Estimated reading time: 20 minutes
A businessperson, professional, or entrepreneur must have the ability to adapt to a changing work environment and learn how to grow. In general, the simpler the rules and working hours, the easier it will be for you to adjust when things turn awry. Moreover, with the sudden shift of all functional sectors to online, Virtual Event is a phenomenon that needs no introduction. Hands down, the cost of conducting an offline event, along with other aspects, is the most cited reason for virtual events. However, making any event successful, whether online or offline, involves a tremendous amount of time, effort, and dedication, which is essential to fulfilling the purpose and effectiveness of the event.
As there are so many virtual events that are taking place across industries, interests, etc., it can be challenging to come up with messaging that will cut through the noise and attract attendees.
However, if this is your first event or your brand has not yet gained recognition as an online authority, you will need to use all your strategies to make a splash. In light of this, we have put together this guide to prosper your virtual events.
Clarifying your Objective
The first and foremost thing is to identify the key objective of your event, which eventually determines the success of the event. It is essential to acknowledge the future prospects of the event and predict the future results of the event in order to establish the benchmark for the implementation of a successful marketing campaign.
In addition, understanding your audience is an essential first step to building an effective marketing plan. To accomplish this, you need to consider the demographics and interests of the people you want to attend your event so you can tailor your marketing efforts to reach them. The more you filter your efforts in identifying your audience, the better you will be able to fulfill the purpose of your virtual event.
Identifying your target audience’s interests, roles, industries, etc., are some of the factors to consider when working in the promotional aspect of your virtual event. Thus, to make the campaign successful, you must first identify the target persona you will be serving.
Further, it’s about the value the participant and other stakeholders receive. How does it benefit them? How does your event meet their needs? What are their pain points? Describe through your online marketing strategy how your event can solve or offer a solution to a problem
Creating an excellent Landing Page
The second, yet, one of the most important things that must be followed while planning your virtual event is to have a creative and appealing landing page.
Creating an event page that is well-designed and thoroughly tells about the event that can help prospective attendees explore what the event has to offer and ultimately persuade them to sign up.
Moreover, a perfect landing page lets you track conversion rate and cost per acquisition to see how well your efforts are working. Using this information can help you optimize your marketing campaigns. In addition, it should provide a summary of what sets your event/seminar/conference apart, who the key speakers and sponsors are, as well as some metrics to quantify the scale of the event and some social proof in order to build credibility.
To accomplish this, you should investigate some platforms that can provide full customization of the event landing page. Using features such as white labeling and custom URLs can make your event stand out and entice people to register. This should comprise eye-catching graphics, professional images, and engaging clips from keynote speakers, workshop leaders, and performers.
Utilizing Social Media
In this tech-driven generation, Social Media, as a marketing tool, has been proven to be a boon in the marketing field and has provided tremendous growth to the businesses taking advantage. Moreover, it offers a cost-effective way of reaching and engaging with a targeted audience.
As an event organizer, there are many ways you can use social media to promote your virtual event, such as creating an event page on platforms like Facebook, LinkedIn, and Instagram, sharing updates about your event, collaborating with influencers, and running paid social media ads.
Further, as one of the major pillars of social media marketing, email marketing is one of the most effective strategies for marketing in any industry. You can use email marketing to nurture relationships with your existing customers and keep them informed about new products and promotions. You can use email marketing to send newsletters, promotional emails, and event invitations as well as send targeted messages based on their interests and behaviors.
In addition to email marketing, you can use relevant hashtags on social media handles like LinkedIn, Instagram, Facebook, and Twitter to leverage the visibility of the event updates. Again, by including the right keywords in your article and linking back to it from your website and partner properties, you will be able to rank quickly for specific keywords and generate organic traffic. In this manner, you will be able to generate cost-effective conversions on your landing pages.
Further, taking advantage of influencer marketing or promoting your event through your partners, sponsors, acquaintances, etc., can motivate your audience to take a deep interest in your event.
Engaging your audience during the event
One of the significant benefits of hosting a virtual or hybrid event is the flexibility to keep attendees and participants engaged and make the best use of their valuable time. Due to the competitive nature of the event industry, most of the platforms currently available offer interactive tools to engage audiences during virtual and hybrid events. Adding interactive and engaging elements to your event will reap numerous benefits.
- Provide your audience with the ability to take a tour of the virtual event and interact with one another through chat features, breakout rooms, or other interactive features.
- You can allow attendees to access event content, such as presentations, panel discussions, and demonstrations, through streaming or on-demand playback as well as provide a feature with speakers and industry experts.
- Offering sponsors and exhibitors the opportunity to showcase their products or services to a targeted audience.
- Make use of polls and surveys during the event and ask questions related to your agenda to grab the attention of participants.
Apart from this, take advantage of the selfie booth and let your audience capture a memorable selfie of the event. Further, create an additional marketing campaign for the event and persuade your audience to post their selfies on social media.
Consistency and Follow Ups
Hands down, a significant tactic of any strategy to flourish any virtual event is consistency. No matter how small your efforts are or how limited your budget is, your targeted audience must be engaged with the announcements and the value they will get from your virtual event.
Also, it is imperative to stay informed about your event metrics and analytics in order to assess how well your efforts are progressing. This again helps to analyze and modify your strategies, ultimately enhancing your efforts for your virtual event.
After you have successfully made a mark with a virtual event, now is the time to keep track of the records and post-attendee analytics. Taking feedback from your attendees is an essential part that significantly helps to understand what really works for your niche and what things you need to work on.
- Thank your audience members who attended your virtual event by sending a mail. Also, ask them to share their valuable feedback on the same.
- Send an email to those who missed your virtual event for some reason and update them with the key agendas, topics, speakers, and other highlights. Moreover, provide them with a feature to watch the event recording or highlights of the session.
- Post blog/article or publish a press release about the success of the event in order to create a buzz around your niche.
In addition to this, following up with leads and customers is essential because it helps to build and maintain relationships with potential and existing customers.
Join us to host your next virtual or hybrid event with us.