When organizations everywhere pivoted to a virtual mindset due to the pandemic, event marketing was one of the first strategies forced to reinvent itself. While webinars were not a new concept by any means, they quickly oversaturated the market, with virtual conferences and online events popping up left and right. Zoom or Google Meet’s wide accessibility and ease-of-use to digitally host, register attendees, and send out event details lowered the barrier to entry for online event production practically nonexistent, and the costs, significantly lower than in-person events.
However, with a vaccine on the horizon, and normalcy potentially in our reach, we can assume that virtual events will gradually shift back to in-person gatherings. Or, more likely, given the added benefits of online – low production cost with no travel required – we may start to see more hybrid events (virtual and in-person).
One thing is clear: virtual events are here to stay. So here are some key tactics to keep in mind to help deliver a stand-out experience.
Content
Content, agenda – whatever you want to call it – making sure the themes, topics, and panel descriptions are exciting, catchy, and designed to provide value will be the first step in making sure your event will capture attention. Is your audience curious about fast-moving trends and craving expertise on a particular subject? Whether you’re a B2B enterprise company aiming at developers or a B2C tech product seeking ways to generate excitement among consumers or retailers, you want to attract attendees. Punchy titles are the first thing potential registrants will see so make it count!
Speakers
Once you’ve identified the crux of your virtual event, the next step is to secure relevant, can’t-miss speakers to support the topics. You know what the panel should cover, but who is the best person to deliver that message? As with every stage of creating your event, your end-user should be top of mind. If you’re looking to appeal to the decision-makers at companies, make sure the levels or titles of your speakers align with that of the viewer.
Format
Going virtual offers up the flexibility to adopt a variety of formats: from a series of 5-minute live discussions with two people, 15-minute fireside chat or half presentation/half learning certification to a one-hour event with 5 speakers, or a full day/week/month of back-to-back engagements. The best events are not just a full day of sessions but produced into shorter bits with a combination of live and on-demand sessions. Choosing the best format should go hand-in-hand with your content and speakers, taking into account your audience and what else (other events or news cycle) may be happening across the industry.
Events can be a great opportunity for lead generation, brand awareness, and thought leadership, and should be considered as a strategic tactic for all brands and industries. Don’t be afraid to get creative across every stage and try something outside-the-box for the virtual environment. With everyone online, there is still the opportunity to deliver something engaging and exciting for audiences everywhere.
- Sammy Williams, Account Supervisor