We are on the verge of returning to normal as governments gradually lift pandemic-induced restrictions and companies start to reopen. For marketers looking to establish lasting relationships with clients, this has significant consequences in terms of planning events. We might all agree that event marketing for the future might be very unique, considering the unparalleled nature of the pandemic and the profound changes it induces. Marketers need to think and act differently by looking at what the customer will prefer in the future and plan accordingly.
The new-age audiences have already started rooting for more virtual activities. The popularity of worldwide activities such as One World: Together At Home showed that it was possible to do this and it is expected to change the way events used to happen earlier.
The growing importance of the virtual event
With the increase in work from home and remote work, people spend more time in the world of the internet than ever before. As a result, virtual events seem like the new standard for the foreseeable future, as travel and particularly overseas travel seem unlikely in the near future.
Virtual events will prove to be strategic and serve as evergreen investments, whereas planning physical events right now could lead to losses and risk. Virtual events have proven to be a way for different businesses, including those who have never participated in events before, to attract, interact, inform, and understand audiences.
As a result, Interactive and online events are becoming more popular. They allow companies to reach a global audience with hundreds of individuals in different locations at any point in time. Not only major brands who are hosting events and conferences now, but there are a whole new market and a wider audience for virtual events, something that will potentially remain with us for a very long time.
Once you’ve decided to go for a virtual event, you need to raise awareness about your event, just as you would have done for any physical event. A virtual event planning takes the same effort as real-life events in terms of planning, promotion, and coordination. However, for virtual event marketing, unique event advertising tactics are needed. This ensures that your online event will not get lost in the digital space. Learn how virtual events can be marketed so that maximum participants can sign up, tune in, and participate.
The 10 most unique strategies for Virtual Event Marketing
1. Build an event page with attention-grabbing headline and content
Your landing page for the event is the place to learn about your event. By featuring eye-catching visuals, professional photographs, engaging clips of keynote speakers, you can entice individuals to the event. Embed all related videos, images, and other media on your page so that the audience stays at your page as they don’t have to search it anywhere. Finally, provide all the necessary details so that your event page should become a one-stop destination with information and activities for participants like the time and date of the event, agenda, introduction about the speakers, and signup links.
2. Research and use keywords to improve traffic
You probably already use keywords to improve the ranking of your website and bring relevant traffic. Use high-quality keyword tools such as Google Keywords Planner to figure out what words people most commonly search. Ensure to include them in the material that you use to advertise your virtual event.
You can discover related terms by using different tools associated with Google search. For example, you want to do event marketing for an ‘investor conference’. First, look for such terms and related expressions, such as ‘online investor conference’ or ‘virtual investor conference.’ By looking at auto completes and searches related to your term will give a fair amount of idea of which keywords need to be used.
3. Email marketing
People often ignore the effectiveness of email marketing with the increasing use of social media marketing. However, for any kind of event marketing, an email campaign is still an important strategy. To exchange news about upcoming events, you can send out email newsletters to your existing database. Don’t overload their inboxes with daily promotions. But send out new event notifications, exciting updates, and post-event wrap-ups through emails. Design your email newsletters with vibrant photos that reinforce interest, and also offer exclusive discount codes.
4. Give people a taste of what’s coming
Why wait to share useful details before your event? The way the trailer of a movie helps to generate excitement, a quick preview of your event will excite people and help you to receive more registrations. You can post short clippings of your speakers’ interviews and highlights of what to expect during the event to improve participation. However, it is important to post clippings at regular intervals, so that people keep coming back to your website till the date of the event.
5. Use your social media channels effectively
Social media marketing is at the forefront of all marketing platforms in order to attract and communicate with future audiences. There are multiple ways, to promote your virtual event via social media. But try to figure out how your audience interacts with social media, what kind of content they connect with, before using relevant social media., This study will help you get innovative with your marketing campaigns.
To use social media to promote your virtual event, follow some of the techniques below:
- Use your all social media channels to promote your event.
- Publish easily shareable assets such as video teasers or eye-catching visuals to boost social media interactions
- Introduce the event’s host in a creative way to boost engagement
- Promote deals and deadlines for early birds, driving urgency to raise registrations.
- Establish and promote one cohesive hashtag across all social media
- Post your event on related social media groups to drive visibility.
- Post countdowns to build enthusiasm among the audience
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6. Ask your sponsors and partners to promote the event
When your sponsors and partners support your virtual event, it helps your event marketing initiative, benefiting all stakeholders. It is always advisable to ask your sponsor to promote your virtual event among their follower base. Provide an affiliate link, as well as links to social media and any other material that you post to your sponsors. Help them to post any related content, such as graphics, announcements, and the hashtag of your social media.
7. Request your speakers to promote the event
Once you book a renowned keynote speaker, you need to ask them to do a bit of event marketing on your behalf. In most cases, the speakers will cross-promote themselves among their follower base. However, some will require a gentle nudge from your end to do it on regular basis leading to the event. You should provide them all details that they need to advertise your virtual event. You can also guide them about how to use different social media handles to promote your event.
8. Use content marketing to promote your events
In this new age, content marketing is very critical for driving traffic to your landing page. Start with keyword analysis and identify all of the topics that have a strong monthly search volume relevant to your event. You should create content around those topics. You can leave a lasting impression on your audience with relevant content. Your landing page can be connected to your blog, making it easy for readers to locate your event. This will increase awareness about the event among your audience.
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9. Use SMS marketing to promote your event
A very powerful tool for effective event marketing is SMS marketing. SMS marketing can become very productive as people read their text messages almost instantly after they are sent. You can use SMS marketing to circulate promotional deals, big announcements, and critical event information. So don’t forget to get creative with your SMS marketing strategies while promoting your virtual event.
10. Create a vlog and showcase it.
Most of us like to watch original material on video. Build and post a short video showing the event on social media and video sites such as YouTube and Instagram. Research indicates that the ideal duration of the video should be two minutes for maximum engagement. Include the speakers’ clips and ensure they also post the video on their pages. Make it enjoyable and entertaining and provide a special discount code to maximize your sign-up rate. You should also use your social media hashtag in the video for quick promotions.
Virtual event marketing is no easy feat. It can be hard to get people excited about your event, no matter how expansive your network is or how experienced your organization is. Fortunately, a number of resources are now available at your disposal. In order to communicate with others, social media sites like Facebook and LinkedIn give you event-specific pages. Effective content development tools such as Snapchat and Instagram are other outlets that can help drive meaningful interaction. You can use one tool or all of them for event marketing, based on your target audience and type of event.
Do you like to share some innovative ideas for virtual event marketing? Tell us in the comments below.
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