VIRTUAL EVENTS FOR B2B
Although there will always be a place for in-person interaction, there are times when your event’s should considers for going virtual or hybrid.
But how do you make a multi-day conference that is full of opportunities for networking, educational sessions, and the insights generated by attendees into a virtual one? How do you make sure attendees are attentive throughout the event once you’ve done that?
The same care and consideration must be given to hosting a virtual event as an physical one. You must engage attendees, create unique experiences for them, and demonstrate the success of the event with both activities. The venue and the present attendees are the only things that are absent. However, you can design a memorable event that goes far beyond a computer screen if you conceive of virtual events as value-added, engagement-driven experiences rather than brief one-off lectures.
In this post, we’ll cover:
- What is a Virtual Event?
- 6 Main Types of Virtual Events
- Why Hold an Online Event?
- Virtual or In-Person, The Fundamentals Matter
- However, Live Events and Online Events Are Not Exactly the Same.
- Elements of a virtual event
- Platforms for Hosting Virtual Events and Event Technology
- The Fundamentals of Organising a Virtual Event
- Attendee Preparation for Virtual Events
- Participant Engagement at Online Events
- Connecting and Networking at Virtual Events
- Information about virtual events
- Proof of a Successful Virtual Event
- How to Quickly Convert Your Live Event to a Virtual Event
- Idea for Virtual Events
- The Use of Virtual Events in Your Meeting and Event Schedule.
What is a Virtual Event?
There’s a good chance you’ve participated in an online webinar, viewed a fitness video on demand, or joined a conference using video conferencing software. You might have even sat at your desk and listened to a conference. All of these are instances of virtual occurrences. Virtual events take place online, with attendees participating virtually rather than in person.
6 Main Types of Virtual Events
Virtual events can be included in your overall event schedule along with the events you host, the events you attend, and the internal events. Virtual events are a new type to add to and improve your complete programme, not a replacement for other sorts of events. The four primary types of virtual events are listed below.
1. Webinars
The normal length of a webinar is between 45 and 80 minutes. Virtual webinars enable participants from all around the world to participate and hear one or more speakers provide the subject. Companies can either offer webinars for free or charge attendees to participate utilising online payment methods. Webinars frequently make use of video conferencing systems that enable Q&A, allow for live or recorded presentations, and allow for on-demand access to recordings after the fact. Webinars have flourished with 100% virtual participation because of their occasional instructive character. Additionally, internal and external trainings may be part of these.
2. Virtual Conferences
Virtual conferences are structured around a live, elaborate agenda that includes keynotes, sessions, breakouts, and more, much like in-person conferences. Virtual conferences can feature tools for community involvement and multi-session material. Virtual conferences enable attendees to view keynotes in real-time, design their own agenda from pertinent, on-demand information, and engage with other attendees. However, they are less effective at lead capture and networking than an in-person event.
3. Internal Hybrid Events
Town hall meetings, sales launches, corporate events, workshops, departmental meetings, and more are examples of these. Internal hybrid events are used by firms with employees spread across many nations or even continents to communicate with the full workforce when they are not all present in one location. Flying every employee to the headquarters of your company would be fantastic, but it would be highly expensive and time-consuming to schedule. Hosting events that are partially online and partially in person is the second-best choice.
4. External Hybrid Events
These events are held for those outside of your organization. They can be user conferences or industry conferences. These events require higher levels of video production so that virtual attendees are provided a similar quality to in-person attendees. These events allow attendees who are unable to travel to the event to participate and learn. It is challenging to provide the same value at external hybrid events, as in-person attendees are able to network more freely and engage easily with content than those attending virtually.
5. Virtual Exhibitions
Aside from the fact that many people may have felt pressured to try this innovative approach to events, there are a ton of wonderful advantages for all parties involved, and there are many ways that virtual exhibitions can improve the experience for both your audience and for you as marketers or event planners. Your ability to reach a larger audience via digital has become very popular all over the world, just like other virtual events.
6. Virtual Trade Shows
Trade exhibitions were undoubtedly designed to be physical events, and they function best in that setting. But they continue to operate virtually. We’ve already witnessed a resurgence for trade events, according to Forbes. However, they do require different approaches, and having the correct plan in place will help you succeed in the virtual world.
