Digital Marketing Strategies for Event Planner in 2023

As an event planner, you understand the significance of ensuring perfection in every aspect of your events. And when it comes to your business, having well-structured digital marketing strategies for event planners is absolutely essential. If you want your business to thrive and expand, it is vital to have effective digital marketing strategies in place.

This short guide will give you an understanding of the various digital marketing terms and strategies designed specifically for makeup artists.

Let’s begin!

What is digital marketing for event management?

Digital marketing for event management refers to the use of various digital channels and strategies to promote and market events. This includes leveraging online platforms, technologies, and tools to reach a broader audience, increase event visibility, increase ticket sales, and engage with potential attendees.

Please take a moment to conduct a quick Google search for “event management company + your city” or “event planners + city in your service area.” If your business does not appear at the top of the search results, there is a substantial risk of being completely overlooked, significantly if your competitors outperform you.

What is the role of digital marketing in event management?

The role of digital marketing in event management is gaining prominence. As an increasing number of individuals rely on the internet and social media to discover event details, it is becoming imperative for event organizers to cultivate a strong online presence.

Why is digital marketing important for event management?

Digital marketing is essential for event management because it enables event managers to reach a wider audience. It also provides a means to measure and analyze a marketing campaign’s effectiveness, facilitating informed decision-making for future events.

In the digital age, individuals depend on Google to get relevant information or services. They often search for specific event planners, such as “event planner near me” and “event management company near me”. If your event management company needs more visibility in Google search results, you risk losing many potential clients.

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These are some of the main reasons why digital marketing is important for event management.

Lead Generate

Digital marketing enables event managers to attract potential attendees, capturing their interest and contact information for future engagement.

Reach a wider audience

Digital marketing allows event management to extend their message to a broader audience, increasing brand visibility and attracting more potential attendees to the event.

Enhances Brand Visibility

By leveraging various digital channels, you can increase your event’s online visibility, build brand awareness, and establish your event management company as an industry leader.

Save time and money

Digital marketing strategies such as social media advertising and email campaigns offer cost-effective solutions compared to traditional marketing methods, helping event organizers save time and money.

Stand out from the competition

With effective digital marketing techniques like search engine optimization (SEO) and targeted advertising, event management can differentiate itself from competitors.

Real-Time Feedback

Digital marketing enables you to collect instant feedback from attendees, helping you gauge their satisfaction levels and make necessary improvements for future events.

What are the Digital Marketing strategies for event planners?

1. Create and optimized website

In addition to establishing your brand, your website should offer a seamless mobile experience and resources that encourage attendee engagement. This includes features like online registration and payment options, interactive maps, real-time event updates, surveys, and support tools such as chatbots for vendors and attendees.

A user-friendly website acts as a strong tool to display your work and attract potential clients. Make sure your site reflects professionalism and offers user-friendly navigation. Include sections for showcasing your portfolio, testimonials, and contact details.

What should an event planner website contain?

• Home page: A captivating introduction to your event planning services, highlighting your unique selling points and the value you provide to clients.

• About us: A section that provides information about your event planning company, its history, expertise, and team members, establishing credibility and trust.

• Event services: Clearly outline the range of event planning services you offer, including details about event types, sizes, and customization options.

• Past events portfolio: Showcase past events you have organized, including photos, videos, and client testimonials to demonstrate your expertise and success.

• Clients testimonials: Highlight positive feedback and testimonials from satisfied clients, building trust and credibility.

• Contact information: Provide precise contact details, including email, phone number, and a contact form, making it easy for potential clients to contact you.

• Blog or resources: Share helpful articles, tips, and industry insights related to event planning, positioning yourself as an authority in the field.

• Online booking or inquiry form: Include an option for potential clients to inquire about your services or book consultations through your website.

• Social media integration: Link to your social media profiles, allowing visitors to connect with you and stay updated on your latest events and news.

• FAQs: Address common questions and concerns potential clients may have about your event planning services.

