Integrating events into your marketing strategy: before the event

Updated: Apr 2, 2020

Conferences and seminars that delegates enjoy can make a huge impact on the way they view the organisation as a whole, so it’s vital that they don’t exist in a vacuum. They can provide an important platform for you to educate people about what you do, so it’s always wise to integrate them into a much wider marketing strategy if you want the best possible return on investment.

Converting your events into marketing content may seem like a complex task, but all the material is already in front of you. It starts at the minute you announce the event, but how you go about it may depend on which channels are already open to you.

If you have a strong social media presence, for example, post statuses and links to further information to begin with. Once you’ve started drip-feeding information, you know your audience are already aware of the event, so you can even post links directly to your online delegate registration system.

Alternatively, if you have a well-read email newsletter, you could offer advance booking and lower prices to recipients - by making them feel special at the same time and piquing their interest, you stand a good chance of drawing them in.

As well as information about the event itself, it can be useful to circulate materials beforehand on related topics that will interest delegates. Perhaps you could hold an interview or host a guest blog from one of the speakers at your conference, or send out summaries of research that has been done in that field recently. Get delegates excited and then get them talking - it’s a sure-fire way to generate further interest.

You may be sick of hearing about the importance of building relationships via social media, but it won’t go away anytime soon. When delegates successfully book a place at your event, give them the chance to post it on their social media profiles to drive engagement.

Above all, try to find and connect with your delegates before the event. Ask questions, answer theirs and strike up conversations whenever you can - that way you’ll attract the attention of all their connections too.

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