Consider the value you provide
The transition between physical and virtual events is not easy, as their roles for visitors differ, as do the needs for these two types of meetings. Physical events are seen as special occasions. They are marked on calendars, schedules are adjusted to accommodate them, and people travel to attend them. The main value here is personal communication.
Digital events, on the other hand, are not perceived as something unique, but they do mean reduced costs for both the organizer and the participants. They are also accessible to a much larger number of participants: the only requirement for attendance is a device with Internet access.
So instead of trying to “copy” what you did in physical reality, focus on creating a special experience that reflects your brand values. Think about the most important ingredients that cannot be overlooked and how to display them in the media space. Try to reinvent what makes an exhibition or conference in virtual space special.
Focus on providing assistance
Offline events have a powerful advertising element. And the audience itself is more invested in events than in the online environment. But on the internet, people are more accustomed to seeking help and free content, so excessive promotion can wear them out and cause them to leave your site. Therefore, in digital conferences, it is more important to think about how your company can help the audience than to focus on quick sales or promotion.
Ensure accessibility
The strength of online events is the ability to connect from anywhere in the world at any time. Even if you haven’t thought about reaching an English-speaking audience in Europe or the US before, now it’s easier than ever. However, for this to work, think about a time that is convenient for everyone, balancing your time zone and the time zones of your target audience.
Also, keep in mind that not all users will be able to connect in real time, but will be interested in accessing the content later: don’t forget to upload streaming video and other content after the event.
Organize pre- and post-events
An event is an experience. To make your virtual event feel “live,” plan special communication for both registered users and the general public before and after the event.
Before the event, focus on generating excitement, encouraging users to register, and overcoming potential technological barriers by explaining step by step what needs to be done and how.
At the end, offer additional content and ask visitors for feedback to improve future digital projects. In some cases, this will be an opportunity to introduce a special offer or discount to convert participants.
Measure results
A big advantage of a virtual event is the real-time display of engagement metrics. The number of participants, time spent, interaction levels — with a good platform and built-in analytics, you will have access to a large amount of data, allowing marketers to learn about the impact of the event on the audience and the ability to make adjustments to optimize it on the fly.