Online events have grown quite popular starting with the COVID-19 pandemic and we don’t think this is changing anytime soon. We’ve experienced a few tactics that make marketing for these online events more successful and we believe they can help your event become successful too!

Below you’ll find information on steps that we determined are essential based on event marketing both internally and with clients.

Determine the goal of the event

Depending on the level of the sales funnel you plan to target with this event, there are likely different goals. In order to be most successful, treating different levels of the funnel differently will be key since each have a different relationship with your company or brand

1. Top of the funnel - in this awareness stage, the goal of the webinar should always be focused around providing value. Since these targeting might be interacting with your brand for the first time, you’ll need to provide more free, educational value for them to warm up and consider working with you

2. Mid funnel - With valuable information at the forefront, you’ll still want to ensure the focus of the webinar is providing solutions to a prospect’s problem. Since this stage of the funnel is more familiar with your brand, you can end the webinar with a call to action to receive something free (trial or assessment) to allow people to choose to move down the funnel if they’re ready

3. Bottom of the funnel - Those that made it to this stage are clearly interested in what your company has to offer. The goal of a webinar to prospects in the bottom of your sales funnel should be to answer questions regarding how you solve your prospect’s problems and make them want to schedule a discovery call to work together. Do you have a current client that is willing to be involved in a case study where you can document how they went from A to Z? This type of social proof not only explains what your product can do to help someone’s issue, but you also now have a client/customer that is vouching for you to show that working with you truly is beneficial

Related Post: 6 B2B Prospecting Tools You Need to Grow a Business

Topic of interest for your target audience

Once you know what level of the sales funnel you want to target and the goal of the webinar, it’s time to determine the topic. During this step, you want to consider the pain points of your target customers. Below are a few questions to consider to help you nail down your topic:

1. What are the common questions you receive from prospects on a discovery call

2. What are current gaps that your current or prospective clients experience that you can provide information on and a solution for

3. What are common questions leads typically ask about your solution

Webinar platform of choice

The COVID-19 pandemic led to a surge in some great webinar platforms so you have a slew of options. A few options to consider:

1. Zoom

2. LinkedIn

3. WebinarJam

Digital campaign

With the majority of your audience on social media multiple times per day, running a digital marketing campaign is crucial for getting in front of them at the right time. Plus, when seven is the average number of touchpoints needed to convert a lead, reaching them in places they are already spending their time feels more seamless and less intrusive.

In your digital marketing campaign, you’ll want to consider which platforms you want to advertise on. Below are a few of our favorite platforms and reasons we use them

1. Facebook - great for awareness campaigns because you can target demographics that fit your offerings, so you’re able to get in front of those that might not be aware of your brand but would be interested in it. While Facebook isn’t considered a “business platform,” your target audience is likely still frequenting the platform to scroll the feed, so it’s the perfect place to engage them outside of work hours

2. LinkedIn - great for awareness and remarketing campaigns. Linkedin allows more detailed targeting than Facebook, which allows you not only to target demographics, but also specific companies and job titles. This type of targeting is great if you are running an Account-Based Marketing (ABM) campaign or have specific industries you want to market to for an event.

3. Google Ads - great for search ads to appear in search when someone is actively looking for information related to your event. You can also set up a display campaign to retarget those that have visited your website, which will help increase conversions since they are already familiar with your brand

Related Post: Best Social Media Platforms for B2B Lead Generation

Lead gen campaign

Our most successful have been those that paired digital with a calling component. When you combine both, you’re able to increase awareness about your online event or webinar online and then engage with your targets on the phone through human-human conversations. Through this method, we’ve seen not only an increase in event signups, but also on event show rate.

A team that understands event marketing

Whether you plan on utilizing an internal team or outsourcing to market your next online event, using a team that understands what it takes for a successful campaign is essential. If you’re looking to outsource, our team of digital marketers and B2B lead generation experts is here to help your event marketing run smoothly. Simply fill out the form below with information on your event and a member of our team will be in touch shortly!

We’re here to help - let us know how we can assist your campaign goals below

ABOUT INCEPT

Incept is an outsourced call center service and B2B lead generation company that brings the human element of conversations back to customer experience. Our team of lead gen experts partner with your team to grow your sales through lead generation, cold calling, and appointment setting

We’ve worked with some of the largest brands in the world to develop lead generation campaigns with one main goal - strengthen relationships at every touch point. From B2B lead generation, to organic and paid social media campaigns, to live chat, Incept is one of the best call center outsourcing vendors to assist all your CX and lead generation needs.