Skip to content

We’ve refreshed our brand. Same graft, sharper edge. Explore the refresh.

Ketchup logo
7 min read
Opinion

Marketing strategy for online events.

marketing strategy for online events

In the last 12 months, the global pandemic has accelerated the growth of virtual events. With online events becoming very much the norm, how do you make your event stand out from the crowd? We’ve compiled this simple step-by-step guide to help you choose the right digital marketing tools for creating a buzz around your online events. Follow our expert advice and learn how to generate leads and convert them into ticket sales.

Define event purpose and set goals

Begin by considering the following questions: “What is the purpose of your event?” and “Who is your target audience?” Once these are defined, you can establish your event objectives; examples of these could be:

  • to grow revenue
  • to raise brand awareness or
  • educate/train your audience.

Also, determine your event budget and set a realistic timeframe for planning. For virtual events, we’d recommend that you allow at least three months for planning. Remember to establish some key performance indicators (KPIs), to help you measure the success of your event.

Decide which event suits your business

There are a variety of online events, so it’s important to consider which types would best suit your business. Examples of these are:

  • Webinars
  • Conferences
  • Training
  • Keynote Speakers/Panel Discussions
  • Expos/Festivals.

Always consider the best time and day to run an event. For example, in the UK, the sweet spot for running a webinar is either on a Tuesday, Wednesday or Thursday, between 8am – 11am.

When it comes to marketing your event, the good news is that you have a variety of digital marketing tools at your disposal. Our simple step-by-step guide will help you shape your event marketing strategy and boost your ticket sales.

Step 1 – Create compelling event page(s)

Create a dedicated event web page. This page will be your shop front, so design, user-experience and SEO should be key considerations. Adding a clear call-to-action (CTA) and an online registration/payment facility are essential. If your website does not support this, we recommend using tools such as: EventBrite or Meetup. These have the benefit that once attendees have registered, automated email reminders can be sent, such as countdown emails e.g., “2 days to go…”, “Event is starting now,” etc.

create a compelling events pages

Step 2 – Use the press

Attracting press coverage will provide you with good exposure for your event. Consider the type of publications (online and offline) your audience will read. You can then compile a list of target publications and find the relevant contacts. Next, write a press release to promote the event, and remember to include links to your event page. If this is something you struggle with, why not pick up the phone to our copywriting team and let their journalistic experience guide you. Refer to our PR and Outreach page if you need advice on this.

Step 3 – Flog your blog

Blogging can form an important part of your event marketing strategy. The beauty of blogging is that it needn’t cost you a penny and it can help to build an event following. An excellent example is TED. Did you know that TED also blogs? They create engaging blogs based on their talks, notes from sessions and a round up their favourite talks from the year.

Step 4 – Show and tell through video

If you have the budget, using video content is an excellent tactic to promote your event. Video content could include, ‘event teasers’ which introduce seminar topics or keynote speakers. Highlights from previous events and testimonials from past attendees can be a great way to use video to market your event.

Step 5 – Get bums on seats

Create ‘sizzling’ emails 

Email marketing remains a popular choice for promoting an online event. 75% of event planners cite this as their most effective strategy, with 45% of ticket sales deriving from email marketing. On the email invite, the adage, “Sell the sizzle, not the sausage.” is very relevant.  Ensure that you sell the benefits of attending the event. Always include a clear CTA such as, “Register Now.”  Our advice is to create copy with an urgency tone, such as, “Limited places” or, “Early bird discount ends in X days.” See our email marketing approach.  

The power of social media

Leveraging the power of social media is an effective tactic to connect with your audience.  Many platforms feature “Event” tools. For example, on LinkedIn, you can “create an event” through your company page and invite connections to the event. Similarly, you can also do this on Facebook.   LinkedIn ads are an effective way to reach your audience. You can be highly accurate in your targeting through their lookalike audience tool. If you need advice on setting up ads, contact our social media team.  

Utilising other platforms, such as Twitter, Instagram or Snapchat can help to build awareness and create a real buzz around your event. Don’t forget to leverage your speakers and ask them to spread the word. If you have secured sponsorship, ask your sponsors to promote the event too.

It’s good to talk

As BT once convinced us, “It’s good to talk.” Don’t underestimate the power of a phone call. Ring people to tell them about the event and invite them to attend. It doesn’t have to be a hard sell, and people are more inclined to respond to a phone call than to emails or a series of tweets.   

Test and learn

In the run-up to your event, keep reminding people through regular emails and social media posts.  As your event date approaches, change the tone of your emails and social posts to add urgency, this is your last chance to convert leads into ticket sales.  Keep monitoring statistics and adapt campaigns as necessary to maximise performance.

Step 6 – Feedback matters

After the event, remember to capture audience feedback. You can learn some valuable lessons which can be a great help for planning and improving future events. Try to issue feedback as soon as possible after the event to maximise the response rate. There are various off-the-shelf tools available to you, such as, Survey Monkey, Microsoft Forms and Google Forms. 

Step 7 – Post-event marketing

Post-event marketing is just as important as pre-event marketing. After the event, remember to issue a link to attendees to view the recorded event, along with links to any slide decks, (if used). Don’t forget to send them to your ‘no-shows’, too, because these are still warm leads. 

Step 8 – It’s all in the follow-up

Review your attendee list and allocate any follow-up internally.  This is particularly important if your event goal was lead generation, or to increase sales revenue. You are much more likely to convert those hot leads into sales by following up.

The above is a selection of Ketchup’s proven ingredients to successfully market online events. If you need support, we can help take your event marketing to the next level, leaving you to do what you do best: run your business. Contact us today.