Steps to Success: Digital Marketing Strategies for Events

Ready to make your virtual event stand out? Virtual events are evolving quickly, and now is the perfect time to use the power of digital marketing to elevate your event.

In 2023, the global virtual events market reached an incredible $171.4 billion, and experts predict it will surge to $889 billion by 2032. With numbers like that, it’s no surprise that event organizers increasingly focus on virtual formats to reach wider audiences and deliver unforgettable experiences. 

However, with this exponential growth comes fierce competition. To stand out, you need more than just a great event. You need a robust digital marketing strategy that boosts visibility, drives registrations, and keeps attendees engaged from start to finish. 

In this guide, we’ll show you exactly how to use these strategies to create buzz, build anticipation, and ensure your event reaches its full potential. Let’s get started and make your virtual event the one everyone’s talking about!

What is Digital Marketing for Events?

Digital marketing for events uses online tools and strategies to promote and manage your event. The goal is to increase visibility, engage potential attendees, and boost conversions. 

In recent studies, 73% of B2B marketers regard virtual events as the golden ticket for generating high-quality leads. Webinars can achieve registration conversion rates of up to 51% when executed effectively. 

From content marketing to social media ads, these digital marketing tactics are essential in reaching your audience and converting interest into real attendance. Whether you're hosting a webinar, virtual conference, or product launch, a well-rounded digital marketing strategy ensures your event stands out and achieves its full potential.

Types of Digital Marketing for Virtual Events

Here are the most effective types of digital marketing for virtual events:

• Content Marketing: Create engaging blog posts, videos, or infographics to share valuable information about your event.
• Email Marketing: Reach your audience with personalized and targeted email campaigns.
• Paid Ads (PPC): Run paid advertisements on Google, Facebook, or LinkedIn to increase event visibility.
• Social Media Marketing: Utilize platforms like Instagram, Facebook, and LinkedIn to share updates, countdowns, and behind-the-scenes content.

Why Should You Use Digital Marketing for Virtual Events

Why is digital marketing so essential for virtual events? Mainly because it gives you access to a global audience. Even if you're hosting a local conference, you can still invite attendees worldwide. Here’s why digital marketing is a game-changer for virtual events:

• Audience Engagement: You can create meaningful interactions, build anticipation, and connect with your attendees at every stage of the event journey.
• Increased Visibility: Digital marketing amplifies your reach exponentially as it goes beyond word of mouth or print ads. Social media, Google ads, and email lists will give access to potential attendees who may have never heard of your virtual event otherwise.
• Lead Generation and Conversion: Targeted marketing strategies will help you generate leads and guide those leads to register for your virtual event. This could be through compelling landing pages, persuasive email campaigns, or retargeting ads.

Now that you understand why digital marketing is so powerful, let’s dive into creating a plan to ensure your virtual event stands out.

Creating a Comprehensive Digital Marketing Strategy

A solid digital marketing strategy is the foundation for virtual event success. Without it, your marketing efforts may lack focus and direction. So, how do you get started? Here are a few key steps:

1. Establish Your Marketing Goals and Timelines

Before jumping into specific tactics, you need to set clear, measurable goals. What do you want to achieve? Are you focused on selling tickets, growing brand awareness, or increasing engagement for your next virtual event? 

Once you’ve identified your primary objectives, establish a timeline. Map out key milestones, from initial event promotion to the last minute before doors open (or the virtual event begins). Having this timeline will keep you on track.

2. Choosing Effective Digital Channels

Not all marketing channels are created equal. You need to decide which platforms and tools best fit your virtual event. This depends on where your target audience hangs out and how you plan to interact with them.

Here are a few essential channels to consider:

• Website/Blog: Your event website is your digital home base. Make sure it’s easy to navigate, informative and serves as a hub for all event-related details. Blogging can also boost SEO and attract organic traffic.
• Social Media: Platforms like Instagram, Facebook, LinkedIn, and TikTok are great for engaging potential attendees and sharing updates. Choose the platforms that align with your audience. For instance, LinkedIn is ideal for B2B events, while Instagram might work better for lifestyle or entertainment events.
• Email Marketing: Email is still one of the most effective tools for converting leads into attendees. Send out targeted emails with personalized content, event details, and special offers.
• Paid Advertising (PPC): If you have the budget, running paid ads on Google or social media can increase visibility and drive ticket sales fast.

Once you’ve got your digital marketing strategy in front of you, your next step is to optimize your event website. 

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Optimizing Your Virtual Event Website

Your event website is your digital storefront. It's where attendees will get all the info they need to sign up. So, it’s crucial to ensure it’s optimized for performance and user experience.

