With most events now announced online, mastering social media can be super important to boosting attendance and ensuring the success of your events. This is why event marketers use social media in their marketing strategies for their events to reach their target audience. Learn all about event marketing and social media strategies with this article.
What is Event Marketing
Event marketing is the strategic approach to promoting and advertising events or it can also be the use of events to promote an advocacy, product, or service. Examples of event marketing are developing a themed exhibit, display, conference, presentation, or networking event to promote a product or service.
People tend to reject marketing that feels that they are being sold to. With event marketing, audiences can feel they have more authentic connections and experience during the event. Event planners can choose to do virtual, hybrid, or in-person events to achieve their event goals or desired outcomes.
Marketers choose event marketing to promote brand awareness, increase engagement, collect leads, educate about their business, inspire brand loyalty, or motivate people to convert. Almost every business has event marketing in their marketing strategy to build a loyal community and engaged audience. Organizing a successful event marketing campaign helps build credibility in your event industry.
Process on How To Create an Event Marketing Campaign
If you’re planning for an event soon, here’s a helpful process and guide for your reference.
Setting your event marketing objectives
As with any marketing activity, you should start by setting your event marketing objectives or what you want to achieve with your event. Your event marketing strategy will be patterned after your goals and objectives.
Examples of event marketing goals include increasing brand awareness, generating leads, driving sales, educating customers, fostering partnerships, and building customer loyalty.
For example, a fitness lifestyle brand can choose to organize a yoga class to promote its fitness product. Software as a service (SaaS) tool can host a virtual event with event attendees from the industry.
Understand your audience
To have an effective social media event strategy, you need to understand your audience and what their desires are. Your message should be able to communicate the transformation and solution your event or business can bring.
Conduct surveys, immerse yourself with your customers, analyze data analytics from your website, conduct segmentation analysis, and gather feedback from your audience to get a picture of who your audience is.
Choosing the social media platform
Select social media platforms based on where your identified audience is most active, ensuring your efforts are focused and effective. Knowing what apps your audience uses can help you focus on tactics for the specific platform. Later in this article, we will share information on specific social media platforms.
Engagement Strategies
Giveaways, polls, interactive question and answer, and contests are some examples of engagement strategies event marketers choose to do to gain more traction for their marketing campaigns. Encourage attendees to participate in your event’s social media strategy by incentivizing engagement and providing opportunities for interaction.
Begin engaging potential attendees from the moment you start planning your event, using early teasers, interactive content, and incentives that build anticipation and encourage early interaction. Planners can start posting helpful and valuable content that the target audience can find valuable so they can keep on engaging with your content.
Creating Content
Your content is what your audience will see on their feed. When creating social media posts, standing out among the flood of new content per second is important.
Develop content that clearly communicates the value to your audience, focusing on benefits that meet their needs and interests. When you create content with this in mind, you can better strategize the types of content that will get attention.
One helpful tip to consider when creating content is to make it conversational with storytelling techniques. A study was cited from the book Content Beast on how listeners of a story can connect with the story on a neural level, therefore triggering their attention.
Here’s what author Geoffrey Klein said about telling stories, “When we share detailed sensory descriptions in our narrative messages, we connect on a deeper level through shared sensory experiences on a brain activity level.”
Measuring Success
Evaluate your success by measuring your event data analytics against the event KPIs you’ve set from the beginning of your event planning. Gather post-event survey questions and feedback from your audience so you can have event data you can use for your post-event report and analysis.
Utilize the built-in analytics tools provided by social media platforms to track key metrics like engagement, reach, and conversions, and use this data to refine your strategies continuously. This could include discussions on social media analytics tools, engagement metrics, conversion tracking, and how to adjust strategies based on analytics data.
The Different Social Media Channels For Event Marketing
Facebook or Meta is one of the largest social media platforms to date. Event marketers can post on the business page announcing the event and create a Facebook event where the planner can invite specific people to the event.
A Facebook event can be a helpful promotion strategy because when a person clicks “going” or “interested”, it may appear on their Facebook friend’s newsfeed and gather interest from other people.
If your created Facebook event is also public and SEO-optimized, there is a bigger chance that the Facebook algorithm will show it on the newsfeed of people who are interested. Furthermore, you can run paid ads on Facebook event pages to appear on people who fit your target demographics or those who have similar interests.
