When it comes to your event web site content it is imperative to be very conscientious that the information is overwhelmingly user focused. I go well beyond “beating a dead horse” on this particular topic. People always ask, why do you constantly bring this point up? Not staying people focused is the single biggest liability to a business' or event's web presence. Most companies struggle online because they’re not connecting with their audience in a language that the audience understands.
“I want it done this way!”
In the past, I’ve had clients insist on updating their web site with information they believed to be very important. The challenge is showing event organizers and business owners that the people aren’t interested in the particular information they want to share. Worst of all it cost event organizers and businesses their own time, effort, and money. At the very basic level you need to separate what you think is best form the audience and what they want. I'm not sure who's quote it is, but "Get yourself out of your ego and into the prospect's ego."
How to Avoid Costly Mistakes
You can avoid the costly mistake of not connecting with your audience in several ways. Start with your data. What data (emails, follow up surveys, telephone calls, etc.) can you reference to better understand the people using your web site? Are there any specific trends that give you insight into what information prospective attendees want? Do your web stats indicate something important?
Another way to get in the right frame of mind is to ask yourself, “If I was going to an event web site, what would be most important to me?” When it comes to event web site information what's important can change depending on the time frame. As an example, people are going to be much more interested in directions to your event as the event date approaches. The safest thing to do is ask your target market, “What do you want to know about the event and when do you want to know about it?”
Below I’ve included some articles that might prove helpful in getting in better touch with you audience.
Want to get more great info? Check out the articles below:
- Why Well Planned Events Fail
- How to Get Them To Your Event
- Are You Listening To Your Users?
- Are You Interacting with Your Target Market?
- Ask Your Patrons What They Want
- Create a Better Event with Patron Feedback
- The Event Promotion System - Get Free Event Promotion & Marketing Video Training