For a lot of entrepreneurs, occasions are a pure extension of their current content material advertising and marketing technique and a key channel for direct engagement. They’re an opportunity to construct your model and domesticate your identification whereas creating an incredible expertise for patrons and prospects alike.
Pardon the Captain Apparent second right here, however for an occasion to be actually profitable, you might want to get individuals there. And to get individuals there, you might want to present them why they’ll’t afford to overlook the occasion you’re about to placed on.
There’s no higher solution to create a way of urgency than to ship prospects to a persuasive occasion touchdown web page. It’s the place you’ll inform individuals precisely why they need to come to your occasion and what they’ll get from attending. However if you happen to consider your occasion as a one-day solely play, you’re not getting the total worth out of it.
That’s why try to be utilizing touchdown pages in each stage of your occasion advertising and marketing marketing campaign — earlier than, throughout and after the occasion itself. With our Call to Action conference developing in lower than a month, we thought we’d share with you just a few of the touchdown pages that we’ve used for our personal occasions– however first, let’s dig into the weather that make occasion touchdown pages profitable.
What each occasion touchdown web page wants
Do not forget that your convention is a product. As with all merchandise, there’s a value vs profit consideration, and it’s as much as you to tilt the scales in favor of the profit in your touchdown web page.
To get these scales tilted, you’ll want to interrupt out the five elements of a high-converting landing page. Let’s check out what they’re, and the way we made use of them on the touchdown web page for the Conversion Road Trip, a sequence of 4 conversion-centered advertising and marketing occasions we hosted earlier this summer season in Boston, Chicago, New York and Toronto.
1. Distinctive worth proposition
On our registration touchdown pages, we made positive to include a unique value proposition that defined what attendees would get on the convention (that they couldn’t get wherever else):
Your occasion touchdown web page wants to elucidate why individuals ought to attend your convention versus one of many many others in your house. It’s job one on any touchdown web page!
2. Hero shot
The hero shot is the picture that reveals your product, and helps to convey a way of what utilizing that product shall be like. For the Conversion Highway Journey, we mixed a number of photographs to convey a way of happening the street, together with photographs of the audio system pouring their hearts out and convention attendees in rapt consideration.
Utilizing video in this spot also can aid you venture the texture of your occasion. Exhibiting the vitality and pleasure of the convention will pique your viewers’s curiosity, and get them eager to know extra.
3. Advantages
Get somewhat additional down the touchdown web page for the Conversion Highway Journey and also you’ll come to the benefits. We needed to indicate individuals precisely what they’ll get out of attending the convention, and did so by giving them three nice causes to attend:
Give your prospects stable causes to go to your convention, and so they’ll have that rather more curiosity in attending. Present the potential attendee what they’re going to be taking away from the occasion — the dear data that they’ll have the ability to put into follow after they get again to the workplace.
4. Social proof
Each high-converting touchdown web page additionally has a wholesome dose of social proof, outlined within the Conversion Marketing Glossary as:
The constructive affect that’s generated when individuals discover out that “all people’s doing it.”
The social proof on the Conversion Highway Journey touchdown web page got here within the type of testimonials from attendees. We focused every testimonial at a persona that we thought may gain advantage from the convention, to assist individuals self-identify as being a very good match:
Stef Grieser, Unbounce’s Occasion Advertising and marketing Supervisor, who has labored on a lot of occasions touchdown pages says:
Belief is subjective. Ensure you A/B take a look at your social proof to make sure it’s actually driving conversions.
In different phrases, as our co-founder Oli Gardner says, “Testyourmonials.”
5. Name to motion
All touchdown pages ought to have one aim and just one aim. Within the case of an occasions touchdown web page, that aim is to get individuals to register – by clicking your call to action button.
For the Conversion Highway Journey touchdown web page, the CTA learn, “Get Tickets,” which informed individuals exactly what’s going to occur after they click on that button:
It’s additionally value mentioning that we included the ticket worth subsequent to the intense orange CTA. Usually, including a greenback quantity close to any CTA will seemingly trigger a little bit of friction.