Why Host a Virtual Event?
Virtual events are held for the same objectives as physical ones: to spread the word about your business, generate leads and sales, promote adoption, and increase customer lifetime value. Since many years ago, meeting and event planners have had to choose between in-person, virtual, and hybrid events, each of which has advantages and disadvantages. A user conference or regional training programme, for example, is designed to foster 1:1 in-person interactions that face-to-face delivery enhances, whereas a webinar is designed to cast a wide net to deliver thought leadership, training, or some other content.
Here are a few reasons to host a virtual event:
- Accessibility: While the event is still being held in-person, virtual options allow you to accommodate attendees who are unable to attend in person.
- Budget: Your organization needs to cut costs and making smaller events and webinars virtual can help move money to the biggest event of the year that brings in the largest number of leads. It also helps to have a virtual or hybrid option when attendee budgets to travel are a concern.
- There’s no other option: Whether due to the extreme weather, travel bans, or an act of God, you’re forced to make your in-person event virtual or cancel it altogether.
In-person or Virtual – The Fundamentals Matter
It all boils down to the basics when arranging an event. Virtual and real events alike are probably already a part of your integrated marketing mix. Do you consider both your physical and virtual events as a whole? Consider this. Both your physical events and your online ones will draw attendees from your target market. Together with the other components of your marketing mix, they all help you reach, interact with, and fully understand your target audiences. Therefore, you shouldn’t separate your virtual events from your other events. They must be included in your schedule of meetings and events.
Event Planning Fundamentals
- Virtual events, like in-person events, need good marketing. Without targeted, effective promotion, attendance suffers.
- Content is king. In a virtual setting, your content is your event. Powerful keynotes and engaging sessions tailored to your attendees are critical.
- Alone doesn’t have to mean lonely. Keep virtual attendees engaged. Offer options that are relevant to each attendee type and utilize online event guides for virtual events.
- Data is the only way to prove event success. Measuring engagement and capturing attendee data are the only way to prove event ROI and activate the buyer’s journey.
But In-Person Events and Virtual Events Aren’t Exactly the Same
Virtual events are subject to limitations that real-world events are not. In contrast to physical events, which can do so with a distinctive location and the promise of networking, virtual events must rely on content to draw attendees. Content must be targeted towards the demographic groups who respond best, according to marketers and planners. Organisers must also decide how to provide content for virtual events. At physical events, breakout sessions and a range of content options are simultaneously provided. Are you planning a virtual event that also needs to simultaneously offer a variety of content options, or are you offering several experiences with a single piece of content? A decision must be made. Additionally, it can be harder to engage participants during virtual meetings, necessitating the usage of event technology.
Face-to-face communication suffers from virtual events, which is another truth. It cannot be avoided. Networking amongst attendees is less productive, and sales meetings must be held after the event utilising data gathered digitally rather than leads gathered in person. If your conference is virtual, can you still schedule a 1:1 meeting with your sales representative to go over account details later on? More post-event follow-up should be conducted right afterwards. Data are crucial, and timely and accurate follow-up is required. Virtual events will never be able to offer the same level of face-to-face interaction as real events. However, careful planning, excellent data, and other elements are needed for effective virtual events.
Virtual Event Elements
Statistics, attendee interaction, and material form the basis of a virtual event. F&B is not required for virtual events, but they nevertheless have many of the same elements. The website that stores the schedule and materials, as well as the connectivity and calibre of the video production, will need to be taken into account. According to Forbes, a virtual event should incorporate both live and recorded content. The following elements make to a virtual event:
- Event website
- Event registration
- Live presentation content
- Live, one-way audio/video
- Question and answer
- Live polling
- Note taking/favorite slides
- Recorded content
- Interactive video conferencing
- Feedback surveys
Event Technology and Virtual Events Platforms to Host a Virtual Event
Virtual events rely on technology. Attendance would not be possible without the usage of computers and portable technological devices. However, virtual event technology includes more than just video conferencing hardware. A complete event technology platform can be used to promote, carry out, and administer a virtual event much like an actual one. The following is a list of the essential event technology that you employ when hosting your virtual event.
