14 Virtual Event Marketing Tips to Drive RSVPs and Engagement

Virtual event marketing is the strategy of promoting your online events to make sure that as many interested people attend as possible. Consider this your ultimate guide to virtual event marketing.

Virtual events come in many forms: from industry conferences and webinars to virtual happy hours and even online book tours.

The best part? They’re usually easier to organize than in-person events, which require logistics like finding a venue and coordinating accommodations.

The global virtual events market was estimated at more than $78 billion in 2023 and is expected to grow significantly in the coming years.

This trend shows that businesses around the world are seeing the lasting value and benefits of virtual events, such as convenience, broader reach, and cost savings.

So, if you’re planning a virtual event, nailing your virtual event marketing is crucial to ensure those RSVPs roll in.

Below, we’ll share the top virtual event marketing tips that we’ve learned.

You want to clearly establish what your conference has to offer for the people who are attending or the businesses that are participating. (Image: Unsplash)

What is virtual event marketing?

Virtual event marketing is the strategy of promoting your online events to attract attendees and drive engagement through various digital channels.

It is all about letting your audience know about an upcoming virtual event. Often, it’s a collection of marketing campaigns and event promotion tactics designed to attract more attention to your next virtual event and drive registrations.

But it’s not just about putting up an ad or posting about an upcoming event. It encompasses everything from:

• Pre-event preparations, such as understanding what type of event your target audience needs
• Creating engaging content and promotional materials
• Leveraging various digital channels such as social media, email marketing, and PPC ads to spread the word
• Managing event logistics and technology, such as cameras and mics, and ensuring everyone hosting has a stable internet connection.
• Sending post-event follow-up emails to encourage attendees to stay connected and gather feedback

14 virtual event marketing tactics to include in your strategy

Search engine optimization (SEO) is one of the best marketing tactics for lead generation. It can also increase traffic and attract potential attendees for future events.

Unfortunately, SEO takes time, which isn’t ideal for virtual event marketing. Since marketing for virtual events is time-bound, you need strategies that don’t need a significant amount of time to get results.

You can instead include the following tactics in your marketing plan:

1. Build a website or event landing page for your event

Your event website is your audience’s go-to resource for all the information they need, such as:

• Event name
• Event pricing
• Schedule
• Speaker bios
• Sponsor information
• Agenda

But more importantly, your website will house your event registration page, which will be a key component of your virtual event marketing plan.

When it comes to designing the event website or landing page, you can be as flashy as you want since you want the page to capture your audience’s attention, pique their interest, and make it memorable.

But make sure it stays on-brand, easy to read, and not distracting so it can fulfill its purpose.

Don’t forget about SEO when creating this page. HawkSEM’s SEM Manager Gina Ryan says, “[Your] dedicated event page on the organizer’s website can receive traffic from all other marketing efforts and should also be optimized for SEO.”

Lastly, make sure that everything from your headline to the call-to-action is optimized and focused on one conversion goal.

Pro tip: You can make the registration process more seamless if you select a virtual event platform with integrated event registration software for the event landing page. Some platforms may even allow you to design a branded registration page that helps you collect the necessary data more easily.

2. Leverage paid search marketing

While word-of-mouth marketing remains a great way to attract attendees to virtual events, using paid ads can elevate your virtual marketing strategy to the next level. “I definitely recommend digital advertising for virtual events,” says Ryan.

Feel free to experiment with different advertising platforms, such as Google Ads and LinkedIn ads. A/B test your ads by mixing and matching different graphics, creatives, and copy to find what works best for your audience.

3. Use email marketing to attract attendees and keep them engaged

The average registrant-to-attendee show-up rate is about 40%, says ConvertKit. This means that from the moment they register up to the time of your event, you end up losing about 60% of your attendees.

A good way to minimize the attendee drop-off rate is to implement a lead nurturing strategy using email drip campaigns as your go-to tactic.

An email drip campaign creates additional digital touchpoints that keep your attendees engaged during the pre-event phase so they don’t lose interest or forget about the event.

Without flooding their inbox, send regular emails about exclusive offers, reminders, information about speakers, or other relevant information. Be strategic about your approach while making sure to provide a tailored experience.

