Event Marketing Strategies Online

How to Maximize the Value of Webinars & Other Virtual Events

Event marketing strategies often make up a good portion of a company's marketing and advertising budget. This includes hosting or attending trade shows, conferences and customer seminars. Although these are often a necessary component of your marketing strategy, the truth is that it is very expensive and time-intensive to support a booth at a trade show, host customers, and put on customized in-person events.

Often the same marketing benefits can be realized from participating in web seminars (webinars) and virtual conferences, provided you have an up-front plan in place: treat it as you would a "real" seminar or conference (there's a lot of planning and budget that has to go into those) and that will allow you to reap the full rewards from the online versions also.

Benefits of doing online events

There are a number of things about virtual events that make them attractive:

  • Cost - they usually cost less to host, 
  • Easier to get signups - they make more effective use of attendee's time (thus you may get more of them), 
  • Evergreen content - you can provide a link on your website to a replay of the event for as long as you want to afterward for ongoing marketing and education.

Nine Top Event Marketing Strategies

Here are our nine top event marketing strategies for getting the most out of these virtual events:

1. Have a Good Event Marketing Plan

Don't just wing your event planning. Develop your event marketing strategies plan, with clear objectives and strategies to achieve them, well in advance of the event.

2. Collaborate with Partners

Pull in partners and/or sponsors (if relevant) --- not only can they help with any budget and planning, but they can also pull in attendees as well.

3. Carefully Select the Right Technology for your Event

Select a webinar service provider who can meet your goals for the event.

4. Avoid Holidays or other Conflicts

Schedule your event carefully: obviously avoid dates close to holidays (and if you have an international attendee base, think about major holidays in other countries also), avoid dates close to other major industry events, and avoid times when your attendees will be in the middle of their annual budget or planning cycles. If you have a worldwide audience, you may need to schedule repeat sessions at appropriate times to maximize attendance around the globe.

5. Develop Strategies to Drive Signups

Have a plan to drive traffic to the event (eg, include it in an email newsletter, feature it prominently on your website, mention it in forums or your blog, etc). Start 60 days prior to the event itself if you can. Even if you're just hosting a private web meeting for a single client... you still need to do some up-front "marketing" to pull in the right attendees from the customer. The last thing you want is to invite the CEO and CIO (if they are the budget decisionmakers for your solution), and then on the day of the event find out they delegated to couple of lower-level managers in their organization.

6. Keep Attendees' Attention

Be efficient with your attendees' time: it's not like when they've traveling to a conference or seminar and they're a captive audience. They have the pull of multi-tasking with their email or phone or other work distractions... it's your job to make sure the event is focused and interesting to keep their attention the whole time.

7. Develop strategies to drive interaction

Figure out event marketing strategies to get live interaction at the webinar. This can be a challenge sometimes with an online event where people can't see each other and no one wants to be the first to speak up or ask a question... perhaps you have some colleagues who could "pose" as attendees and ask the first questions to get things moving. Or begin with some questions you have gotten separately from customers to start it off.

8. Gather Data

Make sure you're getting the marketing data you need to identify, qualify, and follow up on leads.

9. Conduct an ROI analysis

When doing an online event, always make sure you have defined success metrics ahead of time, then do an ROI analysis for each event to identify which are the best for your business.

For additional tips to make the most of web marketing efforts for software or services, check out these ideas for web software marketing

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