Digital Retargeting Strategies for Maximising Event Attendance

1. What is Retargeting and How Does It Work?

You might have encountered the term digital retargeting, but what does it actually mean? Before we discuss the strategies, it's important to understand what retargeting is and how it works.

Retargeting, also known as remarketing, is a digital advertising strategy that targets people who have already interacted with your brand, such as visiting your event website or engaging with your social media. For example, if you see ads for a product you checked out online, don't be fooled into thinking that it's a sign from the universe to make the purchase—it's just retargeting in action!

So, how does it work? In a nutshell, it's pretty simple. When someone visits your event page or interacts with your content, a small piece of code called a ‘cookie’ gets installed in their browser. This cookie allows you to serve ads specifically to them as they continue browsing other sites, keeping your event top of mind and increasing the chances of conversion.

Retargeting ensures that people who have already shown interest in your event are consistently reminded about it and guided to complete their registration—pretty cool, right?

2. How to Increase Event Attendance Using the Power of Retargeting

So, can you really use something as simple as retargeting to make your event a sold-out success? The short answer is yes. If you're interested in learning how to increase event attendance using retargeting strategies, we're happy to tell you how!

With retargeting, you reach people who already know about your event. These could be people who've visited your event page, engaged with your posts, or started the registration process but didn't complete it. With a little targeted persuasion, you can make them sign up.

Here's a simple step-by-step guide on how to use digital marketing to boost event attendance.

• Segment your audience: All your visitors are different. Some might have clicked on your event page but didn’t stay long, while others may have filled out part of the registration form but never completed it. By segmenting your audience, you can craft tailored ads that speak directly to their current stage of decision-making.
• Write some excellent ad copy: Your retargeting ads need to be pretty compelling if you want people to take action. Think about what made them leave your event page or stop the registration process. Was it the price, the timing, or maybe they just needed more info? Use clear, engaging copy that gets straight to the point and addresses these pain points directly. For example, you could offer limited-time discounts or highlight key speakers and attractions.
• Use eye-catching visuals: We all know a picture is worth a thousand words, and in digital advertising, great visuals can make all the difference. Use some great images or videos that show off the buzz of your event. Short videos of past events, sneak peeks of upcoming attractions, or behind-the-scenes content can all help to make your event more appealing.
• Make the most of different platforms: Do not rely on just one platform. Depending on the kind of event you're running, spread your retargeting efforts across different channels like Google Display Network, Facebook, Instagram, and even LinkedIn. Each platform has its own strengths, so it's best to use them all or the ones that are most aligned and suitable to your event

3. Platforms for Using Digital Advertising to Boost Event Attendance

The next question on your mind is, where do users see these ads that you create? This is where digital advertising comes in. Here’s a breakdown of how to boost event attendance through digital advertising with a focus on retargeting:

• Google Display Ads: Google's huge network means you can reach potential attendees on millions of websites and apps. With display ads, you can track your audience across the web, making sure they see your event ad multiple times in different places. This repeated exposure can lead to higher event attendance, especially if you've already caught their interest once.
• Facebook and Instagram ads: Social media platforms like Facebook and Instagram are key tools for event marketing. Using advanced targeting options, you can create customised retargeting campaigns based on users who visited your event page or engaged with your posts. Video ads are especially effective on these platforms, offering a dynamic way to showcase what your event has to offer.
• LinkedIn Ads: LinkedIn is the place to be if you're hosting a conference or corporate event. Its audience consists of professionals who are often the decision-makers in their organisations. By using LinkedIn's retargeting options, you can reach people who have shown interest in your event or related topics and get them to register.

4. How Can You Digitally Market Your Event?

What's the best way to market an event digitally? Every event planner wants to know the answer when trying to get as many people as possible to register. While retargeting is just one aspect of digital marketing, like traditional marketing, there's a whole range of strategies that can help get your event noticed and promote sign-ups.

1. Content marketing: Use blogs, videos, and social media posts to build excitement around your event. Share behind-the-scenes content, interviews with keynote speakers, or tips related to the event theme to build anticipation. Blogging about relevant industry trends can help position your event as a must-attend event.
2. Email marketing: Another great way to nurture potential attendees is through email marketing. Create a drip email campaign that targets users who've shown interest in your event with reminders, special offers or exclusive content. The goal is to keep your event fresh in their minds and increase the likelihood of them registering.
3. Social media campaigns: Social media is essential for spreading the word about your event. Whether through organic posts or paid campaigns, create engaging content that encourages sharing and interaction. Countdown posts, interactive polls, live Q&As, and event teasers are all good ways to keep your audience engaged.
4. Influencer partnerships: Depending on your event's niche, partnering with influencers can give it the extra boost it needs. Influencers have a dedicated following, and their endorsement can help you reach a wider audience.

5. How to Hype Up Your Event on Social Media

Speaking of social media being an essential part of internet marketing, it’s probably a good idea to learn how to leverage the power of social media to do everything from increasing conference registrations to creating a buzz about your event. Here are some fun ways to do it:

1. Teasers and sneak peeks: Post sneak peeks of event details such as keynote speakers, performers, or special guests. Use Instagram stories, Facebook posts, and Twitter threads to build anticipation with short, engaging content that leaves your audience wanting more.
2. Countdowns and giveaways: Incorporate countdowns and giveaways into your strategy. For example, you could give away a free ticket to the event or offer exclusive perks to a few lucky winners. This not only drives engagement, but also extends your reach as followers share your posts with their networks.
3. Leverage hashtags: Create a unique hashtag for your event and encourage attendees and speakers to use it. This will help build an online community around your event and allow potential attendees to follow the conversation. You can also use trending hashtags to increase visibility.

Wrapping Up

Maximising event attendance through digital retargeting and marketing strategies isn't just about reaching as many people as possible — it's about reaching the right people with the right message. Retargeting ensures that you're constantly engaging with your audience and keeping your event top of mind.

Combined with social media buzz, compelling content, and tailored advertising, digital retargeting is essential in your event marketing toolkit.

By understanding how retargeting works, using digital advertising wisely, and continuously engaging your audience through social media and other channels, you'll be well on your way to a successful, well-attended event.

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