How Online Engagement Can Increase Your In-Person Attendance
Every association strives to boost productivity and value, and one of the best ways to do that is by fully engaging your audience.
Engaged members are loyal, active, and more likely to buy courses, attend events, and promote your brand. So, when it comes to event attendance, engaging your audience can lead to a win-win: they attend, they participate, and they spread the word!
But how do you get that level of engagement? While there are many ways to engage an audience, a strong online presence is one of the most effective. Some might think technology detracts from in-person events, but it’s quite the opposite—it can actually enhance them!
With the right digital strategies, you can build a connected, engaged audience that’s excited to attend your physical events. Let’s explore how:
1. Engage Your Audience Through Interaction
One of the easiest ways to build engagement is by interacting with your audience. Social media provides the perfect platform for this, allowing you to connect with members directly: you can answer questions, solve problems, and build relationships easier than ever before.
The key here is authenticity—skip the corporate jargon and talk to your audience like real people. Join industry discussions, offer insights, and be approachable. An active, genuine online presence can make a big impact!
Beyond social media, consider offering online workshops, webinars, or an open forum where members can connect. The real power of these channels lies in being responsive—quickly address feedback, answer questions, and engage in dialogue. A responsive brand fosters loyalty, which makes users more likely to recommend your association and be more interested in your future events.
After all, high engagement levels make your association’s in-person events feel like a natural extension of your association’s virtual space!
2. Highlight Your Core Values
People are more likely to engage with associations they understand and relate to. Make sure your core values are front and center in everything you do. Be bold in sharing your mission and your stance on important issues in your industry. This doesn’t mean diving into politics, but it does mean consistently aligning your messaging with your values. Authenticity, again, is key here—modern audiences can spot a generic sales pitch a mile away, and they’re drawn to brands that feel genuine and personal.
One way to achieve this is by partnering with influencers or sponsors who share your values. When people see their beliefs reflected in your association, they’re more likely to become loyal participants in your events.
3. Enhance Your Purpose
To keep your audience engaged, offer more than just a product or event—become a hub of valuable information and resources. This could mean providing access to industry news, offering online training or workshops, or creating a space for networking and discussion. The more value you offer, the more invested your audience becomes in your organization.
Then, at your in-person events, make sure to leverage these connections.
Use your partnerships to create unique experiences (such as exclusive trials or presentations) that make your events stand out. When people feel like they’re part of something bigger, they’re more likely to show up and be involved.
4. Give a Behind-the-Scenes Look with Live Streaming
Want to give your audience a taste of your event before they even attend? Live streaming can do just that!
Show off your event in real-time, allowing viewers to experience it virtually and get a sense of what to expect if they attend in person next time. Live streams can also build anticipation–especially if you engage with your online audience during the event.
Don’t stop at just your events, though! You can use live streams to host interviews, discussions, or behind-the-scenes tours. Give your audience an inside look at your organization and the people behind it. These personal touches help build a connection and keep your association top of mind when it’s time to buy tickets to your next event.
5. Leverage Live Engagement Marketing (LEM)
Live Engagement Marketing (LEM) uses technology to create an interactive experience at in-person events. Whether it’s a digital concierge app, a networking platform, or gamified activities, these tools keep attendees engaged and connected. They also provide valuable data on your audience’s behavior and preferences, helping you tailor future events to their needs.
With tools like Near-Field Communication (NFC) devices, attendees can seamlessly interact with event booths and workshops, while you gain insights into their interests. This data can help you improve targeted marketing, advertising, and sponsorships–all of which boost attendance at future events!
Final Thoughts
By integrating these online strategies, you can turn digital engagement into real-world success. From interacting with your audience to live streaming events and using cutting-edge tech, these tactics not only build loyalty but also drive in-person attendance. Embrace the digital tools at your disposal, and watch your events thrive!
References
How To Livestream Your Event & Maximize Social Media. (2017, August 18). Retrieved from Blog website: https://livestream.com/blog/social-media-for-livestreaming-events
LoSasso. (2018, August 8). Tips to maximize engagement while live streaming. Retrieved August 27, 2021, from LoSasso Integrated Marketing website: https://www.losasso.com/blog/social-media/tips-to-maximize-engagement-while-live-streaming/
Odell, P. (2016, November 11). 5 Ways to Maximize Offline Engagement at Your Live Events. Retrieved August 27, 2021, from Chief Marketer website: https://www.chiefmarketer.com/5-ways-to-maximize-offline-engagement-at-your-live-events/
Team, P. E. (2018, July 27). 11 Customer Engagement Strategies for Marketing. Retrieved August 27, 2021, from Chat Blog website: https://www.proprofs.com/c/customer-support/marketing-strategies-for-customer-engagement/
