15 Tips to Profit From Virtual Events
2. Realize that content is the No. 1 key to a profitable virtual event.
A number of elements are important to a successful event—marketing, sales, the virtual platform itself—but, like a physical show or a magazine, it all starts with content. If the content is compelling, the registrations will come. And what better way to catch a prospective advertiser's eye than with a first-rate show registration list?
"Content needs to be at the core," says Martha Schwartz, vice president of group sales, InformationWeek Business Technology Network, whose company produces 18 virtual events each year.
"If you don't have good content and you don't have recognized content creators, you're going to have an uphill struggle," cautions Jeff Miller, director of e-strategy sales and marketing for Rockford, Ill.-based WATT Publishing.
3. Even when marketing the show, it's still "all about content."
"I started experimenting with our e-marketing big time, where I would have multiple messages designed, all text-oriented, and I would send A/B testing on the same day to see what subject lines and what messages got better traction," says Miller. "… And what we found is that, as you would imagine, it's all about content. The more that we highlighted the keynote presentation and the balance of the presenters in [other] presentations, the higher the traction we got for attendees."
4. Engage attendees.
"Offer a compelling visual experience, combined with high-value content," says Denise Persson, chief marketing officer of ON24, a San Francisco-based provider of virtual event solutions. The virtual environment has so much more to offer than a run-of-the-mill webinar—one-to-one and group chats, video, audio, scheduled discussions, and an exhibit hall loaded with interactive ways to match attendees with vendors. Don't underutilize these capabilities. The more attendees can do, the longer they are likely to remain logged in to the show.