Today’s businesses run in a data-driven environment. The right kind of data enables them to make well-considered business decisions. Email tracking is a way of obtaining data about email campaigns. Using email marketing KPIs or Key Performance Indicators, businesses can learn what strategy elicits a response from their customers.
You have a great event planning business with some very creative individuals working in your team. All you need is more clients to show your event planning prowess. But, the genuine concern is- how to market your business the right way to get more clients? As per 90% of event planning businesses, reaching new clients is one of their biggest challenges. If you hear crickets in your office, you need to reconsider your existing marketing strategies.
We have written this well-rounded guide to event planning business marketing to make things easier for you, which will add the most powerful strategies to your arsenal.
The event planning industry in the United States is expected to hit $3.2 billion by the end of 2022.
Source: writersblocklive.com
But to be successful in this flourishing market, you need to have a clear target audience to serve. Determine the types of events you can produce most successfully and the clients who benefit from your services. This will be the basis for all your marketing endeavors.
To figure out your niche, take a look at your most successful past events. Are they all a certain size, involving a specific topic, or in a particular type of location? What aspects unite them? Where were the majority of the event attendees from? Were they from a specific industry? What did they accomplish from the event?
With these questions, you can craft audience targeting statements, like –
The next step is to think about specific ideal clients using as many details as possible. This will help shape your marketing strategies in many ways. For example, you can determine the social media channels to focus on, the images to feature on your website, ways to spend your advertising budget, and the event trends crucial to your business.
The steps mentioned above will give you a clear path forward for your event planner marketing strategy.
Now that you have prepared some audience targeting statements, it’s time to take a look at your website. Take note of a few key things.
As per the web usability report, people want to see the following information on a website. Does your website have them all?
Source: direction.com
You can use the answers to these questions to design your website to match the style and tone of your events.
Finding new contacts and business often relies on networking in the event planning industry. Networking involves getting your name and face in front of people who may use your services or recommend your services to others. By forming relationships in your industry, you can set up a network of supporters who can help you reach your goals.
As per a study, 85% of businesses believe that in-person meetings help build more robust and more meaningful relationships, but COVID has been a challenge to those who prefer in-person meetings. Therefore, in today’s times, your networking initiatives should be a mix of both online and offline activities.
Below are some simple ideas for developing and leveraging your connections.
At networking events, it is crucial to be heard and seen. Share your opinions, help people, and get involved in discussions. You never know who will listen to you speak and get inspired to do business with you.
As an event planner, the success of your business can come down to how good your email campaigns are. There may be several ways to spread the word about your business, but nothing comes close to email marketing.
Source: hubspot.com
But to reap the benefits of this marketing channel, you need to entice your reader to open the message and convince them to click through and sign up. The below tips can be helpful.
Marketing is not just about constantly searching for new clients; it is also about managing the user journey from start to finish. Every potential customer will go on a journey before choosing you as their event planning partner. Generally, clients go through a period of inspiration and research when visualizing their future events. They begin to narrow down options for planners based on several criteria like their event type, budget, area of expertise, and location. Below are some tips for marketing throughout the entire customer journey.
By showing your potential customers that you are a trustworthy event planning partner, you’re well on your way to earning their business.
You have started an event planning business meticulously, and it is now time to create a buzz about it. The strategies highlighted in this article will allow you to target the right set of customers and keep the momentum going.