Virtual events have seen a hockey stick growth in the past decade with no signs of stopping. With Market Research Media stating that the virtual event market will grow from $14 billion in 2018 to $18 billion in 2023, we can see how pivotal a role this avenue has to play in online lead generation. Where most resources out there cover why Virtual Events are great for B2B lead generation, there is little information on how you can optimize your virtual event for solid lead gen. This article covers how you can use the features within your virtual platform to generate quality leads:
Develop a killer registration page
With a functional landing page, you can capture both your audience's interest and information if you cast a successful first impression. Incorporate a simple signup form, informative yet concise content and good visuals on your registrations page. You can use this contact information to keep registrants engaged with feedback forms, even-related content and information about upcoming events.
Optimize Virtual Booths and Help-desks
Visitors often engage in live chats with reps from a booth that catches their eye and these chats often cover queries and exchange of business cards. By having someone present at each booth 24-7 when the event is live, you can maximize the contacts exchanged over the booths and follow up with these leads when they’re still warm. You can also redirect visitors to your official website through different touch points on the booth.
Leverage surveys and polls
Many virtual event platforms allow you to carry out in-app surveys and polls to keep the audience engaged. You can use these tools to capture information on your audience’s interests. This information is valuable because it can be used to cluster your visitors into groups based on preferences. You can tailor your follow-up strategy and devise matching content to appeal to these different clusters. The more relevant your approach is to your audience, the higher chances of conversions you will see.
Use Visitor Uploads
If you’re hosting a virtual career fair or networking fair, you should enable a widget that lets visitors upload content onto the platform. This is useful if job-seekers want to drop CVs or upload business cards and both these resources are great ways of collecting lead information from your virtual event.
Host Stellar Webinars
These are the front-running lead generation tool in content marketing which is why you should include live or pre-recorded webinars in your virtual event. Use a scoring model to nurture leads by granting points to visitors who engage with the webinars. For example, a visitor who watches the entire 45-minute webinar earns more points than someone who watched it for 2 minutes. Use these scores to segment on-demand viewers and start populating your lead sheet.
Leverage Your Resource Center
When hosting a virtual event, you ought to have prepared a database of e-books, infographics, brochures, and presentations to share with your visitors. Add a sense of exclusivity to your event by either charging for or having visitors sign-up for downloading premium content. These people are seriously invested in your content and are some of your strongest leads.
Integrate with e-commerce
With a virtual event, you’re attending visitors, demonstrating products and negotiating prices in real time which makes online transactions a lot easier, quicker and likely. If you’re hosting a virtual trade show, use PayPal or debit/credit card integrations to make sales during the event and maximize the shortened sales cycle.
A virtual event boosts engagement and builds a lead nurturing environment from the get-go through its convenient access, easy navigation, on-demand content consumption and real-time interactions. By partnering with a good platform provider, you can use several tools to ensure that your virtual event is a smashing lead generating success.