“Sending an e-blast to your mailing list, especially if they’ve attended past events,” says Ryan.

“I recommend creating a schedule for timing out your e-blasts. (e.g x number of days out – announce the event, 1 month out – remind users to register, 1 week out – remind registrants to attend, etc).”

4. Take advantage of the power of social media

Social media marketing is a powerful tool that you can use for event storytelling and audience engagement and is useful for all phases of your event.

For instance, you can create a short video or organic social media campaigns centered around awareness and engagement during the pre-event phase to attract more attendees on channels like Facebook and Linkedin. “Be sure to tag any event sponsors or speakers!” explains Ryan.

If you’re planning to hold the event annually, it can also be a great platform for post-event interaction and staying connected with your audience.

5. Write a press release

Press releases aren’t just for real-time events. They can also be an effective way to communicate with your target audience about your upcoming event.

Your press release should include key information, such as the event schedule, special guests, topics to be discussed, and more.

Then, to maximize visibility, send it to media outlets, news desks, and press release sites.

6. Focus the messaging around your event’s value

When it comes to your virtual event, being able to clearly show its value is crucial. Sure, people won’t have to travel or book hotel rooms to attend. But you still want to highlight all the reasons it’s worth their time.

Showcasing the value is key for a virtual event marketing strategy. It can also help entice other brands and businesses to collaborate with you if that’s what you’re looking for.

Carefully consider questions like:

• What is your event’s theme, and how can you express this in your marketing?
• What should people expect to take away from speakers or sessions?
• Does everyone making the event happen clearly know their role and responsibilities?
• What concerns or topics will you be addressing during your virtual event?
• What questions will you be answering, or what problems will you aim to solve?

It may seem like you won’t have to do as much heavy lifting to gather RSVPs for a virtual event. But the reality is that the likelihood of an RSVPed attendee not showing up is much greater for a virtual event than an in-person one. After all, deleting a calendar invite is much easier than trying to get a flight refunded. That’s why you want to make sure the value is clear.

Pro tip: Want to get the maximum amount of live attendees as possible? Consider offering an incentive to those who show up. This could be something like a live Q&A with a guest speaker or only offering some of the session recordings after the event is over.

7. Highlight the advantages of a virtual conference

Sure, there are some aspects of an in-person event that can’t be matched virtually. Unlike trade shows or in-person conferences, it’s not as easy to form partnerships or even just make a new connection by striking up a conversation during a networking happy hour.

But that doesn’t mean you can’t think outside the box and create virtual experiences that mirror IRL events. Start a unique hashtag to make conversations easy to find, for example.

You can encourage attendees to share key takeaways and speaker quotes and spark dialogues on their social media pages (while someone from your company does the same).

Other benefits of a virtual conference include:

• Making it easy to record, rewatch, and share specific sessions
• Allowing attendees to check out material at their convenience (which also means that they won’t have to choose between sessions)
• Reducing costs for both organizers and attendees
• Allowing for more (or better) speakers than a physical event
• Being able to attend from the comfort of their own homes or offices

8. Make sure you’re set up for success

Some of your attendees may have never been to a virtual event before, and others may not know how it works. Make a great first impression by ensuring everything runs as smoothly as possible during event planning.

Take the time to ensure all speakers have proper mics, videos, and lighting set up and that all presentations have been walked through and edited.

Conducting several dry runs of the entire event can bring you peace of mind. Plus, it allows you to work out any kinks or hiccups beforehand.

Additionally, make sure you have a plan for keeping your audience engaged. This can be challenging since it’s easier to keep people engaged at a live event than at a virtual event where there are more distractions.

Nevertheless, audience engagement is one of the factors that separate a successful virtual event from a failure and will likely impact your future events. So, it’s better to have a plan for keeping your audience engaged than to have an event that’s labeled “death by PowerPoint.”

From a marketing standpoint, you can consider setting up an FAQ section on your event website or addressing common questions in an email once potential attendees sign up.

The more information you share, the better idea your attendees will have of what to expect when the conference day arrives.

Pro tip: Just like in-person events, virtual events should be as inclusive and accessible as possible, Hootsuite points out. They recommend making sure to use clear language, large fonts, and high color contrast in deliverables and presentations. 

