Virtual events are no longer just a forward-thinking concept for digital nomads. In a world where people can’t attend in-person events, companies are turning to digital to reach their target audience. The global pandemic has been the catalyst for the virtual event transformation. However, people have been showing interest in virtual events for a while. The pandemic accelerated the interest and need. That’s why it’s important to create an innovative virtual event promotion strategy.
Unlike in-person conferences and expos, digital events require very little initial investment and absolutely no physical real estate. They’re also more accessible for a wide range of audience members. They require no time off work or expensive travel. If you’re thinking of getting involved in the online experience revolution, you’re in the right place.
An innovative virtual event promotion strategy
Today, we’re going to cover some of the top tips that will help you attract new leads with an innovative virtual event promotion strategy.
Here are four steps that anyone can use for a better online event.
Step 1: Create a compelling page for your event
Your event page is the hub for all of the information that customers might want to learn about your event. It’s also where you convince your audience to sign up for tickets or register your interest. Your virtual event landing page needs to convert. This digital space needs to feature elements designed to attract and influence the right people.
Start by gathering the right graphics to showcase your event. Ideally, you should have unique photos of your speakers, demos, and other experiences that customers might be able to expect. If you’ve run similar events in the past, the images that you collected there will come in handy.
Next, make sure to include all of the essential information that your audience needs to know without overwhelming them. Get straight to the point with essential information like the date and time of the event. Highlight where it will take place (on your own website, for instance, or third-party platforms like YouTube or Zoom). Discuss what you’re going to cover. Try not to pack the page with too much data.
Instead of including detailed bios for every keynote and special guest speaker, just list their name, company, and speaking topic. You can have separate “bio” pages that your clients can click on if they want to learn more. Don’t forget to incorporate sponsor information for anyone who wants to get involved with your event from a financial perspective.
Step 2: Use keywords to improve search potential
Search engine optimization (SEO) is always going to be an important part of advertising your company online. Whether you’re generating buzz for an event or selling a new product, you want your customers to find you whenever they search for essential terms.
When looking for ways to optimize your event pages, think about the kind of things your customers might be looking for when they come across your virtual event. For instance, if you’re hosting an event on social media marketing, then you might want to make sure you’re ranking for terms like “social media event” and “social media marketing expo”.
You can also focus on location-based keywords, like “social media event New York,” even if people anywhere in the world can sign up. This boosts your chances of finding an audience that’s more local to you and makes it more likely for you to convert customers after the event is over.
Conducting thorough keyword research before you create your advertisements and landing pages will improve your ability to reach your audience by speaking their language. Don’t forget to use Google for inspiration. You can use Google autocomplete when you start adding your keywords into the search bar to expand your list or look at the “People also ask” section.
Once you have a full list of keywords, you’ll be able to use them to make your event pages more visible organically. You can also use your keywords to help you decide where to invest in keywords for any paid pay per click (PPC) campaigns on Google AdWords.
Step 3: Spread the word on social media
Social media is one of the most powerful tools for generating buzz these days. With the right presence on a social platform, you can attract a very specific subsection of customers. Tools like Facebook and LinkedIn even help you to target the most relevant customers by allowing you to adjust to whom you display your campaigns.
Before you jump into a social media campaign, make sure that you have a thorough understanding of the audience you’re trying to reach. A full user persona that includes details on demographics, location, age-range, and even “likes and dislikes” for your audience will help you show your event to the right people.
Once you have your user personas, think about which platforms are most likely to generate the most success for you. LinkedIn Events is an excellent place to promote professional events for a B2B community. You can even pay for ads to strengthen your presence on the platform. Facebook Events is free and easy to use. It also helps you track RSVPs, but it looks less professional overall.
You can also create cross-platform campaigns with branded hashtags that customers can share to spread the news of your event across Twitter, Instagram, as well as Facebook.
Step 4: Don’t forget other forms of advertising
Social media is a popular way to build interest in your events. However, it’s not the only option. To really get a boost for your brand, look at various kinds of digital marketing. For instance, you may have a list of email addresses for existing customers and potential leads. Send them an email campaign asking them to register their interest in the experience.
You could even make your email subscribers feel extra special by giving them “priority registration” perks. Or you could offer them discounts on their tickets if they sign up within a certain period of time.
Email marketing is a great way to get people talking about your upcoming event, too, particularly if you offer sneak peeks of what’s to come in your newsletters, or references to previous successful events.
You can keep your audience excited all the way up to the day of your event.
Consider relying on influencers, too, if you’re working with other professionals in your industry. Asking your partners and sponsors to get involved and spread the word gives you access to a much wider audience than you’d have on your own.
Some companies even look into affiliate marketing campaigns for the events. Ask people to spread the word through blogs, videos, and comments.
Remember to learn from your events
As the digital world continues to evolve, the demand for virtual and online events will only continue to grow. Pay attention to the results that you get from each advertising and lead-nurturing strategy you use. That way you’ll be better equipped to gather a bigger audience next time.
Don’t forget to collect plenty of visual and educational content during the event. This will come in handy when you’re showing customers what to expect if they sign up for your next online experience.
This guest blog article was written by Ashley Wilson is a content creator, writing about business and tech. She has been known to reference movies in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. You can follow on Ashley on Twitter.