Learn How to Develop Pre-Event Excitement through Content
As a business owner or contractor, you have more than likely heard of content strategy. But did you know that you can also have an event content strategy? Just like when you need to launch a new product, you have to promote your event beforehand. The main event day usually gets the most attention, but the time leading up to your event is also important. This is why you should know how to create pre-event content for your construction business.
Creating pre-event hype will not only help your current event generate more interest and attendees, but also help you with marketing and advertising for your future events as well.
6 Ways to Create Pre-Event Content for A Construction Business
Learn how to easily promote offline or online events well before they are scheduled to take place. As you create content and encourage discussion about your event, you will more than likely see a rise in anticipation. Here is how to you can create such content:
1. Launch teaser campaigns
As the saying goes, “Curiosity killed the cat,” but in the world of marketing, curiosity will keep your audience coming back for more. The concept behind teaser campaigns is that by sharing small snippets of content over time, that you will be able to generate interest in your audience. So, don’t just announce an upcoming event through an email or social media post. Drag out the announcement a little bit by saying that something exciting is coming up. Give them sneak peaks and then finally, do the big reveal.
2. Choose different types of content
It is more than likely that your target audience doesn’t use one specific channel. So, you will need to create different types of content for each platform. Create social media posts that can be uploaded on platforms like Facebook, LinkedIn, Twitter, and Instagram. You can also use emails, since everyone uses them throughout the day. Just remember to make a clear call to action (CTA). To avoid having your emails marked as spam, only email those who have opted in to receive them.
3. Create an event on Facebook and LinkedIn
To associate all the events you organize with your construction business, create an event from your company page instead of your personal account. Include all the required details, such as the venue, time, guests, and agenda. While not required, including keywords in your event will help your event show in searches done through search engines. On Facebook, if you are co-hosting an event, you can add a co-host for the event so that the other party can also share the event with their audience. You can also add the event link(s) to any promotional email that you send out.
4. Develop event content ads
If you want more people to learn about your event, you should consider running paid ad campaigns to boost visibility. You will also be able to get more engagement and gain more attendees. You can easily use Facebook Ads and Instagram Ads to create social media ads. To boost your event attendance with Facebook ads, you can choose the “Engagement” objective and then choose to optimize for “Event Responses.” You can also “Boost” your event directly from the event page, which works similar to a Sponsored post.
5. Use social media to generate buzz
Once you have created your event, you can share the event link on your social media profiles including Twitter and Instagram. Ensure that you actively promote the event but create a limited number of posts. You can share behind-the-scenes photos of how the event is being set up and the people who are involved in making it happen. You should also add branded hashtags and related hashtags to your posts so that other people can find them. While hashtags haven’t really taken off on Facebook, they are widely used on Twitter and Instagram.
6. Highlight any collaborators
You have probably worked hard to bring together your event. And it is likely that you have collaborated with individuals, speakers, exhibitors, presenters, or businesses for your event. So, whether you are hosting a webinar, a seminar or an exhibition, ensure that you focus on your collaborators in your marketing and advertising efforts. Encourage them also, to promote your event through blogs and graphics. You should also share content from people who have attended your events before. It is likely that they will have taken videos or pictures that you can share to your accounts. This way, new attendees know what they can expect.
There are so many ways to create pre-event content for a construction business nowadays. Some methods like ads require some investment, while sharing social media posts and doing email marketing are completely free. Through a combination of both organic and paid campaigns, you can increase awareness and increase attendance for any event, whether it is online or offline.
CMGurus can help you build pre-event hype for your events through strategic content marketing for construction businesses. Additionally, we offer pay-per-click management for construction companies and PPC for contractors.