Creating buzz before an event is necessary if you want to make your events successful.  Using tools like event marketing software can help, but there are several things you can do to make your events stand out and be found by potential attendees.

1. Optimize Events for Search Engines

Screen shot of Cornell EventPeople go to Google for everything these days. They search for subjects that interest them, restaurants and stores they want to visit, local and regional events, and even past events they heard about from friends. This is the serendipity of search marketing.

Displaying your events in a grid calendar doesn’t make them visible to search engines. Create a page for each event and add details to make it easy for Google to find them. The more details you add, the better. But, remember: even though you want your events to be found, you are not writing for search engines, you are writing for people so tell them what they need to know about the event!

2. Use Clear Formatting and Pictures

People tend to ignore things they’re not able to read. Something as simple and “invisible” as text formatting can make all the difference in whether people read or ignore your page. Countless web and print usability studies have all shown that clear, easy-to-read formatting can have a serious impact on readability and readership rates.

It’s important that your event pages follow basic layout and formatting rules, just so people will be interested enough to read it. If people don’t come to an event, let it be because they choose not to, not because the information was too confusing or uninteresting.

Visual elements, such as pictures, are also important. Photos of past events, of the venue, of people having a good time — these are all visual elements to incorporate into your events, as a way to entice people to come.

3. Embrace Mobile Marketing

Mobile traffic has increased dramatically on a global scale, so many web marketers are working to improve their sites’ mobile performance. If you want to attract a growing mobile audience, your own website needs to be optimized for mobile usage. Visitors need to be able to easily interact with the site and find the necessary information.

Better yet, does your organization have a mobile app? We’ve known many convention and visitors bureaus and other organizations that use mobile apps to promote their events year round. People can check to see what’s happening around them. You can share special events and even send reminders about upcoming events.

4. See Who’s Attending

Attendance begets more attendance. As your web visitors see others are attending your events, they’re more likely to attend themselves. And if they share the event information with their friends on their social networks — which also brings web traffic to those pages — those people are more likely to attend as they see the attendees on the page.

5. Include a map to the location

Attendees to your events won’t always be local; hopefully you’ll get visitors from out of town and even out of state. People need to know how to find the venue, the best routes to take, and where to park. Events with multiple venues definitely need a map, as well as transportation and shuttle information. (This is where a mobile app can come in handy, letting you create special maps just for the event.) Events that take place over several days can include additional maps to good places to eat, jogging maps, and other points of interest.

Event promotion is more than just listing events on your website’s calendar and sending press releases to local media. By using search engines and social networks with an event marketing calendar, you can market your events in ways that other event calendars simply aren’t able to do. Localist can help you. Try it out for yourself with a free 14-day trial.

 

Download 10 ways your website calendar can be a marketing tool