In the past we have already discussed here the benefits of video marketing, and how host a livestream. Today we'll try to follow through by making sure your events live streams reach their audience and get the success they deserve.
Choosing the right platform, the right equipment and the right speakers is not enough. You need the audience to show up, and their numbers should reflect the effort you put into producing your event.
So in this article we'll list some tips to ensure you get the maximum return on investment.
Before starting your online event
1. Define the concept and its objectives
Whether big or small, online or offline, every event should have a clearly defined concept and objectives. The earlier you start planning, the better.
Before organizing a virtual event, answer the following questions:
- What type of experience do you hope to offer?
- Will the event be live, on-demand, or both?
- Where do you want the content to be viewed?
- Will access be paid or free?
- What are the key performance indicators and the data you plan to track?
2. Set the date and time
The date and time of your event, especially if it is live, should not be chosen at random.
Ask yourself the following questions:
- Does the proposed date not clash with another event likely to draw away part of your audience?
- Does the proposed date not fall on any holiday that could also deprive you of part of your audience?
- In which time zone is most of your audience located, and can you arrange to suit as many people as possible?
- If you have Personas, ask yourself if these personas are available on the chosen day and in the selected time slot.
3. Segment the invitations
Even if your event revolves around a single main topic, you must be aware of the diversity of your audience. Each target has a motivation to register (meet partners, prospect, train, etc.).
To segment your invitations, analyze the data collected via your acquisition strategy : contact details, demographics, gender, location, age, professional interests…
After sending your first campaigns, consider even more personalized outreach based on your audience's responses.
The post-segmentation strategy consists of grouping recipients by action: those who open the emails, those who don’t open themthose who click the links, those who share themetc.
Promote the event
4. Tease the virtual event
Why wait until your event to share valuable information? Just as a movie trailer encourages viewers to buy a cinema ticket, a short preview of the content offered during the event encourages people to register.
Spark participants' interest by offering short interviews with your speakers, clips from previous presentations, or the schedule of debates and roundtables.
5. Write a blog post and share it on social media
Write a blog post to announce your event and, of course, share it on social media to boost attendance.
Don't forget to use hashtags — or to create your own hashtag use one in the event's name, which can, depending on the case, allow participants to ask questions or post their reactions on social media during your event.
6. Use the available social tools
Social networks offer various features relevant to promoting your virtual event. Notably:
- The stories : to use for teasing the event, publishing the agenda, sharing behind-the-scenes of the preparations...
- The Instagram countdown : to include in your stories to build anticipation and pique your followers' curiosity.
- Facebook Events : by creating a Facebook event, you can interact directly with potential participants, rally a community around the event, and increase the reach of your communication.
- Live streaming : whether it's interviews before the event or sharing the event live, this format offers very high reach and an excellent engagement rate.
7. Send a newsletter
If you already have a mailing list, promote your event to your subscribers.
If registration is required for your event, you can send registrants a thank-you email when they sign up, then a reminder email one or two days before the event, and even a final email one hour before it starts.
8. Run a co-branded campaign
A co-branded campaign involves partnering with another brand or sponsor to create the event. This strategy helps you attract more qualified participants since each partner communicates with their own community.
It’s also an excellent strategy for optimizing your prospect list. Organizers can share the list of leads generated during the virtual event, giving everyone an incentive to promote the meeting.
Furthermore, a partner adds credibility to your event, which attracts experts and top speakers.
One week before the big day
9. Vary the programming and formats
Your event is virtual. It doesn’t follow the same rules as a trade show or fair. You don’t have to adhere to the standard sequence: opening speech – small-panel roundtables – closing address.
You can organize sessions as virtual dinners, live trainings or demonstrations, and live chats with well-known personalities.
The more original your concept and program, the more interested the audience will be.
10. Test your equipment and technology
Once you’ve chosen your platform and broadcasting equipment, run a test. Try all the features you’ll use during your event and record the video.
Analyze your audio, video quality, set design, and any other elements that will help optimize your event so it’s as polished as possible.
11. Conduct a full-scale rehearsal
Before the day of the presentation, schedule a rehearsal and treat it as if it were the live broadcast.
Make sure everything works properly, that slides are in order and display correctly on different screen sizes. Check that each speaker knows what they need to do so there are no surprises on the day. The event should run smoothly and without dead time.
On the day of the online event
Here we are, the big day has arrived. You prepared everything properly, yet you can still ruin it and your event can flop…
12. Start on time
Being late to a meeting is never a good thing, even virtually! Your entire team should be ready 10 to 15 minutes before the broadcast starts.
13. Stay calm
As with all live events, some things are beyond your control. Mishaps are inevitable, whether it’s your Wi-Fi, your laptop, or the software you’re using.
Be prepared to handle any issue calmly. And above all, don’t forget: The show must go on!
14. Create interaction and engagement
Most online event platforms offer interactive tools like a chat box where participants can ask questions and share their answers to any questions you pose.
Schedule specific moments that invite your audience to participate.
In general, interact with them while presenting your content.
15. Turn customers into ambassadors for the virtual event
You already know the importance of user-generated content for your marketing strategy. For promoting your virtual events, your loyal customers also have a role to play.
As ambassadors for your business, they provide reassurance to prospects. If they talk about you, it shows you are professional, reliable, and that your event will inevitably be of high quality!
16. Engage your employees
In addition to working with other brands and your clients, don't forget toinvolve your company's employeesThe more people who publish posts about an event, the stronger the word-of-mouth will be.
Beyond links to the registration page, provide them with images, videos, tracking URLs and event coverage to share. Prepare messages for them to post on their social networks to make communicating about the event as easy as possible.
Conclusion
Video events are an effective way to reach your target audience. This format, very popular with internet users, generates more engagement than a standard video. However, holding such an event requires strategic thinking, proper planning, and marketing efforts.
You're now a little closer to success!
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