Finally, you can also utilize Facebook Live to broadcast real-time updates, Q&A sessions, or interactive experiences related to your event, driving excitement and engagement among your audience.
Facebook Event Marketing Checklist
- Create a Facebook Event Page
- Customize Event Details and Description
- Upload Eye-catching Event Cover Photo and Profile Picture
- Set Event Date, Time, and Location
- Add Event Categories and Tags for Discoverability
- Enable Event Ticketing or Registration Options
- Create a Compelling Event Description with Key Highlights
- Share Event Page URL on Your Facebook Business Page
- Invite Attendees from Your Facebook Friends List
- Encourage Attendees to RSVP and Share the Event
- Utilize Facebook Live for Behind-the-Scenes Coverage or Event Teasers
- Run Paid Ads to Target Specific Audience Segments
- Create Engaging Social Media Event Promotion Posts about the Event on Your Page
- Utilize Facebook Stories to Share Event Updates and Countdowns
- Monitor Event Page Engagement and Respond to Attendee Inquiries
Instagram is a more visual platform that requires different strategies than Facebook. With Instagram, you can partner with creators for your content to be visible to your co-creator’s followers, reaching a more niche audience.
Focus on posting authentic content on your Instagram stories to genuinely connect with your audience. Furthermore, you can also do Instagram Lives to promote ticket selling and answer any questions in real-time from your community or customers.
Checklist for Instagram as Event Marketing Social Media Strategy
- Create Event Announcement Posts with Eye-catching Visuals
- Utilize Instagram Stories to Share Event Updates and Highlights
- Share Event Countdown Posts on Your Feed and Stories
- Encourage Attendees to Use Event Hashtags in Their Posts
- Partner with Influencers or Industry Leaders for Event Promotion
- Share User-generated Content (UGC) Related to the Event
- Utilize IGTV for Longer-form Content Teasers or Previews
- Create Carousel Posts with Multiple Images or Videos Showcasing Event Details
- Share Behind-the-Scenes Stories or Sneak Peeks of Event Preparation
- Host Instagram Live Q&A Sessions or Panel Discussions About the Event
X (Formerly Twitter)
Focus on storytelling techniques and compelling hooks to get your audience to keep reading. X has a niche community that you can serve and reach with your content. Entrepreneurs, startups, and industry leaders are hanging out in X to contribute expert thoughts and insights.
Some ideas you can do on X are sharing behind-the-scenes content leading to your event, running giveaways or content with event tickets as prizes, collaborating with thought leaders your audience follows, and more.
Additionally, Twitter’s advanced search features allow organizers to monitor conversations related to their event and identify potential influencers or partners to collaborate with. Through strategic use of tweets, retweets, and multimedia content such as photos and videos, organizers can amplify their event’s reach.
Checklist for X as Event Marketing Social Media Strategy
- Create a Twitter Event Hashtag
- Craft Tweet Announcing the Event with Date, Time, and Location
- Pin Event Tweet to Your Profile for Visibility
- Share Event Countdown Tweets to Build Anticipation
- Engage with Followers Using the Event Hashtag
- Retweet Attendees’ Excitement and Comments About the Event
- Schedule Tweets Leading Up to the Event with Key Details and Reminders
- Utilize Twitter Polls to Gauge Attendee Preferences or Interests
- Share Behind-the-Scenes Photos or Videos from Event Preparation
- Respond Promptly to Attendee Questions or Feedback
If you’re hosting a conference or professional event, LinkedIn might be the ideal platform for you. Just like Facebook, there is also an option to create events on LinkedIn and personally invite attendees to your event. You can link your event page to your LinkedIn event page so interested attendees can register or buy tickets. Additionally, event marketers can also join LinkedIn groups related to their industry to promote their events.
One tip on LinkedIn is to create nurturing relationships by giving value and commenting on people’s posts. You can also stand out on people’s feeds by creating content that stands out like short videos, podcast clips, or excerpts from your blog posts.
