No matter what kind of business you run, every company should know how to utilize virtual events as a marketing strategy. As the world emerges from the COVID-19 pandemic, we’ve all learned the importance and utility of virtual company events. We were forced to adopt them and generally saw them as an inconvenience, but we’ve since realized their incredible potential.
Why Bother with Virtual Events Post-Pandemic?
Going virtual changed the entire landscape of conferences in ways we couldn’t imagine before the pandemic. Although we’re still collectively used to in-person events, virtual ones have many advantages.
Virtual events are more accessible for attendees. Since these events aren’t limited by venue size or physical space restraints, organizers don’t need to worry about the guest count. On the same note, they allow organizers to cut costs on food and drinks.
They also offer a very flexible solution for attendees who might be out of town, sick, or otherwise unable to show up in person. Lastly, analytic data is easier to collect from virtual events than from live conferences.
Will Virtual Events Stick Around in the Future?
Virtual and hybrid events are expected to increase in frequency this year. According to recent data, 71% of event organizers said they will continue to host virtual events even after live events return.
It’s safe to assume that most companies will, at the very least, employ a hybrid model that combines both a live and a virtual approach. When it comes to marketing strategy in the coming years, going virtual will certainly be a part of the “new normal.”
The Importance of Effective Virtual Events Marketing
Zoom fatigue is a widespread result of the pandemic. After years of working from home, the last thing attendees want is to sit in front of a screen of chattering rectangles yet again.
However, you can break the mold by captivating your audience. Impeccable storytelling is imperative, as well as having the right technology to make your stories come to life. The right tech safeguards and pre-event checks can then ensure it all works. You’ll also want to consider the visual elements and how you can use video and photos to enhance the overall production of your event.
How to Use Virtual Company Events as a Marketing Tool for Your Business
We’ve come up with 5 marketing strategies you can use to leverage the power of virtual events marketing for your company.
1. Tailor Your Goals to a Particular Stage of Your Funnel
Having a specific target in mind for each event is the first step in planning. What exactly do you want to accomplish?
Is the purpose of the event to increase brand awareness? If so, the guest count might be higher since you’ll be inviting a broader circle of those who might be interested in what your company does. The event will serve as a casual “get to know us” event full of leads at the top of your funnel.
Perhaps the purpose is taking action. In this case, your event guest count will be much smaller and the setting will be more intimate, as you’ll invite only those who have made it far enough down your funnel that they might make a purchase. During the event, you’ll focus on your potential buyers’ pain points and how your company can alleviate them.
If the goal of the event is brand loyalty, your attendees will mostly be current clients, and the event will be centered around them. Instead of introducing your company, you’ll be looking for feedback from those who have made it out the other end of the funnel to retain them as customers.
2. Drive Audience Engagement
Thinking about what drives engagement is key to any part of your marketing strategy. What gets people talking about your brand? What makes them pull out their phone, take a photo or video, and post it with your hashtag?
This is where captivating your audience comes in. Zoom conferences simply won’t cut it. No matter where you are in your funnel, telling an interesting, relevant story is a must.
Having creative content that captures your brand’s identity is largely what drives engagement. This can be a live keynote speaker, a professional video, or even a performance. The possibilities are endless, even for virtual events.
3. Launch New Products or Services
There’s something intrinsically exciting about a launch. People love new things and are drawn to being a part of them. They want to be the first—the first to try a new product or, at the very least, to be there when that product launches. It’s why people camp outside of Apple stores days before the release of the latest iPhone.
Whether it’s the launch of a physical product like a book or an alcoholic beverage or a service like a new program or software, your attendees will be delighted at the thought of being one of the first people to witness this new thing entering the world.
Utilizing the buzz around your company’s launch is a highly effective marketing strategy. Let your audience know why you’re excited about the new product or service and why they should be as well.
4. Humanize Your Business
Live and virtual company events provide an incredible opportunity to show the face behind your business. It’s easy to get caught up in your brand’s identity, but it’s important to remember that potential customers love a behind-the-scenes look at any major operation.
For the same reason that people get excited about taking backstage tours at theaters or seeing the engine rooms of trains and ships, there’s an opportunity to pull the curtain back on your business and let your audience in on how the magic is created.
5. Recruit New Employees (and Retain Your Current Ones)
Looking for ideas to recruit new employees? Conferences, either live or virtual, are a powerful way to expand your network.
Some of the attendees might be ideal employees, but you just don’t know it yet. The virtual event provides you with a way to get to know these folks in a professional environment that’s outside of the interview room.
This doesn’t just apply to future employees, either. We’re currently living through what has been dubbed “The Great Resignation.” Retaining quality employees is more important than ever.
Keeping your current team engaged is the key to maintaining their excitement about working for you. Virtual company events can do that. Specifically, is a great way to let your employees know you value their time and feedback.
Make Virtual Events Part of Your Strategy With Reimagined Experiences
Regardless of what your business does, virtual events marketing shouldn’t be overlooked. Whether you’re introducing people to your products or services or you’re getting them talking about their experience after they’ve bought them, virtual events have the potential to move your business forward in ways that even live events can’t.
Ready to take action and start planning your next virtual event? Book a complimentary discovery call with us to get started.
