Congratulations! You’ve decided to do an event for your business. Events are a great way to promote your company directly to your target audience. These experiences are all about building relationships – the holy grail of marketing in the 21st century! Relationships secure customer’s loyalty. Sales funnels are shortened and brand awareness skyrockets.

Here are four quick tips to help increase the effectiveness of your next event:

1. Define Audience Motivation
Tell your target market why they should show up – don’t assume the benefits are obvious. Create events specifically for your potential clients and tell them what they will learn, who they will meet and why they should attend.

2. Leverage Social Media
Integrate social media into your promotional strategy to build anticipation and drive awareness about your event. Adding social sharing options to websites, blogs and email messages can greatly increase the range and effectiveness of the campaign. Research shows that adding social sharing buttons to messages can increase click-through rates by more than 150 percent.

3. Utilize Content Marketing
Create a series of content pieces relevant to your targeted audience that will help build awareness and excitement. Offer different, but related, content in each news release, blog post, video or ad and include a call-to-action to increase attendance.

4. Measure Return on Objective
What does the success of your event look like to you? Determine important metrics to measure such as lead generation, amount of media exposure generated, social media engagement, awareness of brand and product or service sales.

As a business owner you understand the importance of getting the best return on your marketing investments as possible. Events help you to promote your business like your digital and paper advertisements do, but more directly. Integrate events into your business plan as part of your marketing efforts and measure their effectiveness. They are a great and cost-effective way to speak directly to your potential customers.

For more information on how to use event marketing as a lead generation tool contact Executive Events at Info@AssistMyEvent.com or at 757-785-5081.

About the Author
Deany Dormer is the Owner and Event Manager of Executive Events, a lead generation company that helps companies get business through strategic event planning.

Read this Article: 3 Ways Event Marketing Increases Business