Event marketing

A data-driven guide to post-event marketing

This post is sponsored by Hubilo.

The main event is over, but the end (post-event marketing) is about to begin. Time to pull out all the stops and turn up the heat.

Post-event marketing is crucial for converting leads into actual customers. To do this effectively, you need to squeeze every drop out of your virtual event platform. This includes pre-recorded videos, live streams, and post-event emails.

Want your audience to come back for more? Read on and learn how to use your virtual platform data to best promote your event.

Create audience segments and personalize communication

Segment your audience if you want them to feel like you’re communicating with them. The more you know about them, the better you can tailor your message to their wants and needs.

Here are some ways to segment your event audience using data from your virtual event platform.

1. Attendees and no-shows

Before launching your post-event messaging journey, create two segments – one for attendees and one for non-attendees. Send a thank you note to the first group with a link to watch the event on demand. To the second group, send an email saying you missed them and include a link to the most popular presentations from the event.

2. Sectors of activity

Another way to segment your attendees is by the industries they represent. You can get this information from the participant’s profile and use it to send targeted content and industry-specific case studies.

You can use the same logic to segment attendees based on their interests or what they are looking for. You can get this information from the participant’s profile.

3. Speakers

Create a separate segment for speakers at your event. It is important to thank them for coming and sharing their knowledge.

By doing so, send them data on how their session went. Some metrics you can consider sending them are ratings, profile views, number of downloads of their content, and number of notes taken.

Personalized communication like this will help you build a good relationship with the speaker in the future.

Think like a pro

You can use event metrics to schedule future events. For example, you can track the days you saw the highest ticket sales and increase your paid marketing on those days. If your event lasted several days, you can use this data to decide on dates for future events.

Reward your most engaged audience

The most engaged attendees are the ones you want to reward. They are more likely than others to attend future events and purchase your products or services. You can also partner with them to spread positive word of mouth about your brand.

Here’s how you keep track of them.

1. Leader board

Start by identifying attendees who engaged throughout the event and found the most value in it. Give prizes to the first three participants in the leader board and free tickets to your next event to the next 20 people in the leader board.

2. Most active on the event stream

Most platforms offer the ability to identify the most active attendees on the event feed. Use this data to identify these people and reward them for their engagement.

3. Most Notes Taken

When people take notes, it shows how much they care about your event. Identify these people through your platform’s dashboard and reward them for their diligence! In the same way, you can also identify the people who have been the most active in the meetings or whose profile has been the most viewed, or whose profile has been marked the most.

Think like a pro

When you identify the participants we talked about above, check their profiles. See if they are a good match for your ideal target audience. If so, send them personalized emails or ask your sales team to follow up with them.

Identify interested participants and give them a follow-up call

If sales are a goal, following up on leads is an obvious way to promote your organization. But it is also time consuming.

So how do you identify who to call first? Based on the data you have from the event, here is the hierarchy you should follow in order of priority:

  1. First, reach out to attendees who have visited your virtual booth and interacted with it the most. You can retrieve this data from your platform’s dashboard.
  2. Then, follow up with those who reached out to you during the event to request a call or meeting or request more information about your product or service.
  3. Then, follow up with those who responded to your emails asking for more information.
  4. Then, follow up with those who didn’t respond to your emails, but engaged with your content.
  5. Finally, reach out to registrants and attendees who best match your target audience.

Create a resource center with the most popular content

People are busy. Unless there’s something exceptional about your event (and even then), chances are your audience won’t have time to go through all of your event recordings.

So while you can keep doing it, the next best option is to create a resource center with some succinct information. Creating this will require resources from your end. So if you first need to decide which content to reuse, look at the data to identify which sessions were popular among your attendees. In fact, you can even use this data while promoting this content. For example – “85% of participants stuck until the very end of the ABC session”.

Or if your data tells you that a speaker was particularly popular with the audience, you can use that information to promote that speaker’s content.

Finally, if your virtual event platform provides this functionality, you can share a word cloud like this to highlight the most used words in the stream.

Think like a pro

Here’s an idea to further engage your audience. Use this data to have extended conversations with your audience on topics of interest even after the event. These extended conversations can be done through a podcast, LinkedIn live, or even a Twitter feed.

Use data to improve your survey questions

People don’t always take the time to tell you why they didn’t like an event you hosted. It is therefore sometimes difficult to know what went wrong (or right). This is where post-event polls come in.

Here’s how you can use the data you have to improve your survey questions.

Look at the metrics for each of your sessions. From this data, you can identify the most and least engaging sessions. Ask your audience questions about these sessions to find out what worked and what didn’t. For example, for the most-watched session, you can ask, “What did you like about our session on ABC?”

If you introduced something new at your event, you can check the data to see if it worked or not. Based on this information, you can ask attendees questions about their experience with the new addition. For example, if you introduced a virtual photo booth and saw people engaging with it, you can ask, “What did you like most about our photo booth?” — then give your audience options to choose from.

You can use the same logic for other aspects of the event that are important to you.

The power of data is endless

This means that the real power of data is in the hands of those who know how to interpret and use it correctly. If you’re willing to go the extra mile, you can turn data into insights and insights into insights.

Choose the types of data you want to regularly leverage, then expand your tracking. After that, make sure you have an easy way to share this data with colleagues across departments.

Before long, you’ll be creating all kinds of valuable insights and achieving larger business goals, such as converting leads into customers, attracting new members, or exploding your brand engagement.