- Event Website
The webpage for your event is used to advertise it. Whether the event is online or in person, it fulfils the same function. Your main marketing tool for drawing attention to and encouraging registration for your event is your event website. Your event website should explain the benefits of your virtual event, feature a schedule of speakers, answer frequently asked questions, and direct visitors to registration.
- Registration
Your event’s registration process is its main data collection tool. With the use of registration tools, participants can sign up for online events, enter preferences and personal information, and pay if necessary. An effective online registration platform makes it simple for participants to sign up and gives organisers and marketers the information they need to design a fantastic event and demonstrate its success. - Email
Email marketing can be used to generate interest in your event, boost registrations, inform attendees before to the event, engage them before your virtual event, and then collect feedback through surveys. At all times during the event, email is the most effective method of communication with guests. Use a technology for email marketing that can send branded, personalised emails, automate who gets them and when based on attendee information, and give open rates and click-through numbers.
- Online Event Guide & Mobile Event App
The online event guide and mobile event app, two of the most crucial components of event technology, serve as guests’ primary points of contact during the event. You might be surprised to learn that mobile event apps are just as important for live events as they are for virtual ones. These resources are the main information source for guests and are compatible with both mobile devices and web browsers. Attendees get access to content thanks to agendas with links to sessions. Attendees choose which sessions to add to their schedules here, while planners collect information on session popularity and participant participation. Additionally, these resources link attendees and offer messaging options so that they can digitally network and build relationships.
- Event Feedback
When event planners can’t read attendees’ facial expressions or verbal input in person, event feedback is essential for virtual events. Utilise post-event surveys and event feedback tools to gather feedback that can be used to demonstrate an event’s success. Feedback from events can also be utilised to qualify virtual leads and move them towards sales.
- Integrations
Integrating your event technology system and your virtual event platform ensures that essential registration and participant data is communicated. Additionally, it makes it possible for you to exchange this data with CRM and marketing automation platforms. Utilise integration technologies to centralise your attendee data so you can analyse important insights from events like session attendance and engagement and act on leads more rapidly.
The Basics: How to Host a Virtual Event
You’ve made the decision that you need or want to organise a virtual event. What is your process then? The event planning process is fairly similar to other event planning processes. When organising a virtual event, you should put yourself in the participants’ position just like you would when organising a physical event. For virtual events, you shouldn’t keep participants seated for longer than two hours at a time. To organise and execute a fantastic event, employ your usual planning strategies. Even while virtual events may not feel the same, the more you treat them like a real event, the better.
Questions to Ask When Planning a Virtual Event
- Will content be live, on-demand, or a mix?
- Have you created a guide for attendees before the event that explains how to join keynotes, attend sessions, and use messaging tools?
- What are your KPIs for the event? While you may focus less on leads acquired, you can build goals around session registration and feedback surveys.
- What happens if you have connectivity issues?
- Will you charge for your event or offer access for free?
- How long will on-demand sessions be available after the event?
- How long will sessions be?
- What tools will attendees have to network and schedule appointments?
Preparing Attendees for Virtual Events
User mistake is inevitable when technology is involved. Virtual events vary from one another. There are many various kinds of event technology alternatives and video conferencing technologies available. Don’t assume that your attendees are digitally savvy (or aren’t). Creating a handbook for guests outlining how to access the event, workshops, and other information before the event is great practise. Better yet, let attendees practise starting sessions or sending messages ahead of time. This will lessen attendees’ anxiety, reduce the barrage of questions on Day 1 to a trickle, and improve the experience for all attendees.
Attendee Engagement at Virtual Events
Events held in person are designed for interaction. However, engagement has reportedly been the biggest challenge in organising a successful virtual event, according to the Event Manager Blog. Instead than forcing participants sit for hours and listen to content, these events include them through networking during happy hours, one-on-one appointments, and live Q&A.
You could believe that there is no possibility for interaction at virtual events, but you’d be mistaken. While watched separately, live polling can be used in keynotes to engage audiences. Live Q&A is still an option during sessions. The event technology offered as engagement tools is still available. Participants can virtually connect and schedule meetings with each other using messaging features on a mobile app. Social media is a fantastic engagement tool to use as usual. Making guests feel a part of a community can be accomplished by using an event hashtag and asking them to upload images of their favourite takeaways from the event, workplace setups, and other things.
