As an event planner, your marketing strategy has to be diverse. You’re trying to attract attendees to certain events. But you’re also promoting your event planning services, probably to unique audiences. And with constant changes within the events industry regarding event types, technology, and engagement, it’s important to continue evaluating your marketing efforts. As you audit your current processes, look for these few signs. If they sound familiar, it means it’s time to make some improvements.
1. Stagnant Social Media Engagement
If you’re posting about your New York events business on social media but are no longer getting the likes and comments you once did, it might be time to rework your social media strategy. Look at your messaging as well as your posting frequency. And look to evaluate the core audience you’re trying to reach with each social channel. Remember, social media is supposed to be “social.” So if you’re not getting response or traction, you need a strategy improvement.
2. You’re Not Attracting ‘Dream’ Clients
If you recognize that the few leads you are getting are with potential prospects that don’t qualify as your “dream” clients, your marketing strategy needs realigning. Go back to the drawing board with your buyer personas. Make sure that every layer of marketing, from ads to content, speaks directly to your core audience. You can’t be effective in spraying generic messages to everyone. Remember to niche down and focus on dream client prospects and solving their problems as an event planner.
3. Your Marketing Strategy Seems Overwhelming or Directionless
Here’s another sign that often plagues event planners. With your plate already full of tasks and to-dos, it can sometimes be overwhelming to stay on top of your marketing strategy. And soon, it’ll feel like you’re just chasing marketing campaigns and throwing money at certain marketing efforts without really applying a strategy at all. If this feels familiar to you right now, chances are your marketing isn’t as effective as it should be. Take a pause and sit down to evaluate every channel and dollar spent to gauge how many leads, prospects, or clients you’re really getting from each.
4. You’re Not Generating New Leads from the Web
Speaking of leads, how many are you getting every month from your event planning website? If you’re not sure or are coming up short, it’s likely time to focus on your website’s performance. Consider doing a web audit to verify the metrics behind your site’s traffic. Make sure your links all work and you have security certificates for validation. Get some professional feedback about the design, too, and make sure every touch point is user-friendly and inspires excitement and action.
5. You Feel Like You’re Over Budget
When you sit down at the end of the month or quarter with your event planning budgets, do you feel like you’re always over on marketing spend? If you’re losing track of spending and marketing initiatives, you’re likely not applying the strategy you need to make those efforts effective in driving results. Check the money. If you’re overspending without leads or results, you need a better strategy.
Consider these insights as you explore better ways to improve your marketing strategy. And remember, you can get in the room and learn from the best marketers in the events industry at The Event Planner Expo 2023 this October!
