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Digital marketing for events

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Michael Chidzey
Michael Chidzey

Digital marketing is increasingly important for events. Inbound marketing, which relies on earning interest through great content, is more effective than interruption marketing which tries to buy attention. The presentation covered tactics for digital marketing like creating videos, blogs, social media profiles and more to engage audiences and drive them to events. It emphasized starting with insights on audiences and testing ideas to develop an ongoing inbound marketing strategy.

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Digital Marketing for Events Why you should love online marketing! Michael Chidzey | Digital Marketing Manager
Quick experiement…
Before we begin Phones laptops & tablets out & please use throughout this lecture
Outcomes How to maximise opportunities online for... event event individual companies professionals events
Any questions tweet @michaelchidzey
Interruption vs. Inbound Marketing
Interruption marketing
Inbound marketing
Interruption marketing
Inbound marketing Interruption marketing
Interruption marketing 20%
Inbound marketing 80%
How people buy in 2012
Investigate options
Investigate options
Ask friends
Seek out expert advice
Find communities
Dig into every detail
Convert
You don’t buy those visitors. You earn them.
In∙bound Mar∙ket∙ing - noun Any tactic that relies on earning people’s interest rather than buying it
All starts with great content
Create Videos http://www.dollarshaveclub.com/
Useful content http://bit.ly/ISTwGK
Making or reporting the news http://wish.co.uk/number-10/
Make your content your USP http://www.oyster.com/
User generated content http://i.imgur.com/d573R.jpg
All starts with great content http://blog.chillisauce.co.uk/
Our blog offers sticky content http://blog.chillisauce.co.uk/
The results of a great piece of content
SEO http://www.seomoz.org/beginners-guide-to-seo
Integrating offline & online activities
Integrating offline & online activities
Integrating offline & online activities http://bit.ly/GHLW5m
Integrating offline & online activities http://bit.ly/J61DGT
Integrating offline & online activities http://bit.ly/IBENSF
Social outreach http://wish.co.uk/zombie-shopping-mall/
Build relationships online with social media
I can’t ignore paid advertising
I can’t ignore paid advertising I’d rather be in this position
Planning a digital marketing strategy http://www.seomoz.org/blog/why-the-inbound- marketing-funnel-is-essential-whiteboard-friday
Planning a digital marketing strategy Insights Who is your audience?
Planning a digital marketing strategy Insights Where are they on the web?
Planning a digital marketing strategy Insights Which content works?
Planning a digital marketing strategy Strategy Test
Planning a digital marketing strategy Strategy Measure
Planning a digital marketing strategy Strategy Repeat
Tactics that you can do today
Q&As – be the expert
Participate in forums & communities http://boardreader.com/
Create a blog – be the resource http://plannerwire.net/great-reads/
Guest blog http://www.problogger.net/
Discover and share great content
Make friends and find influencers http://followerwonk.com/
Publish presentation slides http://www.slideshare.net/
Build authentic social profiles
Satisfy popular searches http://www.google.com/insights/search/ http://bit.ly/hX7WkT
Experiement by testing ideas Say “should we organise this? Rather than can we.” http://bit.ly/JoNBgE
Create high quality videos http://www.trendhunter.com/trends/smart- eball
Make information beautiful: infographics http://www.distilled.net/linkbait-guide/
Inbound marketing http://inbound.org
Everything’s easier with fans. Your job is to make you, your event and company famous.
Q&A Michael Chidzey | Digital Marketing Manager Twitter: @michaelchidzey Company site: www.chillisauce.co.uk Personal blog: http://eventjuice.co.uk Email: mikec@chillisauce.co.uk

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