Inbound Marketing Event: Everything You Need to Know
Event marketing is a powerful and effective marketing strategy for driving brand awareness. Primarily, What is an inbound marketing event?
An inbound marketing event is an event-based marketing approach. Marketers focus on the inbound marketing event strategy to promote their brand, product, or services in real-time customer engagement.
The goal of event marketers is to attract and engage more customers. With inbound marketing approaches, marketers can do it effectively. Inbound marketing generates 3x more leads compared to traditional marketing.
So, if you want your business to grow, you should count on inbound marketing events.
This blog will discuss how inbound marketing enhances events and the inbound event marketing strategies that generate more leads.
What Is Event Marketing?
Event marketing is a strategy marketers use for branding, creating awareness, and customer engagement through in-person, virtual, or hybrid events. It helps to build profound relationships with customers and educate them about products or services.
Event marking is evolving rapidly. It allows businesses to showcase their products and services attractively and engagingly. 91% of consumers feel more positive about brands after attending an event.
It is a golden networking opportunity. You can share knowledge about your brand, product, or services, launch a new product, and create a memorable experience for attendees through marketing events. Marketing events include social events, seminars, trade shows, virtual marketing events, and webinars, which help to reach the expected outcome.
Event marketing is one of the best strategies for marketers to adapt. 31% of marketers consider event marketing essential to doing business. Also, 80.4% of organizers identify events as their organization’s most effective marketing channel.
Pre-Event Planning With Inbound Marketing
Most event planners face difficulties with low attendee engagement, budgeting issues, etc. Investing in inbound marketing can solve these issues and make the eventful life easier. With inbound marketing, you can pre-plan your events to ensure maximum success.
Event Objectives and Key Outcomes
Before planning an event, it’s crucial to define your event’s objectives and desired outcomes. You need a clear idea of what you want to achieve through the event. Is it to generate leads, increase brand awareness, drive sales, or nurture relationships?
Inbound marketing for events provides a clear direction for your marketing efforts. A SMART (specific, measurable, achievable, relevant, and time-bound) objective will help you set a goal for your inbound marketing event.
Measure the effectiveness of your event goal with event marketing KPIs. The next step is to develop an event strategy. Clear objectives will guide your entire event strategy.
Furthermore, choose which type of event you want to host. Each event type has separate benefits and challenges. Choose the event type based on your event objectives.
Target Audience Identification
Attracting the right audience is the foundation of successful inbound marketing. Defining the target audience at the beginning of any event’s planning and marketing is crucial. You need to identify who is likely to attend your event.
Knowing who to attract to your event helps you personalize your marketing efforts effectively. For example, you are planning to host an event on coffee. You obviously will want audiences who drink coffee to attend your event. So, you need to identify coffee users and promote your event targeting them.
You can identify your target audience by conducting marketing research, analyzing past events and competitors, and creating audience personas. In order to effectively target specific communities, utilizing local inbound marketing strategies can be highly beneficial. For maximum impact on social media platforms, implementing hyperlocal social media marketing techniques may be the best approach. By tailoring your marketing efforts to the specific interests and needs of your audience, you can improve engagement and build stronger connections with potential customers in your local area.
Budget Allocation and Resource Planning
After defining your event objectives and identifying the target audience, you need to calculate the budget for your event. Research the average costs of similar events related to your industry to understand your event’s breakdown cost.
Then, start identifying what resources you need and already have for the event. Consider the costs associated with venue, promotion, content creation, and any technology or tools required. Create spreadsheets or use budgeting tools to list your event’s potential income sources and expenses.
Wisely allocate your budget and resources to maximize your return on investment (ROI).
Inbound Marketing Elements That Enhance Your Event
Standing out against the crowd in events is hard. However, inbound marketing elements add value to events. Inbound marketing for events drives awareness and allows you to connect with your target audience. Inbound marketing lets you reach the right person with the right information.
One of the primary goals of any inbound marketing event is to generate leads. The role of events in lead generation is to recognize potential customers and create new business opportunities.
Inbound event marketing is a great way to generate high-quality leads like SEO inbound marketing. 79% of marketers in the USA utilize event marketing to generate sales leads. By hosting an event, you’ll have a new list of interested leads and a better relationship with current customers.
Event registrations generate a list of people interested in your industry. Create engaging landing pages and registration forms to gather attendee information. Also, offer valuable content, such as ebooks, in exchange for contact details to build your lead database.
Building A Relationship with Prospective Clients
After generating a list of potential leads, nurturing them by building a relationship is essential. Events provide an engaging experience and make people excited about your company.
Personal interactions through events connect the audience with your business. Engaging events can capture attention better than any other marketing strategy. Engage with your event attendees before, during, and after the event to develop a solid relationship.
Spread Awareness of What You Are Offering
Inbound marketing event strategies can create buzz around your event. Engagingly create awareness about your offerings to attract interested audiences.
Inbound promotional channels can spread awareness about your event. Use social media platforms, email newsletters, and your website to share information about the event’s purpose and unique selling points. It is a wonderful way to introduce a new audience to your business.
The Power Of Education In Event Marketing
The education aspect of event marketing is powerful. If you have expertise in a particular area, teach your audience about it through your events. People love to learn about a new idea or a new skill set.
Share plenty of related educative content before the event. During the event, educate attendees with interesting information or facts about your industry. Host webinars, workshops, and panel discussions to provide valuable insights and knowledge. An educationally resourceful event can attract a more engaged audience.
Inbound Event Marketing Strategy
Inbound marketing strategies can create interest and excitement about your event. Create content portraying the benefits of attending the event and promote them through promotional channels.
