Basics of Event Registration Creation and Lead Increases through Marketing Automation

By Mathew Sweezey

Marketing automation can lend a hand in advertising and managing your event. You can market offline events without marketing automation; however, you’ll have a harder time keeping up with registrants, and you’ll likely lose valuable insights into who is coming from where. You’ll also struggle with keeping your communication consistent across all marketing channels.

Using marketing automation helps you save large amounts of time, gain valuable insights on people so that you know what is relevant to people, know where they came from, and be able to do a much better job at lead follow-up and reporting on the effectiveness of your event.

To begin marketing an event, follow these simple steps:

  1. Create the event registration page.

    Eventbrite is a good source to manage your events. Eventbrite has connections to many marketing automation tools, making events very easy to manage. It’s also free to use if your event is free to attend. Here’s an example of Eventbrite’s tool.

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  2. Build the landing page.

    After creating your event registration page, you need to put your registration form onto a landing page. Here is an Eventbrite registration form on a website landing page. If you are doing a webinar, you need to use the webinar registration page given to you by your webinar platform.

    If you’re not doing a webinar or using Eventbrite, it is suggested you create a form in your marketing automation tool to capture registrations.

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  3. Create a custom redirect.

    You need to create a separate URL redirect for each channel you plan to market through. Having a separate URL is critical only when you want to know which channel drove the highest registration for a particular event. Seeing which link was clicked the most makes reporting on your most productive partners, channel, or medium very easy.