A virtual event can easily guarantee participation from all over the world. To make any webinar or conference street-wise for the new reality we find ourselves in, how best to promote all parts of these events is one criterion. With so much online information out there, what can you do to ensure that your virtual event stands apart from the rest?
Why Effective Marketing Makes or Breaks Virtual Events
By contrast, virtual events face an added challenge of cutting through digital noise. You don’t have a unique physical space to entice people in, so both the marketing effort and the level of buzz it creates must be able to demand attention and engagement from attendees. With an intelligent campaign, you can not only increase turnout for your event but also make sure that your target audience is really only attracted.
Here’s an actionable guide to help you market your virtual event effectively.
Step 1: Define Your Target Audience and Objectives
Understand Who You’re Trying to Reach
Before you can create an impactful marketing strategy, take the time to clearly define your audience. Ask yourself:
- What industries or professions are they in?
- What problems does your event aim to solve or address?
- Where do they spend their time online (e.g., LinkedIn, Twitter, industry-specific forums)?
By zeroing in on your audience, you’ll be able to more effectively tailor your messaging and advertising platforms.
Clarify the Event’s Purpose
Your event promotion will only be as strong as your ability to clearly communicate its value. Outline:
- The main objective of the event (e.g., educating, networking, product launches).
- The key takeaways for attendees.
- The unique elements that differentiate your event (special guest speakers, exclusive content, etc.).
These clear objectives will serve as the foundation for all your marketing materials.
Step 2: Craft an Irresistible Landing Page
The landing page for your virtual event is where most of your target audience will first engage with your event. If they’re not hooked immediately, they might click away. Here’s how to create a high-converting event page:
Key Elements of an Effective Landing Page:
- Catchy Headline: The title of the landing page should immediately convey the value of your event. Example: “Unlock the Future of Marketing with AI at Our Exclusive Virtual Summit.”
- Event Details: Display the date, time, schedule, and registration information prominently.
- Clear Value Proposition: Include a short paragraph or bullet points showing what attendees will gain from attending.
- Speaker Information: Showcase any special guests or keynote speakers to build excitement.
- Eye-Catching Visuals: Incorporate high-quality graphics, videos, or images to make the page visually appealing.
Don’t forget a strong CTA (call-to-action) like “Register Now” or “Save Your Spot” that makes the next step crystal clear.
Step 3: Leverage Social Media Channels
Social media is a powerhouse for spreading the word about your virtual event, especially when your audience is active on platforms like LinkedIn, Twitter, or Instagram. Here are some strategies to make the most of social media:
Utilize Platform-Specific Strategies:
- LinkedIn:
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- Create a LinkedIn event linked to your company page.
- Post teasers about the event, such as speaker highlights or key discussion topics.
- Engage professional communities and groups related to your event’s focus.
- Twitter:
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- Use a branded hashtag for the event (e.g., #VirtualEvent2024).
- Share bite-sized value-packed statements, sneak peeks, or key statistics related to the event.
- Engage with followers in comment threads.
- Instagram:
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- Use Stories or Reels to promote behind-the-scenes preparations.
- Showcase visuals of speakers or topics to make posts visually engaging.
- Host polls or Q&A sessions to build excitement.
Encourage Sharing and Referrals
Offer attendees a discount or special benefit for referring others or sharing the event with their networks. For example, “Invite a colleague and both of you will receive access to exclusive post-event content!”
Step 4: Build Anticipation Through Email Marketing
Email remains one of the most effective tools for reaching your audience personally. Use it strategically to keep attendees engaged from the moment they sign up until the day of the event.
Email Marketing Tips:
- Welcome Email:
Thank registrants and give them a sneak preview of the event (e.g., “Here’s what you can expect!”).
- Countdown Emails:
Send reminder emails one week, 48 hours, and 1 hour before the event.
- Exclusive Content:
Include bonus materials or early access to topics in email updates to build excitement (like a free downloadable guide or ebook relevant to the event’s theme).
Use clear subject lines to boost open rates—for example:
- “🎉 You’re in! What to expect at [Event Name].”
- “Last chance to prep for [Event Name happening tomorrow!].”
Step 5: Partner with Influencers and Industry Leaders
If you’re marketing to a niche audience, enlist industry influencers or thought leaders to help promote the event. Partnering with a trusted voice in your industry can lend credibility and expand your reach.
Ways to Collaborate with Influencers:
- Have them share promo posts on their social platforms.
- Feature influencers as guest speakers and ask them to promote their participation.
- Share video testimonials or teasers from the influencers themselves.
Step 6: Consider Paid Advertising
If you have the budget, supplement your organic efforts with paid ads. With platforms like Facebook Ads, LinkedIn Ads, and Google Display Network, you can target attendees based on their demographics and job roles.
Paid Advertising Tips:
- Retarget previous site visitors with ads utilizing compelling CTAs such as “Limited seats available!”
- Optimize ads for mobile, as many attendees will likely interact with them on their smartphones.
- Highlight the pain points your event solves to make the ads more engaging.
Step 7: Create Shareworthy Content
Keep the buzz going by creating content around your event. This not only generates excitement but also attracts a larger audience.
Types of Content You Can Produce:
- Blog Posts: Write about trends attendees will learn about during the event.
- Videos: Share a video from one of your guest speakers or a short “What’s in store” teaser.
- Infographics: Provide visual previews of agenda topics or key statistics associated with your event’s focus.
Step 8: Ensure a Seamless Registration Process
The most effective marketing all goes to waste if your registration process is clunky or difficult. Ensure it’s:
- Mobile-Friendly so signups can happen on any device.
- Streamlined, ideally requiring minimal data entry.
- Fast, with confirmation emails sent immediately.
After the Event: Keep the Momentum Going
Once the virtual event concludes, continue nurturing your attendees. Share:
- A recording of the event.
- A post-event survey to collect feedback.
- Links to exclusive post-event content (available only to attendees).
Additionally, compile testimonials and stats from the event to help market future ones.
Make Your Virtual Event a Success
The marketing of virtual events is best handled through precise planning, some creativity and consistency. You can use social media campaigns, influencer partnerships and even a knockout landing page but the goal never changes it is to express that value for which an audience craves.
Do you need help to launch a creative campaign that will bring impact to your next event? Just contact us now!
