In some cases, depending on whether the event is free or ticketed, or if your event requires a large chunk of the audience’s time or effort, it can be useful to have more than one CTA.
For example, consider the types of people you may get cambodia phone number list coming to your event registration page - your known prospect audience may already know enough about your organisation and feel comfortable signing up straight away, whereas first-time visitors may require more information and time to consider.
In this instance, your landing page could house two CTAs: one to encourage leads to register straight away, and a second CTA to encourage interested but hesitant leads to sign up for more information before making a decision (here, they can be added to a nurture journey - more on this below).
If you’re looking to capture leads at an event - say an exhibition or public forum - you can also utilise landing pages for email sign-ups promoted on mobile devices at a stand or booth, to collect information from interested attendees that are passing by.
4. Use nurture campaigns to keep invitees engaged
Email nurture campaigns are a sequence or journey of goal-oriented emails tailored to a particular objective, and based on an audience’s needs and interests. The sequence can be automated based on a time trigger, such as in the run up to an event, or by the prospect’s engagement and behaviour, for example, when they open or click previous emails.
Non-profits can tap into email lead nurture to ensure that those who sign up for an event remain engaged enough to actually attend the event. Or, as mentioned earlier, you may use nurture emails to persuade those who have registered for more information but not yet purchased a ticket, to do so.
With Pardot, you can create a nurture campaign using Engagement Studio. But whichever way you use Pardot to set up your email journey, make sure the sequence, content, and messaging is relevant to the objective and audience you’re engaging with, and follow our expert’s guide to all things Pardot email marketing.
5. Engage with your audience post-event
How you communicate and engage with your attendees after an event can help you to:
Get feedback to inform planning for future events.
Promote additional events you may have coming up.
Drive awareness to other campaigns relevant to your organisation.
Whether it’s sharing content from the actual event or sending an event follow-up survey, consideration of your post-event messaging and communications is just as important as the event promotion.
You can deliver these communications using automated email journeys or nurture campaigns in a similar way to how you set up processes for your event promotion, but with different messaging.
To help Pardot users, including non-profit organisations better navigate email marketing automation, we’ve put together a comprehensive guide, which you can download here. For more support with using Pardot for non-profits, feel free to get in touch.