Digital marketing is increasingly important for events. Inbound marketing, which relies on earning interest through great content, is more effective than interruption marketing which tries to buy attention. The presentation covered tactics for digital marketing like creating videos, blogs, social media profiles and more to engage audiences and drive them to events. It emphasized starting with insights on audiences and testing ideas to develop an ongoing inbound marketing strategy.

1. Digital Marketing for Events
Why you should love online marketing!
Michael Chidzey | Digital Marketing Manager

2. Quick experiement…

3. Before we begin
Phones
laptops
& tablets out & please use throughout this lecture

4. Outcomes
How to maximise
opportunities
online
for...
event event individual
companies professionals events

5. Any questions
tweet @michaelchidzey

6. Interruption vs. Inbound Marketing

7. Interruption marketing

8. Inbound marketing

9. Interruption marketing

10. Inbound marketing
Interruption marketing

11. Interruption marketing
20%

12. Inbound marketing
80%

13. How people buy in 2012

14. Investigate options

15. Investigate options

16. Ask friends

17. Seek out expert advice

18. Find communities

19. Dig into every detail

20. Convert

21. You don’t buy those visitors. You earn them.

22. In∙bound Mar∙ket∙ing
- noun
Any tactic that relies on earning people’s
interest rather than buying it

23. All starts with great content

24. Create Videos
http://www.dollarshaveclub.com/

25. Useful content
http://bit.ly/ISTwGK

26. Making or reporting the news
http://wish.co.uk/number-10/

27. Make your content your USP
http://www.oyster.com/

28. User generated content
http://i.imgur.com/d573R.jpg

29. All starts with great content
http://blog.chillisauce.co.uk/

30. Our blog offers
sticky content
http://blog.chillisauce.co.uk/

31. The results of a great piece of content

32. SEO
http://www.seomoz.org/beginners-guide-to-seo

33. Integrating offline & online activities

34. Integrating offline & online activities

35. Integrating offline & online activities
http://bit.ly/GHLW5m

36. Integrating offline & online activities
http://bit.ly/J61DGT

37. Integrating offline & online activities
http://bit.ly/IBENSF

38. Social outreach
http://wish.co.uk/zombie-shopping-mall/

39. Build relationships online with social media

40. I can’t ignore paid advertising

41. I can’t ignore paid advertising
I’d rather be in this position

42. Planning a digital marketing strategy
http://www.seomoz.org/blog/why-the-inbound-
marketing-funnel-is-essential-whiteboard-friday

43. Planning a digital marketing strategy
Insights
Who is your audience?

44. Planning a digital marketing strategy
Insights
Where are they on the web?

45. Planning a digital marketing strategy
Insights
Which content works?

46. Planning a digital marketing strategy
Strategy
Test

47. Planning a digital marketing strategy
Strategy
Measure

48. Planning a digital marketing strategy
Strategy
Repeat

49. Tactics that you can do today

50. Q&As – be the expert

51. Participate in forums & communities
http://boardreader.com/

52. Create a blog – be the resource
http://plannerwire.net/great-reads/

53. Guest blog
http://www.problogger.net/

54. Discover and share great content

55. Make friends and find influencers
http://followerwonk.com/

56. Publish presentation slides
http://www.slideshare.net/

57. Build authentic social profiles

58. Satisfy popular searches
http://www.google.com/insights/search/
http://bit.ly/hX7WkT

59. Experiement by testing ideas
Say “should we organise this? Rather than can we.”
http://bit.ly/JoNBgE

60. Create high quality videos
http://www.trendhunter.com/trends/smart-
eball

61. Make information beautiful: infographics
http://www.distilled.net/linkbait-guide/

62. Inbound marketing
http://inbound.org

63. Everything’s easier with fans.
Your job is to make you, your event and
company famous.

64. Q&A
Michael Chidzey | Digital Marketing Manager
Twitter: @michaelchidzey
Company site: www.chillisauce.co.uk
Personal blog: http://eventjuice.co.uk
Email: mikec@chillisauce.co.uk