Post on 13-Jan-2017
Engage Your Audience
DEVELOPING
YOU
R MARKETING STRATEGY
WEBINAR
April 12, 2016
Al Wagner, CPA, Founder, CEO
Leighann Anderson, Social Media Manager
Emily Blake
Marketing & Promotions Coordinator
Introductions Al Wagner Leighann Anderson
Emily BlakeMarketing & Promotions Coordinator
CEO & FounderSocial Media
Manager
Haley BryantDirector of
Customer Success
Join us for post-webinar networking, 2-2:30P EST
Getting Started Compelling Messaging Tactics & Channels Success Stories
AGENDA
DEVELOPING
YOU
R
MARKETING STRATEGY
Getting Started
PollWhat would you like to learn during today’s webinar?
Timing and planning outreach
Targeting audiences
Using tools on the Brazen platformSelecting and better
utilizing Channels
Messaging
51% of event professionals say the biggest challenge in using social media is how to use it effectively.
Hubspot
Event Marketing Stats
26.4% of marketers don’t know which online tool to use to help them market events.
Hubspot
Event Marketing Stats
Why Marketing Matters
CONFIDENTIAL
If you build it, they will
comeEvents have to be marketed to drive
signups and attendance
Marketing Strategy Approach
CONFIDENTIAL
Important Questions •What internal stakeholders do you need to
involve? •What audience(s) are you targeting, and how
do you normally engage them? •What other initiatives are you working on
with that audience? •Is this a one off chat, or part of a recurring
series? •Do you have partnerships with other
organizations or associations that can cross promote?
•Do you have a marketing spend or use a recruiting advertising agency? Should you involve another person on your team who is responsible for marketing?
Market chats together as a series, so you
don’t have to recreate the wheel each time
This Tuesday at 6P EST (and again in a few weeks, probably)
Every Tuesday at 6P EST
We help organizations humanize engagement
by making personal interaction efficient and
scalable
Internal Marketing
Who else on your team is using the tool?
Getting Started
CONFIDENTIAL
Recap •It takes time to develop a marketing strategy,
and we’re here to help
•Marketing is a non-negotiable; you can’t deliver/receive value without it
•Before you start marketing, define your target audience and goal to make messaging clear
•Assess who else you will have to involve and how the chat(s) complement current initiatives
•Market chats together as a series to save time (this will soon be supported directly by the tool)
Compelling Messaging
It’s all about the call to action
Chat online 1:1 from anywhere on any device
Virtual Career Fair Click hereApply Online
The wrong messaging will confuse your audience and turn a prospective participant into a lost opportunity
Event Buzzwords Use a bold, action oriented title & sub title. Choose language to clearly communicate to participants to set expectations around the
purpose of this event on your landing page and throughout your marketing efforts
1:1 Free Chat Online Exclusive Mobile-friendly Connect globally Chat remotely
Office Hours Talent Chat
Online Expo Global Meetup
Live Chat Event Online Mentoring
Speed Networking Chats Online Speed Networking
Use words like: Sample Event Titles:
Event buzzwordsOptimizing Messaging starts with the event Title & Subtitle
Keep your page relevant and targeted
Keep reading to a minimum
Share social proof (testimonials, numbers etc)
Provide a consistent experience
Use a bold, action oriented headline
Know your audience (and answer potential questions)
Make your CTA clear
Landing Page Optimization TipsWhether you’re creating a custom landing page, using our tool, or forgoing a traditional landing page altogether,
here are a few things to keep in mind
Event Buzzwords “Online, and from the convenience of your own desk!”
Event buzzwordsProvide clear context, and reasons to attend
“Chat 1:1 from your phone or laptop.”
“Text-based real time messaging!”
“Grow your professional network.”
“Access to…”“Connect from
anywhere”“Tuesdays at 12P EST”
“Free and exclusively
for…”
Why should I attend?
How can I participate?
What type of messaging makes sense for your audience?
GeographicDemographic Behavioral
Mass marketing Segment marketing
Niche Marketing Personal Marketing
Engage influencers early and often to encourage them to share.
New User
Power User
Registered but didn’t
attend
Student / alum
Entry level / experienced
Your Team
Be sure to include all event information
Time, Date, Link to register
Messaging needs to be consistent across every channel
Conversion
Messaging needs to be consistent across every channel
Conversion
50 10
Tracking Links
Real time marketing feedback before, during and after your chats. How much traffic viewed your page and then left?
Survey Results
Use survey feedback to evaluate marketing success and make changes
Did the chat meet the participants expectations? Why or why not? How can you adjust messaging to better set and meet expectations? • Chat theme and focus • Followup
Over 86% of event marketers said attendee satisfaction is their
best gauge on event success. Guidebook
Compelling Messaging
CONFIDENTIAL
Recap •Create a clear call to action, and use it
consistently across all of your marketing
•Optimize your landing page to create a clear path for conversion
•Use messaging that provides context and value so participants understand how and why to participate
• Monitor your marketing in real time with tracking links
•Use survey feedback to learn more about participant expectations, and bridge the gap
Tactics & Channels
Time to tell the world
PollWhat marketing channel do you use most frequently?
PartnershipsUniversities
Local & National Associations Non-Profits
InternalEmployee Outreach Personal Outreach
Direct MarketingDirect Emails Newsletters
In Person events
Social MediaTwitter
Facebook LinkedIn
Instagram Pinterest Snapchat
OtherPaidDisplay Search Social
Online MarketingWebsite
Blog Career Site
Press Release Job Reqs
Event Marketing Stats
88% of US marketers use social media to increase awareness about their events before they occur.
FreemanXP & Event Marketing Institute
Event Marketing Stats
5 promotional methods are used to publicize the average event. Hubspot
The best channels are the ones that your audience is
using
Augment your strategy by adding events to your existing communication
April
event
Social Media Post(s)
Add to Existing Communication
Dedicated Email
Calendar
Paid Marketing
Key Conversion 10-12 days before event
Social media has the ability to amplify on its own and there is now a registration confirmation page where users can share chats through social media
CHAT
CHATJoin us at office hours to chat about this opportunity
Join us at office hours to chat about this opportunity
Website/Staff Directory
Marketing Channels: Recruiter Office Hours
Include in Email/Message body or signature
FacebookJob ReqsLinkedIn
Tactics & Channels
CONFIDENTIAL
Recap •Identify and use the channels your audience
is already using
•Create a plan, and keep in mind that key conversion is 10-12 days from the event
•Social media can amplify on it’s own if you create content that’s worth sharing
•We have resources on success.brazenconnect.com to help you make a plan and use each channel effectively
Success Stories
Emily Blake
Marketing & Promotions Coordinator ALUMNI PROGRAMMING
MESSAGINGA
ND KEY CHANNELS
How does the Purdue Alumni Association use Brazen?
Try Multiple Approaches
Recurring networking + one offs allow you to experiment to see what your audience responds to
What channels do you use?
Dedicated Page on Alumni Website
When and how frequently do you post?
Painting a Clear
Picture
Is the experience the same across all marketing channels? Do you do any targeted marketing?
Young Alumni Engagement
How do you measure success?
Al Wagner, CPA, Founder, CEO Leighann Anderson, Social
Media Manager
CREATIVE MARKETING
ENGAGING PROSPECTS
MEDIUMS
How does TruPayroll use Brazen?
What’s the value of participating in an online networking event with TruPayroll?
Recurring Chats
Recurring networking + one offs allow you to experiment to see what your audience responds to
How do you share the value of participating and get people online?
Make it fun, engaging, and sharable
Explore New Mediums
Q&A
Be Brazen.CONFIDENTIAL