Virtual events have become a popular and effective way to reach and engage your target audience, especially in times of social distancing and travel restrictions. But how do you turn your online attendees into qualified leads for your business? In this article, you will learn some of the best ways to generate leads through a virtual event, from planning to follow-up.
Before you launch your virtual event, you need to have a clear idea of what you want to achieve and how you will measure it. Do you want to increase brand awareness, generate new contacts, nurture existing leads, or drive sales? How will you track and quantify your results, such as registrations, attendance, engagement, feedback, and conversions? Having specific and realistic goals and metrics will help you design and execute your virtual event more effectively and evaluate its success.
Establece KPIs medibles para inscripciones, participación y feedback. El análisis de estas métricas es crucial para ajustar tácticas y mejorar resultados, asegurando que tu evento cumpla con los objetivos y genere un impacto positivo en tu audiencia.
Keep in mind that there is no one-size-fits-all approach for defining success metrics and goals for virtual events. The first step is to define your end goal. This could be increasing brand awareness, driving leads, or perhaps driving traffic to a call to action. Then, you will determine which metrics to track to help measure that goal. For instance, if your goal is to increase brand awareness, you may want to measure impressions or views. Two things I like to consider when defining success are past performance and the size of the target audience. Past performance helps set realistic expectations and gives you something to measure against. Size of target audience is important, because it may not only be about quantity, but quality too.
Prior to launching a virtual event, it's crucial to define your objectives and determine how you'll measure success. Consider whether your aim is to boost brand awareness, generate new contacts, nurture existing leads, or drive sales. Decide on the metrics for tracking and quantifying results, including registrations, attendance rates, audience engagement, feedback, and conversion rates. Setting specific and realistic goals, coupled with clear metrics, will guide the planning and execution of your virtual event, and provide a framework for assessing its effectiveness post-event. This strategic approach ensures your event is tailored to achieve your desired outcomes and provides valuable insights for future events.
No primeiro momento, escolher a plataforma e o formato certo que fa?a sentido com os seus objetivos, público-alvo e or?amento. Definir as metas também é muito importante. Avaliar os recursos de cada plataforma, elementos interativos, recursos, análises e integra??o com CRM ou ferramentas de marketing.
Set Clear Goals: Define objectives and target audience. Suitable Platform: Select a reliable virtual event platform. Content: Offer engaging webinars, workshops, and sessions tailored to audience needs. Promote Widely: Market through emails, social media, and targeted ads. Interaction: Use live polls, Q&A sessions, and networking opportunities. Capture Leads: Use registration forms to gather attendee information. Follow-Up Promptly: Send thank-you emails and provide additional resources like recorded video os the session, ebooks, whitepapers that aligns to agenda of the event and the job role. Measure and Improve: Build list and upload on a tool like Hubspot to track how they respond to emails, open rate, engagement with resources.
The next step is to select the best platform and format for your virtual event, based on your goals, audience, and budget. There are many options available, from webinars and live streams to virtual conferences and trade shows. You need to consider the features and functionalities of each platform, such as registration, interaction, analytics, and integration with your CRM or marketing automation tools. You also need to decide on the format of your content, such as presentations, panels, Q&A sessions, workshops, or demos, and how to balance live and pre-recorded elements.
After setting your goals, the next step in organizing a virtual event is choosing the right platform and format that align with your objectives, target audience, and budget. Options vary from webinars and live streams to virtual conferences and trade shows. It's important to evaluate each platform's features like registration capabilities, interactive elements, analytics, and integration with CRM or marketing tools. Additionally, decide on the content format, which could include presentations, panel discussions, Q&A sessions, workshops, or demonstrations, and determine the mix of live and pre-recorded segments.
Es importante evaluar las funcionalidades que cada plataforma ofrece, como opciones de registro, interacción y análisis, y cómo estas se integran con las herramientas de marketing existentes. El formato del contenido también es crucial y debe ser seleccionado para maximizar la entrega del mensaje y la participación del público.
The event needs to be extremely easy to access and the format has to be optimally engaging given the type of content. Making sure it's consumable is key.
Of course, availability should not be forgotten. Can many people participate without the platform slowing down? That’s why our company provides our customers a digital event platform by using AWS to avoid connection failures.
