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January 26, 2017
Is your event website operating at peak performance?
In Part 1 one of this two-part series, we looked at some of the primary event analytics you should be paying attention to in order to maximize your event website’s role in producing your best possible event. In this, Part 2, we’ll explore how analytics derived from your event marketing activities are essential to your overall event marketing campaign.
Social – If you are engaging in a social media marketing campaign, you’ll want to understand how it’s working. Where are people finding you? This is the start of your customer journey! Do you have more engagement (but more importantly more event attendee conversion) on Twitter than on LinkedIn? This is important to know as you allocate resources and time for crafting and posting messages on your various platforms as part of your overall strategic event planning campaign.
Does the data tell you that your target audience is hanging out in one social platform over the other? If so, that business intelligence is an opportunity to deepen your engagement and really capitalize on your presence there. If you find your posts going viral, or at the very least, attracting significant attention, you may have grown big enough to achieve what is known as influencer status. This is definitely the goal! Look for the number or % of impressions coming from each of your social media platforms, but most important to understand is the prospect to attendee conversion rate (the number of registered attendees).
Email – How successful are your email campaigns? Are your prospective attendees reading your event email blasts? This is known as the open rate; it measures how many people actually open the email. Are your readers engaging in your suggested action steps? That’s called the click through rate – it measures whether or not they are clicking on the links you’ve included in the body of the email. Analyzing both of these response rates will help you determine how to craft your email campaigns going forward, and whether or not it pays to sink significant event marketing resources or craft A/B testing content for your messaging.
Direct – Perhaps you are engaging in a direct marketing campaign to a targeted group of event attendees or marketing personas. It’s important to understand if you have chosen the right path to reach your target registrants. Event website analytics will give you the info you need to assess your event strategy deployment and determine if you’re reaching the right people with the right message. Looking at the number or % of visits will give you insight into the folks who dive directly into your event website URL.
Referral – Understanding the power of referrals is useful if you are tracking the success of a partnership with a speaker, sponsor or exhibitor in raising event registration numbers. If you are considering an influencer marketing campaign to help boost your event attendance, you will surely want to deploy this strategy! In this methodology you will be able to quantify how many registrants find you through associated affiliations and links. If you begin to receive many referrals from a particular influencer or source, that’s amazing! That means it’s time to pivot your event strategy and find a way to deepen your relationship to attract as many event attendees as you can.The metric that makes the most sense is the number of visitors from the particular source you are tracking. Don’t forget to create your unique tracking codes!
Trackable links from influencers with promo codes – Thank goodness for your power promoters, speakers and event influencers – you love that they are promoting your event.They offer their followers a discount if they use a special promo code. Mini-campaigns like this can be wonderful if your influencer holds sway over a large following. Being able to track the success of this outreach is key and will help you determine whether or not to assign resources to similar campaigns in the future. Analyzing the number of visitors or the ratio of influencer visits to overall visits that come from your influencer’s promotional link will help you gauge the success of this specific type of campaign.
Google Analytics – In addition to the analytics that should be provided to you by your event website, you can also derive some very useful info from Google Analytics, including bounce rate (when folks leave your site without looking around at all), how long visitors stay on your site, how many pages they view, how quickly they move from page to page, when and where people leave your event website and which pages are most popular. All of this information can help your event planners coordinate their marketing efforts with the branded content you are featuring on your event website.
With all of this fantastic information at your disposal, you should be able to create the best event website ever!
Learn more about the key analytics your organization should use in the development & management of your events.
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