Virtual Marketing: In-person To Online Marketing Events

There’s nothing like looking someone in the eye, shaking their hand, and handing them a business card. It’s this human element that keeps businesses booming and networks growing. 

But, the “human element” does not solely exist in person. With the creation of email and social media channels, and advancements in video conferencing, the past few decades have proven that virtual connection can be just as strong, important, and effective as an in-person one.

Even if your company relied heavily on trade shows, summits, or conferences before, it’s time to face the facts that you have to operate virtually now. So, if you haven’t adapted to virtual meetings or are looking for inspiration to host (or attend) your now canceled in-person event, look no further. 

What are the benefits of hosting a virtual event / meeting? 

1. Cost effective. No need to rent space, hire a caterer, or order signage. 

2. Wider reach. Anyone in the world can tune into the event. 

3. Measurable data. Track all viewers and preferred content. 

4. Repurposed content. Once the event is finished, the host company can use the footage and viewer discussions to inspire the creation of future content or package the video content to promote the company.

What are the different types of virtual marketing events?

By this point, your team is probably familiar with one-on-one virtual meetings via video conferencing platforms like Google Hangout or Zoom. And webinars with pre-recorded videos or animated video content that educate audiences in great detail about a specific topic or product aren’t a new concept. 

Live streaming on social media is becoming more popular during this crisis. From groups creating communities in Facebook pages like “Quarantine Karaoke” to celebrities performing “live” concerts, live-streaming a speaker or event creates a community and opens a dialogue for Q+A with the audience.

Digital conferences can utilize pre-recorded videos of keynote speakers or presenters to maintain a certain level of professionalism and control in the presentation. 

Companies can also pre-record or livestream virtual panels of experts or forums with notable presenters and then distribute those conversations to the public or as a part of an event. 

How to add the “human element” to your virtual event:

1. Focus on the audience. 

   Put yourself in the audience’s shoes. What do they need from you? How could you make the experience better? 

   Make the event free so that there are less barriers to entry. If the event resonates with them, they will come back to engage with your content / use your services. 

2. Hire a host. 

   Just like an in-person event, the host establishes a connection with the viewer with personal anecdotes, jokes, or energy and guides the audience throughout the event. 

3. Offer useful and valuable content. 

   Book knowledgeable keynote speakers who create hype. Ask yourself, who would audiences get excited about? 

   Also focus on the content. Is it answering the audience’s questions or solving their problems? Ensuring that the audience can walk away and immediately implement what they learned is important. 

4. Create connections. 

   A huge component of events is networking. Offer outlets like Slack channels for people to discuss, network, and share their experiences / resources with one another. 

   One-on-one sessions and Q+A’s with speakers also give audiences the opportunity to feel immersed in the event. 

Brands doing virtual events right: 

It’s hard to spend an entire year planning an event and then, all of a sudden, switch gears so quickly. 

These are a few in-person events / brands that are making the most out of this situation:

• OCP Global Summit - By offering live chat and Q+A, they are making an emphasis to keep this event as interactive as possible. 

• Domopalooza 2020 - While still showcasing product announcements, keynote speakers, and educational elements, Domopalooza used this opportunity to take audiences “behind the scenes” to see how Domo is truly impacting workplaces. 

• Think 2020 - IBM is emphasizing skill building through interactive labs and conversations. 

• Adobe Summit - Adobe is opening their doors to offer free tickets to anyone who wants to be inspired by this magnificent event. 

• C3 Conference - C3 is also offering access to their content, keynote speeches, and event for free. 

• TED - To inspire hope, TED is offering free, live conversations under TED Connects: Community and Hope.

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When planning a virtual marketing event, it is important to treat the event like an in-person event by offering value and an authentic connection to the audience. As long as the audience is the primary focus, your company is bound to succeed.