May 29, 2020 | 11 min read

Marketing your event brings the right people, makes the right contacts, and creates opportunities for everyone. The challenge is to cover every aspect of your event marketing without going over budget. Using the right tools increases your productivity that you can be all things to all people.

The following steps are crucial for making your event an unmitigated success!

Building the event website

The event website is your first impression. Done well, it's like introducing yourself to someone with a high-powered suit on, they are going to take you seriously. The challenge is to make a website using all of the tools of today's mobile and digital features without exhausting your event budget before the first line of code has been typed.

The best Event Software Solutions have web building options where you can create a first class site without hiring a developer or designer. EventAct is the only solution that created a website builder for the sole purpose of hosting an event. They have created microdata files that are customized to events promotion and organization.

This is great for your search engine optimization, a boost to traffic, and an increase in new leads and attendees.

More than half the people the who find your site will be viewing it from their phones, so a great mobile experience is crucial.

Responsive design is a must. Your website has to function smoothly over all mobile devices. The majority of web traffic happens on mobile so a site that accommodates this will rise in the search rankings and get more registrants. The advantage of a website builder made for events is that there are content blocks set up for each stage of your event, along with widgets that your visitors will love.

for example:

Share your website link

Links to your event website from other relevant websites are indicators for search engines that your website is important and should show up in search results.

Where to share your website

BYOD! Bring your own domain!

You are not handcuffed to a subdomain or long URL path. Choose whatever domain name you like and connect it to your website with ease. Your domain name is a great way to get people familiar with your brand name and to keep your event in mind.

Once your site is published, there is a lot you can do to get the word out. Attach social media buttons to your pages to get it across all social media channels. Invest in search engine and social media advertising to pinpoint the exact audience you want to reach. Publish your event in event directories.

You can also blast out SMS and emails to a huge swath of people. The right website tool will enable you to promote your message to visitors, prospects, and people who filled out part of your registration form but need a little encouragement to take the next step.

Once all of it is in place you need good analytics. Full integration with Google Analytics and their ecommerce addons let you do A/B testing to see what is working best. By the time your event nears and people are rushing to secure their spot, you will know which group is most interested, and where to focus the rest of your ad budge

Making registration easy

The registration form is the make or break stage of the event. The more convenient it is for your visitors to fill out the form and present their payment details, the higher a conversion rate you will enjoy.

The best forms have several pages. Not too much to frustrate the user, but enough that they can fill out their contact information, click "next page," and before they have to make a purchase decision, the data they entered in so far is moved to your contacts database.

The best platforms let you create multiple forms to cater to different types of people coming to the event. A form for a speaker needs requires information that one for a guest. A form for a sponsor also needs customization. Being able to tweak the appearance also gives you the chance for further split testing.

The ability to issue forms in different languages also tells your visitors that you are here to serve all their needs. Forms must be mobile friendly so a visitor can become a guest from the comfort of their smartphone.

Payment flexibility is great for your visitors. You have the option to charge them immediately, or take their details and only charge them once you know you have enough people to move forward with the event. Discounts are a great way to generate more attendees. You can offer an early bird special for registering right away, a last-minute discount for those 14 busy days leading up to the event, promotional codes, one-time deals to speakers, influential attendees, or anyone who filled out part of your registration but abandoned your cart before confirming.

Managing all finances

Finances is a sensitive matter for all parties so you want the best resources to manage everyone's expectations. The best platforms use the major payment services like PayPal, Stripe, AliPay (for China), and support a private merchant account. You need quality applications that accept multiple currencies, pdf invoices, receipts, implement tax rates, and export all the data to your local drive or accounting software. Once payment is processed, marketing automation should kick in and a confirmation SMS will be sent out, along with the invitation via email with a barcode, instructions, and contact info.

What to do with the data

Finances is a sensitive matter for all parties so you want the best resources to manage everyone's expectations.

The best platforms use the major payment services like PayPal, Stripe, AliPay (for China), and support a private merchant account. You need quality applications that accept multiple currencies, pdf invoices, receipts, implement tax rates, and export all the data to your local drive or accounting software.

Once payment is processed, marketing automation should kick in and a confirmation SMS will be sent out, along with the invitation via email with a barcode, instructions, and contact info.

Pre-Event marketing

From the time you send the invite to the moment your guest arrives, there is a lot you can do to make sure the event will be a smash.

Our networking tool creates an online community for people going to the event. All the speakers will have their own profile on your site, and anyone in attendance can get in touch with them through your private messaging system.

Every participant has an hour by hour online schedule where they can pick which presentations they will attend. They can also get in touch with anyone else in attendance and set up a private meeting with them. These meetings go on their schedule which creates a tailored event program for their specific needs.

As an event organizer, you have full admin privileges over the entire system. You can play the role of social director, arranging meetings between people you think will hit it off. For sponsors or exhibitors, you can see to it that the right buyers will sit down for drinks.

Before the event begins, your guests will be brimming with excitement over the opportunities you created for them.

Efficient event check-in

If your event website is the first big impression you make for your visitor, the check-in is the next big impression. It will set the tone for the entire event. The goal is to get your guests through the door and into their first meet and greet before they have a chance to put down their baggage.

Our solutions are designed for exactly that.

Our applications enable you to create self-registration kiosks where your guest walks in, enters a name, and receives the badge on the spot. Mobile solutions empower your welcoming team to move the line along faster. You even have offline and remote solutions where you can serve drinks and hors d'oeuvres while roaming the room with a mobile device.

In event marketing

Once you put a badge on your guests, a whole new layer of marketing opportunities opens up. Our badges have barcodes embedded with their contact info. You can track where they are going by greeting everyone at the entrance of each seminar, get together, or planned program and scan their badges instantly. In doing so, you can see which speakers received the biggest audience. Which booths got the most attention. You can also find out, for each attendee, what topics they liked the most.

Now you know what to follow up on. Now you know who to arrange meetings with.

post-event follow-up

After the last handshake is done and the final glass of wine put away, it's time for follow-up. You can send surveys to see who liked what. You are armed with all the data you collected. You can send SMS messages, emails, and social media posts which focus on the topics they liked.

Event analytics will tell you how you can improve on this event to make the next one even better. Which type of professional is more likely to attend? What products have a better chance of being sold, or talked about?

The best end to end solutions for organizing your next event is the key to staying within budget and making it a stunning success.

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