Cast your net a little wider as you determine who you want to invite to your event, where you want to market it, and how you want to target your ads. (Image: Rawpixel)

9. Cast a wider net for attendees

Previously, you might have focused your marketing efforts on a specific geographic area or past attendees. It makes sense, as these are the people most likely to put in the travel to attend your event.

You might also have focused on individuals at a specific income level or those who hold certain positions in their company.

Going virtual allows you to reach a wider range of people who may be able to attend your conference. Since travel is eliminated, attendees don’t have to request time off work or manage the larger expenses associated with a hotel room and airfare.

Cast your net a little wider as you determine who you want to invite to your event, including where you want to market it and how you target your ads. This can create greater lead potential.

10. Offer teasers as part of your marketing content

People attend conferences that offer them an exciting experience, a chance to check out something new, or an opportunity to learn something about their industry.

Creating teasers — whether they’re video clips, session themes, or pieces of content — can serve as a kind of event preview and a way to attract attendees.

Let your audience know that something big is coming, and they need to be part of it. With fewer resources needed to be spent on venue and coordination details, you can invest more in making sure the event’s content is high-caliber.

You can even trickle these teasers into event reminders via email as the date gets closer.

Pro tip: With the money you save on things like food and venue fees, you may be able to afford to send swag bags to your attendees. It’s a great way to make them feel special, and it’ll serve as a reminder of your unique virtual event.

Remember: Moving your conference online doesn’t mean there’s less value in what you’re offering. (Image: Rawpixel)

11. Get vendors and speakers involved in the marketing

Your vendors and speakers want to see as many people as possible attending your conference or event so they get maximum exposure and can feel like it was worth their time.

(After all, they’ve still got to prepare for keynotes, get dressed, and make a presentation!) Don’t be afraid to get them involved in the marketing process.

Your vendors and speakers likely have social media pages, websites, and online followers. Invite them to help you spread the word.

“Share marketing materials, event branding, and other messaging with sponsors, speakers, and partners for them to share on their own networks (email list, social media posts, etc),” suggests Ryan.

You can hold a joint giveaway or create graphics and captions they can easily share across their channels.

You may even explore partnerships with influencers and industry leaders. By working together with all stakeholders, you can substantially increase your overall marketing reach.

If you plan to still host vendors, you may also want to invite them to set up their online stores ahead of the event. That way, you can promote them and allow people to purchase or look into their offerings before the actual event.

12. Harness the power of virtual event technology

Leverage the latest and greatest in virtual event technology to give your attendees the best experience. This isn’t just about using a basic video platform; it’s about creating an immersive, interactive experience that rivals in-person events.

For example, Tomorrowland’s digital festival combines cutting-edge 3D design, Hollywood-level filming techniques, and modern game engines to deliver a spectacular online event.

So, while some of these technologies might be a bit out of budget for your event, that doesn’t mean you can’t get creative and use more affordable technology to create an immersive online experience.

Here are a few tips to harness technology for your event:

• Use advanced platforms: Choose platforms that offer more than just video streaming, like Eventbrite, GoTo, and Cvent. Look for features like virtual lobbies, interactive Q&A, breakout rooms, and real-time networking capabilities.
• Optimize for all devices: Ensure your event platform is responsive and works seamlessly across PCs, laptops, tablets, and smartphones.
• Use high-quality production techniques: Invest in good lighting, sound, and camera equipment to ensure your event looks professional. Consider green screen technology to create virtual stages and backgrounds. This kind of equipment does not need to break the bank, and if you will be hosting multiple events, it’s well worth the investment.
• Interactive features: Add features like live polls, chat rooms, and gamification to keep attendees engaged throughout the event.

13. Virtual Swag Bags

Who doesn’t love swag? Just because your event is online doesn’t mean you can’t treat your attendees to some goodies.

Virtual swag bags are a fantastic way to engage your audience and make your event memorable. Here are some ideas for virtual goodies that you can give away.

