You’ve planned a killer conference, lined up speakers, and created a balanced event schedule filled with amazing opportunities. Now, it’s time to spread the word!

Marketing can mean the difference between a successful conference and a forgotten one. If you’ve hosted a conference before, you probably already have a standard event marketing strategy. However, there might be opportunities to drive even more registrations than you already are. 

If you’re ready to transform your next conference into the must-attend event of the year, let’s dive into some innovative marketing strategies.

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Review your past events

You don’t have to start from scratch with your marketing plan. In fact, looking at past events’ successes and shortcomings will provide a valuable foundation for your marketing plan. Here’s what we recommend:

• Analyze attendee data. To understand what worked and what didn’t look at who attended your past events, what sessions were popular, and feedback from post-event surveys. Doing so can help you determine and reach your target audience.
• Gather reusable content. For example, share recap videos or photos from past conferences to get attendees excited about attending your next one. Quotes from previous attendees, speakers, and sponsors can also be powerful marketing tools.
• Analyze channel engagement metrics. Examine which marketing channels (such as email, social media, and paid ads) were most effective in driving registrations. Look at metrics like conversion rates, click-through rates, and cost per acquisition for each channel.

Remember, the goal is to learn how to recreate successes and avoid past mistakes. Armed with this knowledge, you can plan and execute valuable conferences and marketing plans that exceed the expectations of attendees and sponsors. 

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Design a standout conference website

Think of your event website as the virtual hub for all conference-related details. It’s where people will go to learn more and register to attend. Plus, it enhances your event’s visibility and professional image.

Make sure your conference site is as effective as possible by including these elements:

• Clear details: Present any must-know details, such as your conference’s date, location, agenda, speaker bios, and ticket prices. Accurate and clear details ensure potential attendees know exactly what to expect.
• An easy registration process: Feature a streamlined signup form that only requires essential information. This will reduce barriers to entry.
• Appealing design: A compelling website design not only attracts attention but also presents your conference as a professional and high-quality event. Use an eye-catching color scheme, consistent branding, intuitive layout, and typography to enhance readability and aesthetic appeal.
• Mobile optimization: Many people browse the web on their smartphones. Make sure your website is mobile-optimized, so it’ll function on all devices and won’t turn potential attendees away.
• Engaging multimedia: Multimedia content conveys your conference’s atmosphere, showcases highlights like key speakers in a dynamic way, and increases the time visitors spend on your website. This is a great opportunity to reuse past event content, like videos and photos, you’ve gathered.

After you launch your website, share links to it in all event communications, including your emails, social media posts, and texts. Broad sharing maximizes exposure, drives traffic, and turns interest into registrations.

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Create event invitations

Personal invitations issue a direct call to action, set the tone for your event, and create a first impression that can influence attendees to register. At the very least, they provide enough information to intrigue recipients to either reach out or visit your event site to learn more.

Using an online event invitation platform, here’s how you can create effective invitations that capture attention and drive registrations:

• Design with your brand in mind. Your invitation’s design should reflect your event’s branding and theme. Use your event’s color scheme, logo, and relevant illustrations or photos. The sentiment in your design should be short. Let’s say you’re hosting an event focused on emerging technologies and innovation in software development. Like the example above, your sentiment might say, "Join Us at NextTech Con!”
• Include essential details. Craft a clear message to send in your invitations. Include details like the event’s purpose, date, time, and venue. Highlight unique selling points, such as speakers, special sessions, and exclusive opportunities for attendees to make your conference seem like a can’t-miss event.
• Add a clear call to action (CTA). Your invitation should feature a prominent CTA, such as "Register Now" or "Reserve Your Spot." Make sure this CTA directs recipients to where they need to go to take the next step, such as your event website or registration page.

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Send invitations well ahead of your event to give attendees enough time to clear their schedules. You can even allow attendees to send invitations to others, so they can invite their colleagues. The easiest way to do this is to embed your invitations into your conference website and provide sharing capabilities.

Host a giveaway

Generate pre-event buzz with a giveaway. The chance to win a valuable prize can motivate potential attendees to register and spread the word about your conference. This is especially effective if the giveaway is exclusive to registrants.

Here’s how to host a successful giveaway that drives event registrations:

• Select the right type of giveaway. Host a referral contest in which attendees gain an additional entry in a random drawing for each person they convince to register for your conference. Or, try a social media contest in which contestants engage with or share a specific post promoting your conference with their followers in exchange for entries into your giveaway. Both of these approaches will expand your conference’s organic reach.
• Choose prizes your target audience will enjoy. This could be conference swag like mugs, water bottles, tote bags, or tech accessories. If you run a business, you might offer your products as a prize.
• Set clear rules. Establish who can enter your giveaway, geographic or age limitations, and how long you’ll accept entries. Setting rules ensures fairness, transparency, and legal compliance. 

Remember, the key to a successful giveaway is how you integrate it into your overall event promotion strategy. Not only will you motivate potential attendees to act quickly, but you’ll also spread word-of-mouth enthusiasm that is invaluable for growth.

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Overall, your conference’s success hinges on how well you promote your event and connect with your audience. Leverage your event platform, and pay attention to which strategies drive results. Finally, be sure to thank everyone who attended your conference to close out your marketing efforts on a positive note. In the end, you’ll leave a lasting impression on your attendees, making them eager to attend your next big event.