If you are an event marketer, I believe that you will have some form of online event marketing mechanism happening for your events. But is it working for you? Here, we take a quick look at 5 common reasons why online event marketing is not working for some of the events we’ve seen.
Search unfriendly Event Page
If your event website landing page looks something like this
“builder/site/Default.aspx?EventID=1234567”, you might want to check with your service provider if you can have a custom url which ends with your event name instead. Search engine can’t associate event ids with your event name or targeted keywords so do try to have your event website URL with text than digits.
Social – Where’s that?
Social engagement allows you to have an ongoing conversation with target audience so ensure that you have your social presence embedded on your event website, as this allows you to generate a following to maintain conversations via social media for your event promotions.
“Talk to me” Personally
If you are sending out email campaigns to drive your event registration, remember to personalize your communication. We have ran campaigns for clients where we typically see a difference of +20% in terms of open rate for personalized versus non-personalized email campaigns.
If you are designing a long registration form and expecting users to fill all that in, either on desktop or mobile, you better be prepared for a low conversion rate. It’s always good practice to pre-populate information that you know of your existing contacts when they click on the link to register. Pre-population of contact information on registration form can result in conversion rate of as high as >50%. With GEVME, you can easily achieve that using our Call-To-Action buttons for your email campaigns. Also ensure that your registration form is responsive, so that users can register from mobile devices.
When is the last time you give your credit card information over email to purchase tickets online? For me, that was 10 years ago. Expecting users to use offline payment modes such as bank transfer or provide credit card information over email can easily turn off a potential event attendee, as that means that the registration confirmation is not immediate and requires further efforts from the attendee, which may possibly never take place.
Online event marketing is not rocket science, yet we see quite a number of used cases where the basics of event marketing are not practiced, which can easily result in a high drop-off rate from potential attendees.