How to Increase Event Registrations with Remarketing
You just spent a lot of time to build up a beautiful, impossible to ignore experience, and you want people to come over. So, how can you increase your event registrations numbers?
You know your registration form page and email marketing promotions are attractive and you’ve got a good list to send it to. But you notice that, despite a lot of people opening the form page, just a few are filling it up and confirming their presence.
Don’t worry. It’s a very common situation and you’re not doing anything wrong. Actually, you can use this on your favor to exponentially increase your registration numbers.
What is Remarketing?
Remarketing is a tool that identifies users on the Internet and their searches, and then delivers related results in the form of apps. This happens when browsing other websites and also opening your mailbox, for example. If you’ve been a “victim” of remarketing, you’ve certainly been persecuted (and attracted) by this form of advertising.
Although the term remarketing comes from e-commerce, its application actually goes back to physical commerce.
Even today, there are stores that worry about having a customer base, which somehow, at some point, show interest in what is used. This register, of course, can also be used for regular customers.
Mailing a catalog with a new collection of clothing, promotional coupons, or even a simple phone call to see if the product is valid are examples of remarketing actions.
Why to do Remarketing?
Remarketing is an opportunity to remind people who visited a page to close the deal with you. So the main goal of remarketing is to increase conversions – not just sales, as we’ll see later.
That’s why e-commerce invests so much in remarketing. In fact, it generates results and there is no denying it. Incidentally, it is wrong to think that only for physical products this feature is useful, digital products and services can not only and should benefit from it.
- Sell to those who are on the consideration phase
- Upsell to those who bought from you before.
How to use remarketing on event registrations
In fact, it doesn’t matter what vehicle you use to make your ad: Anyone will need the data from people who have visited a particular page of yours or who have been impacted by an ad.
For this, usually the tools from two sources. One is manual, ie your contact list. The other is fully automated, that is, the remarketing pixel. Shall we better understand each of these two possibilities?
1. Remarketing using your leads base.
The first way to remarket is as simple as possible: from your lead list. Within Facebook you can even list your emails with your leads and make specific ads for those people. So you impact an audience that has already shown interest in some content you published. The idea is to build an email list of potential attendees for your event, and then create a remarketing audience on Facebook for those people. From there you can create ads that are targeted specifically to those individuals based on their interactions with your brand.
2. Remarketing to people who visit your event registration form.
Basically, we can say that the remarketing pixel is nothing more than a snippet of code that Facebook Ads and Google Adwords make available for advertisers to install on their sites.
Then you just have to access your site code to add it to all your pages. Also, in general, you will need to embed default events on specific pages of your site (example: shopping page, shopping cart, etc.).
When a user visits a site that has a Remarketing Pixel, the user’s browser is “tagged” via cookies. This allows us to access valuable information such as knowing which pages that particular visitor has accessed.
To understand more about Google Pixel, click here and visit our article with everything about it. Already to understand the Pixel of Facebook Ads, I am still finalizing the article on the subject and as soon as it is ready I put here.
Either way, you can count on the help of a trusted developer to install for you. But I say it’s very easy, just study and follow the steps listed by Google and Face. No mystery.
When doing remarketing, don’t forget to:
Don’t expect people to come back and fill the form right on the next day that they ignored it. People like things they are familiar with. So, to increase event registrations, make sure you keep reminding people throughout a given time. Set your remarketing campaigns for a period of 30 days, for example, for a realistic performance analysis.
Pay attention to metrics such as
- CTR (Click-through rate)
- CVR (Average conversion rate)
- CPC (Cost per click)
- CPA (Cost per action)
Remarketing is meant to sell. Make a direct to consumer, clear and unique selling proposition that convinces someone to register for your event. Those who are already considering attending a given occasion, are way more probable to increase event registrations.
Keep advertising to those who already bought tickets or filled up the form for an occasion. It’ll increase their expectations and sense of community.
According to Wordstream, an average sale for the Events and Entertainment industry costs US$ 17, 51. And the average CVR revolves around 1.98%. Remember: those are reliable, but professional benchmarks. If you’re starting out, don’t expect to reach these results overnight.
Because you might be dealing with something that is completely new to you, it can be intimidating. In fact, there are professionals that make their lives exclusively on online media buying, so complex this task seems to be sometimes. If you don’t become an expert overtime, you’ll understand what this tactic can do for you and your events.
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