LinkedIn Event Marketing Checklist
- Create a LinkedIn Event Post with Event Details and RSVP Link
- Share Event Announcement on Your LinkedIn Company Page
- Publish Articles or Posts Highlighting Key Speakers or Topics related to your event
- Utilize LinkedIn Stories to Share Event Teasers or Highlights
- Encourage Employees to Share Event Posts on Their Profiles
- Participate in Relevant LinkedIn Groups and Share Event Information
- Host LinkedIn Live Sessions to Discuss Event Topics or Previews
- Connect with Industry Influencers for Co-promotion of the Event
- Utilize LinkedIn Polls to Gather Attendee Feedback or Preferences
- Respond Promptly to Attendee Questions or Comments on Event Posts
TikTok
TikTok is a platform best known for short and engaging videos. You can document the whole journey of your preparation for the event, relatable and fun behind the scenes, and coverage for your event. Using the relevant hashtags can help your video to appear on your audience’s “for you” page.
TikTok Event Social Media Marketing Checklist
- Create Short, Attention-grabbing Videos Teasing the Event
- Utilize Popular Music and Trends to Engage Social Media Users about your event
- Showcase Behind-the-Scenes Preparations for the Event
- Encourage User-generated Content by Using Event-specific Hashtags
- Collaborate with Influencers or TikTok Creators to generate buzz
- Host TikTok Live Sessions to Interact with Followers and Answer Questions About the Event
- Share Quick Tips or Fun Facts Related to the Event Theme or Topic
- Utilize TikTok Ads to Reach a Wider Audience and Promote Event Registrations
- Create Challenges or Contests Related to the Event for User Engagement
- Monitor TikTok Analytics to Track Engagement and Adjust Your Strategy Accordingly
Event planners can create boards and pins related to what they offer or their event. You can pin aesthetic photos of event decorations, fun and interactive activity ideas, catering options, and other unique concepts for your event.
Additionally, using Pinterest allows you to add direct links to your ticket-selling page or event registration page for interested people.
Pinterest as Event Marketing Social Media Strategy
- Create Eye-catching Pins Highlighting Event Details and Visuals
- Utilize Rich Pins to Provide Additional Information and Enhance Engagement
- Create Pinterest Boards Dedicated to the Event Theme or Topic
- Share Inspirational Ideas or Tips Related to the Event on Pinterest
- Utilize Pinterest Ads to Reach a Targeted Audience Interested in Similar Events or Topics
- Collaborate with Influencers or Group Boards for Event Promotion
- Pin User-generated Content Related to the Event to Showcase Attendee Engagement
- Create Step-by-step Guides or Tutorials Relevant to the Event
- Use Pinterest Analytics to Track Pin Performance and Optimize Your Strategy
- Encourage Pinners to Save and Share Event-related Pins to Increase Reach and Awareness
Podcasts
While podcasts are usually not considered a traditional social media event marketing platform, they play an integral role in the event marketing landscape. Event planners often actively engage with podcasts to stay informed about industry trends, gain insights from thought leaders, and discover innovative event strategies.
If your event or brand can benefit from doing content-based marketing, then you might want to consider doing podcasts. Create a list of industry leaders you would like to have a podcast interview with. Send them an email or LinkedIn message to let them know about your podcast and its objectives.
Best Social Media Strategies For Promoting Events
Promote User Generated Content
People are naturally attracted to authentic content. People trust people so one good way to start is to partner with influencers or celebrities to talk about your event. Brief them on a guide on what your expected output for the content will be or their talking points. Encourage user-generated content by giving influencers the freedom to stay true to their brand and keep it as genuine as possible.
Give Incentives and Value
People will usually only care about something if it benefits them. If possible, create value in your initial offer. It can be a freebie PDF, free webinar, tutorial, masterclass, and more. When your offer has immediate value and impact on your audience, it will be easier for them to entrust you with more time and attention.
Create Scarcity
Scarcity taps into the basic principle of supply and demand, creating a sense of urgency and exclusivity that compels users to take action. By highlighting limited-time offers, early bird discounts, or exclusive access to premium tickets, event marketers can create a sense of FOMO (fear of missing out) among their audience, motivating them to purchase tickets before they’re gone.
Scarcity not only increases the perceived value of the event but also creates a sense of excitement and anticipation, driving engagement and shares on social media platforms.
Host Live Streams or Virtual Events
Events are not only limited to face-to-face formats. Today, people can create equally engaging virtual events that have a wider reach. While keeping your audience engaged throughout a virtual event can be more challenging, it is still possible.
