Promoting Webinars and Virtual Conferences, for Maximum Attendance and Impact.
Special Winter Pricing: Regularly $500 is now 50% off—$250. Enroll here.
Introduction: All business events have two things in common. First, they’re incredibly important tools for marketing, promotion, employee engagement, and customer education. Second, nothing else matters if you don’t get people to show up. The good news is that no matter what type of online event you’re hosting, the path to maximum registrations, attendance, and attention is virtually the same for every kind of event. This one module masterclass is designed to show you exactly how to take advantage of today’s digital media channels to drive interest, create a sense of FOMO, and turn that interest into registrations and attendance. Events of all types remain powerful drivers of customer and prospect engagement. A 2023 survey by the Content Marketing Institute asked which content assets produced the best results, and 47% of respondents named online events. In this Masterclass, you will learn how to plan and promote your event. You’ll learn how to define your event goals precisely and discover how to create networking opportunities, build customer relationships, support your thought leadership positioning, and more. You’ll take away insights and best practice examples from course instructor Luan Wise, who has practical experience in organizing, promoting, hosting, and speaking at events worldwide. Luan will take you through the critical steps of planning your online event, from identifying objectives to creating a content marketing calendar that spans the entire event lifecycle. You will receive checklists of everything you need to consider before, during, and after your event, plus checklists for all those involved (including sponsors and speakers). You will learn how to promote your event across various platforms, integrating email campaigns and social media. Learn how to increase your event attendance, create FOMO and excitement before an event begins, and keep the momentum going with your community after the event ends.
The course will include information and examples for LinkedIn, Facebook, Instagram, TikTok, and X (formerly Twitter) and discuss organic and paid social media activities. We will also review some tools for hosting online events, including Zoom, GoToWebinar, StreamYard and ReStream.
Key Takeaways:
In this course, you will learn:
- The key considerations when planning a business event.
- How to use email effectively to drive 45% of your ticket sales and to keep momentum going after the event.
- How to segment your mailing lists.
- How to structure content to increase interest as the registration deadline approaches.
- How to use email performance data to follow up after the event.
- How to use social media platforms to reach and engage with your event audiences.
- How to use hashtags, Pages, Groups, Event features, personal profiles, and direct messages to drive interest.
- How to batch-create your assets and captions for less stress and an easier workflow.
- When and how to use paid advertising.
- Bonus: Includes checklists for event organizers, sponsors, and speakers.
- Bonus: Includes a robust content calendar to help you plan all three stages of event marketing.
Description:
This course will take you through the critical steps of planning your online, event, from identifying objectives to creating a content marketing calendar that spans the entire event lifecycle. You will receive checklists of everything you need to consider before, during, and after your event, plus checklists for those involved (sponsors and speakers).
You will learn how to promote your event across various platforms, integrating email campaigns and social media.
The course will include references and examples for LinkedIn, Facebook, Instagram, TikTok, and X (formerly Twitter) and discusses both organic and paid social media activities. We will also review some tools for hosting online events, including Zoom, GoToWebinar, and StreamYard.
Learn how to increase your event attendance, create FOMO and excitement before an event begins, and to keep the momentum going with your community after the event ends.
Key Takeaways
- 2025 trends: how COVID-19 changed the landscape for business events. The key considerations when planning your business event, including the various tools available for hosting online events.
- How to identify target audiences and set clear goals for event promotion.
- How to find and connect with potential event partners and speakers using social media.
- How to develop a content marketing calendar that spans the event lifecycle, from pre-event teasers to post-event follow-ups.
- How to use video content to boost attendance at your event.
- The importance of data collection (and regulatory compliance).
- How to use social media platforms to host a live event.
How to Convince Your Boss Why You Should Take this Class:
A 2023 survey by the Content Marketing Institute asked respondents which content marketing assets produced the best results, and 47% named online events.
If events are part of your 2025 marketing program, this workshop will share fresh ideas and tactics to help you boost registrations and attendance and achieve your event marketing goals.
The Presentations:
- The workshops are hands-on and practical.
- The workshops are live so that you can ask your questions.
- Can’t attend a live workshop? No problem. All DMAnc.org workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.
- Step-by-step instructions in numbered lists so you can do this yourself.
- Everything is clear, with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.
Download Material:
- Video of the presentation with slides and audio.
- PDF of the complete presentation.
The Presenter:
Luan Wise
Luan Wise teaches the Linked Advertising and Event Marketing Masterclasses at the Direct Marketing Association of Northern California.
Luan Wise is a chartered marketer and fellow of the Chartered Institute of Marketing with over 20 years of experience in agency, client-side, and consultancy roles working across sectors including b2b and b2c professional services, higher education, manufacturing, learning & development, and more. She has supported household names like Hilton, Royal Mail, the University of Cambridge, and many small, high-growth businesses. She is a course instructor for LinkedIn Learning, an accredited lead trainer for Meta, and a coach for Google’s Digital Garage initiative.
Luan is a visiting fellow at the University of South Wales (UK) and regularly delivers guest lectures at university business schools. She also speaks at leading industry conferences, such as the Global Marketing Summit.
Luan is author of the award-winning book ‘Relax! It’s Only Social Media’, and has recently published ‘Planning for Success: A practical guide to setting and achieving your social media marketing goals,’ featuring research conducted in collaboration with Warwick Business School, University of Warwick (UK).
For further information about Luan, visit www.luanwise.co.uk or social media profiles: linkedin.com/in/luanwise | twitter.com/luanwise | instagram.com/luanwise | facebook.com/luanwise | tiktok.com/@luanwise
Workshop date and time:
Winter 2025
1-Module Course.
Thursday, February 13, 2025
from 9:00 a.m. to 11:00 a.m. PST.
