Within a constant changing world of virtual events, we have to adapt to new ways of planning, organising, and promoting them. But what are the best ways to look into your event marketing? In this article we are looking into using social media and videos to promote your online happening, and letting the key speakers of your event create more engagement. On top of that, we are diving into the importance of showing a clear outline of your event and portraying it on event calendars to help create enthusiasm. Let’s dive in!
Marketing and promoting virtual events on social media in 2021
Virtual or online happenings can be organised with many objectives in mind. This can vary from creating brand awareness, networking, informational webinars, or helping to build a community online. Perks that come with organising a virtual event over a physical one are that the online world enables people from all over the world to attend, it solves travel-limitations, it is more cost-effective, and easier to organise. Let’s not forget that virtual events are also pandemic-proof.
In the ever-changing landscape of digitalisation, companies are seeing the perks of organising and promoting virtual events over physical ones. But what are people expecting from them? Once you understand what your audience is expecting, you can more clearly communicate how you will fulfill those expectations. Together with the communication of these expectations, there are some other creative strategies you can use in your event marketing.
Event marketing: the best ways to promote an online event
Are you planning to create an online happening? Are you looking into ways you can best promote this? Let’s dive into five creative strategies that will help you with your event marketing.
1. Use social media to create interest for your event
Every story, update, action, picture, or video you post on your social media accounts will have an impact on your event marketing. The more often your audience sees your content as valuable or interesting, the more they will be inclined to book a ticket to your virtual happening. Creating engagement amongst your audience is a great way of creating enthusiasm and interest for your event. Preferably, you want like-minded people to connect over your content so that your online community can grow through people getting excited, sharing, and further building on your brand image.
On top of that, by utilizing social media, you can optimize your rank for specific keywords in Google. By creating valuable and shareable content that creates lots of impressions and engagement amongst your audience on your social media platforms, you will create an impact on your search engine rankings. There are many ways to create more engagement; you can do so by creating valuable content that people want to share with others in their community. This can vary from creating informative content, asking questions in polls, organising a competition, using videos, and more.
2. Use videos to promote your event
It’s no secret that video content keeps the attention of viewers longer than pictures can. Not only do videos keep the attention of your community longer, it also creates an opportunity to tell your story through combined visuals, text, and context. Ideas for such videos can be to share content from previous editions of the event you’re organising, or by showcasing short interviews of the key speakers. Make sure to place these videos on Youtube and cross-share the content over all your other social platforms; this will help get your message across as well as broadening your online reach.
3. Promote the key speakers
You want your future attendees to create a connection to your virtual event. And what better way to do so then by letting them connect to the message of the key speakers that will speak at your event? You can ask the key speakers to promote or tease the future attendees with some content that will be spoken about or shown at the event. By using real people to talk about and create enthusiasm, people are more inclined to form a connection to your event. This connection will not only create enthusiasm but it will make them more inclined to purchase a ticket at the end of the day as well.
Do you want to read more about how you can create a branding guideline that you can share with your key speakers, read our previous article on the subject here.
4. Have a clear outline of what you will be doing
What will your virtual event look like? Will there be thousands of people, or just a small group that is more exclusive? Will people need to attend with video, or can they attend anonymously? Will it be recorded, or not? There are many ways in which you can organise your online event. By promoting details, you will take away certain doubts that people might have and you can manage the right expectations of your event.
5. Promote through event calendars
After promoting your event on your own social channels as well as through your key speaker’s channels, you might think of promoting in other ways as well. Other ways to promote could be to place your event on an event calendar website such as Event Brite, Loxi, or Eventgenius. These websites are visited by thousands of visitors that will search for these happenings they would like to attain. Really dive into the search intent of your future audience and use keywords that you think your audience will search for in your event description.