You can use a variety of virtual engagement techniques to keep virtual guests interested in and involved with your event. Your attendees may appreciate more than the content you’re providing—they can enjoy the full event experience—thanks to meeting icebreakers and event app gamification. So they are unable to join a local happy hour? Start a scavenger hunt on social media. The opportunities for involvement online are countless!
Networking and Connecting During Virtual Events
Even though guests at a virtual gathering can’t shake hands, networking opportunities still exist. Whether used on a phone or in a web browser, a mobile event app can link attendees and offer a message system. After connecting on the app, visitors can set up one-on-one meetings with sponsors, exhibitors, or each other. To promote networking, give attendees a designated period of time. Establish group conversations and breakout sessions by connecting guests with shared interests using registration information. By setting up meetings, chat rooms, and video chats, promote networking.
Data from Virtual Events
From live events to virtual ones, there is a range of event data available. Prior to, during, and after the event, data is still captured that may be utilised to qualify leads, demonstrate the effectiveness of the event, and enhance it for the following year.
Data Gathered at Virtual Events
- # of Registrations
- Demographic Attendee Information
- Session Registration
- Email Open and Click-through Rates
- Post-Event Survey Results
- # of Leads
- Buying Interest
- Session Ratings
- Session Feedback
- Social Media Engagement and Reach
Proving Virtual Event Success
The alignment of event and business goals, the selection of KPIs to measure event success prior to the event, and the analysis of event data and the evaluation of insights following the event are all necessary for a virtual event to be successful. Analyzing expenses and benefits is necessary to demonstrate event ROI. Direct costs, indirect costs, and opportunity costs are the three ways that costs are expressed. Benefits include brand equity, information sharing, credited sales funnel, direct revenue, and direct revenue. You may demonstrate the effectiveness of your event by comparing the expenses and benefits utilizing the information obtained during virtual events. Before the event starts, specify your event success metrics. After the event, give yourself some time to reflect on the success of the event in light of your metrics and how you may do better in the future.
How to Turn Your Live Event into a Virtual Event at the Last Minute
You might occasionally need to make a rapid move, in which case you can either virtualize the event or cancel it. It turns out that if you have the necessary infrastructure in place, virtualizing an event isn’t that difficult. Although organising travel, hotel, food and beverage, and other components will take time and work, converting in-person content to virtual content is easier than you may expect.
Questions to Ask Before Moving to a Virtual Event
- Can your agenda be translated to a virtual setting, or is an in-person event required?
- How will you track attendance?
- Does your organization have a virtual meeting solution?
- Does your organization have staff members that can support and manage the technical aspects of a virtual event?
- Can you handle the bandwidth?
- Do your attendees have all the materials they need to attend virtually?
How to Pivot to a Virtual Event
- Update the event website and email attendees to communicate that the event is going virtual and the reason for the change
- Provide attendees with a guide on how to attend the event virtually
- In the agenda, add links to the session recording or live broadcast
Virtual Event Ideas
Virtual events can take a million different forms. There is a lot that can be done with your virtual event solution, whether you’re hosting a virtual conference, meeting, or event. However, it can be difficult to wait for inspiration while coming up with ideas for virtual events. The possibilities are unlimited, from increasing participant engagement with live polling, breakout sessions, or a mobile event app, to injecting some fun into your virtual event with digital cooking courses, a mixologist class, a dance party, or a comedy show.
Virtual Events as Part of Your Meeting and Event Program
In conclusion, it is sense to include virtual events as a crucial digital strategy in your meeting and event programme. Even if we are aware that virtual encounters lack the same impact as in-person ones, there are occasions when going virtual is necessary and can even be required at the last minute. If you have a strategy and the right technology in place, switching to digital will be an option you can fully trust to give attendees the engaging, educational experiences you’ve worked so hard to make happen.
Contact us to learn more about how Thedigitalants can help you integrate virtual events in your B2B marketing strategy.
