Eventbrite just published great, easy to implement resource on how to get most out of every event marketing funnel stage. A resource is divided into clear parts according to stages:
Here I will give You a really fast, straightforward summary.
1) How to maximize event awareness
Find out the groups or websites where your audience is. 100% there will be a Facebook group for your niche, probably there will be a website dedicated to events for your field of work. These two can increase awareness dramatically because of laser clear focus on the right audience.
Publish information about the event in location-based events sites. These will focus on location-based audience.
By Eventbrite data, about 50% of event goers find out about the event on mobile, so be sure that your landing page or event page is mobile friendly, short and with a clear message and call to action.
Here e-mail and social media come handy. Deliver message about an event to your followers and subscribers. From my experience, I can tell that about 70% of our events visitors come from e-mail marketing. This is a phase where it is extremely important for you to get people to click “interested” or to subscribe to event news.
Only some will decide on the spot, others will wait and check what value can you offer. Make regular value proposals through resources, speakers, inventions, etc.
Here comes the critical activity. No new but proven- make urgency progression. The first stage would be limited places or registration till… At the next step, you can send notification that only X places from Y are left free or about price switch if it is paid event. Last one- only X days left + some really valuable focused resource or “all the best places are taken, only 3 left at the side”.
Underrated notification- remind day before or on the same day that visitor have an event to attend. Some of the visitors especially if the event is free will simply forget about it. Don’t let it happen!
After button “Buy ticket” or “Register” is pushed, the last battle starts. The last chance for the visitor to quit. Make registration fast and easy, no long forms with unrelated fields, just main things- name, e-mail, credit card information and straight to payment.
The ones who send invoices just prolongs this final fight and leaves plenty of places for the visitor to hop off. A visitor needs an invoice, okay then let them mark, that after payment they will receive an invoice.