1Amy Neumann :: August 10, 2016

Marketing After An Event :: Tech4Good

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After the Event…

Great event!What now?

Opportunity!

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Next Steps

Build relationships using social mediaThis is just the beginning of a new potential relationship!

• Thank people who interacted• Follow anyone who used the #hashtag,

mentioned the event, or recently followed• Tag people in photos as desired• Make sure to include you social media links,

hashtag, and Storify in email follow up

Source: Convince and Convert: 53% of Americans Who Follow Brands in Social Are More Loyal To Those Brands http://sumo.ly/4MYe

53% of people who follow a brand in social are more

loyal to the brand.1

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Keep the momemntum going!

Email within 1-4 days• Thank guests for coming• Consider giving them an exclusive offer –

but not soley a discount (i.e. free assessment, consulting, review, white paper, checklist, guide, etc. in addition to a cost savings)• Ask them to join your email list or sign up

for your blog•Offer up ways to connect via social media•Mention future events• Segment your audiences if applicable

73%of marketers agree,

email is “core to their business”1

1 Source: eMarketer

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Highlight the Event on Your Site/BlogUse interesting snippets of the event, or recordings

• Video (and/or audio/podcast)

• Presentations

• Photos

• Blog posts/ articles

• Storify

• Email can include these elements and/or links to more

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Make every connection count

AWARENESS ENGAGEMENT CONVERSION LOYALTYInspire with branding. Attract with a

differentiating value proposition.

Influence with an appealing offer.

Foster re-engagement with current customers.

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Think about long-term, ongoing strategy

AWARENESS ENGAGEMENT CONVERSION LOYALTY

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What Is Good

Content?

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Start with the End in Mind:

Who do you want to reach?What do you want them to know?

What do you want them to do?

Be Useful – Helpful - Relevant

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Think Mobile. Be Mobile! Your mobile experience is more critical than you may realize.

• 61% of all traffic is now mobile – howwill anything you send out be seen?

• Google says about 70% of people who land on a non-mobile site, on a mobile device, drop off immediately

• If you don’t consider your mobile experience, you stand to lose 42% of any traffic you get from follow-up!

61% of internet traffic is from

mobile devices

12https://www.blackbaud.com/nonprofit-­‐resources/generational-­‐giving-­‐report-­‐infographic

Consider Generational Differences in Messages and Mediums

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Places to Find More Ideas

• Borrow inspiration from people already doing a good job – ask your friend Google for suggestions like:

• Best blogs on x topic• Case studies best content on x topic• Case studies best social media for x industry • Industry leaders for x topic (or industry)

• Who’s popular for that topic or industry on Twitter? Pinterest? Facebook? LinkedIn? What do they talk about? What content gets the most interaction (retweets, likes, etc.)?

• Who has a blog on that topic or in that industry with articles that get shared a lot? Which articles do best?

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Keeping in Contact: Ideas Beyond the Event� Evergreen � Lists� Quotes� Community� How To’s/ Hacks� Topical/Trendy� News� Entertaining/Inspiring� Educational� About Us/Promotional/Testimonials� Contests � Questions

� Polls

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Other Creative Types of Content

• Infographics• Memes• Guides• Videos• eBooks• Book or Product Reviews• Visual Instructionals (step

by step photo how-to)

• Link/Resource Pages

• Case Studies

• Podcasts

• Interviews

• Guest Posts/Content

• Research

• DIY

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Content connects!

Continue engagementValuable content is appreciated and shared – generating powerful word-of-mouth exposure as it travels through online communities.• Content connects brands to people

– Align your message with content your target is already reading

– Deliver content of value that educates and empowers.

– Leverage content on social channels that capture your target

The most effective B2B marketers spent

39%of their budgets on

content in 20151

1 Source: CMO.com, Insight/Market Research, 15 Mind Blowing Stats About Content Marketing (July24, 2015) by Giselle Abramovich

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Thank you.

Amy Neumann, Nonprofit Development http://linkedin.com/in/amyneumann

aneumann@advance-ohio.com | 216.317.7090