Maximising event marketing success with multiple touchpoints

“Did you know that it takes an average of 8 touchpoints to convert a potential attendee into a registrant for your event?”

According to research, including studies by HubSpot and Salesforce, it often takes multiple touchpoints—usually 8 interactions—to move a potential customer or attendee from awareness to conversion.

In today’s digital landscape, capturing and retaining the attention of potential event attendees has become increasingly challenging. With countless marketing messages competing for attention, a single touchpoint is rarely enough to convert interest into registrations. Many event marketers struggle to create a cohesive strategy that not only reaches potential attendees across multiple platforms but also guides them seamlessly through the decision-making process on their website. Without a well-coordinated approach that integrates diverse touchpoints with an optimized website user journey, valuable leads can easily slip through the cracks and you could be wasting your budget.

To maximise event registrations and engagement, marketers must adopt a multi-touchpoint strategy that integrates seamlessly with a well-optimised website user journey. By strategically coordinating social media, email, content marketing, and paid ads with a streamlined website experience, event organisers can effectively guide potential attendees from initial awareness to registration and beyond.

Understanding multiple touchpoints in event marketing

Touchpoints can be anything from a social media ad to a blog post or an email invitation—essentially any instance where your audience engages with your event marketing.

Why do touchpoints matter?

Relying on a single touchpoint is risky because it doesn’t account for the different stages of the buyer’s journey. A multi-touchpoint strategy ensures that your message reaches potential attendees at the right time and through the right channels. By consistently reinforcing your event’s value proposition across multiple platforms, you increase the chances of moving prospects from awareness to registration.

Common touchpoints in event marketing

Here are some of the most effective touchpoints to include in your event marketing strategy:

Social media:

• Paid ads on platforms like Facebook, Instagram, and LinkedIn can boost visibility.
• Organic posts with event teasers, speaker highlights, and countdowns help build excitement.

Email marketing:

• Personalised email sequences—from initial invites to reminder emails—keep your event top-of-mind.
• Segmented emails targeting past attendees, VIPs, or those who abandoned the registration process can drive conversions.

Content marketing:

• Blog posts discussing event topics, speaker interviews, and behind-the-scenes content can attract organic traffic.
• Webinars or short videos addressing pain points related to the event theme serve as valuable pre-event content.

Paid advertising:

• Google Ads targeting keywords relevant to your event can capture high-intent search traffic.
• Retargeting ads remind visitors who didn’t register to return and complete the process.

Influencer partnerships:

• Collaborating with niche influencers allows you to tap into their audience base.
• Influencers sharing personal endorsements or exclusive discount codes can add credibility to your event.

In-person and hybrid touchpoints:

• For hybrid events, leveraging QR codes or live polling at in-person gatherings creates interactive touchpoints that feed back into the digital journey.

The real power of multiple touchpoints lies in creating a cohesive and non-disruptive journey for potential attendees. Each interaction should build on the previous one, gradually providing more information, addressing concerns and building trust in your event brand until the prospect feels confident enough to register. By strategically aligning these touchpoints with an optimised website user journey, you can effectively guide potential attendees from awareness to action.

Ready to turn more visitors into attendees? Start by evaluating your current event marketing strategy. Plot your current customer touchpoints, how they interact with one another and identify any gaps.  Assess how effectively your website guides potential attendees through the user journey.

Take action now and make every touchpoint count!