What do you do if your event marketing is not attracting the clients you want?

1 Identify your ideal client

The first step to effective event marketing is to know who you are trying to reach. Who is your ideal client? What are their pain points, goals, interests, and preferences? How do they make decisions and where do they get information? You need to create a detailed buyer persona that represents your ideal client, and use it as a guide for your event marketing strategy. This will help you craft a compelling value proposition, tailor your message, and choose the best channels and platforms for your event promotion.

2 Segment your audience

Not all your potential clients are the same, and you need to acknowledge that in your event marketing. You can segment your audience based on different criteria, such as industry, location, role, behavior, or stage in the buyer's journey. This will allow you to create more personalized and relevant content, offers, and interactions for each segment. You can also use segmentation to target specific groups with different event formats, such as webinars, workshops, or networking sessions, depending on their needs and preferences.

3 Use the right tools

Event marketing is an ongoing process that necessitates planning, execution, and measurement. To manage and optimize your event marketing campaigns, you should use the right tools. Event management software, such as Eventbrite, Cvent, or Bizzabo, is a useful tool for creating and promoting your event, as well as handling registrations, tickets, and payments. Email marketing software like Mailchimp, Constant Contact, or HubSpot can help you send personalized and automated emails to your audience while tracking their responses. Social media management software like Hootsuite, Buffer, or Sprout Social can be utilized to create and publish content on your social media platforms, as well as monitor and interact with followers. Lastly, analytics software like Google Analytics, Facebook Insights, or Eventbrite Analytics can measure and evaluate the performance of your event marketing campaigns as well as pinpoint areas for improvement.

4 Engage your audience

Event marketing is not only about getting people to sign up for your conference, but also about building relationships and trust with them. To engage your audience, you need to provide them with value and benefits before, during, and after your event. Before the event, you can create and share content that educates, informs, or entertains your audience and invite them to join an online community. You can also create incentives that encourage them to register and invite others. During the event, you can create an amazing experience that meets or exceeds their expectations and encourages participation. You can also collect feedback and testimonials to improve your event. After the event, you can follow up with attendees, share highlights, recordings or slides, nurture them with relevant content, and guide them to the next steps in the buyer's journey.

5 Test and optimize

Event marketing is not a static or linear process, but a dynamic and iterative one. You need to test and optimize your event marketing campaigns, and learn from your results. You can use different methods, such as A/B testing, surveys, or interviews, to test different aspects of your event marketing, such as your value proposition, your message, your design, your channels, or your calls to action. You can also use different metrics, such as impressions, clicks, conversions, or revenue, to measure and evaluate your event marketing performance. You can then use the data and insights you gather to optimize your event marketing strategy, and make it more effective and efficient.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?