Focus on Goals, Audience Personas, SEO, Writing engaging direct email, mistakes to avoid. Presented to the NZ Events Association in Auckland

1. New Zealand Events Association
Marketing & Digital Media for Events

2. What is today about?

3. Event Marketing and Digital
•Goals
•Audience
•Messaging
•Engagement
•Campaigns
•PPC Advertising & Paid Social
•Website
•Social

4. Goals
•What do you want to do
•Hard vs Soft
•Goals that adjust over time
•Start
•Middle
•End

5. Hard and Soft measures
Page views = 871
Uniques = 408
Comments = 11
Leads = 5
Awareness = ?

6. Audience
•Design your personas
•Research them - a lot
•Understand differentiation
•Understand segmentation
•Apply to your communications & tactics

7. Air New Zealand
Quiz Goals

8. 5 questions to uncover personas

9. 5 questions

10. Customer styles

11. Messaging
•What motivates each group?
•Opportunist
•Savvy Selector
•Lounger
•Goody Gatherer
•Facts - “you are…..”
•Writing style variations
•Calls to action

12. Engagement
•What to do in advance
•What if you get no engagement?
•Just before event
•During the event
•Advance planning possibilities?
•Next year

13. Pre-planned content for awards dinner

14. Salesforce
•This is last year’s event
•What can you re-use / recycle?

15. Writing engaging promotional emails
•Start with the goal
•What is the 1 thing you want the reader to
do?
•Who is your audience for this message?
• The customer, sales staff or partners
• Ideas
• Contests, coupons, freebies,
premiums, prizes, product
samples and bundles.

16. Writing engaging promotional email
•Establish a relationship
•Gratitude
•Expectations - what happens next
•Add a P.S. to reinforce action
•Make a valuable offer
•Great content - feel valued
•A deal / special
•Explain BENEFITS (not features)

17. Last things to check
1. Proof read
2. Links not attachments
3. Personalisation (where appropriate)
4. Do not lie
5. Test, test again after ANY change
6. And afterwards record analytics
7. Plan long term
•Keep your promises, Follow up, Offer value
early, Repeat

18. Mistakes to avoid
•Promotional emails
•Landing pages
•Customer journey
•SEO

19. Promotional emails

20. Landing Page Structure

21. Customer journey

22. Writing Practical SEO Content
•Have 5 key phrases ready agreed
•Understand your SERP needs

23. How to Build Stronger Website SEO
1.Start with a website audit www.websitegrader.com
2.Design and SEO must be in balance
3.Understand key website functions and features
•URL structure / sitemap
•Key words
•Rich snippets
•Structured Data
•Internal links
•External Links
•Image tags
•Mobile first
Good website flow and sign-posting helps humans & bots

24. Link Building the Dos and Don’ts
1.Why backlinks are Important
2.Keyword anchor links
3.Find your backlinks
4.Disavow poor quality links
5.Beware PBNs
6.Balance your content effort with backlinks
7.Directories matter - especially for local
marketing
8.Know your competitors’ links
A good backlink is one you’re proud of and can explain why
you have got it

25. Local Marketing
1.Google My Business
2.Key Words
3.Directory Listings
4.Google Alerts
5.Business Associations
6.Networking Events
7.Testimonials
8.Local newspaper / magazine articles
Video and Slide Deck in resources links

26. Resources
• http://www.activenetwork.com/assets/veb-eventsmb-the-future-of-event-sponsorship.pdf
• https://web.archive.org/web/sitemap/http://www.worldmastersgames2017.co.nz/
• https://www.mallory-group.com/insights/the-power-of-sport-to-shift-consumer-behaviour-
for-good
• http://creativeagencysecrets.com/backstory-on-barfoots-world-masters-games-advert/
• https://www.kaushik.net/avinash/stop-organic-social-media-marketing-solve-for-profit/
http://creativeagencysecrets.com/local-marketing-auckland/
• https://www.huffingtonpost.com/nathan-chan/7-instagram-tools-your-bu_b_8886262.html
• https://support.google.com/analytics/answer/1032415?hl=en GA Goals
• Avinash Kaushik book Google Analytics http://www.webanalyticshour.com/
• Avinash Kaushik’s blog https://www.kaushik.net/ subscribe to his newsletter
• Digital Marketer podcast http://www.digitalmarketer.com/category/podcast/
• We Are Social blog https://wearesocial.com/uk/blog

27. Connect with me
Please find me on LinkedIn and connect - remind me where we met!
rebecca@creativeagencysecrets.com
Creative Agency Secrets Services
• By the hour coaching / tutoring to up-skill you
• B2B marketing services
• Education seminars (like this)