Conference marketing can be challenging. With so many options for attendees to choose from, it’s critical to have a clear, effective strategy that builds interest, drives registrations, and keeps attendees engaged before, during, and after the event. By focusing on targeted marketing efforts, you can maximize the success of your conference and ensure it provides meaningful value for your audience. Here are three essential conference marketing tips to help you achieve that goal.
1. Leverage Content Marketing to Build Value and Interest
Content marketing is one of the most effective ways to build anticipation and showcase the value of your conference. By sharing insightful and relevant content in advance, you can demonstrate your event’s value and attract the attention of potential attendees.
Create a Content Calendar
Develop a content calendar that aligns with your event’s timeline. For example:
- Countdown Content: Post updates as the conference date approaches, such as “3 Months to Go” or “30 Days to the Big Day.”
- Speaker Spotlights: Feature bios and interviews with keynote speakers to showcase the expertise and knowledge attendees can expect.
- Session Previews: Provide teasers for specific sessions, workshops, or panels, explaining what attendees will learn and why it matters.
- Behind-the-Scenes Posts: Give a sneak peek into the planning process, like venue setup, special features, or insights into event planning challenges. These posts help to create a sense of anticipation and exclusivity.
By consistently sharing valuable content across channels like your blog, social media, and email newsletters, you can build excitement while also educating your audience about the benefits of attending.
Offer Thought Leadership Pieces and Industry Insights
Create articles, white papers, or guides that align with the topics covered at your conference. This type of content appeals to industry professionals who are likely to be interested in attending your event. Additionally, consider collaborating with some of your event speakers or partners to create co-branded content pieces. For example, a thought leadership piece co-authored by one of your keynote speakers can reach new audiences and provide additional credibility for your conference.
Utilize Video Content for Engagement
Video is a powerful tool for event marketing. Short, engaging videos are highly shareable on social media and can convey information quickly and effectively. Some video ideas include:
- Speaker Previews: Short introductions where speakers talk about their sessions and invite attendees.
- Event Highlights: If it’s a recurring conference, share clips or testimonials from previous years to build social proof.
- Countdown Videos: Quick countdown videos with highlights or stats about the conference can help build excitement.
Videos not only capture attention but also humanize your conference, making it more appealing and accessible for prospective attendees.
2. Optimize Email Marketing for Personalized Outreach
Email marketing remains a powerful tool for conference promotion. With the ability to segment and personalize messages, you can reach potential attendees with targeted information that addresses their specific interests and needs.
Segment Your Email List for Targeted Campaigns
Instead of sending the same message to your entire email list, segment your contacts based on criteria such as job role, past attendance, and industry. This allows you to create tailored content that resonates with each group. For instance:
- First-Time Attendees: Send emails that introduce them to the conference, explain what they can expect, and offer tips for making the most of their experience.
- Returning Attendees: Highlight new features, speakers, or sessions they haven’t seen before to maintain their interest.
- Industry-Specific Segments: Customize emails to highlight sessions and speakers that align with the interests of specific industries or job functions.
By delivering highly relevant content, you’ll increase the likelihood of driving registrations.
Personalize Your Messaging
Whenever possible, personalize your messages beyond just using the recipient’s first name. Use dynamic content to recommend sessions or speakers based on their interests, and consider including a “Why You Should Attend” section that highlights key benefits relevant to their role or industry.
Automate a Drip Campaign
Create a drip campaign that automatically delivers a series of messages over a set period. This might include:
- Announcement Emails: Introduce the event, speakers, and sessions.
- Early-Bird Reminders: Encourage registration with time-sensitive discounts.
- Registration Confirmation and Preparation Tips: For those who register, send helpful information about travel, lodging, or pre-event networking opportunities.
- Last-Minute Reminders: As the event approaches, send reminders about keynote speakers, session highlights, and networking opportunities to drive final registrations.
An automated campaign helps keep your conference top-of-mind for potential attendees without requiring constant manual updates.
3. Boost Engagement with Social Media and Influencer Marketing
Social media is crucial for conference marketing, as it allows you to reach a large, diverse audience and engage with potential attendees in real time. By utilizing social media and influencer partnerships effectively, you can create buzz and foster a sense of community even before the event begins.
Create a Branded Hashtag and Encourage Its Use
A unique, branded hashtag can help build momentum and create a centralized stream of conversation around your conference. Promote the hashtag early on and encourage its use across all of your social channels. Some strategies for making the most of your event hashtag include:
- Hashtag Promotions: Use the hashtag on all event materials, such as emails, promotional graphics, and on-site signage.
- Attendee Engagement: Encourage attendees to share their excitement and preparations on social media using the hashtag.
- Live Updates: During the conference, post real-time updates, photos, and highlights using the hashtag. Encourage attendees to do the same for a lively social media presence.
This will allow prospective attendees to see the buzz around your event and give your conference added visibility.
Partner with Influencers and Industry Experts
Collaborate with influencers, industry experts, and speakers who have a strong following in your conference’s area of focus. Their endorsement and participation can help expand your reach and add credibility. Some ways to work with influencers include:
- Speaker Takeovers: Allow speakers or industry experts to take over your social media accounts for a day, where they can post about their excitement for the event, share insights, or highlight their sessions.
- Guest Posts and Interviews: Invite influencers to create guest blog posts, or conduct interviews where they discuss industry trends and the topics they’ll cover at your conference.
- Live Q&A Sessions: Host a live Q&A on social media, where prospective attendees can ask speakers questions and get a preview of what to expect.
These activities help build engagement and provide potential attendees with valuable insights that encourage them to register.
Run Contests and Polls to Increase Engagement
Use social media contests and polls to engage your audience in a fun and interactive way. For example:
- Giveaways: Run a giveaway where participants can win discounted or free passes. This can increase engagement and expand your reach as people share the contest with their networks.
- Polls: Conduct polls to gauge interest in various sessions, speakers, or topics. This not only engages your audience but also provides insights you can use to tailor your content and promotions.
Such initiatives create excitement and drive more people to learn about and engage with your conference.
Conclusion
Marketing a conference effectively requires a combination of valuable content, targeted email outreach, and engaging social media strategies. By creating meaningful content that resonates with your target audience, personalizing your email campaigns, and leveraging the power of social media and influencers, you can boost attendance, maximize engagement, and leave a lasting impression on your attendees. These three tips are foundational for any successful conference marketing strategy, helping you to stand out in a competitive landscape and ensure your event’s success.