Marketers are constantly seeking new ways to entice and retain audiences at events. Our recent Thinking Thursday event looked at various digital tactics to help augment existing marketing plans, which led to this three-part series. Now that you’ve tackled the basics in Digital 101, let’s take a look at some advanced digital marketing tactics that can help drive additional results.
Thanks to an engaged audience and our panelists, Jenn Heinold of Access Intelligence, Meghan Jackson of Infocomm, and Kevin J. McCourt, Sr. of Association of Clinical Research Professionals (ACRP), these ideas will help shift your program into high gear.
Ads that target and fence
Geotargeting and geofencing are location-based approaches to reach audiences. A geofencing campaign, for example, can target current event attendees by using a virtual perimeter around a location such as a convention center.
Our panelists and audience members have used these approaches to reach potential audiences. While exhibiting at an event, one audience member used a geofencing campaign to deliver ads and drive traffic to their booth by targeting local attendees who would also be interested in their own event.
When developing these campaigns, use a call-to-action incentive (such as a registration discount) that drives activity. The team at Infocomm used a similar tactic after noticing attendees, who were attending their annual event, weren’t registering in advance for next year’s show. Within a month of the event’s close, Infocomm created a geotargeted campaign with a reminder to book flights for the next annual event that included a registration coupon. Thanks to this clever idea, new registrations flew in.
Landing page prowess
While just half our audience members currently use landing pages, those who do are seeing positive results. Note to readers: start using landing pages! Why? Because they help increase conversion rates. Additionally, they’re focused on a single objective that ties back to the intent of your ad or email, which visitors clicked on in the first place. Hence the increased conversion rates.
How are our panelists utilizing landing pages? They’re promoting special offers and discounts, market-driven solutions, and more — and all these efforts drive visitors to a page that helps them find what they need (including registration information) quickly and easily.
If you want to test your own marketing prowess on which landing pages work better than others, take some of the free A/B tests from Behave and see how your vote compares to other marketers’ votes as well as to the actual campaign results.
Captivate with content
In Content is King, Bill Gates wrote, “…[on the internet] the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.” Given that companies with blogs receive 97 percent more leads than blog-free companies, 90 percent of consumers surveyed say they find detailed content useful, 61 percent of consumers feel better about a company that has a blog, and 50 percent note content can impact purchase decisions (source: Quick Sprout) — the Microsoft founder’s words about companies supplying information remain relevant 21 years after they were written.
It’s hard to argue against these strong numbers (and Bill Gates), so make sure you’re leveraging content marketing to help attract and retain event attendees.
The panelists agree that content is essential. Kevin McCort of ACRP puts a lot of paid advertising against his content to get the word out — and it’s working well. Another tactic we discussed was tracking particular content that’s popular with visitors and using that data to create targeted education sessions. Access Intelligence noted that creating targeted content can also attract inactive members and past attendees who haven’t attended recent events.
We hope you’ll start incorporating some of these digital tactics into your marketing plans. Stay tuned for the next digital series installment where we’ll discuss the less is more approach to attendee marketing and how to turn digital don’ts into digital do’s.