• Digital downloads: Offer exclusive eBooks, whitepapers, discount codes, or access to premium content that attendees can download and use.
• Virtual gift cards: Include gift cards for popular online stores, coffee shops, or even donations to a charity of the attendee’s choice.
• Exclusive access: Provide early access to future events, webinars, or private online communities.
• Interactive content: Incorporate interactive content such as online quizzes, virtual scavenger hunts, or personalized video messages.

Virtual swag bags not only add value to your event but also leave a lasting impression on your attendees, making them feel appreciated and more connected to your brand.

14. Measure the success of your event by analyzing key metrics

The activities related to your marketing strategy shouldn’t end when your virtual event wraps up. At this point, your preparation for future events should begin with analyzing the success of your previously-concluded activity.

Gather feedback from your attendees by sending a post-event email expressing your gratitude with a survey form attached.

This form allows attendees to provide feedback on the topic, speakers, and other aspects of the event. This will give you insight into what you did right and what you can improve for your next event.

Feedback is invaluable for events of any kind. As Cvent explains, “Event feedback is crucial for virtual events when planners don’t have the ability to gauge reactions by the expressions or verbal feedback from attendees onsite.”

Look into event feedback tools to make sure you’re following up with attendees after the event is over.

However, for objective information about how well you did with marketing and other aspects of the event, take a look at the event analytics.

This functionality may be available depending on the event technology on your chosen platform.

You will then be able to view metrics such as the number of attendees, average duration, replay views, and traffic data. This information will help you evaluate and improve your current marketing plan.

Virtual event marketing vs. in-person event marketing

Promotion strategies used to market virtual events may be similar to tactics used for in-person gatherings. However, virtual event marketing is also different from in-person event marketing in many ways, including the following:

• The platform is different: A virtual event platform like Intrado, ON24, or Kaltura is used instead of a physical location to host the event.
• There are fewer variables to consider: Unlike live events, virtual event promoters do not need to plan for attendee accommodations, food, transportation, and other needs.
• The entire timeline is shorter: According to Markletic, small virtual events like webinars, on average, may take between 3 to 6 weeks to promote, while larger events require a longer timeline to drive the same amount of registrations. In contrast, live events may need at least 3 to 6 months for marketing.

What to think about before you launch your virtual event

Planning a virtual event isn’t just about picking a date and setting up a Zoom link. Before you dive into your online event marketing strategies, there are a few steps to take to lay the groundwork for success.

What is your event’s story?

Understanding your unique story is the cornerstone of creating a virtual event that people will actually want to attend.

This means knowing who you are, what you bring to the table, and why your event matters. Ask yourself:

• What’s my budget?
• What is my ideal number of attendees?
• How can I engage attendees before, during, and after the event?
• What value will this event provide to attendees?
• What is the ultimate goal of this event?

Answering these questions will reveal your event’s purpose, which you can then use in your promotional materials.

Who is your ideal event attendee?

Once you’ve nailed down your story, the next step is to pinpoint your ideal audience. This means understanding who will benefit the most from your event and tailoring your content to meet their needs. Ask yourself these questions:

• What life stage are they at (e.g., college, career pivot, retirement)?
• What goal are they trying to achieve?
• Why can’t they achieve this goal on their own?
• What misconceptions might they have about this topic?
• How will your event help them overcome these challenges?

Knowing who you want to attend helps you create targeted, relevant content that speaks directly to them and ensures a more engaged and enthusiastic audience.

Planning to engage attendees after the event

Your efforts don’t end when the event does. Now that you have a list of names, emails, and any other information, what should you do to reengage them and help them down the funnel?

Consider creating an email campaign that sends them more information about your products, services, and other events, if applicable.

Just make it clear that they’ve opted into receiving communications from you when they provide their contact info. Otherwise, your missives could be (rightfully) reported as spam.

The takeaway

Moving your in-person gathering online doesn’t mean there’s less value in what you’re offering.

It does mean that to succeed, you’ve got to be a little creative, flexible, and well-prepared to ensure your attendees know and trust that your event will be worth their time.

Make sure you highlight the event’s value, offer teasers for what people can expect, and be mindful and authentic in how you leverage your digital marketing.

Need more digital marketing help? That’s what we’re here for.

This article has been updated and was originally published in June 2020.