Virtual Event Marketing: 12 Tips to Drive RSVPs + Engagement

Virtual event marketing is the strategy of promoting your online events to increase registrations, engagement, and attendance. Use this guide to learn how to build an effective virtual event marketing strategy from start to finish.

The global virtual events market is estimated at more than $98 billion and is only expected to grow in the coming years.

From industry conferences and webinars to virtual happy hours and online book tours, businesses are seeing the lasting value and benefits of virtual and hybrid events — such as convenience, broader reach, and cost savings.

But these benefits are only possible with the right virtual event marketing strategy.

Below, we’ll share the top virtual event marketing tips to ensure those RSVPs roll in.

What is virtual event marketing?

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

Often, it involves marketing campaigns across different digital channels, such as social media, pay-per-click (PPC) advertising, content marketing, and email marketing.

Virtual event marketing includes:

• Pre-event planning, such as identifying the type of event your target audience wants and needs
• Content creation and promotional materials
• Digital channel promotion like social media, email marketing, and PPC ads to promote the event
• Event logistics and technology, including cameras, microphones, and reliable internet connections for hosts and speakers
• Analytics and insights on attendee behavior and engagement

How to create a virtual event marketing strategy

Building an effective virtual event marketing strategy involves a clear understanding of your goals, audience, messaging, and promotional tactics in order to drive registrations and keep attendees engaged.

1. Identify your goals and target audience

Before you dive into your online event marketing strategies, take the time to build a strong foundation for your event strategy.

Define your event goals

Start by identifying the purpose behind your event. Understanding your goals will help shape everything from your messaging and content to your promotional channels and success metrics.

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?

Your answers will help clarify your event’s purpose and unique value proposition, which you can then use throughout your marketing materials and campaigns.

Understand your target audience

Once you’ve nailed down your goals, 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:

• 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.

2. Choose your virtual event platform

The platform you choose for your virtual event will make or break the event experience for attendees.

Beyond basic video streaming, look for a virtual event platform that supports engagement, networking, and a seamless registration process.

Popular platforms like Eventbrite, GoTo, and Cvent offer features designed specifically for virtual events, including:

• Virtual lobbies and waiting rooms
• Interactive Q&A and live chat features
• Breakout rooms for smaller discussions
• Real-time networking opportunities
• Event registration and attendee management tools

It’s also important to choose a platform that works smoothly across devices, including desktops, laptops, tablets, and smartphones — a poor mobile experience or technical glitches can quickly reduce attendee engagement.

3. Build an event website or landing page

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

• Event name
• Pricing
• Schedule
• Speaker bios
• Sponsor information
• Agenda
• Event registration

Make sure the site or webpage stays on-brand, it is easy to navigate, and follows traditional search engine optimization (SEO) best practices.

“[Your] dedicated event page on the organizer’s website can receive traffic from all other marketing efforts and should also be optimized for SEO,” says HawkSEM SEM Manager Gina Ryan.

4. Use email marketing

The average registrant-to-attendee show-up rate is about 50%, says ConvertKit. That means many people who register for your event may never actually attend.

One of the best ways to reduce attendee drop-off is through a lead nurturing strategy powered by email drip campaigns.

Email drip campaigns create ongoing touchpoints that keep attendees engaged during the pre-event phase so they don’t lose interest or forget about the event.

Avoid overwhelming subscribers with too many emails. Instead, send thoughtful, timely messages that include reminders, partnership highlights, exclusive offers, agenda updates, or other relevant follow-up information.

“I recommend creating a schedule for timing your e-blasts,” says Ryan. “For example, announce the event, remind users to register one month out, then remind registrants to attend one week before the event.”

5. Use social media

Social media marketing is a powerful tool for event storytelling and audience engagement at all stages 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,” says Ryan.

You can also partner with influencers, industry experts, or guest speakers to promote the event and build credibility. Creating a branded event hashtag can make it easier to track conversations, encourage user-generated content (UGC), and boost engagement.

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.

6. Write a press release

Press releases can be an effective way to reach 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 like PR Newswire.

7. Invest in paid ads

Google Ads is a powerful lead generation tool that can help drive immediate registrations and conversions — along with general event promotion and awareness.

Paid ads can support multiple goals throughout your campaign, such as:

• Increasing event awareness
• Driving traffic to your registration page
• Boosting webinar or virtual conference sign-ups
• Retargeting interested users
• Promoting guest speakers, sessions, or limited-time offers

If you need guidance on how to set up a campaign, check out this complete guide.

8. Highlight the event’s value

To encourage registrations and boost attendance, clearly communicate why the event is worth attending.

Answer important questions like:

• What should people expect to take away from speakers or keynotes?
• What concerns or topics will you address during your virtual event?
• What questions will you answer or what problems will you solve?

Just as importantly, emphasize the unique benefits of attending a virtual event. Many attendees appreciate the flexibility and convenience that online events provide.

Some advantages of virtual events include:

• The ability to record, rewatch, and share specific sessions
• Convenience, comfort, and accessibility
• Lower costs for both organizers and attendees
• Access to speakers or experts who may not attend an in-person event
• Opportunities for attendees to join from anywhere in the world

9. Create promotional teasers

Building anticipation before your event can increase registrations and engage potential attendees leading up to the event date.

One effective way to do this is by creating promotional teasers that give audiences a preview of what they can expect.

This content can generate excitement while also encouraging social shares and audience participation.

Pre-event content ideas include:

• Speaker interviews
• Polls, quizzes, or surveys
• Countdown posts on social media or email
• Sneak peeks of presentations, sessions, or downloadable resources
• Live streams or short Q&A sessions before the event

10. Get vendors and speakers involved in the marketing

Your vendors and speakers likely have their own followers, so invite them to get involved with your promotion strategies.

“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.

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 future event.

11. Incorporate interactive content during the live event

Interactivity shouldn’t stop once the event begins.

Add interactive elements throughout the virtual event to keep attendees engaged and create a more memorable experience.

Ways to increase engagement during the event include:

• Live polls and audience voting
• Interactive Q&A sessions
• Chat discussions and networking opportunities
• Breakout rooms or small group sessions
• Gamification, contests, or giveaways
• Downloadable resources and live demos

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.

12. Measure the success of your event

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 topics, 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 virtual event.

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.

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.

The takeaway

A successful virtual event starts with an effective marketing strategy.

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.