1. Mobile-Responsive Design and User Experience

Over 50% of internet traffic now comes from mobile devices, so a mobile-friendly website is a must. If your website is slow or hard to navigate on a phone, attendees will bounce. Make sure your website loads quickly and works seamlessly on all screen sizes.

2. Content Strategy: Engaging, SEO-Optimized Content and Visuals

Content is king when it comes to website optimization. You should create clear, compelling content that provides all the information about your virtual event. Also, including visuals, event videos, speaker profiles, and a countdown timer will help build anticipation.

SEO is also essential. Aim to optimize your website content with relevant keywords to rank higher in search results. This increases your visibility and helps potential attendees find your virtual event organically.

3. Streamlined Registration and Navigation Features

No one likes a complicated sign-up process. Make it easy for people to register for your virtual event by offering a simple, intuitive registration page. Don’t forget to include all the essential event details, such as the agenda, speakers, and pricing but keep it clean and straightforward.

Using a virtual event platform like Hubilo can make this process even smoother. Hubilo's simple registration forms can reduce drop-off rates, ensuring your attendees can sign up without hassle. 

When your website is finally optimized, you can focus on Email and Mobile Marketing. 

Making Use of Email and Mobile Marketing

Email and mobile marketing are two of the most effective ways to engage with your audience. With the right strategy, you can boost attendance, create excitement, and keep your attendees informed every step of the way.

1. Develop Targeted Email Campaigns with Clear CTAs

Email marketing remains one of the most cost-effective and efficient ways to communicate directly with potential attendees. However, your emails need to be targeted and actionable to make the most of it. Sending generic emails won’t cut it. Instead, craft messages tailored to different audience segments, whether they're first-time attendees, repeat customers, or VIP guests.

• Segment Your Audience: Use personalization to send the right message to the right person. Segment your email list by demographics, interests, or past event attendance to ensure your content resonates with each group.
• Create a Sense of Urgency: Offering limited-time discounts or highlighting early bird ticket prices can encourage quick action. Use subject lines like “Last Chance to Save!” or “Only 24 Hours Left to Register!” to grab attention.
• Track Engagement: Use email marketing tools to track open rates, click-through rates, and conversions. This data can help you tweak your campaign and improve results.

Pro Tip: Integrating email campaigns with event platforms enables seamless communication with attendees throughout the entire event lifecycle.

2. Utilize SMS Marketing for Personalized Updates and Notifications

While email is powerful, SMS marketing is even more direct. Text messages have high open rates, and attendees are more likely to read a text than an email. SMS marketing can be a great way to send personalized reminders, last-minute updates, and event changes. Here’s how you can leverage SMS marketing:

• Send Event Reminders: Keep your attendees on track by sending event reminders or important updates, such as venue changes or schedule adjustments. Timing is key; send reminders 24-48 hours before the event and then again an hour before it starts.
• Personalized Messages: Use SMS to connect with your attendees on a personal level. A simple “Hey [First Name], we’re excited to see you at [Event Name] tomorrow!” can go a long way in creating a more personalized experience.
• Promote VIP Offers: If you have exclusive offers or access to premium content, send text promotions to attendees who might be interested. You can increase revenue by encouraging them to upgrade to VIP tickets or buy add-ons like event merchandise.

By integrating SMS marketing into your overall digital strategy, you’ll be able to reach your attendees in real-time and create a more connected experience. However, you can still supplement your marketing efforts with additional resources like social media.

Harnessing the Power of Social Media

Social media is one of the most powerful tools in digital marketing, and it’s especially effective for event promotion. With the right strategy, you can build excitement, drive registrations, and engage with your attendees in fun, interactive ways.

1. Building Event Buzz with Targeted Social Media Platforms

Whether it’s Facebook, Instagram, TikTok, or LinkedIn, social media can help you generate buzz for your virtual event. The key is to choose the right platforms for your target audience. For instance:

• Instagram and TikTok are perfect for younger audiences who prefer visual content, like behind-the-scenes videos or event countdowns.
• LinkedIn is ideal for professional events like conferences or webinars, where your audience is likelier to appreciate thought leadership content or event teasers.
• Facebook offers an excellent community-building platform, whether through event pages, Facebook Groups, or live updates.

Pro Tip: Hubilo integrates with social media channels, allowing you to promote your event across multiple platforms from a single dashboard. This saves time and keeps your marketing efforts consistent.

To build momentum on social media, create event hashtags. Hashtags make finding and engaging with your event content easier for your audience. You can even run contests or giveaways to generate excitement and incentivize people to share your posts.

