While in-person events are starting to come back, virtual or hybrid events are likely here to stay. According to research, 68% of event marketers reported that a hybrid solution will play a key role in 2021 event strategies and seven out of 10 marketers moved their face-to-face events partially or fully virtual for this year. As B2B marketers, it’s crucial to have a strong digital strategy to keep your audience engaged and drive lead generation at these events.
With the shift to being more digitally focused while competing with online distractions, you can no longer rely on hunches and hope for results. Here are some questions you’ll want to answer when approaching your next event:
Am I targeting the right people?
We often hear that marketers don’t always know who their audiences are. You might generally know what your audience looks like, but if you don’t know exactly who they are and what they’re talking about, you run the risk of having your message fall on deaf ears. Even worse, you could be missing valuable opportunities to strengthen your SEO, paid media, and influencer marketing efforts, too.
With data-driven audience insights, you can get the full picture and understand exactly how to reach the best people and with what messaging.
Will my content be seen and consumed or drowned out by the digital event noise?
It’s one thing to create great content. But if it doesn’t reach the right audience and they aren’t consuming it, does it even matter? You need to make sure you’re delivering the right message to the right audience at the right time.
One way to do that is using hyper-targeted messaging through paid media. For instance, we recently worked with a B2B tech company that was dealing with a conservative budget but still needed to reach and engage with high volumes of their target audience. Leveraging a hyper-targeted, optimized campaign on organic and paid, we were able to reach over 11 million targeted users and generated over 53 thousand active engagements.
How do I keep my audience’s attention?
Just reaching your target audience during the event is no longer enough. With competing events and numerous distractions, they can very easily drop off and forget about your messaging if you don’t build a consistent drumbeat of engagement. You’re spending all this time coming up with a killer messaging strategy, don’t you want people to engage with it?
A proven way to expand your reach and increase engagement with new audiences is working with influencers. At a recent B2B event, we connected a client with two top influencers in the revenue operations space and extended the thought leadership of the conference over 3 months, driving extended value and engagement. Their organic content more than doubled the average engagement rates for the company’s LinkedIn and Twitter. With the right influencers, you can drive similar results.
You don’t have to go into your event with uncertainty. That’s where Social Tribe comes in. We have the proven B2B experience and expertise, data-driven insights, and relationships with influencers to turn your event plan from an “I think” to an “I know.” Find out how.