by Ronnie Higgins | August 16, 2018

Ronnie Higgins of EventBriteIn a recent Eventbrite study, 89 percent of event creators named reaching new customers as their top concern. Another report revealed that consumers spend 50 percent of their mobile time on a few preferred apps. Clearly then, to reach new customers, event creators need to do their research and position their event where those new customers are spending their time.

A targeted approach to online event promotion can be the bridge that closes that gap between you and your potential attendees. Focus on the following three areas to ratchet up ticket sales, registration numbers or subscriptions.

1. Social Media Platforms

Your event needs to be promoted through the biggest social sites and their apps. But while social media giants have billions of users, that doesn't mean you're guaranteed to reach interested parties.

When integrating social media into your event outreach, start with an understanding of the person you’re trying to reach. Whether it's the "weekend warrior," the Millennial parent, or social ringleaders and tastemakers, learn about their lives and their preferences, including their social media platforms of choice. Then, tailor your event marketing approach to that platform to better connect your event to the attendees you want to engage with.

2. Search Engines

When potential attendees are looking for an event, their search usually starts online. According to the aforementioned Eventbrite study, 89 percent of people who are looking for events — especially Millennial parents and weekend warriors — start on the Internet. Your objective is to be found by those with a strong intent to make plans and make a purchase.

To make the most of your search-engine visibility, optimize your landing pages and event sites with the right keyword choices and density. Events that don't invest in SEO, according to the Eventbrite study, have up to 10 percent more empty seats than those that do — which adds up to significant profit losses. Build a landing page that engages the right audience and prompts them to commit to your event.

3. Email Newsletters

Twenty-one percent of email users check their inboxes at least five times a day, according to a study from late 2015, but there's a catch: The average professional account gets smacked — hard — with at least 121 emails daily, based on stats from last year.

How do you cut through the chatter? If appropriate for your event, piggyback on music streaming and event discovery sites that already have opt-in mailing lists filled with recommendations for upcoming events. By partnering, you tap into their existing audience. For example, Spotify's customized email newsletter could help you expand your reach to relevant consumers without reinventing any processes or duplicating efforts.

Ronnie Higgins works at Eventbrite, helping event planners level-up their registration game. Born and raised in New Orleans, he enjoys nothing more than helping people get together — whether it’s for a conference, class or a citywide party like Mardi Gras.