So, I was chatting with Samantha the other day, you know, about all things event marketing and, of course, X (formerly Twitter). We were bouncing around ideas on how to truly connect with people, especially in the often-noisy world of event promotion. It struck me how much more impactful a genuine approach can be, compared to the typical hype. Let me walk you through our conversation.
Beyond the Billboard: Authenticity First
Samantha was adamant – and I wholeheartedly agree – that the key to success on X isn’t blasting out promotional messages non-stop. Think of X as a giant networking event itself. You wouldn’t walk around shouting about your product without even introducing yourself, would you? So why do it online? Instead, focus on providing valuable content.
What does that look like? Before the event, share articles related to the event’s theme, highlight interesting speakers and their areas of expertise. During the event, live-tweet key takeaways from sessions. And after? Share recaps, thank attendees, and keep the conversation going. The idea is to become a trusted resource, not just a salesperson. We talked about one conference she’d attended where the organisers shared fascinating pre-event interviews with speakers. It gave real insight into their personalities and research, making you feel connected before you even arrived.
Behind the Scenes: Building Trust
People crave authenticity. Samantha suggested giving followers a peek behind the curtain. Share photos of the event setup, introduce the team behind the scenes, or even post a quick video of the speaker prepping for their keynote. Little things like this make your event feel more human and approachable. It shows there are real people behind the brand, striving to deliver a great experience.
We also discussed using X to directly solicit feedback. Create polls asking attendees what they’re most looking forward to, or what topics they’d like covered in future events. This shows you value their opinions and are actively working to improve their experience. Respond to comments and questions promptly and genuinely. Remember, it’s a conversation, not a monologue.
X-ing the Streams: Expanding Your Reach
Samantha had a brilliant idea about streaming portions of the event on X. It’s a fantastic way to reach a wider audience and generate buzz. Think about live-tweeting keynotes with a dedicated hashtag or using X Spaces for interactive Q&A sessions with speakers. This not only attracts people to your X feed but gives them a sample of what your event is about, potentially encouraging them to attend next time. She also mentioned using X Spaces for post-event debriefs and discussions. Great idea!
Know Your Crowd, Speak Their Language
Understanding your target audience is paramount. Are they tech-savvy millennials? Seasoned industry professionals? Tailor your messaging and content accordingly. Samantha was saying about using different tones and focusing on different aspects of the event depending on who you’re trying to reach. For example, highlight the networking opportunities for one group and the cutting-edge research for another. And crucially, listen to what they’re saying on X. What are their interests? What are their concerns? Use this information to inform your content and engagement strategy.
Turning Engagement into Business
Ultimately, all this engagement should lead to new business. But remember, it’s a long-term play. Building trust and rapport takes time. By focusing on providing value, engaging in genuine conversations, and understanding your audience, you can cultivate long-term customer relationships and brand loyalty. Think of X as a platform for nurturing leads, not just generating them. And of course, make sure it’s easy to register and attend your event from links you provided on X.
By focusing on creating a dedicated hashtag, promoting the event strategically, engaging with attendees before, during, and after the event, live-tweeting key moments, soliciting feedback, and even streaming portions of the event, you can maximise your event’s impact and ensure it leaves a lasting impression. By keeping things authentic, engaging, and valuable you can convert curious onlookers into dedicated attendees and foster brand loyalty. That was the gist of the conversation with Samantha – less hype, more heart, and a whole lot more long-term value. It’s all about building genuine connections.
