Virtual events are becoming very commonplace as companies and organizations start adapting to remote work. It is possible that for some brands, this is a temporary shift. But even they have to acknowledge that hosting events online has many benefits over an in-person event. For example, unlike a physical event, a virtual event enables your brand to tap into global audiences.
Online events are not going anywhere. But with the variety of online events on offer, it can be quite challenging to get people interested in your event. A simple Google search will throw up many competing webinars, Q&As, and live streams for any topic.
So, if you are planning to shift your in-person event to an online event, how do you ensure that it receives the most attention? Here are a few things that you can do.
1. Set expectations about your event
When you are holding an in-person event, you have to be clear about your content to promote it properly. It means, setting expectations is necessary for an online event. Online events differ in their content, and your audience will want clarity for what they are signing on for before they commit their time and money.
You can continue this process when you send emails to your registrants. If you remind them why they were interested in attending the event, they are more likely to turn up to the event. Here are a few tips for marketing your webinar.
2. Encourage your speakers and employees to speak about the event
The more people speak about your event, the better the publicity. Requesting your speakers, employees, and other stakeholders (sponsors, co-branding partners) to talk about your event on their personal platforms, is an excellent way to get some free publicity for your event.
Start by sharing a link to the event with them. If you want to go further, share marketing collateral like posters, videos, and other content. The latter’s advantage is, it will make them more likely to share your event with their audience. Here’s a post on how you can increase attendance at your virtual events.
3. Take advantage of co-branding opportunities
Co-branding is a strategic alliance of multiple brand names on a single product (or service). It is a great way to enter new markets and boost awareness of your offering.
In co-branding, you partner with another brand or sponsor to create an event and inform your audience about the event together. It allows you to piggyback on your co-branding partner’s popularity. But you must ensure it is a partnership where all the co-brands benefit.
4. Enter your event in an online event registry
An easy hack to increase your event’s visibility is to enter your event details on an online event registry. This is an excellent way to market smaller events or where you have a limited marketing budget.
Speaker Engage’s online event directory is a good place to start. It allows you to discover events by date, location, industry, and event type. It is a one-stop-shop to find exciting events and you can also benefit from the co-branding opportunity it offers you. Here’s a link to the page.
5. Track the success of your marketing efforts
Management guru Peter Drucker says, ‘if you can’t measure it, you can’t manage it’. If you are spending time or money on arranging a virtual event, you will want to track its performance. This way, you can discover which of your marketing strategies are working and which are not.
There are many ways to track site visits and registrations. To measure site visits, you can use Google Analytics. To discover returns on social media marketing spends, you can use their propriety analytics platforms. To find out where the registrations are coming from, you can use UTM links.
6. Creating a virtual event that people want to attend
The marketing of virtual events is similar to that of in-person events. But there are some key differences. For one, you can market a virtual event to a broader audience (even a global one). Second, the virtual event marketplace is very competitive, and you may have to vie with others to grab eyeballs.
Third, the goal of marketing in-person events is to get people to purchase tickets. In virtual events, the purpose of marketing is to get people to register for the event, reminding them to log in at the right time and get them to follow a call to action after the event.
Finally, don’t forget, the goal of conducting a virtual event is to inform people about a product (or service). The way you pass this message along will largely determine the success of your event. This blog article will provide more information on conducting successful events.
Meanwhile, if you want to simplify how you manage and coordinate your events as an event manager, try Speaker Engage. Sign up for a demo today!