Without delegates, your event isn't up to much - and without the right type of delegates, the overall experience of your virtual event will not be as effective and impactful as it should be.
Our team shares their insights and best practices that will help you attract the audience that you need, regardless of your event type and size. We'll also help you to ensure you have their full attention: before, during and after the event.
Its time to formulate a plan to leverage the power of online marketing to whip up targeted awareness and interest. Your main objective before the event is to maximize registrations amongst your target audiences, so your key communication points must include the event’s date and time, the featured presenters, and what delegates can expect to get out from being part of it.
Ensure your event strategy and objectives are defined and measurable, and feed into your overall business strategy. For example, are you looking to build sales leads, progress your prospects further down the sales cycle, or educate distributors on your new products?
Measurability is key for post-event evaluation, confirming the event’s strengths and weaknesses and whether your goals were met.
There are lots of virtual events to choose from, so build resonance, distinction and memorability by defining the essence of yours: its name, branding (including format, style and personality) and key offerings.
Visitor personas: compile profiles of your target delegates, their gender, age-group, sector, role, motivations - what do they want to get out of attending your event?
Create a focused event microsite (as opposed to a section of your main site) which only contains key event information that sells the event. Malga has a microsite with inbuilt booking extension which can be fully branded and edited to your needs – talk to one of our Team today to find out more!
As well as containing clear event details, your registration/booking journey must be simple, mobile-friendly, and secure to ensure your acquisition rates are maximised - and that delegates feel comfortable providing you with their personal information.
Leverage the power of Marketing Automation or CRM platforms to centralise all registered delegates/sponsors and delivering efficient delegate segmentation, scoring, qualification and sales follow-ups.
Sell to sponsors
Based on who you are targeting and your marketing budget, map out the online marketing channels that you will use to raise awareness and traffic.
Relevant influencers can instantly propel your virtual event amongst their followers, which will boost awareness, interest and sign-ups. Your speakers are a great place to start with this type of traction - make sure they have access to your logo, key messaging hashtags, and other promotional materials for maximum impact.
Being online means that all sources of visitor traffic, on-site interactions, and conversions are tracked. This will enable you to quickly learn what methods are working - and which ones aren't. This will also help you to get closer to your delegate and sponsor needs. All pre-registrations, their source, and preferences should be centrally stored - ideally within your CRM platform for segmented management and marketing.
Use Google Analytics, Facebook Insights, Google Ads dashboards and other reporting tools to see which virtual event promotions are working well. You can then optimize future promotions based on these findings.
If you have your positioning and marketing right, you can expect healthy on-the-day delegate numbers. Now we need to deliver sustained delegate engagement - and here's our expert advice to help make this happen!
Encourage frequent interactions and make delegates feel a part of your event by making positive contributions. Utilising social tools such as one-to-one or group chat, polls, games and Q&As will make the experience positive, fun and memorable.
Attendee and sponsor achievement badges are effective methods of boosting engagement and participation in an event, incentivising and rewarding activity and tapping into people's positive response to recognition.
Expand the reach and impact of your live event to those not even attending through live updates and take-aways on social media, encouraging on the day or after the event sign-up.
After the live event is over, keep your audience captivated by keeping the conversation going! Ask for feedback, share event-related content, and generate interest for your next event.
Unlike a traditional event, the virtual event, and all segments, live beyond the event itself and can be updated and promoted for months afterwards. This is great for your sponsors and great for your brand exposure!
Survey your audience, both quantitatively and qualitatively. Ask for numeric ratings on key elements of the virtual event and ask them to share their comments. Ask what topics they’d like to see covered in future events.
Pulling together a highlight reel or curating key content is a great method of allowing attendees to reflect on their experience whilst showing others what they missed. Blog and social posts and presentations highlighting interesting takeaways from the event are also powerful and be sure to encourage user-generated content, reviews and feedback.
Your virtual event offers a fantastic opportunity to build evergreen and searchable content long after your event has passed – ensure your online presence is setup to support this ongoing discussion and brand exposure.