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Streamlining audience acquisition for your event: Overcoming the funnel challenges

Whether it is product launch, a workshop, or industry conference, this is always one challenge where one would like to streamline audience acquisition. It's much like casting a line into the vast ocean— hoping for the right catch amidst countless distractions and competing baits.

In fact, 52% of the event planners mention that attracting an audience is their biggest challenge. Now before you jump to the conclusion it's an issue only for in-person or virtual events, let's dive deeper.

Many senior professionals have stopped attending live events due to tight schedules and travel fatigue and because there are 'alternatives' online. But virtual has its own challenge: 'webinar fatigue' has overwhelmed the attendees with the volume of online meetings within the past years. Obviously, the issue is more than just event formats.

Read ahead to find out the most significant challenges which might be knocking you off from your aims of audience acquisition, and ultimately some essential advice that will help you find the most appropriate attendees for your event.

Challenges with streamlining audience acquisition for your events

1. Defining the right audience segments

The secret of a successful target audience is recognizing the right audience. This is a step that most organizations get wrong since they usually try to draw in many people, and their events end up attracting attendees who have no interest in what the event intended to accomplish.

Solutions to the Problem:

Ø  Study the demographics, interests, and behaviors of your target audience.

Ø  Develop an in-depth buyer persona based on your studies.

Ø  If you have used to hold events in the past, use those insights from the attendees as a way of refining your targeting strategy.

2. Ensuring a Strong Pull Factor

Your event needs to have a strong pull factor-something that actually draws people to it. Whether new perspectives on the topic, star headliners or virtually unbeatable industry insights, or unparalleled networking opportunities, attendees need to be given a strong reason to choose your event over others. A strong pull factor pretty much self-markets for the event.

How to Overcome Tips:

Ø  Identify what makes your event unique in selling.

Ø  Book big-name industry experts or influencers as speakers.

Ø  Highlight networking opportunities with industry leaders and peers.

Ø  Testimonials or data from previous successful events

3. Right Channels

Audience acquisition needs to be multi-channel. The more channels you use, the better your chances of reaching that target audience.

Tips to Overcome:

Ø  Outreach methods to use a different mix, like a mix of tele-calling, email, social media, SMS, WhatsApp, and digital ads.

Ø  Collaborate with the influence of the industries to enhance credibility and reach.

Ø  Monitor how each channel is performing and channel resources appropriately.

Ø  Monitor and adjust your approach based on the engagement metrics.

4. Standing Out in a Crowded Market

The event industry is booming, with India's event market alone generating $3.3 billion in 2020, and the space expected to rise to over $6.7 billion by 2026. So, it cuts both ways; you have a fighting chance due to the sheer number of events, but that also means that there is a fighting chance for yours alone.

How to Overcome:

Ø  Make marketing visuals attractive and appealing. For example, if you are running an AI Innovations event, then use futuristic visuals showcasing AI in actual applications.

Ø  Highlight the unique benefits of participating in your event. Example: "Get the latest insights from thought leaders, live demos with industry experts, and see how AI can apply to your business."

Ø  Address participants directly through every message.  "As a digital transformation leader of [Company], registering for our AI meeting will ensure you don't miss the wagon."

Ø  Create a time-sensitive appeal through limited offers or early-bird discounts. "Register by [Date] and take an early-bird discount of 20%."

5. Quality Database Maintenance

A real-time, up to date, and clean database is a pre-requisite to quality audience acquisition. With a proper quality database, you will be able to segment them so that you can communicate targeted information that really speaks to specific groups.

Best Practices Overcomes:

Ø  Build a segmented database based on industry, role, and location to update regularly

Ø  Consider outsourcing for audience acquisition with agencies that maintain of comprehensive databases like Channel Technologies

6. Reaching the Unresponsive Prospects

This can be quite frustrating if they do not demonstrate any interest, but with the right approach, you can win them over.

Tips to Overcome:

Ø  Analyze engagement data that is provided by email opens, click-through rates, website visits and how there could be reasons for lack of interest.

Ø  Try different messaging or offers. Just send them VIP access or exclusive one-on-one sessions.

Ø  Give them relevant, valuable content - industry reports, eBooks, early access to event content in exchange for registering.

