Event marketing is a great way to spread the word about your brand, but it
can be hard to tell how effective it’s been.
If you want to track your ROI, you need to define what success looks like
for your event marketing campaign.
You may want to improve your brand awareness and increase traffic to your
website. Or perhaps you want to drive attendees back to your booth after the
event has finished.
Set clear goals for your event — this will make it easier to measure success
against those goals.
Whatever it is that you want from your campaign, make sure that you're
tracking all of these metrics so that you can see how effective each activity
is at achieving them. This will help you identify which channels are working
best for you and where you should focus your efforts in future events.
Here are some metrics that you should be measuring:
·
Conversions: This is a big one. How many people
did you convert into paying customers? What percentage of total visitors came
through a particular channel, and what was their conversion rate?
·
Social shares: How many times did your event or
campaign go viral on social media? How many shares were there per post? And how
much traffic did this generate to your website?
·
Email signups: How many people signed up for
your mailing list during the campaign? How many emails did you send out after
it ended?
·
Referral traffic: Who referred the most people
to your website during and after the campaign?
Don't forget your offline marketing efforts.
The good news is that with careful planning and tracking, it’s possible to
determine the ROI of your event marketing efforts and make them more effective
in the future. Here are three ways to get started:
1. Keep a track of your ROIs.
2. Track your metrics.
3. See which marketing channels are better for you than others.
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