How to promote events on the Internet?

It's not enough to prepare an interesting event - you have to spend time promoting it. Unfortunately, the number of events (both stationary and online) is so large that it is difficult to stand out among them and effectively reach the target group. To achieve success, you need to use proven ways of promoting the event - you will find them in our article.

Is a website necessary to promote the event?

Regardless of whether you are organizing a stationary or online event, you need a place where your recipients can easily find the most important information about the event. The best solution is definitely to publish such content on a website dedicated to a given event . In this way, you not only help your recipients find all the information, but also build a professional image.

Some people give up creating a website and publish all information on social media. This solution will not work for large events. You can easily get lost among the posts and finding specific information will be difficult. This may result in recipients becoming discouraged and resigning from taking part in the event, or on the contrary - they will send you hundreds of questions, which will extend your working time. Another advantage of creating an event page is that you can create trackable URLs for your entire website and selected landing pages. This will allow you to collect data on which event promotion methods are the most effective and provide you with the highest return on investment.

When can you stop creating an event website? If you organize smaller events that do not appear regularly, you can refrain from creating a website dedicated to the event. Instead, you can create a separate page on your website to announce upcoming events. The most important thing is that the user who lands on your website can easily find the details of the event and be able to associate the event with your brand.

How to optimize your website to promote an event?

An event website is a place that should be created with the audience in mind. Consider what information they will most likely be looking for on your site and make sure it is prominently featured on your site. Content that is worth placing on the website includes, for example:

It is worth ensuring that the content that appears on your website is optimized for SEO . This way, you can achieve more website traffic from Google's organic search results. Sometimes Internet users are looking for specific thematic events. If your website is well positioned, there is a high probability that they will choose your event.

You also need to make sure that your website is user-friendly and intuitive. You may lose potential event attendees if it is difficult to navigate and difficult to purchase tickets and find information. In order for your website to provide users with a positive experience, it is worth designing it in accordance with a UX strategy .

How to promote an event on Facebook Ads?

Advertising on Facebook is one of the most frequently chosen forms of promoting events on the Internet. We will admit without hesitation that it can bring great results, but the condition is proper, conscious implementation of the campaign.

Facebook Ads offers the option to directly promote an event created on Facebook. But is this solution effective? It depends. It is not always worth using this, because it is based on encouraging users to engage in a specific interaction, and achieving such an effect can be expensive.

Implementation of advertising on Facebook with the effect of participation in the event

We recommend promoting events on Facebook if it is, for example, a cyclical or nationwide event. We can then count on a viral effect and reaching a large number of people. For smaller, local events, it is better to focus on other forms of advertising in Facebook Ads. For this purpose, you can use post boosting or advertising focused on increasing website traffic.

How to make effective advertising on Facebook?

A great way to promote an event on Facebook is to use retargeting. This way, you have a chance to reach people who have already expressed interest in your content. On Facebook, you can run ads based on Facebook engagement, similar audiences and website engagement.

Additional ways to promote your event online

Facebook and your website are not the only places where you should promote your event. We recommend several solutions that will help you reach more people and encourage them to take part in your event.

Once again, we encourage you to try to reach people who have already shown an interest in your events or brand. Building an engaged community is very important - a dedicated, regular customer can bring more benefits than a newly acquired one. This recipient already knows your activities and your offer, knows what to expect, which will make it easier to convince him to get involved again. For example, take a look at the email sent to subscribers of the RIFF festival newsletter. The e-mail contains not only information that the event will take place soon, but also a special discount on the purchase of festival tickets.

Even if you are organizing the first edition of your event, you can create your database of newsletter subscribers. Promote your newsletter on your website and social media. For this purpose, assure recipients of the benefits of subscribing to the mailing database - it may be a discount on tickets, receiving information about festival guests before their official announcement, news from backstage, etc.

Promoting the event in the email footer

You can place information about your event in the footer of the e-mail, so that information about it can easily reach all people you contact by e-mail. There are opponents to this solution, and we understand why - promoting an event in the footer of an email can look unprofessional if done poorly. If you want to choose this method of event promotion, remember that the information in the footer should be short and catchy.

Also Read : How Can Luxury Hotels Exploit Experiential Marketing?

Promoting the event through influencer marketing

Influencers enjoy a very high level of social trust. According to the Rakuten report, as many as 80% of consumers bought something thanks to the recommendation of an influencer. Using influencer marketing, you can effectively reach your target group, strengthen your brand image and increase the number of tickets sold for your event.

Many people are afraid of influencer marketing because it is associated with high costs. It doesn't have to be this way! Cooperation with micro-influencers can also provide great results. They have smaller reach, so cooperation with them will not be so expensive. At the same time, they already have a group of engaged recipients who may be interested in your offer. Look, for example, in the photo below - this is a post that was created in cooperation with an Influencer whose number of followers is less than 10,000 people.

However, when collaborating with influencers, it is important to make sure that the content they prepare, as well as the values ​​they share with their recipients, are consistent with what can be found at your event.

Promoting the event through social media activity

Advertising on Facebook Ads is not the only way you can use social media to promote events. The basic thing is to run a Facebook page and publish information about the event on your profile, as well as create an event on Facebook. Additionally, it is worth publishing information on thematic and local groups to reach your target group. You can also decide to:

Remember that if you want to promote your event on social media, you need to do proper research. This way, you can be sure that you publish content on the right channels and reach a well-defined target group.

If you don't know which social channels to choose and what content to create, check out our articles on this topic. You'll find lots of tips there!