8 Tips for Your Hybrid or Virtual Event Marketing Strategy

The COVID-19 pandemic accelerated the adoption of hybrid and virtual events. This led to a quick shift in how to approach one’s virtual event marketing strategy. For most event organizers and businesses that rely on heavy foot traffic for exposure at conferences, the digital transformation was embraced more out of necessity than fervent interest. Event organizers knew they had to adapt quickly or businesses would crumble.

Now, as large-scale conferences and events have returned en masse, many won’t think twice about returning to an event hosted on Zoom or Teams. However, it cannot be denied that virtual and hybrid events have provided several inherent advantages, even in, dare we say, ‘normal’ times. In 2022, statistics show that virtual events still held a firm place in the industry.

Virtual and Hybrid Events Are Hardly Relics of the Past

For startup founders and small business owners, virtual conferences allow participation you may not have been able to afford with traditional in-person events. Without the need for travel and lodging costs, digital events open up valuable networking, learning, and partnership opportunities.

By incorporating digital elements into face-to-face events, organizers can expand reach, provide scheduling flexibility, interact with global audiences in multiple time zones, and effectively manage costs. Hybrid approaches fuse the power of in-person networking with the convenience of remote access. 

With COVID restrictions a thing of the past, event organizers may still find that the virtual or hybrid approach is worth considering. Marketing these types of events can be pivotal to drawing huge numbers of registrations and high levels of engagement. If you’re considering marketing a hybrid or virtual event in the near future, consider these eight keys to success as part of your advertising strategy.

1. Optimize Website and Registration Pages

Your event website and registration platform are often the first touchpoints for potential attendees, as well as keynote speakers or sponsors.

Ensure that your web pages convey professionalism while ‌optimizing for conversions. Include clear calls-to-action, engaging and benefit-driven copy, high-quality images, and seamless user experience. Ensure that your pages load quickly on both desktop and mobile devices and do not overlook the integration with your CRM system for event registrations.

Provide all the details participants need on speakers, agenda, schedules, directions (if hybrid) and sponsorship opportunities. Prominently display perks and offers like exclusive access or discounts to encourage sign-ups. Your website is the first point of call for many attendees. Given its significance, ensure your website functions flawlessly and delivers an intuitive user experience.

2. Use Social Media Wisely

Social media platforms like LinkedIn, Twitter, Instagram and Facebook allow you to distribute organic, promotional content, along with targeted sponsored posts and advertisements to your ideal audience and demographics. 

Use your social channels to share speaker announcements, post agenda sneak peeks, and run special discounted ticket promotions in the months leading up to the event. This will encourage sign-ups and movement to your website for conversions, as well as social sharing and engagement through relevant prompts and hashtags.

If used correctly, social media can be a convenient asset to your event marketing strategy.

3. Produce Engaging Visual Assets

Compelling visuals like video clips, sizzle reels, photo galleries, and speaker interview videos can capture interest and convey the unique experience of your hybrid or virtual event. 

Invest in professional, high-quality assets – they will pay dividends in your multi-channel promotions. Instead of using tried-and-tested stock images that don’t accurately convey your event style and scale, consider taking original photos and videos to create unique, compelling content that adds value to your website pages and social media.

To affordably create visuals even on a modest budget, consider investing in a used camera or videography equipment that does what you need it to do. Excellent, polished visuals are crucial for any marketing strategy.

4. Leverage Influencers and Earned Media

Influencer marketing taps into the social media platforms where your industry thought leaders are most active. Identify relevant influencers and content creators to feature on panels, give them exclusive access or behind-the-scenes views, and provide multi-channel promotion opportunities in exchange for their own organic promotions. Carefully select the influencers that can add value to your event and won’t charge extortionate commission fees. 

Similarly, build relationships with journalists and reporters at key industry publications. Pitch them on profiling your distinguished speakers or covering important panels before and during your event, and ask for roundups or summaries of the event after it’s concluded. The valuable pre-event exposure and hype could prove instrumental in attracting more attendees to your event. 

5. Implement Retargeting Ad Campaigns

Retargeting ads on platforms like Google and Facebook allow you to re-engage previous website visitors who left without registering or converting. This is a valuable and often overlooked component of digital marketing that can push more of your audience further down your sales funnel. 

Create customized advertisements that promote early pricing, marquee speakers, or exclusive discounts, while being mindful of their existing awareness and familiarity with your brand. 

Don’t rehash the same, top-of-the-funnel marketing content that drew them to your site or platform in the first place. Create unique, compelling and dynamic content that addresses their needs whatever stage they’re in. These engaging digital ads allow you to target your promotional messaging at those who are interested and aware of your brand but need a little more convincing to convert.

6. Implement Segmented Email Campaigns

Email marketing remains one of the most effective digital channels, and allows for more personalized outreach at scale. Send a series of targeted emails to your existing subscribers and attendees highlighting relevant event details, speakers, and special offers that align with each group’s interests.

Students, corporate teams, solo entrepreneurs, exhibitors, and others will suit specific – or a series of – target demographics. Emails should inspire engagement and drive conversions, provided that the content is aimed at the right groups.

7. Strategically Offer Discounts and Perks

Special offers and perks can further incentivize event sign-ups and sponsorship partnerships. 

Consider early bird pricing, flat group discounts for teams, exclusive bonuses like access to an invite-only VIP reception, or special giveaways for the first 30 registrants, as examples. Free tickets for students and nonprofits also help build positive brand exposure and expand your reach. 

You can also promote exclusive discounts and perks through sponsors and partners. For example, partnering with a ticket distributor where attendees can save money and enter into a prize draw, as an example, can be a good incentive. The key is aligning each perk with the appropriate target segment.

8. Promote Safety for Any In-Person Elements

If your event includes an in-person component, prominently promote up to date health and safety measures on your website and in promotions. Some attendees still require reassurance and peace of mind, and their concerns will be eased knowing that sufficient protocols are being taken, such as air filtration and sanitization. 

Hybrid events allow digital access options, providing flexibility for those still hesitant about participating in person. Promote this flexibility while highlighting your commitment to safety.

With the right digital marketing strategy, hybrid and virtual events can help you expand your reach and engagement beyond what’s possible with in-person-only events. Follow the above tips to spark some ideas for getting creative when targeting your audience across several marketing channels. 

If done right, your next hybrid or online event can be a resounding success that delivers an exceptional experience whether your attendees are participating online or in person. Over time, building a recognizable and trusted brand in the art of hybrid and virtual events is well on the horizon.

Need a better solution to manage your virtual and hybrid events? Attendease can help you with both your virtual and hybrid events. Book a demo with us today!