7. Audience Drop-Off

You may capture their attention in the beginning, but not necessarily at the end of the event. People register and do not attend or drop off mid-stream.

Workarounds:

Ø  Prepare them ahead of time for potential barriers around attending - flexible options for attendance or availability of content on demand.

Ø  Utilize consistent communication through e-mail, text messages, or social media to keep the crowd aware and energized.

Ø  Use the follow-up tactic that includes reminders and countdowns

Ø  Satisfy the appetite of exclusive content

Ø  Engage with the target crowd by distributing a poll or a quiz before the event

8. DIY vs. Hiring Professionals: What's Best for Audience Acquisition?

While it might appear more profitable to get the audience on your own, hiring a professional agency is often the way to go.

Why Hire an Agency?

Ø  Industry contacts: Agencies have already established relationships with influencers and will help tap into new audiences.

Ø  Updated databases: Agencies usually have large, segmented databases that target the right demographics to get the right people to your advertising.

Ø  Specialized teams: Dedicated teams manage different channels-telemarketing, digital marketing, email, and social media.

Ø  Diverse experience: Professional agencies understand the unique trends and strategies for various industries.

Ø  Creative expertise: They can create compelling marketing materials that will resonate with your target audience.

Ø  Proven strategies: Agencies learn the best channels and techniques through their experience with successful cases.

Conclusion

Audiences need to be streamlined in ways that help deal with challenges at each stage of the funnel. From defining the right audience segments to personalized messaging and making multiple channel approaches, there are so many strategies you can use to attract your ideal attendees, keep the dead prospects engaged while preventing drop-off.

Hybrid events may be the ultimate novelty, however-putting you in touch with the best of both worlds. This way, you'll be able to connect with a wider audience in several ways. It means accommodating both those who have a preference for attending in person and those making a decision to participate virtually.

"Ready to streamline your audience acquisition and overcome funnel challenges? Our expert event management services ensure a seamless journey from awareness to conversion. Contact us today to elevate your event success!

[sonaligaur22]

Stay Ahead in 2024-2025: Must-Know SEO Trends and Winning Strategies

If you still believe SEO is just about keywords and backlinks, you need to catch up on a rapidly evolving game. Modern SEO is all about adapting to shifting search behaviours and harnessing the power of new technological advancements. Picture a world where voice and visual searches dominate, personalized content reigns supreme, and AI predicts search trends before they even emerge. This is the current landscape of SEO! To keep you ahead of the curve, we've gathered the key SEO trends for 2024-2025."

The Latest SEO Trends

Leveraging AI to Create and Rank Content

AI in digital marketing is shaping the future. It is primarily transforming the SEO landscape in several ways:

First, AI-driven tools are helping marketers create high-quality, SEO-optimized content.

It is helping them identify trending topics and popular keywords.

Making your SEO and content strategy more personalized is another way you can leverage AI. Here’s how — AI processes user data (browsing history, past interactions, and demographic information) and suggests specific content/ products/ services that are more likely to resonate with the user.

You can also leverage AI for competitor analysis and link building. Talking about the former, AI tools like SEMrush, Ahrefs, and SpyFu can help you monitor your competitors’ websites and track changes in their content, keyword strategies, and SEO performance. When it comes to backlinking, AI can help you identify potential link opportunities and evaluate the quality of backlinks.

Now, while you follow these AI-in SEO strategies to generate content, remember that AI-driven search algorithms are becoming more sophisticated in understanding user intent and context. Earlier, Google’s Search Quality Rater Guidelines emphasized E-A-T (Expertise, Authoritativeness, Trustworthiness).

Recently, Google introduced a new “E” that stands for ‘Experience.’ E-E-A-T and SEO trends are closely interconnected as Google aims to prioritize content that demonstrates firsthand experience or practical knowledge of the writer. This means search engines are evolving to identify AI-generated text. 

So, should you use something other than AI tools for content generation and optimization?

Well, you should, but wisely! Make sure that the content speaks of your expertise, remains genuinely relevant, and provides value.

Search Generative Experience (SGE) Is The New Normal

Search Generative Experience is a feature introduced by Google, where AI takes into consideration the results of different websites and generates a synthesized answer to a user query. For instance, do a search on Google: “Which place is better to travel with infants, Bali or Thailand?” You’ll understand what is being talked about here.

