When building an online presence for an event, event planners often mistake putting up a typical informational site that they did not optimize to convert site traffic into leads.
Though having a supporting website with all the information is ideal, an optimized event landing page is one of the essential elements of having a packed-out event (virtually or in-person). Yet, most event planners don’t use them enough — or at all.
If landing pages are so great, why don’t all event planners use them?
Easy…
For years marketers have been practicing a kind of gorilla marketing. They focus on sending loads of traffic to the event site without knowing why visitors are there, how they got there and where they want to go next.
Times have changed!
Event marketers now use social media, pay-per-click (PPC) ads, email blasts, and influencer marketing to send traffic to specific locations (landing pages). These landing pages carry clear messaging that caters to the particular audience being driven to it.
Your landing page has one job! Get tickets sales! (or RSVPs depending on how you set up your event).
But it needs to have these three things to make it happen…
- Clear Target Audience
- Validity
- A Solution
I will walk you through what each of these must-haves mean and talk you through a real-world example of a successful event.
Real World Landing Page Walk-Through
This is a landing page we helped design alongside Optimum Design & Consulting and the Graphic Artists Guild.
- Clear Target Audience
You must know who you are directing to your landing page.
Once you know your target audience, you can speak directly to them and let them know they are in the right place.
- Validity
Why should people believe you can deliver what you say you can?
Will this event provide the experience they are looking for?
- A Solution
Now, what exactly is this experience going to deliver. How will they leave this event feeling satisfied?
Like I said:
Once you clearly show who you are talking to, why they should listen to you, and how your event will give them what they are looking for, you are bound to have a sold-out event.
If you need help figuring this out, book a call to speak with me and my team.
We work with corporate event planners and trade show marketers just like you all day long.
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