Unlocking Customer Engagement: Innovative Ways to Use Event Tools in Marketing Campaigns best practices

Updated Feb 22nd, 2024 by   Nicolas Zenker

We can all agree that today’s market is extremely saturated, and the struggle to keep consumers’ attention is never-ending.  That’s why it’s more important than ever to step up your marketing game and find new, out-of-the-box ways to engage with your customers regularly. And event tools are here to help you win that particular battle.

The main focus of these event tools is to establish a deeper connection with your customers while also maximizing their level of engagement.  It can fundamentally change how your customers not only perceive your business but choose to interact with it over time. 

Today, we’re exploring new and innovative ways to use these powerful tools to help you expand your marketing reach, both today and in the future. With the help of event tools, you can get and stay ahead of the competition; Let’s get started!

Understanding Customer Engagement

Before we get into the “how,” it’s important to first take a look at the “why”. Customer engagement is one of those buzzwords that gets thrown around a lot in marketing, but what does it really mean?

Although it might initially be perceived as just a buzzword, the significance of this term is not to be underestimated. Customer engagement is the emotional connection between a customer and a brand, the ongoing cultivation of a real relationship between a company and its consumer.  

But to better understand customer engagement in action, let’s take a look at what this means in the real world.

Customer Engagement in the Digital Era

The process of customer engagement in the digital era will inevitably vary. However, the key to fostering engagement and customer loyalty lies in creating meaningful interactions.

After all, engaged customers are likely to become loyal customers and advocates for your brand. Especially if they continuously enjoy interacting and building a relationship with your business and its products or services. This is also where event tools come into play. Utilizing the right event marketing tools will help establish trust and provide real opportunities to interact either face-to-face or virtually with your customers. 

Customer Behavior Analysis

We’ve already established that engaged customers are the fuel that powers your business. Without fuel, your business will only be able to travel a short distance, which isn’t worth your company’s time or effort.

It’s for this reason that consumer behavior analysis acts as the cornerstone of any effective engagement. Using event tools that are equipped with analytics will help your business to better understand your audience and adjust your event strategy accordingly.

Diving into the World of Event Marketing Tools

The range of event tools we have access to today is very broad, and each of these tools offers a unique solution that may (or may not!) be ideal for your particular business. 

You can also see that event tools differ by category, including online event registration software, event marketing solutions, event management, and more.

Let’s briefly go through a few recommended event marketing and management tools:

  • AddEvent: This calendar and event management platform is used to create RSVP-enabled event landing pages, add to calendar buttons and links to share the event, embeddable calendars, events, and RSVP forms for your website, and so much more. 
  • Hootsuite: A social media management platform suitable for planning and publishing posts across multiple platforms.
  • Buffer: A social media management platform that has similar features to Hootsuite.
  • Mailchimp: An email marketing platform that lets you create and manage newsletters and email campaigns.
  • Canva: A graphic design platform that helps you create professional-looking event visuals.
  • Google Analytics: Free web analytics tool that helps you track your website traffic and event registrations.
  • Asana: A project management tool that helps you track tasks, deadlines, and communications related to your marketing efforts.
  • Webek Events (formerly Socio): An event engagement platform that helps you create interactive experiences for virtual or hybrid events.

Whichever event tools you choose, it’s important to understand that each one has its individual purpose that can make your job easier, especially when you find the right ones to work together. Keep in mind the goals that you want to achieve, and choose the right tools accordingly.

Innovative Examples of Event Tools in Action

If you’re feeling inspired but need a concrete example of some event tools in action, check out how other brands are using them:

  • Case Studies: Nothing is better than real-life examples that demonstrate the success of event tools. Case studies perfectly show how to achieve concrete marketing success by implementing those tools into your business.
  • Webinar + Demo Recording: You can show your latest business offer through an interactive webinar. Implement options for asking questions, surveys, and concrete demonstrations to increase your customers’ engagement. You can always save the webinar recording and use the recording for lead gen.
  • Offer Virtual Reality Experience: In the age of artificial intelligence (AI), you must take your presentation to the next level. With the help of virtual reality (VR) experience, you can transport potential customers to another world. This will create a unique and immersive experience of communication and interaction with your products.
  • Live Stream of a Working Day: Give your users a unique real-time experience to peek behind the scenes. You can host a live broadcast of a business event you’re attending or show exclusive insights into your working day.

With the right event tools, you can let your imagination run wild. Be creative and explore which methods work best for your business.