No todos los formatos te servirán, lo primero tienes que tener en cuenta tu audiencia, la forma en que interactúan contigo, en qué medio son más activos, cómo se va a percibir lo que comuniques en esa plataforma y los kpi que puedes obtener de ella para medir si es un éxito o no
The quality and relevance of your content is crucial for attracting and retaining your audience and generating leads. You need to create content that addresses their pain points, challenges, and interests, and showcases your expertise and solutions. You also need to make your content engaging and interactive, by using visuals, polls, quizzes, surveys, chat, or gamification. You can also offer incentives, such as discounts, free trials, or giveaways, to encourage your audience to sign up, attend, or take action.
Es importante abordar los puntos débiles y los intereses del público, y ofrecer soluciones prácticas a través de un contenido interactivo que incluya elementos visuales y actividades participativas como sondeos y cuestionarios. Ofrecer incentivos y emplear técnicas de gamificación puede aumentar la participación y el compromiso del público.
Design a virtual event that help your prospective customers feel a sense of belonging to your community of existing customers. Create a virtual event that your current, loyal customers can attend too, thus engaging them in communicating your brand values.
Ensuring the quality and relevance of your content is key to captivating your audience and generating leads during a virtual event. Your content should directly address the audience's challenges, interests, and needs while highlighting your expertise and solutions. To maintain engagement, incorporate interactive elements like visuals, polls, quizzes, surveys, chat features, or gamification. Additionally, offering incentives such as discounts, free trials, or giveaways can motivate your audience to register, participate actively, or engage further with your brand. This focus on delivering value-rich, interactive content not only draws in your audience but also enhances their experience, making your event more effective in achieving its goals
People are still having virtual event/meeting fatigue. Ensuring your content is engaging and valuable will help you stand out from the crowd. What makes you different than your competitor or other voices in an industry?
It's tough to drive interest and engagement in virtual events these days, as there's ample online noise. Providing unique, quality data ensures there's a draw to the content. Attendees will want to learn, which ensures the time spent listening was actually worth their time.
To generate leads through your virtual event, you need to promote it effectively and reach your target audience. You can use a variety of channels and strategies, such as email marketing, social media marketing, content marketing, SEO, paid ads, or influencer marketing. You need to create a compelling landing page that highlights the benefits and value of your virtual event, and includes a clear and simple registration form. You also need to send reminders and confirmations to your registrants, and create a buzz around your event with hashtags, teasers, or previews.
For lead generation via your virtual event, effective promotion to your target audience is essential. Utilize diverse channels and strategies like email marketing, social media, content marketing, SEO, paid advertisements, or influencer collaborations. Develop an appealing landing page for your event, emphasizing its benefits and value, and incorporate an easy-to-use registration form. Additionally, maintain engagement with registrants through reminders and confirmations. Generate excitement and anticipation for your event using tactics like hashtags, teasers, or sneak previews. This multifaceted promotional approach is crucial in attracting the right audience and maximizing the lead-generating potential of your virtual event.
Collect lead information strategically: Use registration forms, surveys, and chat features to collect lead information from attendees. Make sure to ask relevant questions that will help you qualify leads and understand their needs.
Incluye marketing por correo electrónico, marketing en redes sociales, marketing de contenidos, SEO, y publicidad paga. Es clave también utilizar influencers y crear una página de destino atractiva con un formulario de registro sencillo, además de mantener a los inscritos informados y entusiasmados con recordatorios y confirmaciones.
You can promote your event through various channels but my suggestion is to hire an agency or influencer that already have a lot of followers which will improve the chances of engagement further down the funnel. Apart from this nurturing the prospects who attended the event is a must have it should not stop after one message multiple messaging through A/B testing will improve the retention as well as buying decisions in your list.
Ten en cuenta que estás en el mundo virtual pero si quieres tener un éxito mayor y ser recordado lo que debes de hacer es conseguir una conexión entre el mundo virtual y el mundo real. Supongamos que hacemos una ferie de perfumes virtual, por muy bien dise?ado que esté no podemos incluir el principal sentido, el olfato, dentro de este mundo virtual ?o si?. Si quieres ser disruptivo y romper la barrera entre ambos mundos, enviarías a tus asistentes a la dirección que ellos te indiquen en el mundo real unas muestras de los perfumes ( frascos y cajas dise?ados acorde al estilo de la ferie virtual) con indicaciones de qué no lo abran hasta que estén en la feria y una vez en ella les vas guiando para que tengan la experiencia virtual y la real
The lead generation process does not end when your virtual event is over. You need to follow up with your leads promptly and appropriately, to maintain their interest and move them along the sales funnel. You can send them a thank-you email, a feedback survey, a recording or summary of the event, or additional resources that are relevant to their needs. You can also segment your leads based on their behavior and engagement during the event, and tailor your follow-up messages accordingly. You can also use your CRM or marketing automation tools to automate and track your follow-up activities.
