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Digital Marketing Sense-Check

Digital Marketing Sense-Check Guest Post: Alistair Gammell, Managing Director (Sport and Entertainment), Earnest Agency

The panel and audience discussion at the London Race Director Industry Forum threw up some useful points that Earnest and Bluepost have collated as a starting point for evaluating your current digital strategy. There was a general conclusion that most events have a number of great digital assets in place – from rich content to proactive social media engagement – but there is a definite opportunity to improve impact by connecting the dots more efficiently.

YOUR AUDIENCE IS THE BIGGEST ASSET YOU HAVE ....

The key to successful marketing is knowing who your audience is and reaching them in a way that changes their behaviour. This can be achieved through reaching your existing databases and potential audiences with dynamic pricing and great content, connecting them emotionally to your brand. By knowing which message works best with which audience, you can maximise your spend over a short period of time. Remember to use non-paid for channels first (partners, sponsors, PR, owned channels etc.) and work everything back to revenue.

AUTHENTIC CONTENT IS THE PLATFORM FOR DRIVING PARTICIPATION ....

Whether interested site visitors are coming from ‘earned’ or ‘paid’ channels – they will judge (and ultimately sign up to) your event based on the content you publish. The data you can access for free (see above) can tell you what type of content creates engagement and conversion so you can tailor your content mix accordingly. There are very few sectors where passion for the product is this high and there’s a huge opportunity to learn from your community then to show them you are listening – improving retention and referrals over time. Your goal should be to make everyone who connects with your brand to become an advocate, sharing your message and bringing in others.

ALWAYS LOOK FOR SOMEONE DOING IT BETTER THAN YOU ....

Google alerts and simply following your competitors on social media channels can tell you plenty about what is working well in your given sector. If people are sharing content and talking about an event then consider how that compares to your own activity. If an event is ranking well on search engines then monitor the content that is generating that visibility.

ESTABLISH YOUR IDEAL SCENARIO AND WORK BACK FROM IT ....

Digital marketing covers an awful lot of options and not all will be viable or indeed right for you. Working out your goals then setting them against budget and resource will enable you to identify the areas you can get the most out of initially. Less can certainly be more if you understand the audience and have a content plan to target them. Stagger your activity to allow you to do each effectively and giving you a better understanding of what works and what doesn’t.

PUT SIMPLY ....

By understanding your audience channels, and tracking consistently you can constantly test and refine your marketing activity. A great piece of content can improve registrations while generating social comments and this can impact your search engine rankings. Looking for actions that can impact across multiple areas from the same basic effort will ensure you get the maximum from your input and from your marketing budget.

There’s lots more to think about but starting with these core considerations should give you a platform to work with. If you would like to chat to the guys at Earnest and / or Bluepost they are always happy to share their thoughts on the right way to meet your specific challenges and opportunities.

For questions on creative, messaging and targeting your audience with the right data strategy: 

Alistair Gammell 
Managing Director – Sport and Entertainment
Email: alistair.gammell@earnest-agency.com
Mobile: (0)7795 116975
Direct line: (0)20 3463 9451

For questions on integrating your digital activity for social media and search visibility:

Mike Imrie
Co-Founder

Email: mike@bluepostdigital.com
Mobile: (0)7967 008467
Direct line: 0203 405 3053

 

 

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