Measuring Success: Metrics and Analytics

Monitoring and analyzing metrics and key performance indicators (KPIs)  are another critical element to understanding the ultimate impact of your event tools. A KPI has only one goal, in this case, to measure the impact of event tools and the success of your event-based marketing initiatives. 

In order not to get lost in the data, try to follow one of these key indicators:

  • Customer Engagement Rate: Did your audience actively participate? Use polls and engagement tools to ask questions, nurture discussions and send post-event surveys to get their feedback and measure response rate.To get a realistic picture, analyzing engagement and breaking it down into key customer segments is important. The main goal of the analysis is to improve marketing efforts and strategies.
  • Lead Generation: Are your events converting attendees into leads? Track form submissions, landing page visits, and contact downloads to quantify lead generation. Measure lead quality by tracking their engagement with content after the event and their progress through the sales funnel.
  • Brand Awareness: Did your event generate buzz? Track social mentions, website traffic, and brand sentiment analysis to measure awareness growth. Use keyword tracking tools to see if your event has increased search engine visibility for relevant terms.
  • ROI (Return on Investment): Did your event generate a positive return? Calculate ROI by considering event costs, attendee registration fees, and the value of the leads or sales generated. Use this data to evaluate the effectiveness of different event tools and strategies.

To get the ideal statistics to track, it’s important to choose a set of metrics that can be managed according to your specific goals. Regular reporting and analysis will help refine your approach and ensure your event tools deliver maximum impact.

Challenges and Solutions

Like everything in marketing, most event tools have numerous benefits, but occasionally you will hit a few hurdles along the way.

Adoption of new technology: The most common obstacles that can arise are problems with user-friendliness. If users don’t catch on to the tools you’re using, it can dampen enthusiasm. It’s important to choose only reliable tools that are user-friendly and easy to adopt. For example, new technologies like travel AI are designed to be intuitive and user-friendly, ensuring users receive the guidance they need to utilize these innovative solutions fully.

Audience Fatigue: An oversaturation of virtual events can lead to audience fatigue. As exciting and interactive as virtual events are, don’t overdo it. The solution is in the offer of different formats, which include standard content with a touch of interactive elements. This combination will keep the participants engaged and will not be too difficult to follow.

Content saturation: Standing out in a crowded virtual space can lead to saturated content that is difficult to continually create. The solution is to create high-quality, engaging content that matches your target audience perfectly. Quality over quantity, every time. Here, you can use storytelling, data-driven insights, and interactive elements that can grab attention.

These challenges can be easily addressed if you implement practical solutions to overcome them. Invest in the necessary training for your team so that all members are using your event tools effectively. Education will also help avoid technical issues and ensure a smooth experience. Collect regular feedback from your consumers to understand their needs and preferences. This will significantly impact the customization of future events and improve overall engagement. 

Another way to attract a wider audience and add credibility to your events is by collaborating with industry experts or relevant influencers. Adding their voices to your marketing campaigns can open up a whole new market for your product or service.

The Future of Event Marketing Tools

Digital technologies are developing at an incredible rate, so it is necessary to embrace these changes as soon as possible. While marketing trends change at the speed of light, staying true to your brand and embracing change is essential for future success.

What we can say for sure is that the digital future will be focused on immersive experiences. Virtual and augmented reality will revolutionize event engagement, which will, in so many ways, push the boundaries of what we already know and love. Also, with audience data, events will become even more hyper-personalized and tailored to participants and consumers.

What should your business do next, you may ask? Start experimenting! Embrace these new digital approaches and changes, and start collaborating and learning from the experts. This strategy will provide your events with a powerful marketing tool, all while establishing deeper connections with customers and securing future business growth.

Event tools can be extremely beneficial for businesses looking to connect deeper with their audience and boost customer engagement. By using event tools, companies can better understand their audience, adjust their marketing strategies, and ultimately stay ahead of the competition.

The range of event tools available today is extensive, and many innovative ways exist to expand your marketing perspective. This is a wonderful and exciting age to run a business! Wouldn’t you say? From hosting webinars to offering virtual event experiences, there are endless opportunities to grow.

By choosing the right event tool and being creative in its application, you can achieve concrete marketing success and build lasting relationships with your customers.

About the Author

Sonya Newson is a seasoned marketing specialist passionate about driving business growth through strategic online campaigns. With expertise in organic search optimization and targeted marketing initiatives, she has successfully enhanced the digital footprint of numerous brands. A true advocate for meaningful content, Sonya is dedicated to delivering measurable results for her clients.

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