How do you choose the best online platform for your event?

The best way to describe your online event is to start with a strong headline that will grab people's attention. Your headline should be clear, concise, and informative, and it should give people a good idea of what your event is about.

A thorough evaluation of your target attendee and what you want the event to achieve for you and your business is the first question you should consider.

In order to define your event type and format, you need to understand your objectives and your audience. Whilst this may sound super basic, it's surprising how many organisations say something like: "We need to do an event" without defining objectives, or tying it to a North Star Metric for the organisation or department. The objectives define the audience, and a well researched audience defines the location, the type, length and format of event. All the other aspects mentioned are then features of the event and are tailored according to the audience and/or segments of your audience. This needs to be well defined to ensure you are meeting your objectives and the goals of your attendees.

Selecting an event platform takes balancing attendees' needs with your capabilities, like orchestrating an inclusive dinner party. Consider accessibility functionality, communication options, and ease of use. Review integrations and scheduling tools. Assess audience's digital fluency and preferred devices. With seamless experience behind the scenes, your guests will feel right at home. Now send those e-vites - let's virtually gather!

You’re not just planning an event—you’re crafting an experience. Define the vibe, choose your format, and pick the tools that’ll bring your vision to life. The right platform makes all the difference.

Once you have a strong headline, you can start to write your event description. Your description should be clear, concise, and engaging. It should answer the following questions: What is your event about? Who is your event for? What will attendees learn or gain from your event? When and where will your event be held? How can people register for your event?

One vital feature is recordability. Further, being able to download your recorded event allows you to control where it goes and how it is used, rather than just trusting the platform to play it for anyone who clicks.

You need to think of online platforms like you do a hotel or venue; it's essentially the virtual version of a physical venue and will - like a venue - have attributes & features that must match with your objectives, your brand, and the expectations of your target audience... Example: You are a luxury brand hosting a product launch. Your customers expect every touch point to convey luxury, which will mean simple and easy to navigate, slick transitions, and a premium look and feel. Anything less diminishes your brand and it doesn't matter that it's delivered via a 3rd party, the customer sees it as you. This must be factored into your choice of a virtual platform, which also must be simple for your event planners to operate & execute.

You can also use your event description to highlight any special features or benefits of your event, such as: Free registration Attendees will receive a free gift Attendees will have the opportunity to network with experts Attendees will have the opportunity to win prizes

Make sure that your expectations line up with the stage of the funnel you’re targeting. Ex: for an advanced user webinar, you should not expect cold or new leads to register and attend, as the message will not be as well-received.

Make sure that you charge your laptop/computer and test all devices prior to hopping on. Coordinate a test event with all members. Talk about who will advance slides, and if you’ll take questions throughout or just at the end.

Finally, be sure to include a call to action at the end of your event description. Tell people what you want them to do, such as: Register for your event today! Learn more about our event here. Join us for a free webinar on [topic]. By following these tips, you can write a clear, concise, and engaging event description that will help you attract attendees to your online event. Here are some additional tips for writing a great event description: Use keywords that people are likely to search for when looking for events like yours. Use strong verbs and action words to make your event sound exciting and engaging. Use humor or personal anecdotes to connect with your audience on a personal level. Proofread your event description

Before even evaluating any platform providers, it's a good idea to run through some scenarios with your team. Create a role play situation in the office based upon running the event from start to finish, noting all the key dependencies and attendee interactions from start-to-finish. This helps you to define what is mission critical and what is within the scope of an external platform. This provides you with a comprehensive guide of what you are looking for, the level of importance attributed to key areas when measured against your objectives, and what you can and cannot compromise on when it comes to the success of your event.

Start early. The earlier you start promoting your event, the more time you'll have to reach a wider audience. Use a variety of channels. Don't just rely on one channel to promote your event. Use a variety of channels, such as social media, email, and your website, to reach as many people as possible. Create engaging content. Your promotional content should be engaging and informative. It should give people a good idea of what your event is about and why they should attend. Use visuals. People are more likely to pay attention to visuals than text. Use images, videos, and infographics to make your promotional content more engaging. Run contests and giveaways. Contests and giveaways are a great way to generate excitement about your event.

Don’t be afraid to try something new. Use bold messaging in your customer’s voice. Oatly did an ad solely based on 1 star reviews. Think outside of the box ????

Send a thank-you email. After the event, send a thank-you email to all of your attendees. This is a great way to show your appreciation and keep them engaged. Send follow-up emails. In the weeks and months after the event, send follow-up emails to your attendees. These emails can include event recaps, speaker interviews, and other content that will keep them interested in your company. Offer exclusive content. Offer exclusive content to your attendees, such as discounts, early access to new products, or invitations to upcoming events. This is a great way to show your appreciation and encourage them to stay engaged. Ask for feedback. Ask your attendees for feedback on the event. This will help you improve future events.

A lot of what is covered in this sixth step is imperative to understand when you are creating your initial event brief and defining objectives, because it dictates how you may record and package information from the event that will prove useful to delegates post event. Whilst some of this can be done at this stage, it may also be too late. Thorough validation of your audience is a useful process to undertake as part of the event planning process, and sets you up for higher engagement in your follow up when nurturing leads.

Stay in touch. Stay in touch with your attendees on social media, email, or other channels. This is a great way to keep them engaged and build relationships with them.