How to amplify the ripple effect of live virtual marketing events

Once a lifeline for companies and individuals in a world upended by the COVID-19 pandemic, virtual events continue to help brands reach new audiences and improve engagement with existing audiences.

Here’s the trick: we recommend using a multi-media, multi-platform campaign strategy to make them work even harder for you.

What is a live virtual marketing event?

Live virtual marketing events are interactive online experiences that allow brands to engage with their target market in real time—and beyond. 

Examples of live virtual marketing events

Virtual marketing events aren’t limited to webinars and social media streams. Here are some ideas to adapt to your unique business circumstances and goals:

• Webinars: Educational sessions where a speaker or panel discusses a specific topic related to the brand’s industry, often including Q&A sessions.
• Virtual conferences: Multi-session events featuring keynote speakers, breakout sessions, and virtual networking opportunities. These events replicate in-person conferences but are hosted entirely online. An example could be a tech company hosting a virtual conference on the future of AI in a given industry.
• Product launches: Livestreamed events where companies introduce new products or services. These can include live demos, presentations, and Q&A segments.
• Live Q&A sessions: Interactive events where experts or company representatives answer questions from the audience in real time.
• Virtual trade shows: Online versions of traditional trade shows where companies can showcase their products or services in virtual booths, and attendees can interact with exhibitors via chat or video.
• Virtual workshops: Hands-on sessions where participants can learn and practice new skills in a virtual environment. For example, a marketing agency might host a workshop on creating effective social media ads.
• Live panel discussions: Events where multiple experts discuss a topic, often with input from the audience.
• Interactive live streams: Casual, real-time streams on platforms like Instagram Live, Facebook Live, or YouTube Live, where brands can connect with their audience in a more informal setting. For example, a software company could host a live tutorial on how to use their latest features.
• Virtual networking events: Online gatherings where attendees can connect with others in their industry, often featuring breakout rooms or virtual speed networking sessions.

The benefits of virtual marketing events

Virtual marketing events are a powerful tool for businesses looking to engage their audiences, generate leads, and build brand awareness in a cost-effective, sustainable, and influential way. Here’s why:

• Global reach: Virtual events can attract a global audience without the limitations of geography, allowing your brand to reach a wider and more diverse group of potential customers (if that’s your goal).
• Accessibility: People who might not have been able to attend an in-person event due to travel, time, or cost constraints can now participate, making your event more inclusive.
• Lower overhead: Hosting a virtual event typically incurs fewer costs than an in-person event, as you save on venue, travel, accommodation, catering, and printed materials.
• Scalability: Virtual events can easily scale to accommodate a larger audience without the need for additional physical space, reducing incremental costs as your audience grows.
• Faster setup: Virtual events can often be organized more efficiently than in-person events, allowing you to respond to market trends or launch campaigns with greater speed and flexibility.
• Real-time insights: Virtual platforms provide detailed analytics on attendee behavior, such as session participation, engagement levels, and content interaction. This data can help you understand your audience better and tailor future marketing efforts. FYI, we typically see 30%-50% attendance out of those who signed up. It’s normal for people to sign up knowing they can’t attend live—most of them will still view the recording, so make sure you send one out!
• Lead generation: You can track attendee interactions, such as webinar sign-ups, downloads, and survey responses, to generate qualified leads or build your email list.
• Sustainability: Eliminating the need for travel, physical materials, and large venues, significantly reduces an event’s environmental footprint.
• On-demand: Virtual events can be recorded and made available on-demand, allowing attendees to access content at their convenience, which increases the longevity and value of your event.
• Interactive features: Live polls, Q&A sessions, chat functions, and breakout rooms that can boost audience engagement and foster real-time interaction.
• Community building: Virtual events can bring together niche communities around specific topics or industries, fostering stronger connections and creating ongoing networking opportunities.
• Value-add: During the pandemic, one of our clients regularly hosted webinars, but they discontinued them once things returned to “normal.” However, when one of their customers mentioned that they missed the webinars, our client decided to start them up again. It’s clear that clients greatly value the information these webinars provide.

You may also be interested in: How to market your business on a budget

Let’s dig deeper into one of our favorite benefits…

Content creation opportunities from virtual events

One of the major benefits of live virtual marketing events is that one event leads to multiple touchpoints via blog, social posts, email, collaboration, networking, etc. Live virtual marketing events offer immense value by creating a rich content ecosystem that can be leveraged across multiple platforms and for various marketing purposes.

For example, one of our clients in the financial industry runs quarterly tax and market update webinars where they share helpful information about the current economy with attendees.

The pre- and post-event touchpoints include the following.

Social media

The webinars are advertised via our client’s social media channels. After the event, we’ll share topic nuggets, highlights, speaker quotes, and other insights.

Blog post

After the event, we write a detailed blog post summarizing key takeaways, insights from speakers, and highlights from Q&A sessions. The blog article reinforces the content for attendees and also reaches those who couldn’t attend. We share a link to the actual webinar recording in the blog for those who want to watch it on their own time.

Email marketing

Leading up to the event, we use email blasts to build anticipation, offer exclusive previews, and drive webinar registrations. Participants are then added to an email list for lead nurturing via other email campaigns so that our client stays top of mind.

One live virtual marketing event = a wealth of content

You can now see how you can milk a virtual marketing event for all its worth to provide opportunities for ongoing engagement across various channels. A single, well-executed initiative becomes a starting point for building relationships, enhancing brand visibility, and driving long-term value.

If you need help creating an engaging live virtual marketing event (and strategically repurposing and extending its lifecycle), we’d love to hear from you!