The Covid crisis has changed how people work. Remote scenarios are now the norm. Travel options are limited and many business events and gatherings have been eliminated. People around the globe are slowly returning to work and feeling more normal.
This is also the most likely route for events. Events, seminars, expos and meetings have been an integral part of business life for many years. In-person events are almost certain to return. A survey shows that 82% will host live meetings this year. This is a significant increase.
What is the best way for people to attend in-person events? Employee Advocacy is one effective way to do this.
The Challenge: Attracting the New and Convincing the Elder
Businesses adapt to this hybrid work style and begin to offer live events in-person with remote attendance. Two obvious problems arise when building an audience.
First, they need to re-engage their target audience. This will allow them to get back to attending business events in person after years of remote work. This is basically reestablishing familiar routines from the past after a long hiatus. This could include clients, employees, and partner organizations. Sometimes it is just a matter of letting people know that events are back.
Another option is to bring in new prospects who can attend events. It can be any combination of the above, but it can also include potential clients and partners who could become future stakeholders.
Hosting events can be a significant expense. Hosting events can have a significant impact on your finances so make sure you optimize your expenses. It is important to find the best tools to maximize your ROI and meet your bottom line.
Several questions will be raised as a result.
- How can we get people to sign up & take part in our event?
- Who are we looking to target in order to get involved?
- How can we get our message across to the right people?
Effective Employee Advocacy is the answer to all these questions.
How can you build an audience? Employee advocacy.
Employee advocacy is the act of encouraging employees to post content about the company to their social networks. This helps to build brand awareness, generate leads and recruit followers. It works because it is so effective. Because people trust individuals more that corporations and use social media to make educated decisions.
- 71% of Americans receive their news and events via social media (Social Media Today).
- 91% of buyers in B2B are active on social media (SuperOffice), and 75% use social media to help with purchase decisions (Linkedin).
- 76% of those surveyed said they trust content shared with them by people more than content shared by brands (AdWeek).
Employer advocacy via social media can be a great way to help:
Increase brand awareness and awareness for events. Employees will be more likely to share information about your event online if you are hosting it. Employees will have the exact type of targeted connections that you are looking for in their professional networks.
Attract leads via trusted employees. This will not only expand your network but could also increase your revenue.
Reduce paid media expenses. Employees sharing content and increasing awareness about events and campaigns means that traditional paid media costs are reduced.
You can measure results. It's simple to track how your EA campaigns are performing and see the source of leads and share results with the right tools. You can then fine-tune your event promotion strategy by learning what works and what doesn’t.
3 Key Tips to Building an Event Audience with EA.
Although it may seem daunting to use Employee Advocacy for awareness and to build an audience for an event, there are steps that you can take to make the process easier. These tips will ensure you have a successful social media campaign to build your audience for your event.
Provide minimum guidelines for how teams can support your events. Do not just give content. Explain why and how you will use it. Be specific about the event and the audience. Also, include how to register.
There are many content types you can use to promote the event. You can use a variety of images, videos, and gifs. Visual content is the most effective. Don't forget to include audio or video content. To grab people's attention and generate interest in your event, make sure you do not miss a beat.
Engage them at both the beginning and during the event. Gamification can be used to promote posts made during events or through surveys. It's important to generate interest before, during, as well as after the event.
Conclusion: Employee advocacy can help you build your event audience organically.
If your employees have the right content and promotional materials and are given incentives and guidance to share the information, they can help build new audiences for your event online. This could be whether the event is held in person, remotely or in some combination of both. They can connect with others in their industry and share similar interests and motivations by using their professional network. Sociabble has the digital tools and platform to support you and enable social sharing. We can make sure your events, both current and future, are a success.
Marketing Insider Group's first article, How Employee Advocacy can Build a Larger Audience For Your Events, appeared first on Marketing Insider Group.
By: Jean-Louis Benard
Title: How Employee Advocacy Can Build a Larger Audience for Your Events
Sourced From: marketinginsidergroup.com/event-marketing/how-employee-advocacy-can-build-a-larger-audience-for-your-events/
Published Date: Mon, 10 Jan 2022 10:00:16 +0000