In this article, Sruthi Kumar, associate director, field & partner marketing, Sendoso, discusses how marketing, sales, and CX teams can stand out and drive engagement and attendance for virtual events. She also offers tips for building long-term engagement with an audience through virtual events from start to finish.
While webinars and live streams have long been important elements of a marketer’s toolkit, virtual events skyrocketed in 2020 as government-mandated lockdowns and social distancing canceled or postponed in-person conferences and tradeshows. The frequency of virtual events on one platform increased by 1,000% Opens a new window between March and May 2020.
Although ongoing vaccinations are bringing the prospect of safe in-person events ever closer, most companies will continue to hold virtual events throughout 2021: 93% of event marketersOpens a new window plan to invest in virtual events this year.
However, marketers in an increasingly crowded space may struggle to stand out. People are suffering from Zoom fatigueOpens a new window — the phenomenon of feeling tired and burnt out from communicating exclusively via screens. Individuals miss the energy of face-to-face interactions and in-person experiences. Integrating personalized, original, physical, and experiential touches can help your virtual events stand out while helping you build closer connections with prospects and customers.
Learn More: Will This Be the Year Event Marketers Step up With Truly Immersive Experiences?
4 Tips for Creating Engaging and Memorable Virtual Events
Hosting a great virtual event is about much more than just setting up a live stream. Everything from the initial invitation to post-event follow-ups can impact the attendee’s experience. Here are a few ways to ensure your event makes a strong impression at every touchpoint.
1. Level up your tech stack
When organizations were rushing to take events virtual in 2020, many implemented stopgap solutions like live streaming on YouTube. While that still might work for a webinar, it is not an optimal way to present a larger, more complex event. Now that virtual events are looking like a more permanent part of the marketing mix, it is worthwhile to level up your tech stack and invest in an event platform that can brand your event and give it a polished look and feel.
Many event platforms also include functionalities like thank you pages and dedicated forums for discussion after the event to promote engagement and give the experience a personal touch. For example, attaching an e-gift card to a reminder sent the morning of an event is a great way to make people feel appreciated while also encouraging attendance.
2. Keep it short and sweet
In-person conferences and trade shows are often multi-day engagements — but that does not mean that virtual events should be. In-person events include regular changes of scenery as attendees move from room to room for different talks, visit vendor booths in exhibition halls or break for meals and social events. When an attendee sits in front of a computer screen for the entire event, the risk of fatigue is higher.
Set yourself up for success by limiting event length to a day or less. Make sure you include breaks throughout so attendees have time to visit the bathroom, get a drink or snack or just get up and stretch. To mix up your programming, throw in fun events like a prize giveaway or raffle between sessions.
And finally, recognize that you will need to work harder to keep attendees’ attention online. Esure your event presenters provide useful, relevant, and interesting information targeted to your audience’s concerns.
3. Include a tangible item or experience
In an increasingly digital world, physical goods and experiences make a strong impression. Sending virtual event participants branded swag or clothing — a staple of in-person events — provides them with a tangible reminder of their experience, reinforcing the relationship with your brand.
Tangible gifts can enhance the actual event experience as well. In-person conferences often feature free food and happy hours. Why not replicate that experience virtually by sending attendees food items or cocktail kits they can enjoy during your event? Getting creative with ways to complement digital experiences physically is key to helping your virtual event stand out.
4. Follow up afterward
For marketers, events are often opportunities to open up conversations with new prospects and deepen relationships with existing customers. Incorporating direct sending into your follow-up strategy for virtual events can give interactions a personal touch and show that you care. A personalized gift or even a handwritten note can make all the difference in building a long-lasting relationship.
Learn More: 6 Post Virtual Event Engagement and Lead Nurturing Ideas You Should Know
Prepare for Hybrid Events
Even after safe gatherings become possible again, virtual events are not going away. While there are many upsides to engaging in person, many people will not want to give up the convenience of tuning into a live stream from home.
As the pandemic eases, we are likely to see a rise in hybrid events where digital and in-person events occur simultaneously. For example, some attendees might listen to a keynote in person, while others might attend remotely via live stream. Investing in making your virtual events more engaging and memorable now will have big payoffs long into the future.