Top ten tips from our experts to make your virtual event a success with Malga

Ten top tips from our events experts to attract, engage and delight your delegates

 

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.

 

Building a pre-event buzz

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.

1. Know your overall goals

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.

Two people engaged in a virtual event via their mobile devices

2. Branding and Marketing Materials

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.

  • With Malga, you can choose from a library of themes which you can apply branding to, as well as customise

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?

  • Are they ready to participate in an online event, or are there technological barriers? How does that influence your decision regarding the format of your event?
  • This targeting applies to Sponsors, too - your aim is to attract quality and relevant sponsors that will add value to the overall experience

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!

  • From a delegate perspective, consider: "What's in it for me?" Then clearly set out what topics the sessions will cover, the speakers, their experience, and specialisms
  • Why should they choose your event over other, similar offerings? Malga allows you to go further with audience engagement through break-out sessions, quizzes, games, polls and more
  • You don't have to lose the personal touch just because your event and interactions are online! Introduce your Team who will host and coordinate your event to increase familiarity and ease

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 

  • Promote the simple yet powerful and flexible methods of getting virtually setup as part of your event
  • Easy access to event-branded promotional asset kit - allowing easy and impactful promotion through their networks
  • Engage and incentivise Sponsors (via more leads/sponsorship discounts) for those who generate more registrations/interactions
  • Clearly communicate the different ways sponsors can get their brand out their - by sponsoring your micro-sites, email blasts, interactive games, webinars, event segments, session tracks and through display ads

3. Marketing and Communications Strategy

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.

  • Ensure clear and consistent branding and promotion - from your main website through to all online communication and social channels
  • Your content planning should be established early in your strategy. Be sure to maximise your efforts by repurposing content assets (e.g. articles, images, videos, infographics) across your channels: microsite, blog, PR and social channels
  • Email remains a top-rated communication method for pre-event registrations, and it's also a very effective tool for direct delegate communication just prior to an event segment. Include links direct to event segments for your audience's convenience
  • Paid marketing channels offer laser-targeted and immediate exposure for you event. Channels include Google Ads, LinkedIn, Twitter, Facebook - and more are being continually developed!
  • Encourage and even incentivise registered users to share the event with their networks using official hashtags, links and branding.

4. Tap into the power of Influencers

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.

 

5. You can't improve what you can't measure

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.

Use the right equipment to produce a successful virtual event

The day of the Event

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!

 

6: Everyone can be part of the event

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.

 

7. Recognition through involvement

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.

 

8. Spread the word - as it happens!

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.

 

Maintaining Post-Event momentum

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!

 

9. Embrace feedback

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.

 

10. That’s a wrap!

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.

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If you have a media enquiry or general question, please contact us today!

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