Tactics in Digital Event Registration - Part 1
The six tactics being successfully used to drive attention/registration to large conferences/events include Creating a content series that promotes the event, Consistent Social Media Posts, Optimizing call to action buttons on registration page and minimize friction during the registration process, Creating a sense of Urgency, Segmenting email campaigns, and Digitizing word-of-mouth marketing and follow-up incomplete registrants. Event registration is the cornerstone of any successful event. That is why digital event registration is such a high priority for event marketers to maximize the conversion rate from prospect to registered attendee and is an important KPI for event success.
OVERVIEW OF six TACTICS IN DIGITAL EVENT REGISTRATION
CREATE A CONTENT SERIES THAT PROMOTES THE EVENT
- Building up consistent momentum for your event will make sure that the enthusiasm will be sustained up until the first day. A good way to do this is by having an ongoing content series that leads up to the event.
- The Content need to be high quality, Engaging and comprehensive.
- The overall mindset here is to create content that will be of value to your readers while also bringing awareness towards your event.
- This series can in the form of video, blog post, or both. The series should have a theme that ties directly back to the event.
- Perhaps you can do an interview series of the speakers you’ll have at the event in order to offer more context to your readers and potential attendees.
- Previous video footage, images, and attendees reviews can prove to be a very effective form of pre-event content marketing.
- Blog Posts Series — write posts that speak about your event. The content need not be overtly promotional in nature but can include a relevant call-to-action at the bottom.
- Promotional Video — This video should then be used in email, social media, and exist on the event website homepage. Make sure the video is no longer than one minute to ensure that people watch it all the way through.
- Positive Reviews — Collecting all the positive feedback from previous events, place them in a visible section on the event website and show others how much people loved your event in the past.
- Video Testimonials — Similar to the promotional video, these testimonials will focus on individual attendees speaking directly into the camera about how much they loved your event last year. If possible, grab footage of previous speakers who also spoke highly of your event. Stitching all of these testimonials together into a piece of promotional content will be very useful for all future events as well.
CONSISTENT SOCIAL MEDIA POSTS
- For the purpose of increasing event registrations, social media is particularly helpful with keeping your event top of mind for potential attendees
- Social Media Marketing is the best way to communicate with your target audience.
- Some Popular Social Media platforms are Facebook, twitter, Instagram, YouTube.
- Success in social media is largely measured by audience engagement. To achieve high engagement, we recommend that businesses be in constant interaction with their following across all major platforms.
- Publishing engaging content is also an important part of social media strategy. All published content and creative should motivate followers to visit your website to learn more about your brand message.
- Use your social media platforms to promote event related content that is highly shareable. Infographics, short videos and eye-catching images will increase the chances of your post being shared and, in turn, your event being promoted by others.
- Consistent Hashtags/Handles — Brainstorm and decide on one hashtag for your event and push this hashtag on all of your event collateral and touch points. This hashtag will ensure that your social media campaigns are all tied together and will help potential attendees find your social channels more quickly. Same goes for handles. Ideally, the handle and hashtag will be the same. The key here is to claim your hashtag and handle very early on to avoid losing it to someone else.
- Part and parcel of building your online brand is creating a short and memorable event hashtag.
- Influencer Marketing — All industries have thought-leaders who hold a certain amount of influence. If you know of any influencers whose audiences align with your target attendee group, reach out to these individuals to discuss possible partnership marketing.
- The benefits of influencer marketing is that they will increase brand awareness, Heighten Sales Leads and Conversions, Elevate Credibility and enrich SEO Signals.
- Teaming Up With Your Sponsors — Given that your sponsors most likely have resources and an audience that you won’t have access to on your own, propose some joint marketing ideas. This could be in the form of your event sponsors sharing your event on their social media platforms, including it in their newsletter, or event creating partnered content that promotes the event.
- Internal Team Buy-in — Remember that there are other people in your company, not part of the event marketing team, that can share some responsibility. Remind that a successful event is not just win for your team but for the entire company. With that spirit in mind, encourage your sales team, customer success team, engineering team, and everyone in between to help with event promotion.
- Share creative reveals of lineups or special guests, or use teaser videos and images to increase excitement. For instance, you can post your own countdowns to the event — bonus points if you use beautiful images to motivate sharing.
