{"id":8131,"date":"2017-12-18T15:33:22","date_gmt":"2017-12-18T15:33:22","guid":{"rendered":"https:\/\/www.eventmobi.com\/?p=8131"},"modified":"2025-08-13T10:17:07","modified_gmt":"2025-08-13T14:17:07","slug":"event-marketing-tips","status":"publish","type":"post","link":"https:\/\/www.eventmobi.com\/blog\/event-marketing-tips\/","title":{"rendered":"Tips for Event Planners: How to Create an Event Marketing Strategy"},"content":{"rendered":"

To increase app adoption, event marketing is crucial to any event planner. With ever-expanding inbound and outbound marketing channels, event planners have to\u00a0align with the consumption habits of their target audiences. This should be chief consideration when planning channels and content and developing event marketing strategies. While there are multiple tactics and best practices that can be incorporated into your strategy. The foundation of any successful event marketing campaigns is always going to be high-quality content, followed by the right distribution channels.<\/span><\/p>\n

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Identify the Best Event Marketing Distribution Channels<\/span><\/h2>\n

Event planners have three main avenues for content distribution at their disposal:<\/span><\/p>\n


\n<\/span>Earned Media:<\/b><\/h3>\n

Earned media results from having information about your event published by a third party. For example, a news site, individual, or company might share your information on social media. While you have the ability to influence and request earned media, it\u2019s ultimately the decision of the publisher to distribute information or mention your event.<\/p>\n

Owned Media:<\/b><\/h3>\n

Owned media results from publishing content that you have developed on your own event website, blog or social media sites\u2014 i.e. channels under your complete control.<\/p>\n

Paid Media:<\/b><\/h3>\n

Paid media results from having purchased advertising on other websites or search engines, such as Google, Bing or Yahoo. Often, paid advertising can deliver traffic (visitors) to your owned website or blog.<\/p>\n

Most companies rely heavily on owned media as it is the most readily available and gives you the most control over your content. However, the ultimate goal is to leverage a mix of all three in order to create a comprehensive event marketing strategy.<\/p>\n

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Key Elements of a Digital Event Marketing Strategy<\/span><\/h2>\n

1. Your Website<\/strong><\/h2>\n

Having a great website is a critical component of your digital marketing strategy. In addition to being the central hub for information about your event, you can post links on other websites and posts placed on public social media sites. Consider adding links to Facebook, Twitter, and LinkedIn. Using these platforms in tandem should help drive visitors back to your website.<\/span><\/p>\n

Setting up a website can be daunting even for the most experienced planners. Aside from building the site (i.e. purchasing a domain name, finding hosting services, and selecting a platform), you also need to apply branding and style guidelines.<\/span><\/p>\n

In-House vs. Agency Website Design<\/strong><\/h3>\n

When building a website, the first decision you have to make is whether to design the website in-house or through a website design agency. Creating your own website gives you the most control and may enable you to reduce design costs if you have the skill set in-house. <\/span><\/p>\n

One way to keep the design in-house and keep costs low is to use website design software such as <\/span>WordPress<\/span><\/a>, which provides ready-made templates. If you use common software such as WordPress and need help, most agency web developers know how to use the program and can make changes or apply branding and style guidelines. <\/span>
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In-house:<\/strong>
\n<\/span><\/h4>\n

If you want to build the site <\/span><\/span>internally<\/span><\/span>, consider platforms such as <\/span><\/span>Wix<\/span><\/a>,\u00a0<\/span><\/span>Squarespace<\/span><\/a>, <\/span><\/span>Weebly<\/span><\/a>, <\/span><\/span>Joomla<\/span><\/a>, or <\/span><\/span>Drupal<\/span><\/a>.\u00a0<\/span> These platforms but all you to create customizable websites, with a look and feel that is unique to a template<\/span><\/span>. Not <\/span>all of<\/span><\/span> these companies are the same. Some of these services have easy drag and drop interfaces, and you don’t need a developer to use them. <\/span>Others are more difficult to use and developers\u00a0familiar\u00a0with these tools are less common<\/span><\/span>. Also, if you want to create something beyond the existing templates, you will need a developer. Your website is the main source of information and registration for your attendees. Building a great one using one of these platforms can be worth the investment.<\/span>
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Agency:<\/strong>
\n<\/span><\/h4>\n

In some cases, such as when you\u2019re planning a particularly high-profile event or require sophisticated functionality for your site, you may consider contracting with an agency that specializes in website design. It relieves you or your organization of the burden of building and maintaining the site. Note, however, that the costs are usually higher than developing a site in-house. <\/span><\/p>\n

Best Practices in Website Design<\/strong><\/h3>\n

Your website\u2019s primary functions are marketing, educating people, and attracting them to your event. Your site can also be a sales platform for exhibitors and sponsors. Whether or not you choose to design the website in-house or supervise the work of an external website agency, you should follow a few best practices for website design to ensure that your site is as effective as possible.<\/span><\/p>\n