How to Use Multiple Marketing Automation Channels to Promote an Event
In 1950, only five marketing channels existed: word of mouth, direct mail, print, television, and radio. Now, there are more marketing channels utilizing marketing automation, including webinars, virtual worlds, wikis, paid search, and so much more.
Determining which to use can be somewhat of a chore, and managing all these channels can add even more stress to your already stressful day. Using the following automations across multiple channels helps you drive higher attendance to your next event.
Create a separate traceable URL for each channel. A traceable URL makes reporting on the ROI of each channel easy. Creating the traceable URL, and being able to associate it with revenue, are activities that you cannot do without marketing automation!
When you’re putting on an event, you need to make sure that people know about it. Here are some easy ways to use marketing automation to help promote and track your event:
Facebook: Facebook has proven to be a very viable way to market events for some businesses. Use a custom redirect set up specifically for Facebook. The redirect drives people to your landing page to sign up.
LinkedIn groups: Make sure that your LinkedIn group allows you to share URLs. Some do not. If they do, set up a custom redirect to track leads coming from LinkedIn.
Twitter: You want to advertise your event multiple times on Twitter. The larger your Twitter audience, the better your results will be. The following is a tweet advertising an upcoming webinar.
Vine: Vine is a social media channel launched in 2013. You can use Vine to capture video and promote it via other social channels. Consider shooting a six-second video explaining what people can expect at your event.
YouTube: You should use video in your marketing regardless of whether you choose YouTube or another video site to host your video. Consider mixing shots from your other events. Try to show as many people as possible in every shot, and highlight keynote speakers and their accomplishments. Basically, you’re creating a trailer!
Direct mail: If you’re advertising with print media, make your custom URL short and specific so that people who read it on paper can easily type it into a web browser. Also consider using Quick Response codes, better known as QR codes, to make it easier for your prospect to access the URL with a mobile device.
These codes are easily scanned with a smart phone to pull up a customized experience on a person’s mobile device. So, for example, you can have someone scan a flyer and instantly play a video on that user’s phone.
Blog: If you don’t have a lot of people reading your blog on a daily basis, don’t expect a lot of people to see your posts. To increase engagement with your blog, paste registration information directly into the post. There are many ways to do this.
You can do this by using a sidebar HTML block in WordPress or your chosen blog tool. Or you can paste the registration form directly into the HTML of the page via the HTML editor in your blog platform.
You can remove the need to click off the page by embedding your registration form on the page you are advertising. You’ll capture more leads than you would by asking prospects to leave the page and register on another page.