2. Know your target audience

Understanding your target audience’s preferences, interests, and demographics is crucial for creating effective marketing campaigns and engaging with potential attendees. Through thorough market research, event planners can gain valuable insights into their target audience’s needs and tailor their marketing efforts accordingly.

Identifying your target audience involves segmenting the market based on age, gender, location, profession, and interests. This segmentation allows event planners to create personalized marketing messages that resonate with specific groups within their.

3. Chatbot automation to improve user experience

Utilizing chatbot automation is a practical approach to elevate the overall user experience for event planners. Incorporating a chatbot into your website or social media platforms allows you to streamline communication with attendees and potential participants. 

A well-designed chatbot can promptly respond to frequently asked questions, provide event details, assist with registration processes, and even offer personalized recommendations based on individual preferences. This automated system saves time and ensures seamless visitor interaction, boosting engagement and increasing the likelihood of successful event conversions.

Chatbot implementation across multiple channels:

• Website Chatbot: Implement an interactive chatbot on your event website to engage visitors, provide event details, and assist with inquiries. Enhances user experience.

• Messenger Automation: Utilize automated messaging on Messenger to deliver event updates, answer FAQs, and foster real-time communication with attendees.

• Facebook Automation: Automate posts, responses, and event promotions on Facebook for efficient engagement and seamless user experience.

• Instagram Automation: Schedule posts, auto-reply to comments, and use DM automation to boost event awareness and user satisfaction on Instagram.

• WhatsApp Automation: Leverage WhatsApp chatbots to send event reminders, handle queries, and enhance user experience with quick and personalized responses.

4. Google my business is a must

Customers will use Google to find your business, so ensuring you have the most relevant search terms for your event planning services is important. A specially designed Google Business Profile for event planners can greatly help you.

LET’S EXAMINE THE SCENARIO before I bog you down in the figures. Imagine you need an event planner or management firm for your city’s upcoming event. What action will you take?

If you’re like me, you reach for your pocket brain, also known as a mobile phone, and type in “event planner near me” or “event management company in New York.” Then, Google does its magic and presents you with something like this:

How to set up a google business profile?

Go to the Google My Business website

Visit the Google My Business website at https://www.google.com/business/ and sign in with your Google account. If you don’t have a Google account, create one by clicking “Sign In” and then “Create an account”

Add your business information

Click the “Manage now” button or the “Add your business to Google” button. Enter the name of your event planning business and select the appropriate category. Fill in your business address, phone number, website, and other relevant information.

Verify your business

Google will send a verification code to your provided address. You can receive the verification code by mail, phone, or email. Select the option that works best for you and follow the instructions to verify your business.

Set up your profile

Once your business is verified, you can start setting up your profile. Add a description of your event planning services, including keywords that potential clients might search for. Upload high-quality photos of your previous events and showcase your expertise.

Add additional information

Enhance your profile by providing additional details about your business. This can include your hours of operation, accepted payment methods, and a link to book appointments or request quotes.

Manage customer reviews

Encourage clients to leave reviews on your Google Business profile. Positive reviews can attract more clients. Monitor and respond to reviews promptly, addressing any concerns or feedback.

Utilize Google My Business features

Explore the various features and tools offered by Google My Business. This includes adding posts about upcoming events, sharing updates, and viewing insights to understand better how clients are finding and interacting with your profile.

Regularly update your profile

Keep your Google Business profile up to date with the latest information about your services, events, and contact details. This will ensure potential clients have accurate and relevant information when they find your business on Google.

5. Local SEO to increase local presence

Search engine optimization (SEO) is an online marketing strategy that aims to attract more website visitors by positioning your site at the top of search engine results pages. 

For event planners, local SEO plays a crucial role in achieving success. Therefore, it is essential to prioritize local SEO efforts. Establishing a strong local presence is vital for event planners as it enables them to build a reputation and foster a community with their local audience. However, even after creating this community, it is important to focus on local strategies when developing marketing content.

