Strategic Marketing Tips for Creating Successful Virtual Events in 2021
From manufacturers to locally-owned hair studios, in the past year, establishments of all sizes in apparently every industry have incorporated virtual events and workshops to reach their target audience.
In a yearly study by HubSpot and Wyzol, 62 percent of brands said they leveraged webinars in 2020, compared to only 46 percent the previous year. What’s more striking: 91 percent of these brands say their webinars were a success, shutting its rank as one of the most effective video marketing strategies.
With the pandemic continuing to pose momentous challenges related to organizing in-person events in 2021, modern virtual events are allowing both B2B and B2C companies to confidently plan for the year onward.
Though, this unexpected surge in virtual event approval – coupled with the consequent rise of “Zoom fatigue” – means companies need to go beyond simply screen-sharing a slide presentation to entice and keep their target audiences engaged. Maximize the achievement of your virtual event in 2021 with these tips:
At the end of the day, audience interaction is what will outline the success of your virtual event – and distinguish the experience from every other regular zoom call. Your virtual event should request the audience to be an active attendee, not just a passive watcher.
Go back to your brand’s past experiences at in-person events to recognize opportunities to reconstruct your most appreciated audience interactions. For instance, brands that formerly hosted promotional training developments or workshops to reach potential buyers may contemplate using live polls to help guide their virtual production in real-time. This allows presenters to center on the exact content their audiences want – as well as keep them engaged through the presentation.
After your virtual event is over, make the most of your success by sealing the deal with solid follow-up communications. (The most frequently used tactic is email but SMS works better.)
Begin by segmenting your email list according to attendees and no-shows to modify your marketing messaging. If possible and suitable, send a URL to the session recording offered on-demand to both email lists. For those who didn’t join, include a short session description, as well as specifics on how they can reach out with any inquiries they may have.
For attendees, contemplate creating supplemental resources like downloadable guides or whitepapers to continue sharing great content associated with your virtual event, combined with strategic marketing messaging that encourages audiences to take the next step in engaging with your company.
With fewer chances to connect with audiences at in-person events, seminars, or trade shows, virtual events and webinars allow companies of all sizes to take an intentional and anticipated approach to shift their event marketing approach in 2021.