6 Essential Inbound Marketing Techniques to Promote Offline Events
Nothing beats affirming an online relationship with an in-person conversation, interaction, or live experience! Getting your visitors to register for an event, especially one that is not free, versus requesting a free webinar or ebook, takes a lot of effort - but your event can be the catalyst for a sale. Inbound marketing techniques, especially social media, can be used very effectively to create pull for your offline event. Here are some inbound marketing techniques you can use next time you're sponsoring a live event!
1. Integrate In-Product offers, Service or App Promotions
Integrate event CTAs on popular pages on your site or App. Promotion doesn’t have to be exclusively online. You could include a tear-off card or buckslip along with your monthly invoice for current customers. The idea hear is to reinforce your promotion with your installed base through existing lines of communication.
2. Publish Pre-Event Blog Posts That Include Promotional Codes
Readers love to share content that includes relevant and interesting offers. In posts about speakers, issues and information attendees will experience at your event, include offers and encourage readers to share your posts. Making the offer promotional codes in your posts unique will help you track how this form or promotion is spreading.
3. Share LazyTweets. Include Links.
LazyTweet creates and easy way to expand your audience on Twitter. Use Twitter like you normally do, no special account to follow. Just tweet your question, and include the words "lazytweet" or "lazyweb" in it. Remember that your LazyTweet is supposed to be in the form of a question:
@lazytweet Are there any inbound marketing events in Boston in January?
Sharing a LazyTweet that includes links to blog posts or content about the event can help spread details beyond your immediate group of followers. You can also promote well known speakers you may have at your event using this method. Keeping your Tweet under 100 characters, makes it easier to re-Tweet.
4. Use Event Hashtags WhenTweeting
When you share event information on Twitter, be sure to create and include the hashtag for your event to start building brand association and buzz. Visitors or followers who can't make the live event may follow it that day. With enough reach for your event, this technique could even make your event a trending topic which will further increase visibility.
5. Use Facebook Promotions
Use your Facebook page to incent fans to promote your event. Offer a unique discount code or access to an event-related premium or give-away if they 'Like' you and help spread the word about your event.
6. Send LinkedIn Group Invitations
Share event highlights and pre-event content via relevant LinkedIn Groups. As with Facebook, use a custom link or promo code to track registrants.
Have you used other promotional techniques for your offline events? How have they worked?
