When I started my first #meetings industry blog a few years back, I really had no idea really what it was going to turn into or how it was going to evolve. In fact, I’m still figuring it out which is what I LOVE about inbound marketing for meetings; there’s ALWAYS something to learn and something new I can try.
But I can tell you this, starting an inbound marketing strategy has not only helped Stephen and I connect better with our clients, but its also helped establish trust with our industry friends and prospects. That’s why I believe in this process. Its social currency that ALL of us can use in our meetings industry. In particular, meeting planners can look to inbound marketing to start to create trust with potential conference delegates and use it as a way to attract new delegates, and retain your members and loyal delegates.
As a recap, inbound marketing is when you create content and position yourself as a thought leader in the industry, thus attracting attention to your your organization, your conference or to yourself as an industry professional. The attention is INBOUND versus the sales tactics of old where we were pushing OUT sales and marketing messages to our conference delegates. Check out this video about the differences between social selling and inbound marketing.
Lets look at 5 platforms for inbound marketing for meeting planners to use:
- Social media – regardless of your social media platform of choice, you can post unique content via social media. It’s the easiest one to set up, its free to use. Most of you are likely using a form of social media already, now its just a matter of creating some thought provoking content to attract engagement. For the meetings industry, may I suggest LinkedIn or Twitter to start? Both are great B2B platforms, and LinkedIn is growing exponentially right now.
- E-newsletter – this one requires a mailing list, and for association planners, you may already have a list that you can use. E-newsletters are still popular as most people still use email as the primary form of business communication.Please ensure you are abiding by both FOIP legislation and CASL legislation.
- Podcasts – these are booming in popularity, and while I don’t do a podcast myself, you can check out a few of our industry’s podcasts over at Meeting Architect Podcast or Event Industry News Podcast
- Blogs – Blogs or weblogs are personal sites that houses your written content. You may choose to start a personal blog (whether personal or professional content) or you can post to your organization’s professional blog. I’ve included a few links to popular meetings industry blogs below. Most meeting partner organizations have a blog; check out the various styles to see what resonates with your unique voice.
- Vlogs or video logs – You can house your vlogs on YouTube or now some social media platforms allow for video to be natively uploaded to the platform. My advice? Have a YouTube channel for your vlogs as well as native uploads.
Now that you’ve had a sneak-peak at the various platforms, what inbound marketing platform will YOU be trying in the months ahead?
LINKS TO VIDEOS
📽️ Social Selling vs Inbound Marketing
RELATED – Implementing Twitter at Conferences