2. Encouraging User-Generated Content and Engagement

One of the best ways to amplify your virtual event’s reach on social media is through user-generated content (UGC). Encourage your attendees to share their own photos, videos, and experiences. Here’s how to get started:

• Photo Opportunities: Set up photo booths or Instagrammable moments at your event so attendees are likelier to take pictures and tag your event. Feature their posts on your official event page to show appreciation.
• User-Generated Content Campaigns: Run a campaign encouraging people to post about your event, like “Share your pre-event excitement for a chance to win free tickets!” This creates excitement before the event even starts and builds anticipation.
• Live Streaming: Go live on platforms like Instagram, Facebook, or YouTube to offer sneak peeks or live Q&A sessions. These interactive elements help attendees feel more connected to the event and its brand.

Remember, the more engaged your audience is on social media, the more visibility your virtual event will get and the more attendees you’ll attract.

Engaging Your Audience Through Content

Engaging content drives traffic to your event pages and helps establish a connection with your audience. The right content will keep potential attendees interested, informed, and excited about your event. Let’s look at how to create content that works across various platforms.

1. Creating Engaging Content Formats Across Platforms

There are countless ways to connect with your audience through content, but the best content will vary depending on your platform. Here are some formats to consider for your virtual event marketing:

• Videos: Video content is highly popular nowadays because it's incredibly engaging. You can use this to showcase event highlights, share speaker introductions, or offer a sneak peek. Moreover, trending video platforms like TikTok or Instagram Reels can build hype about the event.
• Blog Posts: Writing blog posts is a great way to improve your SEO rankings. You can write about topics related to your event, such as speaker interviews, event previews, or behind-the-scenes insights.
• Infographics: If your virtual event involves a lot of data or statistics (for example, industry conferences or educational seminars), infographics can help you present this information in a visually appealing, easy-to-digest format. You can share these on your website and social media to increase engagement.
• Interactive Content: Interactive content like quizzes and polls are a few more ways to engage your audience and encourage them to learn more about your event. Plus, it’s a great way to gather information about your audience to tailor your messaging and future marketing efforts.
• Event Teasers and Countdown Content: Use countdown posts or teaser videos in the lead-up to your event. Share hints or sneak peeks about what's to come, and keep the excitement growing. A countdown can also encourage last-minute registrations.

Engaging content is a great way to drive traffic and build excitement, but it's also important to prompt conversions. Incorporating strategic conversion prompts, like clear CTAs (call-to-actions) on event pages, email campaigns, and social media posts, helps guide your audience from interest to registration. 

These prompts could include sign-up reminders, early bird offers, or exclusive VIP access to certain parts of your event. With the right setup, conversion prompts can streamline registration and increase conversion rates.

2. Using Storytelling and Visual Content to Connect

Storytelling is an incredibly powerful tool in marketing, and it’s especially effective in event promotion. Storytelling allows you to sell that experience in a way that statistics or promotional copy can’t.

Here’s how to weave storytelling into your virtual event content:

• Tell the Story of Your Event: Highlight the journey of your event. Share your inspiration, your challenges, and how your webinar comes together. When your audience feels the passion behind your event, they’re more likely to feel emotionally connected and invested.
• Feature Attendee Testimonials and Success Stories: Showcase past attendees’ experiences. Share how attending your virtual event benefited them, whether it’s gaining knowledge, networking with industry leaders, or finding new business opportunities. Authentic stories from real attendees are powerful trust-builders.
• Behind-the-Scenes Content: People love a peek behind the curtain! Share photos or videos of event preparation, venue setup, speaker rehearsals, and more. This type of content humanizes the event and makes your audience feel part of the process.
• Incorporate Visuals: Visual content, from photos and videos to graphics and slideshows, is a must. Use high-quality images of past events, speakers, venues, or products to communicate what your event is all about visually. Ensure your visuals are consistent with your event's branding for a cohesive look.

Don’t let your content sit idle! Repurposing your content across different platforms is a great way to maximize its value. You can use snippets of past events to generate excitement for upcoming ones. 

Conclusion

At the end of the day, successful virtual event digital marketing hinges on a well-rounded, cohesive strategy. Every touchpoint with your audience contributes to the overall success of your event. 

With Hubilo, you'll get seamless integration of event registration, website optimization, and social media engagement. All of these features will help you streamline the entire process. The platform makes it easier to track leads, measure engagement, and analyze what’s working. Ultimately, Hubilo helps you optimize your strategies as you go.

Ready to boost your virtual event’s attendance and engagement? Start optimizing your event marketing strategy today and see the difference a tailored approach can make.

Schedule a demo with Hubilo!