When customers search for “event planners in new york,” or “event management agency near me” they must incorporate this phrase strategically into their content. Using the phrase consistently and effectively increases the likelihood of Google recognizing your website and ranking it higher on the search engine results page.

Benefits of local SEO for event planners:

A Cost-Effective Marketing Solution: Local SEO is a cost-effective way for event planners to market their services and reach their target audience.

Helps Local Customers Find You: Local SEO ensures that event planners are easily discoverable by local customers actively searching for their services.

Reaches Customers Who Are Ready to Buy: By optimizing for local keywords, event planners attract customers actively looking to hire event planning services, increasing the chances of conversions. 

Delivers More Qualified Search Traffic: Local SEO drives highly targeted traffic to event planners’ websites, consisting of users who are more likely to convert into paying customers.

Continuous Business Growth: Implementing local SEO strategies enables event planners to maintain a steady flow of local customers, fostering continuous business growth and sustainability.

Gain More Local Reviews: Local SEO encourages customers to leave positive reviews, enhancing event planners’ online reputation and attracting more potential clients.

6. Do social media activity

To kick off, conduct an audit of your profiles. Ensure consistent branding across all channels and keep information, images, and banners up to date. Then, proceed to create an event page.

As per research, 96% of event planners utilize social media contests and find them effective. You can encourage registrations by running a contest or promotion.

Think about social advertising (target individuals who engaged with your current or previous events, or use demographics to focus on a specific industry or population).

Establish an event hashtag and prompt followers to use it. Also, build excitement by teasing captivating details like high-profile speakers.

7. Create an events portfolio

An event portfolio is a comprehensive collection of past events showcasing your event management company’s successful endeavors and experiences. It is a powerful digital marketing tool that allows potential clients and attendees to gain insight into your expertise and capabilities.

Here’s how to effectively use an event portfolio as part of your digital marketing strategy:

• Showcase your expertise: Your event portfolio should include a diverse range of events you’ve organized, highlighting a variety of gatherings, themes, and scales.

• Visual Appeal: Include high-quality images and videos from your past events to create visual appeal.

• Customer Testimonials: Include testimonials and feedback from satisfied customers who have previously worked with your event management company.

• Event Impact: Demonstrate the impact of your event, such as increased brand visibility, higher attendee engagement, and achievement of event objectives.

• Case Studies: Consider creating detailed case studies for some of your most successful events. Highlight the challenges faced, strategies implemented and results achieved.

• Easy Navigation: Organize your event portfolio in a user-friendly way. Make it easy for visitors to navigate different events and quickly find the information they want.

• Shareable Content: Ensure your event portfolio is easily shareable on various social media platforms and via email.

• Optimizing for SEO: Implement search engine optimization (SEO) strategies to ensure your event portfolio appears prominently in relevant search results. This will help in bringing organic traffic to your website.

• Regular Updates: Keep your event portfolio updated with your latest events and success stories. Fresh content reflects your commitment to continued growth and excellence.

Creating a compelling event portfolio will effectively showcase your event management expertise and attract potential clients, making it an essential component of your digital marketing strategy for event management.

8. Run Google ads to increase events leads

Pay-per-click (PPC) is a profitable lead-generation method. Conduct keyword research for your event planning business. Choose keywords and set your maximum bid—the amount you’ll pay per click. Relevancy and click-through rate influence your quality score. Monitor and measure PPC campaign results.

PPC is an excellent choice for event planning companies—track metrics like impressions, click-through rate, and conversions. Gain valuable leads through PPC ads. It’s a top digital marketing strategy for event management firms.

How to run google ads for event planners?

• Set Clear Goals: Define your objectives for the Google Ads campaign. Whether It’s increasing event registrations, driving website traffic, or boosting brand awareness, having clear goals will guide your ad strategy.

• Keyword Research: Identify relevant keywords for event planning and your target audience. Use tools like Google Keyword Planner to find keywords with high search volume and low competition.