That’s why we lead with a headline that arrange $1,000 as the worth of typical advertising and marketing convention. Juxtaposing that with the precise ticket worth (at a fraction of the associated fee), made $299 sound like a reasonably whole lot! That is referred to as the anchoring effect and it’s a traditional – and efficient – persuasion tactic.
Your CTA is what finally triggers conversions, so be sure you’re A/B testing different CTA copy. Let the viewers determine which one is finest.
Earlier than the occasion: Constructing consciousness and capturing leads
Convention preparation begins months upfront. Our planning begins 9-12 months earlier than the date to be able to be sure that we’ve got every little thing in place, from the advertising and marketing plan, to the content material, to the occasion logistics.
Within the months main as much as your convention, you may begin to gather e-mail addresses from prospects, and give them updates alongside the best way that may assist persuade them to get a ticket.
The web page beneath is what we had been utilizing in March of this yr to advertise 2015’s Call to Action Conference in September, an occasion held in Vancouver that options CRO specialists from everywhere in the world:
With so many audio system concerned, you don’t all the time have all of them lined up once we first announce the convention. This presents each an issue and a chance.
The issue is you can’t showcase all of our audio system immediately — you’re not in a position to present individuals everybody that shall be there and the entire issues they’ll be taught, which supplies valuable social proof.
You do, nevertheless, have the chance to gather e-mail addresses from people who find themselves desirous about attending, and might attain out to them as we lock down audio system, creating hype and holding our occasion top-of-mind.
We get a really engaged e-mail viewers via this course of – the open fee for emails despatched to individuals who requested CTAConf updates have been as excessive as 72.6%. Not too shabby, proper?
Through the convention: Gently nudging your prospects in the direction of changing into clients
A convention isn’t nearly delighting, networking, and creating buzz. On the finish of the day, you need to make it as straightforward as doable for individuals to join your product. Guess what? You want a touchdown web page for that too.
At our conferences, we even have an attendee-specific touchdown web page to incentivize individuals to join Unbounce. We embrace an unique “attendee-only” low cost so as to add further incentive, and we hand out the touchdown web page URL and promo code at our demo sales space.
We do the identical factor for conferences we sponsor — take a look at this touchdown web page we constructed for particularly for MozCon 2015 attendees:
At MozCon, we had lots of people come by our sales space to talk, and had been in a position to present lots of them how Unbounce works in individual. Coupling that with a considerable low cost helped gently nudge prospects in the direction of changing into clients.
And as soon as your convention is over, you may ship an e-mail to attendees to softly remind them about you. After the Conversion Highway Journey, we despatched out this e-mail to our attendees:
It talks in regards to the significance of touchdown pages and presents them a reduction – which they’ll retrieve by clicking via to the touchdown web page we created particularly for the occasion.
However there’s nonetheless extra you are able to do after your convention is over.
After the occasion: Repurposing your touchdown web page for lead gen
You’ve managed to get individuals to your occasion. Congratulations! Don’t neglect although, that there’s extra you are able to do to gather leads when it’s over.
For final yr’s CTAConf, we gated the recordings of our speaker’s shows, changing the registration web page right into a lead gen web page:
You’ll see that we altered a number of the copy to elucidate a bit in regards to the convention and what individuals bought out of it. Most significantly, we added a video part, the place guests may watch all of the recorded talks in trade for his or her e-mail deal with.
This allowed us to supply nice worth to our viewers, whereas creating an inventory of individuals we may attain out to when it was time to promote tickets for CTAConf 2015.
There may be additionally a CTA on the backside that enables individuals so as to add their e-mail deal with to get updates in regards to the upcoming convention, bringing us again full circle to the primary iteration of this web page, which did the identical factor.
The occasion touchdown web page is only one piece of the marketing campaign pie
Your touchdown web page is the lynchpin of your occasion advertising and marketing marketing campaign, however it’ll solely be helpful if you happen to can get individuals to the web page.
It doesn’t matter what channels you’re utilizing to drive site visitors (e-mail advertising and marketing, social media, PPC), your touchdown web page ought to ship on the guarantees that you just arrange in your promotional messages and pictures.
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