Did you know that over 96% of your visitors will leave your event page without registering? Here are some practical tactics to drive more traffic and registrations.
1. LEVERAGE INFLUENCERS, PARTNERS, AND SPEAKERS
Tag event partners and speakers in your social media posts to expose your post to their network. You can also highlight the key speakers and their topics and ask them to share your post with their network. Ask industry leaders and influencers to share your content and mention how it will add value to their followers.
2. RETARGET PREVIOUS ATTENDEES
Use your mailing list to reconnect with your previous attendees. You should stay engaged with your audience between conferences by sharing useful articles and content. This allows you to build a deer relationship that is based on trust rather than transaction.
3. OPTIMIZE YOUR WEBSITE FOR SEARCH ENGINE TRAFFIC
Optimize your website to increase search engine traffic for relevant keywords. Simple things like doing proper keyword research, using those keywords in the title, content, internal links and alt tags can all help. Try not to trick the search engines, which are getting more and more sophisticated. Here is the list of 60 best SEO tools that you can use.
4. LOOK AT THE DATA TO FIND HIDDEN OPPORTUNITIES
Look at the data to understand user behavior on your website. See what pages are getting most of the traffic and ensure that those pages have the right type of information to get your visitors interested in your event or training. For example, if you see that most of your visitors are viewing your blog articles to get more information, you can include a link, button or a short registration form on those pages.
5. CRAFT YOUR REGISTRATION FUNNEL
You can also think about how you can gently guide your prospects down the marketing funnel by displaying other related articles or pages which take them a step closer to registration. Also, make sure that these pages display the phone number and have easy access to the registration form.
Here is a marketing funnel and what to focus on at each stage:
6. TEST EVENT LANDING PAGES
Create a different landing page for each segment. The copy, images, and call-to-action should be designed specifically for each segment. You should create multiple versions of the landing pages to see which version gives you the highest conversion. There are several tools such as Unbounce and LeadPages that can allow you to set up and test landing pages quickly.
7. ADD TRUST SIGNALS ON YOUR EVENT PAGE
Trust is important for any transaction but it’s even more critical when your visitors can not see you face-to-face. By including testimonials, awards, recent work, partners or accreditations you can start to develop trust. It's better to let your previous attendees tell your audience how valuable your conference or training is. You can also build trust by staying engaged and providing valuable insights at every interaction.
8. OPTIMIZE YOUR EVENT PAGE
Make your event page is clear, inspiring, and mobile-friendly. Signup form as short as possible. Avoid distractions on the event page. Focus on how this conference or training will be valuable to your audience and what they will get out of it. This is a great place to display testimonials and key speakers to build credibility.
9. MAKE REGISTRATION FORM EASY TO FIND AND SIMPLE TO FILL OUT
Make it easy to find and fill out the event registration form from any page. Make the buttons and fields big so that it’s easier to fill out the form on a mobile device.
10. DISPLAY YOUR CONTACT INFORMATION
Prominently display your office address and phone number or an interactive phone icon for mobile devices. This can help build trust and will make it easier for your prospects to reach you through other channels.
11. CREATE OR CURATE USEFUL CONTENT
Develop useful content with your audience and their challenges in mind. Instead of creating new content, you can also curate content around specific themes or topics, such as: Top Blog Posts for Healthcare Trends or Best YouTube Videos on Physician Staffing Needs.
Think about organizing your content to include sufficient details while still making it easy to scan and consume the content.
12. HAVE AN OFFER WITH TEETH
Your visitors may need a little push to get in touch with you. A great offer such as a limited time 20% discount may just do the trick. Ask your visitors to provide their email address to receive the coupon. This allows you to send them other offers in the future.
13. THANK YOU EMAIL
After your visitors register, it’s critical to send them a properly drafted thank you email right away. Research shows that these Thank You emails have twice the engagement and open rates of regular emails. Send follow ups leading up to the event and don't forget post event communication and survey.
SOURCES & RELATED ARTICLES:
https://blog.hubspot.com/marketing/optimize-website-for-lead-generation
https://marketingland.com/creating-best-lead-gen-website-235778
https://blog.wishpond.com/post/81396364370/21-ways-to-generate-leads-from-your-landing-page
https://www.leadfeeder.com/blog/18-ways-to-generate-more-b2b-sales-leads/#gref
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