• Create Compelling Ad Copy: Write engaging and concise ad copy that highlights the unique aspects of your event planning services. Use strong calls-to-action (CTAs) to encourage clicks.

• Landing Page Optimization: Ensure the landing page linked to your ads is tailored to the specific event or service you’re promoting. It should be user-friendly, visually appealing, and have a clear call to action.

• Ad Extensions: Take advantage of ad extensions to provide additional information, such as location, phone number, and links to specific pages on your website. Extensions can improve ad visibility and click-through rates.

• Targeting Options: Utilize Google Ads’ targeting options to reach your desired audience. You can target by location, demographics, interests, and behaviors to ensure your ads reach the right people.

• Bid Strategy: Choose an appropriate bidding strategy based on your goals and budget. Options include manual CPC (Cost Per Click) bidding or automated bidding strategies like target CPA (Cost Per Acquisition) or target ROAS (Return On Ad Spend).

• A/B Testing: Run A/B tests for different ad variations to see which ones perform best. Test different ad headlines, descriptions, and CTAs to optimize your ads over time.

• Track and Analyze: Use Google Analytics or other tracking tools to monitor the performance of your ads: track conversions, click-through rates, and other key metrics to assess the effectiveness of your campaign.

• Optimize and Refine: Continuously monitor the performance of your Google Ads campaign and make data-driven adjustments. Optimize keywords, ad copy, and targeting to improve results and maximize ROI.

9. Invest in Facebook ads 

Facebook Ads can be a powerful tool for event management companies to reach a vast audience and promote their events effectively. 

Here’s how to utilize Facebook Ads as part of your digital marketing strategy:

• Audience Targeting: Leverage Facebook’s advanced targeting options to reach your desired audience. 

• Engaging Ad Content: Create visually appealing and compelling ad content. Use high-quality images or videos that showcase the event’s highlights.

• Event Promotion: Tailor your Facebook Ads to focus on specific events you’re organizing. 

• Event Remarketing: Implement Facebook’s remarketing features to target individuals who have interacted with your previous events.

• Lead Generation Ads: Utilize Facebook’s lead generation ad format to capture contact information directly from interested users.

• Event Promotion Contests: Run engaging contests or giveaways to promote your events. Contests can generate excitement and encourage user participation.

• Facebook Event Creation: Create Facebook Events for each of your upcoming events. Invite your followers, partners, and interested individuals to the events.

• Budget Management: Allocate your ad budget wisely across various campaigns and events. Monitor the performance of each ad campaign.

• Track and Measure Results: Use Facebook Ads Manager and other analytics tools to track the performance of your ad campaigns.

10. Create video content to increase engagement

Video marketing is highly effective in captivating audiences. Here are inspiring ideas for your video production strategy:

• Showcase a behind-the-scenes look at the event setup.
• Conduct on-screen interviews with speakers or special guests to build excitement for the event.
• Create a compelling ramp-up video that tells an emotional story.
• Save all footage for post-event use, including recaps and promos for future events.

11. Leverage influencers to promote

According to research, “67% of event organizers incorporate influencer marketing in their social strategy.”

Leverage event partnerships with renowned speakers and leading sponsors to connect with new audiences. Create a media kit and share it with speakers, vendors, and sponsors for easy event promotion. Encourage them to use branded content and imagery on their social media channels.

Pro Tip: Request the keynote speaker to discuss the event online or, even better, record a brief video inviting their followers to register for the event.

12. Email marketing campaign to extend leads

According to market research, “86% of event organizers find email marketing their most effective tactic. 49% of event ticket sales are attributed to email.”

Enhance email marketing by testing different subject lines. Around 41 characters or seven words work well. Personalization is vital.

• Create urgency: 

“Last Call. Limited tickets are remaining!”

“Today Only! Discounted tickets.”

• Evoke emotions: 

“We need your support, [name].” 

“You can make a difference, [name].”

