Technology today has allowed us to use new ways to connect with people. Virtual event and marketing campaigns can be seen encapsulated together for harnessing marketing success.
Webinars, conferences, and virtual events are becoming key methods for brands to stand out in a crowded global marketplace.
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Amidst pandemic, marketers have found virtual events as a blessing to excel in their marketing campaigns. They found astonishing ways to market their virtual events. When it comes down to event marketing, how can you figure out tangible ways for promoting virtual events?
About 56% of marketers agree that it takes between 2-4 weeks to plan a small virtual event.
In this article, we’ll let you know all about ways in which you can amplify promotional standards for your virtual event and marketing campaigns.
Promote Your Virtual Event in 11 ways
1. Be Clear About Who You’re Targeting and Why
Getting a clear idea about your target audience is essential to synthesize adequate marketing efforts and promote your virtual event and marketing campaigns. Identify the various target audiences you want to involve.
Create event personas to understand your audiences’ goals, demographics, past engagements, emotional drivers, preferences, and how they consume media and marketing.
The effective way to analyze your audience is to examine your data. Leverage the CRM system to gather data and analyze metrics. It will help you with different types of people attending your event and give you a better idea of how to reach them effectively and what optimal formats you can employ in your virtual event and marketing campaigns.
2. Create an Attention-grabbing Event Page
After identifying your target audience, you need to create your event landing page to post information about the event. It can also be your existing website page or standalone site focussing on just event information.
Make sure that your event page is appealing and contains all essential information about your virtual events. Also, it will be impactful if your voice is reflected on your event page. Here is some important information that should be included when you are planning your event landing page:
- Event Agenda
- Registration Details
- Keynote Speakers List
- Call to Action
- Frequently Asked Questions (FAQs)
3. Use Keywords to Boost Your Search Potential
As a marketer, you probably already use keywords to scale the SERP rank for your website and other published content. You can employ the same strategy to promote your virtual event and marketing campaigns.
Employ keywords strategy because probably your event topics might already draw interest among your target niche.
Use a keyword planning tool like Ubersuggest to discover and map the right keywords that match your event agenda’s topical relevance and consider their strategic integration into your page content or standalone events page.
4. Make the Most of Email Marketing
Ideally, Email marketing is an intrinsic part of any event marketing strategy.
Almost 59% of B2B marketers prefer email as their top channel for revenue generation.
Email marketing is still an effective strategy and is the elixir for all types of businesses.
Plan your email campaign focussing on sending out email newsletters to your curated email list to specifically inform and remind your audiences about your upcoming virtual events.
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5. Influence Registered Visitors To Share Their Participation With Others
People respond in a better way to recommendations given by their social connections. You can utilize the same social space to let the vibes of your virtual event reach further.
It is just like referral marketing but may or may not include incentives. You can ask your sponsors and partners to spread the word about your virtual event to maximize its reach.
Request your visitors, signed up for your event already, to spread the word about your virtual event for you. The perfect and legible time to do so is when a visitor signs up for your virtual event.
For example, you can send confirmation emails when visitors sign up for your event and set a call-to-action that allows them to share their event with their contacts.
6. Leverage Social Media Across Platforms
60% of virtual event organizers leverage social media platforms to drive significant registrations.
Social Media is the heart of internet marketing. It is gaining popularity now as a search engine for products and services. Social Media provides incredible space to help you reach out to millions of prospects worldwide.
Therefore social promotion across various available platforms is essential- Linkedin, Facebook, and Twitter. Use organic methods or leverage paid promotion as your social promotion strategy, and if you combine social promotion with remarketing, the better.
For remarketing, you can use Linkedin and Facebook as they use web technology to track visitors and let you invest specifically into targeted audience segments that have the potential to add value to your business or brand.
7. Make a Video or Vlog and Show it Off
Video ads are a great way to grab the attention of your target audience. People love watching original vlogs or video content. Create a trailer or short video highlighting your virtual event’s best details and share it on social media channels and video sharing platforms like YouTube.
A short video of over two minutes in length is your best bet for engagement. If possible, include video message clips of your speakers and make sure they share the video across their social accounts. Try to make the video with the element of fun and curiosity to boost your sign-up rate.
Also, you can embed your video on your event landing page as well.
8. Don’t Underestimate the Power of Text Campaigns, They Beat Email on Open Rates
Considering how mobile devices have tapped into our lives, it is evident that SMS marketing also surfaces as a primary way to multiply the effectiveness of virtual event and marketing campaigns.
Sms marketing is a form of mobile marketing that involves text messaging to inform and engage prospects. It is a strategy that allows businesses to reach a specific audience via text to cater them promotions specifically.
SMS marketing campaigns are great for increasing awareness about your virtual events besides boosting engagement, increasing customer loyalty, and building a subscriber database.
SMS marketing is budget-friendly and attention-grabbing due to its concise format.
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9. Segment Event Invitations for Different Audiences
Your audience and prospects may have diverse reasons or may have different challenges altogether for attending your virtual event. So, it is advisable to segment your event invitations into different core groups and demographics.
Match event attendees according to the generated content involving various speakers and presenters worldwide for each audience segment.
Produce strategic invitation lists following the rule of segmentation because that will help you analyze your specific speakers’ influence over different attendees of your virtual event.
Remember that when you are sending out invites to your audience, it should have a value proposition well embedded into it.
10. Track your Promotional Tactics
Dynamically, It is best practice to track and measure the results of your event promotion efforts to determine what worked and what did not work. It will help you analyze which tactic yielded favorable results and therefore help you benchmarking to strategize even better in the future.
After all, you spent a great deal of effort, time, as well as money on promoting your virtual event and marketing campaigns
You can use UTM links and codes across all of your promotional initiatives. It will help you measure where your sign-ups came from, track engagement, change in perception, and figure out where to channelize your efforts and energy next time you plan to do a virtual event and marketing campaigns.
11. Don’t forget to follow-up after the virtual event ends
According to Bizabbo, 80% of companies used “attendee engagement and satisfaction” as a KPI to measure the success of a virtual event.
Follow-up sequences are beneficial and should be embedded into your event content strategy for post-event analysis.
Use follow-up surveys, find out what your audience liked about your virtual event, keep a record of survey feedbacks, and strategize accordingly to promote your next virtual event.
As long as you stay on top of your audience’s minds for event promotion and employ follow-up tactics with them, you’ll be able to fetch a better overview of your efforts in promoting your virtual event and marketing campaigns.
Better done than said
Now, it is your turn to hold the baton and finish the relays. The next time you plan your virtual event and marketing campaigns, be sure to follow these promotional tactics to harness better results.
If you think I missed something, then you can add your views in the comments section. I highly recommend you to do so!