BetaLabs 01 – How to promote an offline event

We believe in the basics, of sharing the unspoken success stories or challenges because it’s often too small in magnitude to talk about. 

The challenge we cover today is on the lines of conversions, from a set of impressions to a lead and from a lead to an offline visit. 

We are a start-up digital agency and believe in a sharing economy of information and knowledge. We realised thought leadership is a topic that’s not only been trending for a while but also is needed by entrepreneurs, freelancers, start-up founders and co founders. We have had prior experience of speaking at co-working spaces in Bangalore; considering its a space where a part of our target audience sits, we went ahead with holding our event @Wolfpack Workspaces at Vasanth Nagar in Bangalore. 

We have put together a quick guide of how to go about creating and promoting an event here in this video. Also sharing below step wise data for your future reference. 

Sites in India to list your basic free or paid event:

  1. Townscript
  2. Eventshigh
  3. Explara
  4. Allevents
  5. Meraevents
  6. (for high end or big ticket events)
  7. Trumpcard: Google events
  8. Default: Facebook events

PS: our preference is Townscript, as their team frequently communicates via useful emailers with little tips to promote your event better. And of course because it got us leads!

However, listing on Google optimises the listing on organic search for keywords related to the events. In our case, it took us by surprise with views and engagement on our business page.

Experiment with Content:

We planned our content strategy over a promotional timeline of 16 days with alternate day posting and chose a mix of formats, including the intimidating ‘video posts’ that we had to go the DIY route to create. 

Some of the posts:

Our first attempt at a DIY video post 

Our founder was coaxed to do a selfie video

Content distribution strategy:

A mix of channels, LinkedIn, Facebook, Twitter, Instagram, Google, YouTube

We distributed the same content (11 unique posts) across these channels and shared selected ones in a few relevant LinkedIn and Facebook groups.

Confusion of too many landing pages:

There is always a conflict of priority when you have external landing pages like event websites in addition to having the booking option available on your own site. This happens in many industries like Travel (hotels & resorts), Technology (mobile, other products) or small scale businesses.  

We decided to add a Townscript widget on the page to make it convenient and to increase website sessions, reduce bounce offs.

While the website sessions increased by 122% post promotion period (yeaayy) but the leads only came through the Townscript website. The widget didn’t do much, but we will keep trying in the future too.

Let us know if you have had another experience than this. 

If you would like to read the blog on thought leadership, here it is:

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