95% of marketers believe that in-person events can help achieve business goals. Organizing an event is exciting, but attracting attendees and achieving your desired outcomes can be challenging. That's why it's essential to have a well-thought-out event marketing strategy in place. But even with a solid plan, it's possible to miss opportunities and not get the results you want. That's where optimizing your marketing funnel comes in.
By understanding the needs and behavior of potential customers at each stage, you can tailor your event marketing tactics to move them toward attending your event. In this blog, we will explore how to optimize the marketing funnel to your event marketing strategy, including tactics for each stage of the funnel. We will also discuss common mistakes to avoid and how to measure the effectiveness of your event marketing funnel.
Read more about optimizing your marketing funnel with events to maximize your event marketing results and increase attendance.
A marketing funnel is a model that describes the various stages a customer goes through on their journey, from being aware of a product or service to becoming a paying customer. It is also known as a sales funnel, as sales teams often use it to guide their interactions with potential customers.
The marketing funnel typically has four main stages:
Marketing teams use the marketing funnel to guide their efforts at each stage, from creating awareness to closing the sale. By understanding where potential customers are in the funnel, they can create targeted messaging and campaigns that move them closer to making a purchase.
Events can be key in all marketing funnel stages, from building awareness to closing a sale. A study has shown that 79% of US marketers generate sales using event marketing. This study also demonstrated that 70% of users become regular customers after an experiential marketing event. Here are some examples of how events can fit into each stage:
According to Event Marketer, 85% of consumers are likely to purchase after participating in events and experiences. The same study also shared that events and experiences are a key part of integrated marketing campaigns at 84% of brands. More event managers should consider the marketing funnel because it can help them create more effective events that generate better results. By understanding the different stages of the funnel, event managers can create experiences tailored to attendees' needs and interests at each stage.
Here are some reasons why event managers should consider the marketing funnel:
The marketing funnel can help event managers create more targeted, engaging, and compelling events that generate better results. It's a valuable framework for understanding attendee needs and interests at different stages of the buying journey and tailoring experiences to meet those needs.
Applying event marketing tactics at each funnel stage is important to build an effective event marketing strategy. Here's a breakdown of how to do that:
Before diving into the funnel stages, it's important to set goals, determine the budget, and determine the event timing. This will help guide your event marketing strategy and ensure you're targeting the right audience at the right time.
By applying event marketing tactics at each stage of the funnel, you can create a comprehensive event marketing strategy that drives attendance, builds engagement, and generates ROI for your event.
Events can play a crucial role in each stage of the marketing funnel. Here are some examples of events that can be used to support each stage:
At this stage, the goal is to generate awareness and interest in your brand and event. Events that can help achieve this include:
Host networking events to connect with potential attendees and build relationships.
Invite industry experts to speak at your event, giving attendees valuable insights and encouraging them to attend.
Host an award ceremony to recognize industry leaders and generate buzz around your event.
At this stage, potential attendees have shown some interest in your brand or event and are considering attending. Events that can help encourage them to take action include:
Exhibit at trade shows to showcase your brand and connect with potential attendees.
Sponsor relevant events to increase your brand visibility and establish your authority in the industry.
Host exclusive events for VIPs, such as key customers or industry influencers, to build relationships and generate interest.
At this stage, potential attendees are close to deciding on attending your event. Events that can help push them over the edge include:
Host exclusive events for high-value prospects to build relationships and encourage attendance.
Host a conference for your existing customers to deepen relationships and encourage them to become advocates for your brand.
Take your event on the road, visiting different cities to reach a wider audience and generate excitement around your event.
By using events to support each stage of the funnel, you can create a cohesive event marketing strategy that moves potential attendees towards attendance and maximizes ROI for your event.
The marketing funnel is a framework that describes the different stages a potential customer goes through before making a purchase. In event marketing, the funnel can guide potential attendees from awareness of the event to making a purchase or attending.
Optimizing the marketing funnel can help improve the effectiveness of your event marketing efforts. By understanding the needs and behavior of potential attendees at each stage of the funnel, you can tailor your marketing messages and tactics to move them toward attending your event.
To apply event marketing tactics at each stage of the funnel, you can focus on activities that align with the needs and goals of potential attendees. For example, at the top of the funnel, you might focus on generating awareness through market research, content promotion, and social media. At the bottom of the funnel, you might focus on removing barriers to attendance and creating urgency through targeted messaging and remarketing.
One common mistake is needing to understand the needs and behavior of potential attendees at each stage of the funnel. Another mistake is focusing too much on the bottom of the funnel and neglecting the earlier stages. It's also important to track and analyze your results at each stage to identify areas for improvement and adjust your tactics accordingly.
To measure the effectiveness of your event marketing funnel, you can track metrics such as website traffic, social media engagement, email open rates, and ticket sales. By monitoring these metrics at each stage of the funnel, you can identify areas of improvement and adjust your tactics to optimize your results.
Optimizing your marketing funnel with events can help improve the effectiveness of your event marketing efforts, increase attendance, and maximize ROI. By understanding the needs and behavior of potential attendees at each stage of the funnel, you can tailor your event marketing tactics to move them towards attending your event.
Event technology platforms like Hubilo can be a valuable tools for optimizing your event marketing funnel. With features like event websites, email marketing, social media integration, and analytics, Hubilo can help you streamline your event marketing efforts and track your results at each funnel stage.
Request a demo today to see how Hubilo can help you optimize your event marketing funnel. With Hubilo, you can create engaging and memorable events that drive results for your business.
Personalization is the key to improving attendee experience and targeted lead nurture. Your event data holds valuable behavioral insights into your prospects and customers. With the right event tech, you can scale your personalization and automation efforts. You can deliver a differentiated brand experience. Learn how you can use event data on Hubilo to execute a highly targeted and impactful lead nurture campaign.
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