{"id":274,"date":"2019-05-02T17:18:24","date_gmt":"2019-05-02T17:18:24","guid":{"rendered":"https:\/\/blog.eventscase.com\/?p=274"},"modified":"2022-07-05T10:59:45","modified_gmt":"2022-07-05T08:59:45","slug":"how-to-promote-an-event-through-online-channels","status":"publish","type":"post","link":"https:\/\/eventscase.com\/blog\/how-to-promote-an-event-through-online-channels","title":{"rendered":"How to Promote an Event Through Online Channels"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The task of promoting events has evolved significantly in the last few years. Printed media and billboards remain key to driving awareness around certain types of events.<\/span> <span style=\"font-weight: 400;\">But given the targeting powers of online channels, this could soon be about to change.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media, online display, paid search, retargeting &#8211; if these words mean nothing to your organisers, you definitely have some catching up to do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The EventsCase platform is used to support marketing campaigns for companies big and small. If you\u2019re wondering how to promote an event in today\u2019s increasingly connected world, take a look at our channel-by-channel review.<\/span><\/p>\n<h2>How to promote an event through social media<\/h2>\n<p><span style=\"font-weight: 400;\">If you want to go down the route of using social media to attract an audience, you\u2019ll need to know your channels. Your main options are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Twitter <\/b><span style=\"font-weight: 400;\">generally favours a <\/span><a href=\"https:\/\/blog.hootsuite.com\/twitter-demographics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">younger audience<\/span><\/a><span style=\"font-weight: 400;\"> and is ideal for promoting B2C events, like music festivals and conventions. While Twitter can help you in the promotion phase, organisers tend to use it as an engagement channel when their event actually takes place. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Facebook <\/b><span style=\"font-weight: 400;\">allows you to create a listing for your event and invite people to it. This creates a dedicated group for sharing updates and promoting extras, like VIP passes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As a B2B social network, <\/span><b>Linkedin <\/b><span style=\"font-weight: 400;\">is highly popular with events that need to reach people in specific companies. It has a number of advertising options to facilitate this connection.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-277 size-medium\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-businessman-hand-working-with-new-modern-computer-and-smart-phone-and-business-strategy-on-wooden-desk-with-social-media-network-as-concept-300x200.jpeg\" alt=\"-\" width=\"300\" height=\"200\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-businessman-hand-working-with-new-modern-computer-and-smart-phone-and-business-strategy-on-wooden-desk-with-social-media-network-as-concept-300x200.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-businessman-hand-working-with-new-modern-computer-and-smart-phone-and-business-strategy-on-wooden-desk-with-social-media-network-as-concept-768x512.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-businessman-hand-working-with-new-modern-computer-and-smart-phone-and-business-strategy-on-wooden-desk-with-social-media-network-as-concept-945x630.jpeg 945w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-businessman-hand-working-with-new-modern-computer-and-smart-phone-and-business-strategy-on-wooden-desk-with-social-media-network-as-concept-90x60.jpeg 90w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-businessman-hand-working-with-new-modern-computer-and-smart-phone-and-business-strategy-on-wooden-desk-with-social-media-network-as-concept.jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Each network has its own way of containing your virtual audience. Twitter allows you to create a dedicated account for your event. You can do the same on Linkedin through a group page, while Facebook gives you the added benefit of creating your own event listing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purpose of these groups is to build engagement with your existing audience (i.e. the people already attending or looking to attend) and encourage them to share and contribute to the discussion. Your posts will then get opened up to a whole new audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to take things a step further, why not try their paid-ad options? Twitter, Facebook and Linkedin all have tools for pushing messages out to a specific audience. Most of these will see you paying for views, clicks and sales via pre-determined budget, meaning you only pay for the results you gain.<\/span><\/p>\n<h2>How to promote an event through online display<\/h2>\n<p><span style=\"font-weight: 400;\">Retargeting via online display is probably one of the most effective ways of engaging attendees that have shown an interest in your event. Platforms like Google AdWords give you the chance to show your ads to people that have visited your website but failed to register for a pass. All you need to do is have Google Analytics running on your website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another option is to use an advertising network to reach audiences that may have attended similar events. This might be an idea if you\u2019re looking to raise awareness around something new.