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Event Marketing

Strategies for Virtual Live Event Marketing Success

Roberto Ortiz
Co-founder & CEO
min read
Event Marketing

Strategies for Virtual Live Event Marketing Success

Roberto Ortiz
Co-founder & CEO
min read

In today's digital age, event marketing has gone beyond in-person events and trade shows. Virtual events have become increasingly popular as they provide an excellent opportunity for marketers to reach their target audience without geographical limitations. However, with so many brands shifting to virtual events, it can take time to stand out and attract potential attendees. That's why having an effective marketing strategy is critical to the success of your virtual event.

Here are some strategies to help you achieve virtual live event marketing success:

1. Use social media to your advantage

Platforms like LinkedIn, Facebook, and Twitter play a critical component in any successful event marketing strategy. Here are some ways to use social media to your advantage:

  • Build excitement and anticipation: Use your social media channels to create buzz and excitement around your event. Share sneak peeks of what attendees can expect, tease keynote speakers or special guests, and share behind-the-scenes footage of your event preparations.
  • Create a hashtag: A unique and memorable hashtag encourages attendees to use it when sharing posts about your event on social media. Hashtags can help you track engagement and generate brand awareness on social media.
  • Partner with influencers: Look for influencers with a strong following who align with your brand values and event goals. Reach out to them and offer them free tickets to attend your event or ask them to promote your event on their social media channels.
  • Share relevant and engaging content: Use your social media channels to share relevant and engaging content that will resonate with your target audience. Sharing valuable content can establish your brand as a thought leader in your industry and build trust with your audience.
  • Engage with potential attendees: Use your social media channels to engage with potential attendees in real-time and answer any questions they may have about your event.

2. Leverage content marketing

Content marketing can create valuable and relevant content to build trust with your followers. Here are a few methods:

  • Create a blog: Create blog posts that provide insights into your industry, highlight keynote speakers, or give updates on your event.
  • Create videos: Videos are an effective way to build excitement and anticipation for your event. You can create videos that provide a behind-the-scenes look at your event preparations, interviews with keynote speakers or special guests, or a recap of your previous events.
  • Utilize email marketing: Send updates about your event, promote your keynote speakers or special guests, or offer exclusive discounts or promotions.
  • Leverage social media: Use social media to share blog posts, videos, and other types of content with your target audience. This can help to establish your brand as a thought leader in your industry.
  • Utilize sponsorships and partnerships: Collaborate with your partners to create co-branded content, such as blog posts, videos, or social media posts. Leverage the reach and influence of your partners to reach a wider audience and build credibility.

3. Optimize your landing page

Your landing page is a critical touchpoint for potential attendees. Make sure it's well-designed and optimized for conversions. Use a clear and compelling headline, eye-catching visuals, and persuasive copy to encourage visitors to sign up for your event.

  1. Keep it simple: Avoid cluttered designs and too much information. Make it easy for visitors to find what they're looking for.
  2. Be clear and concise. Use compelling headlines and subheadings to grab the attention of your visitors and keep them engaged.
  3. Include a call-to-action (CTA) that clearly communicates what you want visitors to do, such as "Register Now" or "Buy Tickets."
  4. Make your landing page mobile-friendly and optimized for mobile devices.
  5. Use engaging, high-quality images and videos to communicate the value of your event and make it more memorable for visitors.
  6. Include social proof, such as testimonials or reviews, on your landing page to show potential attendees that your event is worth attending.
  7. A/B test your landing page to see which performs better and adjust based on the results.

4. Follow up with attendees post-event

The post-event phase is just as important as the pre-event phase. Follow up with attendees after the event to thank them for attending. It helps to ensure that your attendees had a positive experience and provides an opportunity for you to gather feedback for the next event. Here are some ways to follow up with attendees after the event:

  • Send a post-event survey
  • Personalized follow-up emails
  • Share post-event content
  • Connect with attendees on social media
  • Offer exclusive discounts or promotions

5. Use automation

Automation allows you to be more efficient, effective, and productive. Automating repetitive or time-consuming tasks can free up your time to focus on other important aspects of your event marketing strategy.

  1. You can automate email marketing to send out personalized, timely, and relevant messages to your target audience at scale. 
  2. Using social media automation tools like Loomly or Hootsuite, you can schedule posts, monitor conversations, and engage with your audience more efficiently.
  3. Automating your registration process can simplify the process for attendees, reducing any friction to the registrants.
  4. Use marketing automation software such as Klaviyo or ActiveCampaign to capture leads, score them based on their behavior and actions, and nurture them with relevant content and messaging.
  5. By automating your post-event follow-up process, you can send personalized messages, surveys, and content to attendees, helping to keep them engaged with your brand and nurture them toward future events.

6. Integrate with other marketing channels

Integrating your event marketing with other marketing channels can help you reach a wider audience and generate more qualified leads. Here are some ways to integrate your event marketing efforts with other marketing channels:

  1. Social media: Integrating with social media can drive more traffic to your event website, increase engagement, and build relationships with potential attendees. You can also use social media to live stream your event, share real-time updates, and drive post-event engagement.
  2. Email marketing: Create targeted and personalized campaigns that resonate with your target audience and drive post-event engagement to generate leads for future events.
  3. Content marketing effectively engages your target audience and builds thought leadership in your industry. You can create educational and informative content that complements your event and adds value for your target audience.
  4. Search engine optimization (SEO) is a key channel for driving organic traffic to your event website and increasing your visibility in search results. By improving your SEO rankings, you will attract more qualified leads.
  5. By integrating your paid advertising with your event marketing strategy, you can create targeted campaigns that reach your ideal audience and drive conversions. You can also use paid advertising to promote your event to a broader audience and generate buzz.

7. Measure your metrics

Measuring event marketing metrics is essential to evaluating the success of your marketing campaign. By tracking and analyzing key metrics, you can understand what works well and what can be improved for future events. Here are a few key metrics to track:

  1. Attendance
  2. Leads
  3. Engagement
  4. ROI: Return on investment
  5. Conversion rate
  6. Brand awareness
  7. Post-event feedback

In conclusion, virtual live event marketing is a powerful way to reach your target market and generate qualified leads. Using these strategies, you can create an effective event marketing plan that drives revenue and grows your brand. Whether you're planning a webinar, live stream, or on-demand event, these tips can help you achieve marketing success and stand out in a crowded digital landscape.

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