If you’re hosting a conference or seminar, you can also do a livestream for people who can’t attend live. Being able to do live streams for your events can significantly increase your reach.
Integrate with other Marketing Channels
Integrating your social media event promotion efforts with other marketing channels enhances your reach and engagement across multiple touchpoints. One way to do this is to strengthen your event email marketing. Grow your email list by offering exclusive event updates or discounts to subscribers. Offer your freebie in exchange for their email address. Having email subscribers is a big thing because you are given access to their inbox. Make the most out of it by crafting engaging emails and valuable content.
You can also create a seamless funnel throughout your marketing campaign by embedding your event registration form on your websites or applications. Event Smart is complete with features like this to make it easy for you.
Use Storytelling Techniques and Hooks
When you’re promoting events on social media, you are competing with so many other messages and content. How do you get someone to pay attention and listen to your stories? It will depend on how well you understand your audience and what they care about. A tip from the book Hook Point shares how you can ask the question, “What keeps your audience up at night?
The author shares helpful tips for creating hooks like keeping it simple by using as few words as possible, making people think differently or subverting attention, and offering a solution to your audience’s pain points.
Storytelling is also a proven method to get your audience engaged. Stories are a way to establish an emotional connection to your audience. Through storytelling, you can create a compelling narrative that communicates the unique value proposition of your event and highlights its significance to attendees.
Enter into Mutually Beneficial Partnerships
Promoting events on social media is best done in collaboration. Look for organizations or businesses that can partner with you online to promote your event. With different social media formats, you can negotiate and work out a mutually beneficial partnership for your business.
Partnerships can look like collaborating with an influencer in exchange for event passes, partnering with a local restaurant for catering, working with local media for event promotion, and more.
Create an Advertising or Media Plan
When you have a content strategy, you want it to appear and reach your target audience. The most effective way to do this is through paid advertising. As mentioned above, you can customize your ads per social media platform.
When creating your ad creatives, prioritize compelling visuals, engaging copy, and clear calls-to-action that encourage users to take the desired action, whether it’s registering for your event, visiting your website, or contacting your business. Additionally, leverage targeting options such as custom audiences, lookalike audiences, and interest targeting to reach users who are most likely to be interested in your event.
Set up a standard Post-event Activity
The touchpoint with your event attendees should not just end during the event. Show your attendees that you care about them and want a long-term relationship with them. Send thank-you messages, thoughtful gifts, and publish post-event content on your social media pages.
Showcase any recorded sessions, presentations, or keynote speeches from the event. Publish video clips, slide decks, or summaries of key content to provide value to attendees who may have missed certain sessions or want to revisit key insights.
You can also encourage your attendees to post user-generated content and give incentives. Curate and repost user-generated content to amplify the reach of your post-event marketing efforts and showcase the event from different perspectives.
Case Study: Social Media Impact on Event Marketing
An event planning company was tasked with promoting an upcoming industry conference aimed at professionals in the technology sector. The conference aimed to provide attendees with valuable insights, networking opportunities, and thought leadership sessions on the latest trends and innovations in the industry.
They developed a social media strategy that could drive ticket sales for the conference. Their strategies include:
- Setting up the event website complete with all the event details
- Enable your website with a feature for ticket selling/event registration
- Creating a LinkedIn event and inviting specific industry leaders to the event
- Writing a content calendar that targets and solves what their target audience is facing.
- Event organizers also chose to appear on specific podcasts their ideal attendees were listening to.
- Partnering with influencers to help hype and talk about the event is another event social media strategy they can do
- Before the event, the event marketing team also hosted an event ticket giveaway in exchange for audience participation that could generate interest and engagement in the event.
- They created a Facebook live event coverage during the event as part of their documentation
Start Promoting Events on Social Media and Sell Tickets
Complete your social media strategy and create your event website with Event Smart. Event planners do not need to worry about paying high commission fees when selling their event tickets because Event Smart takes zero commission fees on an unlimited number of tickets sold.
You can plan your future events with ease with features like custom registration forms, secure payment collection, custom event websites, and more. Promote your event on social media and drive ticket sales now with Event Smart. Check out our 14-day free trial.
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