It's time to get serious about social media marketing.
That means accepting "a core shift in buyer behavior" brought about by Web 2.0, Nour says.
"In the past, meeting organizers educated these buyers with the medium—and at the time—of the organizer's choosing, piquing buyers' interest with a 'save-the-date' e-mail or direct-mail piece. The search engine, however, has enabled buyers to call the shots."
Before ever hitting your Website, today's buyers have already vetted your organization, events, topics and speakers.
As a result, when they finally do land on your Website, "you don't know if they are interested or available, let alone engaged," Nour says.
To cater to today's buyers, event organizers need to knuckle down:
- Start to use LinkedIn to develop buyer personas and create a brand that actually appeals to your target audience.
- Use social media to communicate a steady stream of benefits to buyers.
- Engage all the "influentials" before your event.
- Use real content to promote your event.
- "Stir the pot" on social networks.
