward those who commit early, while referral bonuses incentivize word-of-mouth marketing and expand your reach. 

Of course, when considering such an approach, keep in mind the following notes:

• Balance incentives with pricing. You wouldn’t want to compromise your event’s profitability too much, right?
• Clearly communicate terms and conditions. You wouldn’t want your participants to face misunderstandings or confusion.
• Promote your deals effectively. Spread the word about your special deals through various channels, including your website, social media, email marketing, and targeted advertising. 
• Plan your special deals around key dates and events. Consider seasonal trends, holidays, competitor promotions, and your own event calendar when planning your deals. This creates a sense of urgency and drives immediate action.

Which event marketing strategy is the best? You decide!  

If you ask us, the best strategy for you hinges on what you’re aiming for and the resources at your disposal – your team’s skills and your budget.

Regardless of your choice, one crucial step is to measure and track your event’s performance. 

Establish key performance indicators (KPIs) beforehand and delve into data and trends using event management software. This data-driven approach allows you to pinpoint which strategies work best for you, delivering the results you desire. 

This way, you’ll not only understand which strategies deliver the best ROI but also ensure you don’t stumble over the same hurdles twice.

Learn more about the ins and outs of event marketing by reading Inevent’s comprehensive Event Marketing Guide.