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<\/p>\nAt BG Digital Group, one of our favorite projects is, of course, event marketing. It\u2019s an exciting challenge at our digital agency to not only create buzz around a big event, but to keep the audience engaged with your brand all year. When it comes to event marketing in North Carolina, most brands choose one of two focused approaches: marketing the big event, or creating a continuous voice.<\/p>\n
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(Psst: if you haven’t read\u00a0Why You Need an Event Marketing Team<\/a>, that’s a great starting point for getting the most out of this blog post!)<\/em><\/p>\n Focusing Marketing Efforts on Just the Event<\/strong><\/p>\n With this approach, the audience looks to\u00a0social media<\/a>\u00a0accounts before and during the events for constant, up-to-the-minute information. Not only does this mean that your content will be seen by those who follow, but the sudden surge in retweets, favorites, shares and comments will skyrocket your engagement right before the event to create a larger following during. Sounds great, right?<\/p>\n With this event-focused strategy, brands often go dark when the event is over. But just because everyone went home doesn\u2019t mean they don\u2019t care. As a result, loyal audience members may stop engaging with you because they don\u2019t have anything specific left to engage with. If you only have one large event each year, you could lose a substantial portion of your followers this way.<\/p>\n Focusing Marketing Efforts on Creating a Continuous Voice<\/strong><\/p>\n The solution to the focused efforts problem is to create a continuous voice. Consistent, quality updates about the brand prove to your audience that you are relevant year round. Sticking to event-related content promotion will bore your audience and leave large lapses of interesting content on your\u00a0social media<\/a>.<\/p>\n So how do you make this constant voice happen? Since you can\u2019t always talk about your event, you\u2019ll need to engage in some serious\u00a0social listening<\/strong>. Explore social media to understand what content needs to be created, where you need to be sharing it, and how frequently it needs to be produced and shared.<\/p>\n When marketing an event, it is most effective to use a mix of both approaches: keep a continuous voice all year to maintain relevancy, but up your marketing efforts and social media presence when your audience will be expecting it. Use these content marketing research tools to keep the conversation going with your loyal followers after all of the excitement dies down.<\/p>\n If you\u2019re looking for event marketing experts in North Carolina,\u00a0BG Digital Group<\/a>is the name in inbound marketing. We are experienced in building a steadfast following for annual events and maintaining an engaged audience year round. Download our inbound marketing guide below to get started and attract, convert, close, and delight using only the most effective marketing efforts.<\/p>\n\n
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