Online events have come a long way from being hardly conducted to being very important. They have also gained much popularity due to the saving of time and convenience that comes with them. They pertain to some important factors like the type of event, data management, strategies, ROI, online event platform, like Mixhubb, etc. These factors are crucial and should be taken care of as they increase the value of the event. While organizing an event of any (small/medium/large) scale it should be the objective of the organizer that the event benefits all.
Whatever type of event you have in mind, using the correct data management and marketing automation strategies may minimize potential problems while boosting event ROI. An event, whether it’s an online conference, trade exhibition, placement talks in colleges, webinar, or group chat, can be a great method to connect with your clients and potential clients.
Here are some tips to increase the value of one’s event:
1. Set your event marketing objectives
Whether one is organizing a small meeting for a few people or a massive webinar for a lot of people, one needs to start with a clear idea of what are the hopes and objectives to be achieved in the end. Some of the important objectives that should be met in an online event are:
- Produce quality leads: The most important that an online event can give is quality leads
- Increase brand recognition or thought leadership: Set some soft and short-term goals as well.
- Recognize important decision-makers: Executives who are otherwise hard to approach can be made good rapport with.
- Gather genuine feedback: One of the important goals is to gather genuine feedback from the people for future purposes and improvements.
2. Manage the registration procedure well
A proper, smooth and systematic registration process creates a very good first impression and can influence the people who register to look forward to the event. Some of the important factors are custom landing pages, tracking codes, and a system that allows closing the registration process automatically. Make sure to have a mechanism in place for tracking the source of each registration when creating landing pages for event registrations. This makes it possible to enforce registration deadlines and avoid conflicts with attendees. Consider providing a resource they are likely to be interested in, such as a recording of the session, to individuals who fail to register in time.
3. Be prepared with a method for making new contacts
There are chances in online events that one meets up with people who could be well suited for the organizer and vice versa. Developing a proper plan could provide a reliable and accurate source of lead data. Two important factors are to be kept in mind:
Be quick: Try to minimize the time by increasing efficiency. To do so, use marketing automation or a CRM system.
Assemble and analyze the information: Maintain accuracy and keep updated records. This will help to append incoming lead-capture data to existing prospect records in a CRM system.
4. Prepare to rank and order the attendees from each event
If one is prepared with a proper plan to generate leads in an online event then the event could be a big profit for the organizer as well as the attendees. Implementing a system that can assess leads based on professional factors like job title, firm name, industry, and expressed interests is crucial so it needs to be taken care of and following up is mandatory. Categorizing on this basis would help to develop relationships according to the domains. The final step is to choose whether to send a lead to sales immediately, add it to a nurturing campaign, or mark it as irrelevant.
5. Create a strategy for maintaining the contacts you make at events
Lead scoring also produces data for lead nurturing campaigns. Online leads should be nurtured with relevant information and strategic touches. It is important to identify and prioritize the needs of the contacts made to maintain a good bond. Online events often prove as massive failures if the relationship management with the contacts made is not done appropriately. Providing useful information in time, inviting them to future events, and helping them with their goals are some of the important aspects to be taken care of with the clients. Maintaining a healthy bond is of vital importance.
6. Analyze the results and gather feedback
Systematically conducting events is not enough if one fails to analyze the output and gather feedback, for it is the result and the people’s perspective which is of utmost importance and can be implemented in the future for improvements and improvisations.
The ratio of marketing qualified leads (MQLs) to total attendance is a crucial indicator to monitor if, for instance, the goal of an event is to create leads. There should be no room for error in this. But to use metrics successfully, a framework for analyzing them must be set up. It is insufficient to only detect MQLs.
Feedback is also an important aspect. Many webinar platforms automatically create attendee feedback forms after each event. For smaller events, getting participant feedback by email, phone, or even in person may be helpful, particularly if you find ways to enhance the event’s content and, ultimately, its return on investment.
To sum up, online events are valuable assets for business development, client generation, and maintaining relationships. Their value can be enhanced with the help of the six tips mentioned and if a new situation arrives then the decision is to be made then and there hence; decision-making is also a critical aspect to be taken care of with the help of preparations. The better the preparations and platform, the more firm would be the thought process of the individual making the decision. It is a case where one can do something out of the box only if one has beaten the box. Value addition is thus a learning process too.