Digital Event Marketing: A Multi-channel Approach

By: Angela Ruggeri  | 10/04/2017


When it comes to marketing channels, marketers have more choices with the launch of each new campaign. But with more choices comes more risk. It’s no longer about just getting the messaging right; marketers have to consider using the right channel for their message. And each channel comes with its own nuances to tone, delivery and execution. Let’s take a look at the different marketing channels to consider for a digital event, such as a webinar, to see how they all come together for a successful campaign.

 

Email

Email promotions should begin between 4-6 weeks before the day of your live event. Larger, multi-day events usually require even more promotions.

Email campaigns can be targeted to different audiences, depending on topic interest. You should consider the size of your email lists and registration goals when developing your campaign.

Email should not only be leveraged for promoting the event, but consider building out nurture programs after the event is completed to extend the life of your event content.

 

Social

Social promotions should coincide with email campaigns. There are many choices when it comes to social platforms, so think about where your audiences spend most of their time. B2C audiences favor Twitter, Instagram, and Snapchat versus B2B audiences, who spend time on LinkedIn and Facebook.

Leverage social media during the live portion of your event through live tweeting, live streaming on Facebook or Instagram, or capturing behind-the-scenes photos to gain last minute interest in potential attendees.

 

Advertising

Similar to social, advertising dollars, if you have them, should be spent on the networks where your audience spends the most time. You might even consider display ads on a popular blog, or partner site to promote your event, if you know your target audience will see it.

 

Personal networks

Leveraging the personal networks of your speakers and sponsors is a great way to expand audiences beyond what you have in your database. Preparing canned messages written in the voice and tone of your speakers that they can copy and paste and publish directly through their own networks takes minimal time and effort.

 

Existing campaigns and programs

Use existing programs, such as monthly newsletters, nurture programs and other communications, to cross-promote event programs with minimal effort. Work smarter, not harder, to promote your event.

 

Choosing the right channels will always change depending on the industry, event topic and timing. Make sure to plan far enough ahead with content to give ample time to build out campaigns using the multi-channel approach. As always, implement tracking to analyze where your event attendees are coming from. You may find one channel clearly outperforms, which will allow you to optimize budgets and effort with future events.

 

 

 


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