Does this mean Google is going to take away your potential traffic? Well, no! SGE also provides the webpage links they used to generate the response, and these pages have well-crafted and in-depth content that aligns with user queries.

This means you must maintain content quality!

Search Intent Will Take The Front Seat

As the name suggests, search intent means the intention or purpose with which the user is searching. This is more intimidating than it may sound. Let’s understand this through the four types of search intent:

Informational

This is when the user seeks information or answers to specific questions. Example- “What is AR & VR?” or “What are the best practices of SEO?”

Navigational

This is when the user is trying to find a specific website or webpage. Example- “HP Home Page” or “Myntra Login Page”.

Transactional

This is when the user is willing to make a purchase. Example- “Buy iPhone 15 online” or “Order custom nameplates”.

Commercial Investigation

This is when the user researches products or services before making a purchase decision. Example- “Compare iPhone 14 and iPhone 15” or “Top-rated marketing agencies”

So, how can you leverage the concept of search intent to optimize your SEO strategy? 

Use keyword research tools to identify common search queries. (Google Keyword Planner, SEMrush, Ubersuggest, Ahrefs, etc.)

Write clear, relevant titles and descriptions.

Ensure that your content is easy to read, navigate, and engage with.

Create content that directly addresses the intent behind the search queries.

For informational intent, draft content that has clear headings, bullet points, and detailed explanations.

For navigational intent, optimize your site’s navigation and ensure your website’s branding is clear. Use accurate and descriptive meta tags, titles, and URLs to help users find your pages easily.

For transactional intent, optimize product pages with detailed descriptions, pricing, and a strong call to action and make sure the page is user-friendly.

For commercial investigation intent, provide detailed comparisons, reviews, and buying guides.

Voice Search Optimization Will Only Grow

Would you believe it if we told you that you could order your pizzas via voice assistants? Yes, Domino’s made their website voice search-friendly. With increasing voice-activated gadgets like smartphones, smart speakers, and even cars, voice searches are only bound to grow!

Here are some tips for aligning your strategy with the voice search SEO trends in 2024 and 2025:

Focus on long-tail keywords as they are more “conversational.”

Structure your content around ‘questions’ related to your niche (what/when/ how).

Optimize your content for featured snippets.

Implement schema markup to enhance the visibility of your content.

It might sound too much, but consider optimizing your content for different languages, especially if you’re targeting a global audience.

Voice searches are often used for local queries, so optimize them for local SEO.

Local SEO Is Here To Stay

Local SEO will continue to be one of the most important SEO Trends in 2024, especially when 76% of consumers are searching for “near me” within a day. (1) Here’s what you need to know for the coming year:

Google My Business (GMB) has come up with new features like more interactive posts, richer media options, and enhanced customer interaction tools. Utilize those new features and keep your profile updated with accurate information, regular posts, and high-quality images.

Create content that targets specific local events or updates.

Ensure your website is fully optimized for mobile, as mobile-first indexing impacts SEO significantly.

Engage with other local businesses or sponsor any community events to build high-quality local backlinks.

Optimize for featured snippets.

Encourage satisfied customers to leave positive reviews and make sure to respond to all reviews, even if they are negative.

Video SEO: Creative And Effective

The world of digital content is exploding along with video content. According to Cisco, by 2024, video content is expected to make up 80% of all internet traffic. This emphasizes how important it is to use video SEO techniques in your marketing campaigns.

You can ace the video SEO trends for 2024 with the following tips:

Make good quality videos and include relevant keywords in your video titles and descriptions- OF COURSE!

Use eye-catching thumbnails, but make sure they highlight the video’s main message.

Tailor your video content to address the specific needs and questions. Keep in mind the “search intent.”

Provide closed captions not only to help people but also to help your SEO — search engines can index the text in captions.

Add polls, quizzes, or clickable links within your video to boost engagement.

Embed your videos on relevant pages of your website to improve SEO.

Promote your videos across multiple platforms- social media and newsletters.

Topical Authority Is Important

For Google to rank your website high, it must see your website as an “authority” in your domain. Simply creating content related to your niche is not enough! Develop detailed content that showcases your expertise and builds trust.

