In what may be one of the greatest understatements ever, B2B events are a lot of work. Those who have managed events already know this; if you’re joining their ranks, you’re going to learn it fast. Event logistics are often top-of-mind, but effective promotion should be done hand-in-hand with your planning. All your efforts to design a great event will be wasted if no one attends. Digital marketing tools can get the buzz out into the public much faster and more easily than many other forms of communication, and are cost-effective, too. Because the topic is as large as the amount of work involved in holding a show, conference, or benefit, this week we’re going to talk about pre-event marketing via the web, email, and social. Next week’s blog will discuss marketing strategies during and after your event. All are designed to expand awareness of, interest in, and engagement with your event and help to make it a success.
Depending on the size of your event, you’ll likely begin planning six months to a year beforehand. During that time, you’ll identify content, speakers, sponsors, volunteers, entertainment, and finalize venue space. Your digital marketing strategy should dovetail with that process.
If you don’t have an email marketing platform by now, it’s time to get one. There are many options out there, but for ease of use I’d suggest HubSpot. It has a great CRM, sales platform, reporting, and analytics to keep track of all the leads you’re going to get.
Let’s assume you already have a platform.