Are You Maximizing Your Digital ROI?


Here are some best practices for using online tools and techniques to generate attendees and sponsors:

Email is almost 40 times better at acquiring new customers than Facebook or Twitter, according to management consulting firm McKinsey & Company. Consider upping its frequency. If that’s not an option, experiment with improving its quality — try different send times, subject lines, or images.

Look at your pricing. Most loyal fans will accept an increase, especially if it’s been awhile since you’ve raised prices, or if you’d added new features to the lineup. If you’re uncomfortable with a general price increase, consider an additional ticket option for higher-value targets. Events including premium tickets in their pricing strategy often drive higher revenues than those without, according to Eventbrite’s whitepaper, How to Price Your Event. You can also take the opposite approach: adding a lower-tier ticket option (half-day, digital stream, or restricted access). The cheaper option will attract those on the fence.

Test channels beyond your typical choices. Platforms like Instagram, Snapchat, and paid Facebook ads are often overlooked for business contexts, and worth experimenting with.

Make sure your SEO is everything it could beGoogle’s Keyword Planner  is a free resource for understanding keyword performance. And MozBar will tell you the page and domain authority of top-ranking search results, to help estimate chances of appearing further up the page.

Keep people on your site. According to Eventbrite, the top two places consumers visit after an event page are YouTube and Google Images — looking for videos and photos showing what to expect from your event. Embed photos and video clips that answer questions and provide previews on your site, so they don’t have to look elsewhere for info.

For a practical example of how an organization successfully harnessed digital ROI — while their country economy’s plunged into a serious recession — read our story on the Brazilian Spine Society