B2B events can be extremely beneficial for brands that want to cut out of the clutter, increase brand awareness and establish themselves as industry leaders. But for your event to be successful, you will need to ensure that you have a great plan to market it to the right audience and use the multiple platforms to amplify reach. Increased reach will help you maximise awareness and return on investment. So, if you’re wondering how to market your B2B event effectively, here are five things you must do to ensure success:
Decide on the Right Messaging:
Selecting the right messaging to market your event is the most essential part that can help you make or break your event. You want to go with something that highlights the main aspects of your B2B event, while informing your audience why it is so important and valuable to attend. Tell them what stands out and how it can add value to their life and to their work. Show them through your messaging why attending your event is a necessity. Give them a sneak peek into what they can expect at the event so that they are intrigued. Once you have your messaging sorted, you can go ahead and create all the required marketing collaterals.
Create a Website for your Event:
Having a dedicated website or webpage/landing page for your event can be extremely beneficial. It can provide your target audience with all the essential information in one place, while attracting more organic and paid traffic through Google if the SEO is optimised well. It can become your online salesperson as it will bring targeted leads to your event page every day by highlighting event details and acting as a registration platform, all in one.
While setting up your event website, make sure it contains details about the event along with information on different conferences and seminars and a list of your event sponsors. You can showcase what the event will look like through a teaser video. If it is a recurring event, you can add in some reviews from previous attendees and speakers at the seminars.
Maximise Reach through Email Marketing
Email marketing can be an amazing way to drive traffic to your event website and attract the right audience. You should definitely send out an email to your company mailing list with details of your event, with a link to the sign-up page. Make sure your email contains the main event details and other interesting and intriguing details so that recipients are driven to sign up.
Collaborate with Event Sponsors and Speakers
Another great way to amplify your organic reach is by collaborating with your event sponsors and speakers. Ask them to send out a message to their email list or talk about the event on their social media platforms and drive more attention to your website. This works best when there are well established companies sponsoring your event or when your speakers are well-known in the industry. You can also use their names to get press for your event by pitching relevant media interviews and profiles. Getting some media attention will definitely help you to attract the right audience in large numbers.
Use Social Media to Create Buzz Around the Event
Social Media is a powerful tool for promotion when used in the right way. It can be leveraged to build interest in your event and create the right buzz. By using the right Social Media platform like LinkedIn, Clubhouse, Facebook or Instagram, you can share teasers with your audience and get them excited about the event. You could also look at running an influencer campaign and ask top speakers to talk about your event and spread further awareness. Influencer marketing is highly effective as influencers usually have a loyal, targeted following that is more likely to buy from a source they trust.