Webinars are standard fare for general audiences, but how do you host virtual events that engage clients and prospects representing millions of dollars in potential revenue? At this level, the game changes. Expectations increase. Production value must elevate. Engagement is paramount.
When your company is playing in the big leagues, a single event attendee can represent a six- or seven-figure deal. A standard webinar is not going to cut it. Hosting a virtual event is like inviting clients and prospects into your organization. It is a virtual first impression. The production value of your online events directly reflects the level of your company’s service and quality (whether you want it to or not).
The pressure is on for marketers and event planners to figure out how to build long-term relationships with top-tier prospects and customers virtually. This requires a shift from video conferencing technology to live-streamed virtual event experiences.
Unlike webinars, live-streamed virtual event experiences provide an immersive environment. Every decision regarding a virtual experience must answer the question, “how does this enhance audience engagement?”
If your event feels like a webinar, attendees will treat your event like a webinar. They will likely turn off their cameras, multi-task, and mentally check out. They may not even stay until the end. Yikes.
Below are four strategies to elevate your virtual events to engage the most prized six- and seven-figure prospects and clients.
1) Give attendees ownership over their virtual space
One way to make VIP attendees feel engaged is to give them ownership over their virtual space. It is easy to pop into a webinar unnoticed, especially if there are multiple attendees.
Acknowledge that they entered the virtual space with a virtual registration desk similar to what you would find at a live event. By virtually checking in attendees, their presence has been acknowledged and recorded. They have officially ‘arrived’ at the event. They need to feel like they are attending an event, not just watching it.
Invite attendees to further participate by setting up a profile. An online profile grants attendees ownership and helps them take up virtual space at the event. Once attendees have registered, you can be intentional about reaching out to them personally during the event. Help attendees feel further connected by keeping them up to speed during the event through tailored push notifications.
When attendees actively participate via chat, networking, polling and Q&A, they are more likely to engage. Each engagement is an additional virtual space they have ownership over. Offer group chat and networking sessions to let the attendees meet and greet each other and your team. Use one-to-one chat when a top-tier client or prospect joins the virtual event. Their presence should be acknowledged. Virtual exhibits are another great tool to encourage engagement. Use gamification with real-time reporting to challenge your attendees to fully participate.
Attendees are more engaged during a virtual event if they have the freedom to make choices. This shift toward more desire for choice echoes the changes that have already occurred in the B2B buying journey. The B2B buying journey is moving largely toward a self-service model. Buyers want to be in control of finding answers and solutions by navigating the content of their choice. According to McKinsey, two-thirds of buyers prefer remote human interactions or digital self-service.
Buyers feel more comfortable when they are in control of the sales process. B2B buyers want to choose the content they consume to aid in their decision-making. Instead of offering a one-hour webinar where every attendee sees the same content, offer multiple simultaneous sessions.
Give attendees freedom of movement as well. Allow attendees to navigate to different virtual ‘rooms’ to engage with each other and varying live content. Include an interactive exhibit hall where attendees can meet in real-time with sponsors. Engagement increases when attendees have to make active decisions during an event.
3) Prioritize production quality
There is a huge difference between a standard webinar and a well-produced live-streamed virtual event experience. It all comes down to production value. A web camera and web conferencing platform are not enough to produce high-quality video. Video is compressed on these platforms. Next-level live virtual events stream at full 1080DP up to 4K video. Event attendees notice the difference.
“We’re used to high-quality productions, and when we look at a screen, we bring those quality expectations to virtual meetings and sales discussions as well,” Mike Dickerson writes in the Forbes article ‘A Guide To Today’s B2B Buyer.’
Increase engagement by skipping the dreaded “screen share” webinar presentation. Instead, think more like a news broadcast producer. It is okay to share slides, but make sure it doesn’t look like a typical screen share. Slides can be overlaid with live streamed video, for instance.
Next-level virtual events also leverage multiple cameras, moving shots and branded backgrounds. Filming a live event in a studio provides options that mimic the feel of an in-person event. This may include having a podium for a speaker or a table and chairs for an interview-style segment.
Live streamed video can also include motion graphics, such as lower thirds, animated slides, and picture-in-picture graphics. All of these elements combined create a more immersive experience.
4) Personalize content before, during and after the event
When you know your audience, you are able to personalize content. Give your VIPs special access to exclusive content during an event.
When the event is over, follow up with custom content based on how attendees engaged during the event. Which attendees were the most engaged? What sessions did they attend? How long did they stay? Who attended the session on a sneak peek product session? Segment your email list and send session attendees a tailored message about upcoming product launches, for instance.
“To capture a buyer’s attention, organizations need a comprehensive, clear understanding of potential customers, including an anticipatory knowledge of their distinct needs. Data is your greatest tool in accomplishing this,” says Dickerson.
Search vLink’s Resources, News, and Events
vLink Solutions is always adding new tips and tricks, case studies, infographics, and more.
Online Training Videos are the future for successful teams. Watch this video to learn about our proven online training framework: “The 3 P’s” – Preparation, Production and Promotion. These tips will guide you in turning your content into an effective, online video training.
In the ever-evolving landscape of modern workplaces, the traditional office setting is taking a backseat to remote work and flexible schedules. As teams become more dispersed, keeping everyone in the loop and fostering a sense of unity can be a challenge. That’s where the magic of live Video Town Halls comes into play. Imagine a virtual town square where your team can gather, share updates, and connect, all from the comfort of their home offices. It’s not just a meeting; it’s a celebration of collaboration. Let’s dive into the exciting world of Video Town Halls and how they can revolutionize large-scale internal communication.
