Virtual events have become increasingly popular in recent years, allowing businesses to connect with a global audience from the comfort of their own homes. However, with its popularity and unparalleled convenience comes a lot of competition. How do you compete with larger and more influential brands that have decided to take advantage of virtual events as well?
All hope is not lost. Fortunately, there are several strategies that you can use to make sure your virtual event stands out from the competition and is successful. It starts with implementing an effective marketing strategy that will ensure maximum engagement and attendance. Here are some marketing strategies that you should try!
1. Use Social Media to its Full Capacity
Social media platforms are invaluable tools for marketing virtual events. They help you get the word out about your event without having to invest in costly traditional advertising methods. You can leverage Facebook and LinkedIn's re-marketing ads to reach your target audience. These platforms allow you to retarget individuals who have previously engaged with your content or shown interest in similar events. By using tailored messaging and compelling visuals, you can entice potential attendees to register.
Additionally, make sure to create a unique hashtag on Twitter to build buzz around your event. Encourage participants, speakers, and sponsors to use the hashtag in their posts, helping increase your event's visibility and reach. By getting more people to use your hashtag, you can attract a larger audience and create more engagement for your event.
To generate excitement and keep attendees updated, launch a Facebook event or create an Eventbrite. This dedicated event page serves as a central hub for event information, updates, and discussions, helping you maintain constant engagement with your audience.
2. Take Advantage of Email Marketing
Email marketing remains a powerful tool for promoting virtual events. Although some people might think it's a bit outdated in the age of social media, email is still an effective way to reach potential attendees. Make sure to create a list of people who have previously expressed interest in your brand or attended previous events. Then, segment your list to tailor your messaging and ensure relevant information reaches the right people.
You should use compelling subject lines, concise copy, and enticing visuals to capture recipients' attention and drive click-through rates. Creating a sense of urgency in your messages also helps convince potential attendees to register. And aside from consistently providing your audience with the same messages before the event, send regular event updates, sneak peeks of guest speakers, and exclusive offers to create a sense of exclusivity and urgency.
To make your job easier, you can also use an automatization platform that can handle repetitive tasks for you. This way, you can focus more on creating creative and engaging content to stand out from the competition.
3. Work with Influencers & Business Partners
Collaborating with influencers and business partners can significantly expand your virtual event's reach. This strategy can also help make your brand more visible, trustworthy, and attractive to potential attendees.
Identify individuals in your industry who have a strong online presence and a relevant audience. Then, reach out to them to explore partnership opportunities such as sponsored content, guest speaking slots, or co-marketing initiatives. Their endorsement and support can generate buzz, boost registrations, and lend credibility to your event.
4. Create an Event Landing Page on Your Website
Design a dedicated landing page on your website to showcase your virtual event. Include essential details such as the event date, time, agenda, and speakers.
To make your landing page more eye-catching, use compelling visuals, engaging copy, and clear call-to-action buttons. Ensure the page is mobile-friendly and optimized for fast loading to provide a seamless user experience and encourage registrations.
5. Utilize Best SEO Practices
Optimizing your event landing page and related content for search engines is crucial for attracting organic traffic. Conduct keyword research to identify relevant terms and incorporate them strategically throughout your website copy, meta tags, and headers.
Including captivating event descriptions, speaker bios, and topic highlights can also entice search engine users and increase click-through rates. Additionally, consider creating content to answer the most commonly asked questions about your event and include helpful links. You can also explore other SEO marketing tactics such as internal linking and schema markup.
6. Shoot Promotional Trailers
Videos are highly engaging and can effectively capture the attention of your target audience. Create short promotional trailers featuring highlights of your event, testimonials from previous attendees, or sneak peeks of exclusive content. Share these videos on your website, social media platforms, and email newsletters to build anticipation and drive registrations.
7. Join Relevant Online Communities
Engage with online communities that are relevant to your industry and target audience to create more buzz around your event. You can do this by participating in forums, joining Facebook groups, and taking part in LinkedIn communities.
Make sure to share insights, answer questions, and establish your brand as a thought leader while in these groups. You can also respectfully promote your virtual event when appropriate, providing value and addressing pain points to increase interest and credibility.
8. Offer Exclusive Discounts and Exciting Giveaways
Everyone loves a good deal or the chance to win exciting prizes. Offer exclusive discounts or early-bird registration perks to incentivize potential attendees.
You can also create a sense of urgency by using limited-time offers or limited-quantity perks. Additionally, organize giveaways or contests on social media to generate buzz and encourage participants to share your event with their networks.
9. Strategize a Post-Event Promotion
Don't let the momentum die down after your virtual event concludes. Strategize a post-event promotion plan to extend the event's lifespan and continue engaging with attendees. Here are some effective strategies to consider:
- Provide polls and surveys to attendees to gather feedback and insights. This not only helps you improve future events but also shows attendees that their opinions are valued.
- Create and share recap and highlight content, such as videos, blog posts, or infographics. This enables those who missed the event to catch up on key takeaways and encourages attendees to share their experiences with their networks.
- Send out nurture and follow-up emails to thank attendees for their participation, share additional resources, and offer exclusive discounts or early access to upcoming events. Building and nurturing relationships with attendees can lead to increased loyalty and future event registrations.
In conclusion, marketing virtual events requires a multi-faceted approach that leverages various digital marketing strategies. By using social media, email marketing, influencers, optimized landing pages, and post-event promotions, you can effectively drive engagement and attendance for your virtual events.
Remember to continuously evaluate and adapt your marketing tactics to stay ahead in this dynamic landscape. With careful planning and execution, your virtual events will capture the attention and interest of your target audience, ultimately leading to a successful and memorable experience.