Whether you work for a law firm, a nonprofit, a business, or a higher education institution, your company probably hosts events occasionally. And for good reason—events like conferences, trade exhibitions, webinars, and fundraisers are excellent for spreading knowledge, generating awareness, and establishing connections with like-minded neighbours.
It is well known that events, regardless of their scale, involve extensive planning and organisation on the back end. One of the most important components of the puzzle is marketing. Lacklustre efforts can lead to disappointment and empty seats, while effective event microsite promotions encourage ticket sales and positive outcomes.
Online event promotion is a no-brainer. In the run-up to an event, websites are relatively simple to maintain and update, widely accessible and reach a large audience. However, we’ve seen that many businesses prefer to create a distinct event-specific microsite that centralises essential information and resources, rather than placing event information on your organization’s main website.
In this article, we’ll define event microsites’ best practices and discuss why they’re a terrific option for promoting events. In addition, we’ll share some event microsite benefits and advantages learned over the years and showcase some fantastic instances of event microsites done correctly. If you’re intrigued, keep reading!
A Brief About Event Microsite
A microsite is a separate web presence that concentrates on a certain subject, project, or, in this example, an event. It’s possible that a microsite’s content was too extensive for the organization’s main website or that the organisation wished to emphasise it on a more autonomous platform (more on this later).
Microsites may have a completely distinct appearance and feel from the organization’s main website, although they usually share some characteristics with it, such as a link in the header or footer, similar colours, or design components. Microsites can live on either a subdomain or a separate domain from a technological perspective.
How Event Microsite Benefits And Advantages Maximise Your Efforts
Feels strong and solid: One of their greatest accomplishments is that because of their independence, they provide every event with a stronger sense of substance and autonomy online. Imagine it as using a flashlight to draw focus to a certain area. By creating a microsite for the event in place of including it on your main website, which already contains a lot of other information, you can let it stand out on its own without being overshadowed by other content or marketing initiatives.
Space for more in-depth stuff: Similar to this, an event microsite’s independence allows you to load it with more in-depth content than your main site would be able to handle. Adding sections for event history, previous pictures or results, frequently asked questions, or itineraries and schedules may be appropriate depending on the event.
Branding for specific events: Microsites work well in terms of design since they provide your event’s branding with a place to shine. Event graphics have the potential to be vibrant, colourful, and enjoyable, yet they are frequently restricted to t-shirts, little advertisements, and banners during the event itself. Utilize your event brand to generate anticipation for the big day in order to maximise the efforts of your staff.
Shareable: A powerful snowball effect can be produced by word-of-mouth advertising, but it can be challenging to establish the momentum naturally. Interested site visitors can quickly share direct links to event content on social media, by email, or even by text message with an event microsite.
Event Microsites’ Best Practices
You’re now prepared to create a microsite for the event hosted by your company. You might be unsure about the kind of information to provide or which features will have the greatest effect. Fortunately for you, we’ve compiled a list of suggestions based on the event microsites’ best practices regarded globally.
Highlight Different Levels of Sponsorship
Many events are made possible in large part thanks to sponsors. Including them prominently on the microsite for your event is a fantastic way to express your gratitude for their commitment (of funds, volunteers, supplies, etc.). There are several natural ways to show event sponsors’ names or emblems online because they are often divided among levels.
That Are Clear Calls-to-action are crucial for motivating website visitors and directing them to the intended next action. This entails sending users to a registration page or signup link for the majority of activities.
The most effective event registration and ticketing buttons on microsites into static components like page headers and footers and sprinkle CTAs throughout their content. This makes it simple for site users to register for your event whenever they visit the site.
Identify Presenters And Speakers
Visitors to your microsite are probably doing so to learn more about the features of your event. Give yourself some room to include background information about the keynote speakers, distinguished presenters, and any other notable attendees who help to distinguish your event.
Add A Digital Programme Or Manual
Complete your event microsite with a digital programme or guide to offer guests an even better understanding of what to expect. By making this information available in advance, you’ll make it simple for guests to assess the event and choose whether or not it’s worthwhile for them to attend.
These are some of the best event practices that can really help in terms of success. Hope you enjoy reading.