Promotional Channels (Social Media, Email, Website)
To maximize your event’s reach, the power of promotional channels is uncompareable. Using these platforms, you can promote your event and attract the audience. Start creating compelling social media posts, send targeted email campaigns, and optimize your event page on your website for search engines.
Social Media: Social media platforms allow you to narrow your audience, connect with targeted audiences, and promote valuable content for your event. It makes social media an important part of inbound marketing for events.
Create content that aligns with your event’s messaging and provides value to the audience. Build a community to foster trust and loyalty by constantly responding to comments, messages, and questions. Proper planning and tactics can overcome common social media issues.
Email: It is a direct and personalized approach to nurturing leads. By creating email campaigns relevant to your event, you can keep your audience informed about the event.
Email marketing is a powerful tool that fuels your overall inbound strategy for events. Email marketing lets you connect with attendees, promote your event, and ensure a seamless experience from registration to post-event follow-ups.
Website: Building a well-thought-out event website, you can present vital information about the event through blogs or articles.
Your event website will serve as a central hub for attendees to find information, register for the event, and learn more about your company. It will boost engagement and increase event attendance.
Content Creation (Blogs, Videos, Webinars)
Content is the most important element of inbound marketing. Create a content calendar that includes blog posts, videos, and webinars leading up to the event. Then, start creating the content that contains valuable information about the event. These assets will serve as valuable resources for attendees before and after the event.
Blogs: Regularly publishing high-quality blogs and articles on your website’s event page will attract organic traffic from search engines. These blogs should cover various topics related to your industry and your hosting event.
Videos: People have shorter attention spans. Video content is crucial to capture attention. It is convenient for the audience to watch videos rather than read content. Video content, such as industry insights, product demos, or informative videos, can be highly engaging. Share these video contents across social media channels, YouTube, or place them on your website.
Webinars: Webinars are web-based seminars that engage real-time audiences with interactive and educational sessions. It can effectively generate leads, nurture audiences, and develop strong connections.
Webinars are helpful for those audiences who can’t visit the event. Select topics that reflect your event and provide valuable insights and actionable takeaways. Promote them across various channels to expand your reach.
Partnerships and Sponsorships
To promote an event to a wide range of audience, partnerships and sponsorships is essential. Collaborate with industry influencers, partners, or sponsors to expand your event’s reach. Their networks can help you reach a broader audience and add credibility to your event.
Sponsorship will help you to promote your event through paid advertising. Pay-per-click (PPC) advertising and paid social advertising will allow you to reach a broader audience.
After finishing a successful event, your job is still ongoing with the attendees. You must contact and keep in touch with them constantly. You need to maintain the relationship with them after your event by sending a thank you email or providing them with valuable content related to the event.
Follow-up Email Campaigns
Sending emails is a great way to follow up with your event attendees. Follow-up emails help you to stay top of mind for your attendees. It creates a line of communication between your business and the attendees so that the momentum doesn’t fade even after the event.
With email campaigns, you can create multiple points to contact the attendees. Send personalized follow-up emails to thank attendees and provide additional resources. Email marketing give a great opportunity to nurture leads and move them further down the sales funnel.
Content Distribution (Slides, Recordings)
After the event, you can convert all the key information into slides or recordings and share them with attendees through emails, websites, or social media platforms. Ensure your every interaction adds value.
Make a roundup of key event activities and a post-event breakdown for your attendees. Share event highlights, presentation slides, and recordings on your website and social media platforms. It will provide valuable content for those who couldn’t attend your event.
Surveys and Feedback Collection
Feedback surveys offer event attendees to provide both positive and negative feedback that businesses can use to improve. It is the best way to gather real-time data and information from your attendees.
You can segment your attendees based on their feedback and behavior and focus on nurturing them properly. Invite them to your other networking events by taking feedback and surveys.
Gather feedback from attendees to measure the success of your event. Using surveys, you can understand what worked and what needs improvement. Invite them to your other networking events by taking feedback. Feedback and surveys are beneficial for your future event planning.
How can inbound marketing drive more leads to your event?
Inbound marketing is a continuous process. By consistently creating and promoting valuable content, optimizing your online presence, and nurturing relationships, you can attract more leads to your events. Inbound marketing attracts the right audience and establishes the trust and credibility of your event.
Your business website is the first thing potential customers interact with. An attractive website drives more traffic and increases your visibility. Besides attracting more leads, it helps to keep them engaged from the beginning.
Then, build your website’s event page with valuable content. Leads will interact with the website and won’t bounce from it if they can find your content beneficial. Your audiences will trust your brand or event if your website and content contain the solutions to their issues. So, constantly create and promote valuable content about the event to drive more leads to your event.
Furthermore, improve your online presence through inbound social media marketing strategies. Social media platforms ensure you can reach and communicate directly with your audience. Answer their queries, questions, and confusions by comments or direct messages.
Finally, host educative webinars before the event to provide leads with more information. Webinars can generate and nurture leads and build strong connections.
Also, design email campaigns containing valuable insights about your event to nurture them further along the buyer’s journey. Provide information tailored to their interest and needs to guide them toward your event.
Inbound marketing has transformed event planning and marketing into a resounding success. By aligning your event strategy with inbound marketing, you can attract a highly engaged audience, generate leads, and achieve your event objectives.
A successful inbound marketing event is about more than just the event day. It’s about building lasting relationships and providing ongoing value to your audience. So, start planning your inbound marketing event today and watch your brand reach new heights.