Organizing an event can seem surprisingly easy when compared to promoting it. Often, companies rent training rooms only to realize they don’t generate enough ticket sales. Organizers should also know when to start promoting the event.
The success of a company event depends mostly on marketing it well. Generating the right kind of buzz and using social media effectively is imperative. To make sure your event is a success, avoid these mistakes.
Setting unrealistic goals
Aiming to sell different tiers of tickets over several months is vastly different from selling them in a couple of days. Both require different promotional strategies, and the same goes for selling VIP tickets. Rent seminar room keeping in mind you will promote it and generate interest.
The goals of your campaign should be high, but realistic at the same time. Sit down and try to reach a clear idea of the amount of registrations/sales you hope to make. You also need to think on what channels you can target and the time frame you have at your disposal. Not giving these factors enough thought could be disastrous.
Not capitalizing on SEO
One of the biggest mistakes organizations make is ignoring the power of search engine optimization. To track your analytics, head over to the ‘Channels’ section on your Google Analytics page. This will reveal what percentage of visitors on your page is locating you via organic search. The rest of the users are being redirected from social media and other channels.
Not getting high numbers on organic search reveals a crack in your event promotion strategy. It indicates that your optimization of the event website is not up to the mark. However, this can be rectified. Look for any social media posts or ads that might be outperforming organic searches. You could borrow the text from here for better optimization.
Underestimating proper data tracking
Too many businesses forego proper tracking and lose out on event registrations as a result. You need tracking to know who it is that is buying tickets to the event, how they got to know about it, and the ads they are clicking. Additional information includes when these purchases are being made, and why some of them aren’t buying the tickets.
Not tracking information as useful as this only leads to wastage of your event promotion resources. Google Analytics is a free to use tool, using which, reports can be checked throughout the day.
Ignoring conversion rates
Conversion rate, in this context, refers to the number of people visiting your site and buying event tickets. Companies that rent seminar rooms for events should always focus on upping conversion rates. For instance, this can be achieved by changing your Facebook objective to increase conversions on the website.
This enables the platform to show your ad when conversions are the most likely. When it comes to Google ads, you can actually view the number of conversions generated by campaigns or keywords. Pay attention to survey form length and layout as well, keeping in mind mobile phones.