There are many ways you can market your events. And since Brandlive events are web-based, you will be using many of the same marketing mediums that you would to market your own website, services, and products.
The following are guidelines and best practices when preparing your Brandlive content for going to market.
Preparing to Market Your Events
Identify your audience
Have a clear understanding of who your audience is. The more specific you are, the more efficient your outreach efforts can be. Be honest with yourself. While you may have a mailing list of 10,000 people, how confident are you that all 10,000 meet your specifications of a good audience member?
What is the problem your broadcast will solve for your audience?
If you have a product to promote, think about the problem this product solves for your audience. If you have some policies to communicate, consider the issues that these policies will clarify and how that will benefit your viewer. If your customer isn’t receiving value from your broadcast, they’re not likely to give you their valuable time in attending your event.
Identify your key influencers
Do you have people who love your brand… and have lots of people who love them? These are your influencers. You may want to consider doing something special with them before the event to help get excited to register for your event.
Identify social media collateral and teaser elements
If you have video clips or quotes from people that you can use to promote the event, prepare them for distribution as noted below, under Promotion.
Turn on event registration and consider the data you want to capture
To grow your audience from this event, be sure to turn on event registration in Brandlive. Seriously consider the information you want to sort on in the future and be sure to include those registration fields in the form. Learn more about configuring Event Registration.
Align with corporate initiatives and campaigns
The event will get a lot more exciting if it is part of other campaigns in your company. Events that are an entity by themselves can be harder to get company support and resources.
While various markets have different expectations around event communication, consider the following best practices we’ve found to be helpful across most markets:
1 month out:
- Send a save the date notice to your influencers. Give them sound bites that they can use to excite people in their channels of influence.
- If the event warrants, consider an influencer broadcast to educate and excite your most passionate followers. Be sure to produce this influencer event with all the quality you’ll have for your main event—or you may underwhelm your influencers and your overall efforts may backfire.
Two weeks out:
- Send an email blast to your audience (including influencers) inviting them to register for the event
- Promote the event on your company website. If you have an Events section of your website, be sure to include it there. Also, consider adding a homepage banner.
- Ask distribution, media, and other partners to promote your event. Have banner ads and scripted copy to share with them.
- Start a buzz on social media. Ask your influencers to post on their channels.
- For larger events, consider purchasing SEO tools such as keyword searches and AdWords.
- Start talking up the event on blogs of your company and influencers. Be sure to include a link to event registration.
One week out:
- Send a follow-up email to those who haven’t registered. It’s best if you don’t bother those who have already registered with an irrelevant email.
- Continue to feed social media with teaser elements and reminders of your broadcast. If one channel is getting more traction than others (Facebook, Twitter, Instagram, etc.), consider giving a bit more attention—including paid advertising—to that channel.
- Monitor your Brandlive registration metrics daily to keep a pulse of how your promotional efforts are paying off. If the numbers aren’t where you want them, consider the most effective tools, and pour more resources into them.
Three days out:
- Send a reminder email for all who have registered for the event. Give them a glimpse of something they can look forward to.
- Keep feeding social channels at least once or twice a day. Consider adding paid advertising for your event on your most active social channel. Link the ad to the event’s registration page.
- Ask influencers to post something on their channels to give a final push. Be sure they link back to the event’s registration page.
Day of (or the day before):
- Send a See You Soon email to all who have registered. Be sure to include a link to the event for convenient access to the broadcast.
- Add a final post to your social channels telling people about the excitement that will soon be happening on your Brandlive channel. Be sure to include a link to the event.
- If getting a maximum number of eyes on your event is most important, consider:
- Simulcast your event to Facebook Live and Twitter Periscope. Note that viewers on these channels will not be able to interact with the presenter on Brandlive, nor will their statistics be captured in Brandlive metrics. With advanced notice, Brandlive can simulcast to these channels. Include a link to the Brandlive event page so viewers on Facebook or Twitter can jump to and participate on the Brandlive page.
- Paid advertising with embedded live video of your event can drive viewers to your event. With advanced notice, Brandlive can help do this. Link the ad to the Brandlive event page.
Day after the event:
- Send an In case You Missed It email to your entire list. Be sure to include a link to the event page. Encourage them to look for a particular segment.
- Track metrics for each promotion tool used. Make notes for improvements to your next Brandlive broadcast.
Social Media Best Practices
- Always include the link to the Brandlive event page
- Always include the date & time of the event in the post or caption
- Be sure to include in relevant or compelling information about the event
Next Article: Managing Events