In the fast-paced digital world we live in where information bombards us from every corner of the internet, establishing credibility and trust is no small feat. Whether you’re a budding entrepreneur, or a seasoned marketing executive, you know that credibility is the currency of success. So, how do you stand out in a sea of options? Enter the unsung heroes of the marketing world: video testimonials.
Technology has given businesses and brands the ability to market, sell, and grow at a remarkable rate. However, the businesses and brands that are benefiting the most from it are those that utilize Live Streaming. From LinkedIn Live to a full-scale virtual event, businesses and brands can connect with their audience in real-time, creating a more interactive and engaging viewer experience. In case you’re not convinced, here are six ways live streaming could benefit your brand:
As we close 2023, the staff at vLink want to thank all our clients that allowed us to help them with the video and live streaming needs. We also wanted to share some of our favorite videos produced throughout the year. There were nearly 1500 to choose from but these 6 were among the most memorable and fun to create.
MasterMessaging is a long-time client of ours. They help clients increase their revenue in predictable and sustainable ways through training and consultation. In this case study, we discuss how we created 30 plus training videos in a day and a half.
Emotions are a powerful driving force in human behavior. They influence our decision-making process and using them can be a valuable tool in video marketing. Leveraging emotional appeal tailored to your target audience is a marketing technique that will evoke feelings and create a connection that drives engagement.
The success of your video marketing strategy also hinges on how well your content resonates with the values and beliefs of your audience. Without this key piece of the puzzle, you may end up with a fancy video that looks and sounds great but falls flat without producing the results you’re looking for. Speaking directly to the values and beliefs of your audience is crucial for the success of your marketing strategy.
We love it when we get to partner with non-profit organizations. One of these valued organizations, Women in Technology (WIT), empowers girls and women to excel in science, technology, engineering, the arts, and math (S.T.E.A.M) from the classroom to the boardroom. WIT has had enormous success in expanding their reach, growing their membership, and raising millions over 30 years.
One of the first steps to creating a great marketing video is writing an effective script. This animated infographic will give you vLink’s Guide to Scriptwriting for Online Video. This is especially helpful if you are new to video marketing.
Video is a popular — and powerful — digital marketing medium that can engage your target audience in ways that basic text and imagery simply can’t. However, creating engaging video content that holds your audiences’ attention and drives conversions can feel like a daunting task. (This is the part when Jerry McGuire shouts, “Show me the money!”)
Virtual events were the norm just a few years ago due to the global pandemic. Today hybrid events are a secret weapon for some of the most successful fundraising events. In this article you will see 7 ways to effectively use live streaming to maximize donations and reach for your organization.
The secret’s out: Video is the key to successful online training. And in the spirit of revealing secrets – we’ve put together a proven framework, “The 3 P’s”, to help you turn your content into an effective, online video training.
There is no denying that video content is a powerful tool. But have you thought about how you can use video to engage your website audience while also boosting SEO and other engagement metrics? Here are the 5 Secrets of How Video Enhances Website Engagement and SEO.
Atlanta Technology Professionals is an organization where IT professionals come together to connect, learn, and give back to the Atlanta community. They host regular events around Atlanta and let us tell you, their events (and attendees) are some of the coolest...
Live streaming has gained popularity in recent years and has become a powerful tool for businesses and individuals to connect directly with their audiences and create a stronger sense of community. We’ve seen a level of interactivity and engagement that other forms of content cannot match, making it easier and faster to build a connection with viewers through engaging live streams.
Video marketing is an integral part of any successful marketing campaign. It allows businesses to reach a wider audience, connect with their target market, and create a lasting impression. We’ve seen this firsthand, but with so many businesses vying for attention, it can be challenging to stand out from the crowd.
This is where we see the power of storytelling playing a part.
We invited the vLink Insiders to our Marietta studio for an exclusive event with Elizabeth Klingseisen, Marketing SVP at Stratix. Founded in 1980, Stratix is the leader in mobile solutions for enterprises. Their Smart Mobile programs ensure their clients have the...
We made a new friend in 2022: The Copponex Group. The Copponex Group is an exploding business that installs and restores playgrounds and all other amenities in the parks and recreation space. At the time that they approached us, they were experiencing a problem:...
vLink Featured by Sales & Marketing Management: “How to Align Video Throughout the Customer Journey”
“The traditional funnel takes a company-centric approach that’s often focused too much on net-new growth. In reality, customers can fall out of a funnel at any time. That includes post-sale, too! It’s up to us – the marketing team – to provide a safety net of customer-centric actions that fall across all functions to keep them as a customer,” said Pedowitz.
Video marketing is an effective way to engage customers and build brand awareness. With the popularity of video content on websites and social media, businesses should be leveraging video marketing to turn customers into brand advocates after the purchase.
Stratix Corporation creates and manages mobility programs to transform mobile support for some of the most iconic brands around the globe. We are always excited to work with them. Recently, they challenged us to create a series of interactive videos that show various...
Is your video content pause-worthy? If not, your company is missing out. At vLink Solutions, we developed a method called PAUSE Planning℠ to create binge-worthy content strategies for our clients.
The sales funnel has changed. Has your video marketing kept up? With so many customer journey models, it is challenging for marketers to know when and how to use video effectively in their company’s model.