Are you ready to learn a dirty little secret about marketing a business-to-businessevent? You must market it aggressively, or generate a "crescendo of cred" by reaching out and touching people in a variety of ways.
It's not enough to send out a mediocre press release (which, let's face it, most event press releases are) and expect people to break down your event's door to obtain it. Promoting an event, like any other type of B2B public relations, necessitates a strategy and plan.
In terms of efficacy, you could just as well be yelling your event from the rooftops. Here's a playbook from a recent event we produced for a B2B client to get you started.
Here are 10 ways how to promote a B2B event:
Take the messaging you've crafted and let it all hang out here. Make a list of your speakers and your agenda. Make it simple for potential guests to grasp your event at a glance. Make a press release about your event. This will be your event's "elevator pitch."
To build some inbound links and improve your event's SEOLinkedIn is a great place to advertise your event. It's simple to promote your event on LinkedIn. Here's a link to a tutorial on how toaccomplish it. Don't forget to tell your followers about your event.
Posting industry event information is seen by many as a public service.
Use the hashtag for your event's name and tweet about it before, during, and after the event. Speakers should be announced. People should be invited. Make a big deal out of it and get people to retweet it.
It isn't enough to just promote your event. Consider your event to be a billboard. What are the most important messages you want people to understand? Why should they be concerned? What do you hope to achieve with your event? Who should show up?
Who, What, When, Where, and Why should be absolutely advisory. Of course, include a link to your event page in your press release. If nothing else, it will aid you in your search engine optimization. Remember to include a link to the event announcement on your own website, as well as on Twitter and in the news sections of relevant LinkedIn groups.
Once your event begins, your event promotion does not end. In fact, now is the time to tweet about it, write articles about it, and send out another press release on the day of the event. The goal is to get everyone involved in the conversation.
Create advance articles linked to the major messages of your event and post them on your industry's websites. Explain how technology is finally enabling one-to-one marketing, as well as the benefits and how to achieve it, if your conference is about that. Instead of writing about your event, simply add a mention to it in your piece. You can indicate that your event on X day is solely focused on this subject. Of course, include a link to your event's website.
Highlight significant moments from your event with short video snippets that you can share on Twitter, LinkedIn, YouTube, your website, and in your email. Hopefully, you get the idea.
Tweet about it and update your LinkedIn status. Allow your followers to share your joy.
Any marketing approach or contentdirected toward a business or organization is referred to as B2B (business-to-business) marketing. B2B marketing methods are used by any company that sells products or services to other businesses or organizations (rather than consumers).
I recommend publicizing your event at least 90-180 days in advance as a general rule of thumb. You must determine what is most appropriate for your occasion. One crucial thing to remember is to start planning your advertising and event marketing campaign as soon as the announcement is made.
Email marketingis inextricably linked to social media and search engineoptimization. Both of these strategies are effective at obtaining new leads, and email marketing is effective at converting those leads into loyal clients. Business owners are significantly less likely than typical customers to buy anything on the spur of the moment.