The 6 most common mistakes made by event organizers and service providers in the online space
Promotion in the online space and in general in the digital environment is extremely important for event organizers and service companies. Having an online presence through a website and social networks helps a business to increase its customer trust levels as well as significantly increase its revenue. Digital marketing, however, has its unwritten rules that can make or break your promotion efforts. Here we have summarized some of the most common mistakes we encounter in our daily work with our business partners and customers.
1. Missing of online booking system
Offering services and events online, it is imperative that your website has a booking module with online payment options. In addition to the standard methods found on the check-out page of your cart, you can also navigate to one of the most innovative and rapidly gaining popularity method and channel, such as Viber ChatBot with the option to pay through it. In other words, it is now increasingly easy to have a fully automated system with a familiar and intuitive interface through which bookings and payments go. You can find out more here.
2. Confusing site
A poorly constructed and difficult to navigate site is unfortunately still a common mistakes. In most cases, this is the result of our overwhelming desire to expose as much information as possible about us and our product or service. Thus, the site loses its focus and becomes much more difficult for visitors to interact effectively with it. Such type of sites do not allow our customers to easily and quickly find schedules and working hours, to take advantage of the booking system or other check-out places, which would bring us a real market and business benefit. In other words, we need to think about how to position the most important buttons and pages on the site in places that are as intuitive as possible to click, while trying to avoid a negative impact on the user with an incorrect selection of messages, expressions on buttons or color combinations. It is extremely important that the buttons and sections are named clearly and specifically so that our customers can quickly find what they are looking for.
3. Missing link
Very often, companies share content on Facebook that aims to promote an event or service. Often, however, the post does not include a link that directs the user a step forward to the site, reservation system or landing page for registrations and additional information. As you can guess, placing a link is mandatory.
4. Posting more than 1 link
Putting more than 1 link in a post is as big a mistake as not having one at all. It is not recommended to put 2 or more links in one post, as we risk drastically reducing the reach of the post. By itself, 1 link in the footer of the post could lower its organic reach, but that is within the acceptable “price” we are willing to pay for the marketing goal we have set for the particular post.
5. Link positioning
When we already put a target link in our post, it is good to position it in a specific place to increase the probability that it will be visited. We also need to fit the text in the post so that it is in the visible part of the screen, both on the desktop preview and on the mobile version. In most cases, this place is the third line of a mobile version, just above the Facebook call-to-action (see more). In other words, proper post structure should stick to a grab-and-go first sentence that doesn’t exceed two lines, to allow the link to be placed on the third, and then the additional and descriptive information in the “see more” box.
6. Inactive Instagram account
Many companies organizing events or offering different types of services create an Instagram account but do not actually use it and mainly emphasize Facebook communication. Instagram is the most natural extension of Facebook as a communication tool, and neglecting it at the expense of Facebook usually leaves mixed impressions with your customers. On the other hand, the Instagram profile is one of the most favorable places for gamification and interaction with your customers through stories, quizzes, giveaways and other similar creative solutions that could bring new visitors to your site, without much emphasis on promotional messages and communication target sale.
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