Data is at the core of marketing – from the tickets we sell to the branding efforts our clients organize on social media. Now more than ever, event organizers must use data to show value, understand segments, and stay relevant in an ever expanding space of event promotion.
Event organizers need to keep these three secrets in mind to use their event data effectively and efficiently.
1. A/B Test Everything:
A/B testing is a simple way to test changes to your advertising against the current format to determine which ones produce the best results. Event organizers should be A/B testing their email campaigns, advertising through Facebook and Adroll, and posts through various social media channels. A great example of the importance of A/B testing is presented in this blog post from Mail Chimp that highlights 7 Years of Successful Experiments.
2. Generate Great Content:
The Content Marketing Institute describes content marketing as creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Content is the present and future of marketing but it’s nothing new. Brands have been telling stories to attract and retain customers for hundreds of years:
Ready for content marketing ideas? Check out the 30 Most Genius Content Marketing Examples of 2014
3. Understand the Value of Social:
All event organizers know they must have a social media presence but few understand how to harness each individual channel to the benefit of their brand and events.
“There is no ROI in anything if you don’t learn how to use it.”
– Gary Vaynerchuk, Founder of VaynerMedia
Events need to measure visual content as a form of “word of mouth” marketing as social media platforms continue to emphasize the importance of stimulating visual content.
A few things to consider based on one of the largest independent researches of 1335 event professionals:
- 51% of event professionals say the biggest challenge in using social media is how to use it effectively.
- 45% find the time to do social media properly.
- 32% use social media for all their event portfolio.
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Read more: Social Media for Events