Marketing Virtual Events: Navigating the New Normal

With virtual events becoming the norm, promoting them effectively is now a major challenge. Our inboxes are inundated daily with invitations to attend yet another masterclass, cooking demo, seminar, or panel discussion. Whether it’s Zoom, Google Meet, WhatsApp, Facebook Live, or niche platforms like:

·???????? Cisco Webex

·???????? Microsoft Teams

·???????? GoToMeeting

·???????? BlueJeans

·???????? Meet Now

?These virtual events are enticing because they are easy to organize and even easier to attend. Organizations are increasingly opting for virtual over physical events, seeing them as less expensive and more environmentally friendly.

But is organizing these?virtual events?truly a walk in the park? Why didn't we embrace virtual events when we were spending heavily on physical ones? And why did webinar invitations often go ignored in the past?

The truth is, circumstances beyond our control have pushed us into this new reality. Now, it’s crucial to learn how to thrive in these changed circumstances.

How to Successfully Market Your Virtual Event

With fierce competition in the virtual event space, how do you make your event stand out? Here are key steps to ensure your event achieves its desired reach:

1.??Choose the Right Platform

The market is flooded with virtual event hosting platforms, making it challenging to choose the one that meets all your needs. Don’t be overwhelmed—take the time to research, take advantage of free demos, and evaluate the features that align with your event goals.

2.? Identify Your Audience Identifying your target audience is the first and most crucial step. The sooner you pinpoint the right audience, the better your campaign's outcome will be.

3.??Creative Design Creatives like EDMs, banner ads, and landing pages are your primary communication tools with your audience. Their content will often be the deciding factor in whether someone registers for your event. It might take a few tries to perfect your pitch, but the effort is worth it.

4.??Develop a Registration Page A dedicated registration page is essential for collecting valuable lead data. It provides potential attendees with a hassle-free registration process and a central hub for all event updates.

5.??Leverage Social Media With people spending more time online, social media is the ideal platform for event promotion. While everyone uses paid advertising, you can gain an edge by utilizing specialized features on each platform. For example, use LinkedIn for targeting professionals or Facebook for retargeting visitors who have previously engaged with your website.

6.??Follow-Up Don’t assume your job is done once someone registers. That’s only half the battle! Follow up with registrants through calls to confirm attendance, and send reminder emails or SMS with the joining link to streamline the process.

7.? Engage in Post-Event Activities Your work isn’t finished once the webinar ends. Stay connected with your audience by sending thank-you emails and “missed you” notes that include recording links. This ongoing engagement will help you maintain relationships with both attendees and those who missed the event.

8.??Utilize Analytics and Feedback After your event, analyze the data to assess what worked and what didn’t. Look at attendance rates, engagement levels, and feedback from participants. Use this information to refine your approach for future events.

9.??Create a Community Around Your Event Build a community that lasts beyond the event by creating dedicated social media groups or forums where attendees can continue the conversation. This helps in fostering long-term engagement and positions your brand as a leader in the space.

10.? Incorporate Interactive Elements Integrating interactive elements like live polls, Q&A sessions, and breakout rooms can make your virtual event more engaging and memorable. The more interactive your event is, the more likely it is that participants will stay engaged and find value in the experience.

11.? Offer On-Demand Access Providing on-demand access to your event recordings can extend the life of your content and reach a broader audience. This also caters to those who couldn’t attend live, ensuring they still receive value from your event.

When to Consider Outsourcing

Let’s face it—marketing virtual events is not as easy as it seems. If event planning and promotion aren’t your core strengths, consider outsourcing to a specialized organization. By leveraging their expertise and proven methods, your virtual event is much more likely to succeed. Channel Technologies is an?event management company?with 25+ years of expertise of organizing successful physical, virtual and hybrid events.

Ready to make your event a hit? We’re just a call away.