Companies are increasingly using virtual events, not as a replacement for live events, but as one of the most engaging forms of digital marketing.
They may still attend and exhibit at industry events when they can, but they can also get an impressive ROI and reach people they never normally would, by hosting their own virtual event
But there are also a number of other ways that companies are specifically using virtual events to generate results, these include:
Online events are one of the best ways to generate a large number of leads. Interested prospects can opt-in for the event, providing you with their details when they do. You can also use the webinar to further qualify these prospects. For example, polls during the webinar are a great way to keep delegates engaged, but also collect valuable data on their pain points, products of interest and where they are on their buying journey.
Getting their details is just the first step, but when interested prospects tune into a webinar, you have a chance to communicate directly with them, it’s like booking 50 product demonstrations at once. You can really build trust by being seen to be an expert, and engage directly with polls and questions live from your audience too.
You can keep using the webinar long after the broadcast as well. You can offer it to watch on demand to create ongoing leads, as well as taking bite-sized grabs which can be used as video content on social media and on your website.
These are just a few of the ways which companies are now using virtual events to drive their business growth. For all this to work there are a few key things to keep in mind:
If you want to generate new leads you’ll need to promote the event beyond just your existing list.
To keep people engaged, make sure you go beyond just a sales pitch. Consider partnering with a customer, or other industry expert.
Creating a simple event online is not too hard these days, but ensure you get the technical basics right and have a backup plan to avoid disasters - if you’re not sure where to start get some help from someone who knows what they’re doing.