Virtual events have changed how organizations engage their audiences, regardless of where they are in the world. Where it was once the effects of global restrictions on our lives, it’s becoming a flourishing tactic in the marketing arsenal. But how do you make your virtual events stand out in an ever-increasing online crowd? This handbook deconstructs virtual event marketing — everything from its wide-reaching effects to exact tactics, the tools you’ll want to have in place, to actual success stories.
Whether you’re producing a webinar, online conference, or even a product launch digital setting, you’ll walk away with thought-provoking strategies to up level your online events strategy.
The Emergence of Virtual Event Marketing
What is Virtual Event Marketing?
Virtual event marketing involves developing, promoting, and executing engaging online events. In contrast to physical experiences, virtual experiences rely on digital channels to build their interactions without geographical or physical limitations.
From Zoom meetings and webinars to massive virtual expos, the field of virtual event marketing has absolutely BLOWN UP. Businesses and marketing teams across the globe are using these events to cultivate leads, expand brand recognition, educate employees and generate revenue in ways that are far more scalable than face-to-face, on-site events.
Benefits of Virtual Events
Virtual event marketing unquestionably benefits companies no matter who they are or where they belong in the industry. A little further examination into why it’s being considered an increasingly go-to strategy for so many.
Broader Reach
Physical boundaries are no longer among virtual events’ limitations. You can sell tickets to a worldwide audience from the convenience of their living room and not have to deal with travel or venue costs.
Cost-Effective
Online events are also usually cheaper to host than live events. Expenses such as catering, travel and physical setup are eliminated in place of cheap digital tools and services.
Data and Analytics
You can monitor engagement in the moment on virtual platforms. The number of visitors, engagement time, and interaction rates are all incredibly valuable metrics to help refine subsequent marketing strategies.
Flexibility and Scalability
Whether you are hosting an intimate 50-person webinar or a 5,000 person virtual trade show, the virtual platform provides flexibility to cater the experience to your objectives.
Environmentally Friendly
Virtual events eliminate the carbon footprint of transportation and physical materials, so they are a more sustainable option for companies considering going green.
How to Host a Successful Virtual Event
There’s more to a successful virtual event than just hitting the live button. Here’s what you need to know to make it work.
Set Clear Goals
What are your goals for this virtual event? Set your goals early, whether you’re aiming for lead generation, brand positioning or engaging with your customers.
Identify Your Audience
Knowing your audience is the most important thing. Customize your event content, tone, and format according to what your attendees want, need, and prefer.
Develop Engaging Content
People also have a greater tendency to tune out online than in person. Invest in visually enticing content, interactivity (such as polls and Q&A), and strong storytelling to keep them engaged.
Promote the Event Thoroughly
Thorough pre-event promotion is a make or break for your attendance figures. Generate more visibility with newsletters, social media ads, email promos and partnerships.
Test Lightly, Test Often
Don’t forget a tech rehearsal for the big day. Test your tools, your audio-visuals and your Wi-Fi connection so everything goes smoothly.
Software and Apps for Virtual Events
Success of your event can be so much determined by the right platform. Here are a few of the most popular tools to consider the size and objectives of your event.
Zoom and Microsoft Teams
Recommended for small to medium-sized virtual meetings or webinars. Accessible and easy to use.
Hopin and Cvent
These solutions are great for hosting large conferences or trade shows, with sponsor booths, breakout rooms, and registrations tracking.
Social Media Platforms such as Facebook Live and LinkedIn Live
Best for public live streams. And it’s super easy with these tools you can use At present I wanna show how optimal the Japanese Used Cars on the market are… […] Vote Up 2 Vote Down Reply.
Registration and Analytic Tools for an Event
Platforms such as Eventbrite as well as HubSpot make it easier to register, while tools like Google Analytics measure post-event traffic and engagement.
How to Measure Virtual Event Success
One of the biggest benefits of virtual is the ease of gathering data. Here are some ways to measure the impact of your event.
Attendance Metrics
How many people registered? Or, even better: How many people actually showed up?
Engagement Rates
Monitor engagement through polls, Q&A sessions, or chat comments to measure participant interaction.
Conversion Rates
If, for example, you were hoping to generate leads, determine how many new sign-ups or whatever it was you used the event to sell came out of the virtual event.
Qualitative Feedback
Collect attendee surveys and ask for what they did or didn’t like about how the event was organized, the quality of content, and overall value.
Successful Virtual Events Case Studies
HubSpot’s INBOUND 2021
HubSpot adeptly moved its annual marketing conference into virtual space, complete with interactive breakout sessions and a strong mobile app for networking. It attracted 70,000 visitors from more than 170 countries.
Apple Launch Events
And renowned for its dazzling presentations, the virtual product launches at Apple enthrall millions of viewers around the world, relying on slickly produced videos and visually arresting teasers to retain attention.
Adobe MAX
Adobe’s annual conference delivered insights though a series of keynote sessions, hands-on labs, and on-demand breakouts. With more than 500,000 collaborators and the value of open learning.
The Future of Business Networking is Virtual Events
The trend of virtual events is more than just a phase, however—it’s a long-term strategy that’s revolutionizing the way businesses engage with their audiences. With the right tools, tactics and goals, virtual events can provide value that extends far beyond the final session.
If you’re ready to bring up the level of your virtual event play, start test driving these tactics now. There is no end to the networking, engagement and growth potential that can be had in the world of virtual event marketing!
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