Are you using virtual events for lead generation for your brand? Virtual events may be less costly to produce and boast several advantages over in-person gatherings. But if your event isn’t engaging, easy-to-access, and well-attended, your return-on-investment will suffer.
From pre-event marketing to follow-ups after the event, you want to make sure you’re delivering value to your audience at every stage. The right technology is crucial for a seamless experience. But a truly successful event goes even further than just high-quality audio and video and a platform that’s easy to use. Make sure your virtual events possess these five characteristics to ensure success.
Captivating Pre-Event Digital Marketing
The success of your event depends on the foundation you build with your pre-event digital marketing strategy. You want to reach your target audience through multiple touchpoints, including:
- Social media outreach (paid and organic),
- Paid search with ads leading to landing pages that convert to registrations
- Blog posts and content on your website, backed by a solid Search Engine Optimization (SEO) strategy
- Email campaigns that drive registrations, starting at least one month before your event
Your marketing content should provide teasers of what’s to come, generating a fear-of-missing-out (FOMO) so people register early and make sure to attend. Pre-event reminders will ensure your attendance numbers more closely reflect registration. Remember to deliver value with your content, even at this early stage, to get people excited about your event.
When you’re lining up presenters for your event, think about creating what your industry may view as a “star-studded cast.” Company leaders, experts in your field, and even satisfied customers who have become brand evangelists can provide unique perspectives on your offerings.
Remember, your goal in your virtual events is to educate, inform, and entertain – not necessarily to come in for the “hard sell” immediately. Objective viewpoints and speakers who can help solve your audience’s pain points without pushing your products will create an event to remember that doesn’t feel like an infomercial.
Engaging Visual Content
Today’s webcast attendees expect more than talking heads at virtual events. Mix presenter speeches up with slideshows but also use videos for more captivating content. You want attendees’ eyes glued to the screen for the maximum retention of the information. Studies show that 65% of people are visual learners, so if you really want your content to sink in, deliver images and videos that will resonate with your audience.
You want to keep people engaged by asking for their feedback, thoughts, and questions. Plus, you can tailor content to your audience with features such as polling and audience Q&A. A webcast is different from a television show or infomercial. Virtual events should create a two-way dialogue between the audience and presenters to build relationships and, ultimately, create loyal customers.
Strong Follow-ups for Lead Generation
A great webcast will let you collect tons of information about your audience. What you do with that information, however, can spell success… or a diminished ROI. GlobalMeet Webcast offers analytics that let you create follow-ups for lead generation and conversions. The availability of on-demand content after your event helps you reach people who couldn’t attend, and gives attendees a second chance to view your content, helping your messaging sink in.
Successful virtual events begin with the right tools and technology. Let PGi GlobalMeet help you plan your next webcast for lead generation.