Virtual Event Webinar Marketing Programs Made Easy
A Virtual Event & Webinar Marketing Program takes a very difficult process, simplifies it, and fully automates it. As a result, you receive confirmation of your attendee sign-ups. All you have to do is show up and put on your presentation.
How does it work? Let’s start with 4 key components of a program:
- Target Audience – The list of people you want to participate. You need standard mailing fields, such as: first and last name, title and company name and address to support the various channels.
- Invitation Channels – The various marketing channels you will use to connect with and invite your target audience. Your channel decision will be driven by budget, available resources, data, and how serious you are about achieving exceptional results.
- Registration Microsite – The microsite that allows attendees to register, answer pre-event questions, and collect missing key data.
- Confirmation & Follow-ups Emails – These are automated confirmation emails that are triggered to the attendee with relevant event information. As well as a lead email to your team members to let them know who has signed up.
Now, let’s break down all of the marketing elements and workflow connections required to fully automated the workflow.
Target Segments – The various marketing channels to engage with your target audience, make them aware of the event and provide the ability to sign-up and attend. Keep in mind, each channel has a specific set-up routine and associated link to redirect them to the registration microsite.
Registration Microsite – The microsite that provides your target audience with critical event information and dynamics. Collects their data and provides the opportunity to sign-up.
Cloud Connect – The connecting point between the landing page sign-up form and the webinar platform used for the event. It helps to collect the unique registration data, and provides a confirmation of the sign-up and unique log-in data for the registered attendees.
Confirmation and Lead Alert Emails – Each registered attendee receives a confirmation email with event data, log-in link, phone number and ‘save to your calendar’ link. A lead email and report of all attendees are available for your team members.
Email Invite – The email invite can be simple or complex depending on your target audience and the event. The key is to make sure that you have all of the critical event information included in the invite email. Such as: event title; description: a brief, yet compelling overview of what the attendee will experience, learn and takeaway from participating; an overview of key learning points; company hosting the event; speaker or panel members; event date and time; how to register; and what you will receive for participating (recorded session, presentation, other).
The number of emails sent, and the duration and timing of the emails can vary. There are times you have only a week to schedule an event or over 30+ days. Both can be successful. The key is the value of the educational session and the elements outlined in the program. The better the target audience list, messaging, content, and presenters, the more attendees you will have.
One of the challenges for event marketing are conflicts that arise on your prospects calendar. For this reason, they won’t register. One strategy for gaining their sign-up information is to offer a copy of the presentation and recorded event session. This helps drive additional sign-ups, and should their schedule change, they can now make the event. It also drives additional attendance levels. Of course, there is always the risk that someone will sign-up and not attend.
Not to worry. If you have done a great job of creating a high-value event, attendees will show up and thank you for your effort.
Event Registration Page – There are all sorts of options for what you may want to include on your landing page. Our coaching tip is to focus on the high-value information only and answer the question they are all thinking…”What’s in it for me?“
Another opportunity area for your event registration page is to ask the target audience what key questions are on their mind as they sign-up. This enables you to get a feel for what’s most important to them from their perspective. You can prepare the speakers and presentation to include those most important areas of need.
Thank You Page – The landing page following the registration page. On this page you thank the registered attendee for signing up for the event. Remind them of the day and time and any other relevant attendee data.
This Virtual Event Marketing Program is essential for staying connected with your customers and prospects. They are spending more time online attending virtual meetings and events that they haven’t had time for in the past. Contact Badger to learn more on how setting up marketing automation can help manage and create a successful event.