Your event has many KPIs to measure its success. Event surveys, net promoter scores, and gross revenue all come to mind. But perhaps, by far, the most important KPI to measure success is ticket sales. Event registrations are not only an important measuring stick for your event’s success, they’re also a key influencing factor in your other KPIs. Mastering the art of increasing ticket sales will also increase things like community engagement and session attendance. In this article, we share top event marketing tips for increasing ticket sales for a successful event.
AI Search Optimization Tips for NYC Events
Your content strategy is wildly important for users who aren’t necessarily looking for your event. These users have a problem related to your event’s topic. Once they’re on your site thanks to your immensely helpful content, you can encourage them to learn more about your event where they’ll find even more answers. The key is helping them find your useful content.
You already have SEO tips coming out of your ears. How about some tips for getting some love from the new kid on the block: AI Overview? AI Overview and ChatGPT have had a massive impact on search results and site traffic. Research firm, Gartner, predicts that search engine traffic will fall 25% by 2026.
1. Create Scannable, Well-Organized Content
Results that show up in AI Overview and ChatGPT are well-organized and scannable. Incorporate bullet points, clear headings, and short paragraphs in your content. Plainly state what the article is about in your opening paragraph.
2. Cite High-Quality, Expert Sources
It’s clear that AI search places a high value on fact-based information. Content that contains statistics, studies, and links to reputable websites has a greater chance of being picked up by AI. Include outbound links to these reputable sources to improve your content AI search optimization as well as its SEO.
3. Ask Experts in Your Event’s Niche
AI search also responds well to expert quotes, although linking to these sources doesn’t seem as necessary. However, including quotes and insights from your event’s speakers is an excellent way to curry favor from the AI gods and boost your event’s credibility in the eyes of the reader.
4. Keep Up SEO
Keep writing for SEO even if AI Search is getting a lot of attention right now. Your rankings in the SERPs still factor heavily on whether your content will appear in AI Overview.
Social Media Marketing Insights
Social media is where it’s at when it comes to event marketing. It’s basically the water cooler of the internet. Most of your target audience is on one social media channel or another. How do you use social media marketing to persuade them to buy event tickets?
5. Adopt a Full-Funnel Posting Strategy
Use social media event marketing to guide your target audience throughout the customer journey, from awareness to interest to intent. Follow these tips:
- Cast a wide net with multiple influencers.
- Develop long-term relationships with influencers, rather than short-term campaigns.
- Use paid advertising to drive awareness and encourage users to like your social media account.
- Expand your reach with sensible hashtags.
- Join the conversation with relevant trending topics.
- Make it easy for followers to find your site’s URL through your social media page.
- Always include a clear call to action in your social media posts.
- Share early bird discounts and other pricing specials with social media.
6. Be Searchable on Social Media
Would a user find you if they searched social media for an event in your niche? Forbes reports that 25% of users use social media primarily for online searches. Generation Z, especially, is more likely to search for events on social media.
Consider all the ways a user would search for an event like yours. For example, if your event is a beauty expo, a user may search for “beauty trade show” or “beauty industry events.”
7. Make Your Audience Feel Like They’re Already Part of the Event
If you’ve ever been invited to a party at a stranger’s house, you know that being an “outsider” is a significant barrier to attending an event. Overcome the “outcast obstacle” by treating your audience like they’re already VIP attendees to your event. Treat them to behind-the-scenes footage, interviews with speakers or celebrities, and first dibs on news related to your event.
Pricing Strategies to Increase Ticket Sales
Pricing your event correctly and strategically introducing incentives to increase ticket sales is as much of an art as your event’s visual design. Getting it right can be difficult. Get it wrong, and you’ll undervalue your event or price out a significant portion of your target audience.
8. Give Early Bird Discounts
Break out of the gate running with early bird discounts. The early momentum in ticket sales will help you plan your remaining marketing strategy and increase word-of-mouth marketing. Boost anticipation by advertising early bird pricing before ticket sales open. And be sure to reach out to your established community and last year’s attendees.
9. Offer Group Pricing
Whether your event is a corporate expo for professionals or a retail trade show geared toward consumers, people will be more likely to attend if you make it easy for their posse to join them. Group discounts are also helpful for convincing companies that are footing the bill or friends who are undecided.
10. Use Promo Codes to Track the Customer’s Journey
Promo codes aren’t just great incentives to purchase tickets. They’re also useful for finding out how your attendees found your event. Sprinkle different codes throughout your marketing strategy, and pivot your efforts to the marketing channels with the best results.
Learn More Event Industry Trends at The Event Planner Expo
Generative AI, generational differences, and more are changing the way attendees interact with your event’s brand. Our above tips are practical ways you can increase ticket sales in the evolving online landscape. Learn more about the latest event planning trends at The Event Planner Expo. Spend three days learning from event industry leaders, making connections, and meeting with corporate event planning decision-makers. Buy tickets for your event-planning team today.