Here’s how you can do that:

Highlight your practical experience, include author bios, and cite reputable sources.

Create a series of related blogs or articles and interlink them. This way, you will have a digital hub for each topic.

Incorporate interactive elements, multimedia, and compelling visuals to boost engagement and increase ‘time on page.’

Backlinks from authoritative sources always help in building topical authority.

Update your existing content periodically with the latest data and insights.

Zero Search Clicks Will Continue To Dominate

A 2024 Google search study reveals that almost 60% of Google searches now result in no clicks. Clearly, zero-click search is here to stay! Zero-click searches are the ones where users receive answers directly on the search results page without clicking through to a website. These are featured snippets, knowledge panels, and local business information.

Search engines will continue to enhance rich results. Here’s how you can adapt your strategy for SEO for featured snippets in 2024:

Structure content in a way that is easily extractable for snippets by using clear headings and sub-headings, bullet points, numbered lists, and FAQs.

Make sure to address the “how,” “what,” and “why” queries your audience is searching for.

Most local searches end in search results. So, focus on local SEO by maintaining an up-to-date Google Business Profile and ensuring consistent information across local directories.

Implement relevant schema markup for your content. (Example- FAQ, HowTo, or Article schema) They help search engines understand the context and relevance of your content.

While this means that zero-click searches reduce the number of visitors, it also means that you need to optimize for visibility in snippets to increase brand awareness, credibility, and, eventually, presence. OUT OF SIGHT, OUT OF MIND!

Conclusion:

In conclusion, the SEO landscape in 2024-2025 is more dynamic and multifaceted than ever. Embracing these trends—leveraging AI for content creation, optimizing for voice and local searches, and enhancing your topical authority—will be crucial for maintaining visibility and relevance. By focusing on understanding search intent and optimizing for rich results, you can navigate this evolving landscape and ensure your brand remains at the forefront of digital discovery.

What’s here to stay forever is understanding user intent and delivering high-quality, relevant content!

The future of SEO is bright and full of exciting possibilities. Stay agile, keep experimenting, and ensure your SEO strategies are always aligned with the trends!

Are you looking for SEO Services in India? Get in touch with Channel Technologies to boost the quantity and quality of your web traffic!

[sonaligaur22]

The Future of B2B Digital Marketing: Emerging Trends and Technologies

The target audience is the key differentiator between B2B and B2C marketing. B2B marketing caters to businesses, while B2C marketing targets individual consumers. As a result, the content strategy and marketing approach differ significantly. B2B content is typically more informative, focusing on data, specifications, and technical details, whereas B2C content is more emotive, emphasizing the benefits and personal experiences associated with products and services.

Emerging Trends and Technologies in B2B Digital Marketing:

Email Marketing: Not Outdated

Email marketing remains a vital channel in B2B digital marketing, with 84% of B2B marketers considering it the most successful outreach method. Technology has enhanced email marketing's value, enabling automation, personalization, and performance analysis.

2. Interactive Content Marketing

Interactive content marketing has become a powerful trend in B2B marketing, fostering meaningful engagement and long-term relationships. AI plays a crucial role in content creation and delivery, manifesting through content automation, virtual webinars, live streams, conversational AI, and virtual assistance

3. Influencer Marketing

Influencer marketing, as seen in Cisco's Champions campaign, can significantly impact B2B businesses. Influencers, often industry experts or thought leaders, boost brand visibility, credibility, and engagement, leading to increased customer acquisition.

4. Social Media Advertising

Social media advertising offers a targeted approach to presenting businesses to industry professionals and decision-makers. Emerging technologies have evolved social media advertising capabilities, enabling precise targeting, engaging content creation, efficient budget management, and impact measurement.

5. Voice Query Optimization

Voice optimization has become essential, as voice search users rise. By making online presence and content more accessible to voice search users, businesses can enhance user experience and improve search engine rankings.

6. Video Marketing

Video marketing dominates B2B digital marketing strategies, with 91% of businesses using it as a marketing tool. High-quality video content provides information in an engaging manner, making it an effective lead generation tactic.

Conclusion:

B2B digital marketing is rapidly evolving, with personalization, advanced technologies, and automation shaping its future. By embracing these emerging trends and technologies, businesses can stay ahead in the competitive B2B landscape.