• Make intriguing announcements:

“Exciting news! The guest speaker revealed!” 

“Big News – Have you heard?”

13. Create blog posts for events

Blog posts are the most efficient means of connecting event planners with customers. Creating valuable blog content for your audience is essential to implement an effective marketing strategy.

This inbound marketing technique allows customers to come to you instead of employing outdated outbound marketing methods that involve reaching out to potential customers.

Crafting event-focused blog posts is a top-notch inbound marketing strategy. Each blog post can expand your reach to prospective customers directly. To write blog posts, a dedicated blog website is necessary.

14. Contact with sponsors

Encourage sponsors to notify their followers about your events, expanding your target audience and gaining a competitive edge. Share graphics, announcements, and affiliate links on social media to enhance content.

Leverage word-of-mouth by encouraging event sharing. Use social media hashtags for virtual events. Engage viewers with vlogs and videos across various platforms. Offer giveaways and call-to-action to boost event sign-up rates.

15. Previous customers reviews

Customer reviews are a powerful tool in event marketing as they provide social proof and credibility for your event management services. 

Positive reviews can encourage potential attendees to trust your events, while constructive feedback from previous customers can help you identify areas for improvement. 

FURTHER READING

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What is the Future of Event Management with Digital Marketing?

Digital marketing is set to revolutionize event management as the world becomes increasingly connected. Adapting to these changes will be critical for event planners to stay competitive and deliver an impactful experience.

Here are some strong points outlining the future of event management with digital marketing:

• Personalization for attendee delight: Leverage data insights to personalize event experiences, driving deeper engagement, from targeted content to tailored recommendations.

• Virtual and Hybrid Events: Adopt virtual and hybrid event formats to increase reach, accommodate diverse audiences, and provide unique interactive opportunities.

• AR and VR Experiences: Apply augmented reality (AR) and virtual reality (VR) to create immersive event experiences that captivate attendees.

• Social media integration: Integrate social media throughout events to drive engagement, facilitate real-time interactions, and promote social proof.

• AI-powered analytics: Use AI-powered analytics to track attendee behaviour, measure event success, and gain valuable insights for continuous improvement.

• Influencer Marketing: Partner with influencers to increase event visibility, credibility, and attendance through their established audiences.

How can a digital marketing agency help event management?

Partnering with a digital marketing agency can be a game-changer for event management companies. These agencies bring the expertise, tools and strategies to maximize the event’s success.

Here are some strong reasons that show how a digital marketing agency can assist in event management:

• Reach Target Audience: Use a data-driven strategy to reach the right audience and drive event attendance and engagement.

• Strategic Online Advertising: Run effective PPC, social media and display advertising campaigns to promote events and drive ticket sales.

• Engaging Content Creation: Develop compelling event content, including blogs, videos and social media posts to generate discussion and interest.

• Social Media Management: Manage the event’s social media accounts, fostering conversation and building a sense of community around the event.

• Email Marketing Campaigns: Create engaging email campaigns by leveraging segmented lists to keep attendees informed and excited.

• Post-event analysis: Conduct data analysis to measure event success, identify areas for improvement, and refine future event strategies.

How to choose the best digital marketing agency for event management?

Choosing the right digital marketing agency is critical to the success of your event management agency. 

• Relevant Experience: Look for agencies with a proven track record in event promotion and a portfolio demonstrating successful event campaigns.

• Target Audience Understanding: Prioritize agencies that clearly understand your event’s target audience and how to reach them effectively.

• Digital Expertise: Choose from agencies well-versed in various digital channels, including social media, PPC, SEO, email marketing and content creation.

• Strategic Approach: Choose agencies that develop marketing strategies tailored to your event objectives and needs.

• Customer Testimonials and Reviews: Check customer testimonials and reviews to assess the agency’s credibility, professionalism and customer satisfaction.

• Transparency and communication: Choose agencies that prioritize transparent communication, provide regular updates, and involve you in decision-making.

FAQ’s