OPTIMISE CALL TO ACTION BUTTONS ON REGISTRATION PAGE AND MINIMIZE FRICTION DURING THE REGISTRATION PROCESS
- When navigating your event registration website, visitors should clearly know where to go in order to register for the event. Having a non-intuitive website experience will only prevent potential attendees from registering for your event.
- To avoid this, make sure that the CTA buttons leading to registration are contrasted with the rest of the page and that the copy on the button includes the word “register.” Making this process as simple as possible will only increase the chances of a ticket being purchased. First, if your event registration page is not designed in an intuitive way, your attendees will have a tough time purchasing a registration—even if they really want to.
- Second, your attendees will often need to convince decision-makers within their organization to support attending a given event. After all, events aren't cheap and they require missing out on valuable time at the office. For example, someone may be very excited to attend your event but needs budgetary approval from their manager in order purchase a ticket. In anticipation of these cases, draft a letter that can be used by lower level employees to convince their managers to approve registration for the event.
CREATE A SENSE OF URGENCY
- To further motivate those who may be on the face about attending your event, communicate the fact that there is a limit to which they can be undecided. In other words, emphasize that an offer will be ending soon, or the fact that ticket sales will be ending soon or that the event will be selling out in the near future.
- This can be conveyed by having a countdown clock on your event home page. Though a small detail, this could very well put certain people over the fence when they are thinking about registering. One best practice is to have an early bird pricing option during the first few weeks of registration because it encourages people to commit sooner to your event. Having a limited time offer on a discounted price will also create a sense of urgency for prospective attendees.
SEGMENTED EMAIL CAMPAINGS
- Creating an email marketing strategy that involves sending several emails over a period is an effective way to keep the audience engaged. The idea of a nurture email campaign is to gradually nudge the recipient towards the desired action (i.e. registering for the event) through a series of emails. The timing of each message should be spread out to not flood the recipient’s inbox and create an unpleasant experience.
- One way to ensure that your emails remain an effective channel is to devise sound segmentation strategies that will help properly promote your event. To ensure your email content is relevant, organize campaigns based on industry. Segmenting campaigns based on industry will let your attendees know that the event content will be specifically relevant to them, further cementing their excitement for the event.
- An attendee’s specific job function will largely determine the reason they registered for the event. A C-level executive will be attending the event for different reasons than a sales associate. Similar to content marketing, the information being communicated should directly address the interests of the intended recipient. Segmenting email campaigns based on job function will do just that.
- Location is a significant differentiator among attendees, especially if your event attracts a global audience. By sending emails specific to a person’s location, the message will be that much more personalized. Whether that means sending an email during a country’s specific holiday or crafting an email that refers to the particularly cold weather of the recipient’s location, segmenting event email marketing campaigns based on location will help to increase overall engagement levels.
- Be deliberate with your announcement, include a video, share a testimonial.
- Showcase your speakers — Dedicating an email to the outstanding speakers at your event is another great way of grabbing subscribers’ attention and getting them to click “RSVP.” Send out content that gives subscribers a taste of what they’ll get.
- In your Email signature, place a link to the registration page as well as a small image to promote the event.
DIGITIZE WORD OF MOUTH MARKETING AND FOLLOW-UP INCOMPLETE REGISTRANTS
- Encourage those who’ve already registered for your event to spread the word by giving them referral links to share with their social networks. Create an incentivized program in which those who bring on more registrants with their referral link receive a partial refund or other rewards.
- Digitizing word-of-mouth marketing strategy in this way will turn your event attendees into event advocates and can make all the difference in your registration numbers.
- Some event registration platforms have the ability to track the individuals who have abandoned their cart, leaving event professionals with a golden opportunity.
- If you're able to track this, try reaching out to these would-be attendees with personalized follow-ups inviting them to complete registration. Sending this reminder message could be all it takes for them to restart the registration process and become a bonafide attendee. If digital ads are part of your strategy, you can also serve retargeted ads to these individuals. This will also reel them back into the registration process so that they (hopefully) complete it.
In order to identify tactics in the digital Event registration that drive attention/registration to large conferences and events, we began our research by looking for industry reports and market research that have preexisting case studies on key tactics. However, we were unable to get this information and thus widened our search by looking for the top and best practices in Digital Event registration in the USA. We discovered a blog article detailing and giving a guide for the year 2019 on Tactics in digital event registrations. It listed the digital tactics that have successfully been used to drive attention to large conferences/events. We also reviewed the best practices in digital Event registration where we were able to gather more information to the request