<\/span><\/p>\n<h2>How to promote an event through paid search<\/h2>\n<p><span style=\"font-weight: 400;\">Paid search advertising or \u2018pay-per click\u2019 (PPC) is another method of retargeting audiences that land on your site. Through this approach, your website will appear in the top results for people that Google certain words and phrases. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When promoting an event through PPC, be sure to use time-sensitive messaging (e.g. \u201cticket offer expires in three days &#8211; don\u2019t miss out!\u201d). Some events will even plug their campaigns into their ticket inventory to show the number of passes available. If someone knows there are only \u201c3 tickets left\u201d, they might be more inclined to book their place.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-275 size-medium\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-Medicine-doctor-hand-working-with-modern-computer-and-smart-phone-with-social-media-network-on-wooden-desk-as-medical-concept-300x200.jpeg\" alt=\"-\" width=\"300\" height=\"200\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-Medicine-doctor-hand-working-with-modern-computer-and-smart-phone-with-social-media-network-on-wooden-desk-as-medical-concept-300x200.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-Medicine-doctor-hand-working-with-modern-computer-and-smart-phone-with-social-media-network-on-wooden-desk-as-medical-concept-768x512.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-Medicine-doctor-hand-working-with-modern-computer-and-smart-phone-with-social-media-network-on-wooden-desk-as-medical-concept-945x630.jpeg 945w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-Medicine-doctor-hand-working-with-modern-computer-and-smart-phone-with-social-media-network-on-wooden-desk-as-medical-concept-90x60.jpeg 90w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/top-view-of-Medicine-doctor-hand-working-with-modern-computer-and-smart-phone-with-social-media-network-on-wooden-desk-as-medical-concept.jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2>How to promote an event through the agenda<\/h2>\n<p><span style=\"font-weight: 400;\">Your best promotional tool could be right on your doorstep. This is particularly the case for events with speakers, sponsors or attendees that carry a huge level of influence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Any speaker with a good list of followers across their social media accounts should be asked to <a href=\"https:\/\/eventscase.com\">promote your event<\/a>. These tactics are so valuable that events will include them in their speaker contracts. Others will contact influencers around their industry to promote their event in exchange for a free ticket. Alternatively, you can always ask for help from your sponsors and exhibitors.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-276 size-medium\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/Attentive-creative-business-team-in-meeting-at-office-300x200.jpeg\" alt=\"-\" width=\"300\" height=\"200\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/Attentive-creative-business-team-in-meeting-at-office-300x200.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/Attentive-creative-business-team-in-meeting-at-office-768x512.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/Attentive-creative-business-team-in-meeting-at-office-945x630.jpeg 945w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/Attentive-creative-business-team-in-meeting-at-office-90x60.jpeg 90w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/04\/Attentive-creative-business-team-in-meeting-at-office.jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2>How to promote an event the smart way<\/h2>\n<p><span style=\"font-weight: 400;\">Regardless of how you raise awareness for your event, it\u2019s wise to remember a few core principles. Our own advice is:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Invest in channels and platforms that align with your audience.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use print media when it makes sense, but don\u2019t forget their online equivalents.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Get on board with ad formats that allow you to pay on performance (e.g clicks, sales)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Inject data into your campaigns to target the people that really matter.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The task of promoting events has evolved significantly in the last few years. Printed media and billboards remain key to driving awareness around certain types &hellip; <\/p>\n","protected":false},"author":5,"featured_media":786,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"pgc_meta":"","footnotes":""},"categories":[1],"tags":[13,12],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/274"}],"collection":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/comments?post=274"}],"version-history":[{"count":7,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/274\/revisions"}],"predecessor-version":[{"id":787,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/274\/revisions\/787"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/media\/786"}],"wp:attachment":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/media?parent=274"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/categories?post=274"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/tags?post=274"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}