Whether for ourselves or for the people we meet, the science of promoting an event on the Internet is a discipline in which chance has little place.
If the first advice is to regularly provide a mechanism on the Internet to have a community and visitors to talk to, here are 5 steps to make your appointments unavoidable.
Write information and strategy
To promote an event on the Internet, start by writing down your ideas on paper. It's a phase that we all too often neglect, yet it makes it very clear:
the objectives and strategic vision of a particular approach: where do you want to achieve, what outcome do you want to achieve and what are the next steps based on this or that?
the environment around you: which contacts to contact, which partners to contact or in which communities to promote, relay your information
the concrete approach: know who is available to help you and what each one will do as an action, when.
So write down all this information on a blank sheet of paper before you even start doing anything to promote an event!
Create the content and means of conversion
Talking about an event is good, it's even better to get people to register to participate.
To communicate in complete peace of mind, start by editing a blog article presenting the content and program of your event:
presentations with the names of speakers
networking appointment or catered event
speeches or promotions
Carefully indicate the important information:
the date and time
contact information for a contact person in case of questions
the price, if any, of the prize
a Twitter hashtag to follow the event
how to register
Just about this last point, there are tools on the internet that can allow you to promote an event on the internet easily: Eventbrite, for example! Note that Facebook or Google+ also have features that allow you to create an event and promote it on these networks. They allow you to create a web page for each of your events and above all to take bookings, whether paid or free of charge, by retrieving the contact details of your contacts.
Communicating on social networks
You have a blog article explaining the content of your event and a page where you can count the registrations of participants. Take a moment now to schedule your presence on social networks about it. For example, you might consider publishing:
1 tweet per day that leads to the registration page
1 photo or Facebook post per week
2 posts on LinkedIn and Google+ per week
The important thing is to be regular and to integrate this aspect of your communication into the wider dynamic of the one you already carry out elsewhere.
Make the event come alive live
On the day of the event, involve participants and ask them to post quotes that they think are relevant and the highlights they enjoy on social networks.
There's nothing like to promote an event like entrusting it to ambassadors!
Experts of your sector will have the opportunity to interact with each other, whether they are present or behind their screens during the event. The important thing is to make it feel like a window is open to see what's going on in your home.
Another way of making debates and exchanges available in real time to Internet users is to broadcast a live stream of the event. By connecting to a specific page, all users can see and hear what a webcam is filming in front of the stage. You can do this with Livestream for example.
Capitalize on the content created
Once the event is over, there's still time to communicate! Those who attended will be pleased and interested to find summaries of what was said and stakeholders in your ecosystem will be able to find out what it was like during your event.
Take photos, do interviews and publish them on your social networks (Google+ or Facebook for example) – these are content that people enjoy and share easily. This helps to promote an event on the internet and makes others want to participate in subsequent editions!
In the same way, the ideal is to write a blog article (s) that summarizes and synthesizes the content of your event.