Having a robust follow-up strategy in place helps! Send personalized emails to attendees post-event, thanking them for participation and providing additional resources. Measure the success of your efforts by analyzing metrics such as conversion rates, click-through rates, and engagement levels. This approach not only helps in nurturing leads but also allows the sharing of relevant, newly created content.
Asegura una comunicación rápida y personalizada, que puede incluir un correo electrónico de agradecimiento, encuestas de satisfacción, resúmenes del evento, y recursos adicionales relevantes. Segmentar los leads basándose en su comportamiento y participación en el evento permite personalizar el seguimiento y mejorar la eficacia del embudo de ventas.
Lead generation continues even after your virtual event concludes. Prompt and relevant follow-up is essential to keep the interest of your leads and guide them through the sales funnel. Consider sending a thank-you email, a feedback survey, a recording or summary of the event, or additional resources tailored to their interests. Segment your leads based on their engagement during the event to personalize your follow-up communications. Utilizing CRM or marketing automation tools can help automate and monitor these activities, ensuring a streamlined and effective post-event engagement strategy. This approach helps in nurturing leads and potentially converting them into customers.
Post-event lead follow-up is crucial and can often be automated for efficiency. A prompt thank-you email, including the event recording, sets a positive tone. Timely follow-ups ensure a smooth transition from the event to further engagement. An effective strategy I've observed is guiding these leads into a community forum. Here, discussions related to the event topic can flourish, fostering deeper connections and engagement.
The key to closing is in the follow-up. Make sure that you find a balance of sending an email with a thank-you and follow-up, but not spam them with too many promotional emails.
Finally, you need to analyze and optimize your virtual event strategy, based on your goals and metrics. You need to review the data and feedback from your platform, your CRM, your marketing tools, and your audience, and identify what worked well and what can be improved. You can also compare your results with your benchmarks and industry standards, and calculate your ROI. By optimizing your virtual event strategy, you can enhance your performance and generate more leads in the future.
After your virtual event, it's crucial to assess and refine your strategy in alignment with your established goals and metrics. Review the data and feedback collected from your event platform, CRM, marketing tools, and audience responses. Identify the aspects that were successful and areas needing improvement. Compare your outcomes with set benchmarks and industry norms, and calculate the return on investment (ROI). Optimizing your strategy based on these insights is key to enhancing future event performance and boosting lead generation. This process of continuous analysis and adjustment ensures that your virtual event strategies remain effective and aligned with your marketing objectives.
1. Registration Analysis: Find top-performing channels; consistency is key, reflecting a positive trailing average. 2. Attendance: Evaluate attendance consistency and peak engagement; you will see patterns (if you look for them) you will notice if the host said something that people didn't like or if they were losing interest. 3. Conversion Tracking: Monitor how many stay till the end and their response to the offer; this feedback is crucial for tweaking your offer and presentation. 4. Sales: Focus on attendee-to-customer conversion rates and ad spend ROI. If the event is over, you finished talking BUT people are still there. KEEP TALKING! They are still there because they want to do something but haven't yet. 5. Host replays!
Just because someone doesn't buy today doesn't mean they aren't buyers. I spent $10,000 on a single event. The goal of the event was to sell a digital product. We only made $997 in 7 hours... To say the least, I panicked. I needed to figure out how this could be turned into a positive but at this stage my decision-making abilities were jaded. It turns out that was the best thing that could have happened because my only goal from that point on was to turn those leads I generated into sales. Over the next 30 days, I was able to turn those leads into over $21,000 in sales. I focused on providing value and selling more digital products. So if you are frustrated with your results the good news is you aren't finished.
Virtual events don't quite stick in the memory like real-world ones do. So, hit up the attendees pronto, ideally within 30 hours, before the event fades from their minds!