By engaging in a multi-channel marketing approach to lead generation and congress delegate registration, we are able to inform and educate potential participants about any event repeatedly and unobtrusively. This holistic mass exposure approach is an extremely powerful tool for enhancing brand awareness.
These individuals usually search for a relevant congress using Google or another search engine from where they click on a relevant paid ad or organic listing in the Search Engine Results Page (SERP).
We focus on Search ads as these:
If created logically and intelligently, paid search engine ads almost always perform well. They appear to individuals who are actively searching for what the ad claims to offer. When combined with a powerful, optimized web page, Search ads are usually unbeatable in terms of both quality and quantity of relevant website traffic generation.
In other words, a niche, relevant audience looking for a specific congress type is much more likely to register for an event than individuals who need to be educated about it first.
Reaching relevant individuals on various digital marketing channels / platforms using:
It is possible to promote ads to individuals using several tools where potential event delegates can be targeted according to interest or behaviour, etc. and varies greatly with each digital marketing channel.
GDPR compliant regular e-mail broadcasts to individuals in Kabloom’s expanded e-mail data pools is another channel which further helps to enhance and enforce lead generation and event awareness.
We can also show individuals different ads depending on where they are in the sales funnel and / or according to their past behaviour on the conference website. By showing relevant ads to relevant people on different channels, we can educate and inform about an event with consistent messaging. The objective is to gradually nurture leads and ultimately increase registration numbers.
There are also a number of ways in which an event can be promoted organically across channels. It is strongly advised that any event marketing campaign should make use of organic promotion strategies as part of the multi-channel approach.
It must be remembered that paid digital marketing campaigns do not work alone. In the end, a multiple channel approach to paid digital marketing in combination with an experienced marketing manager, and constant campaign monitoring and conversion optimization (CRO), ensures optimal campaign performance.
A thought-leadership piece written by the CEO of Kabloom, Richard Torriani.
Updated on May 17th, 2024
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