1. Define your offerings and goals
Before you begin your marketing efforts, you must know what you are selling. This should always be the first step of a marketing team, asking the questions. Below you will find a few examples of things to consider, be sure you are exploring your offerings from a micro and macro level!
- Are you offering on-site and virtual attendance options or, is this a strictly virtual event?
- When the attendee registers for the livestream, what do they receive? Is it access to (1) individual session, or will they receive the whole conference?
- Will there be access to slide decks or other resources for all attendees?
- Will attendees have the opportunity to receive credit or certifications?
- Would you personally register for this conference? Do the pricing and offerings match?
After you have defined all of the offerings, you can now begin identifying goals. Your goals can be as simple as a registration or monetary goal, or as complex and long-term as return registrations or ongoing community discussions. Your goals should follow the SMART guidelines. They need to be Specific, Measurable, Attainable, Relevant, and Time-bound. The goals you set should also be organization specific. For example, your organization may need to make a profit off this livestream or it may need to build membership. Your goals will be used to measure success. Remember – success is not a one size fits all model; it is fluid and ever-changing!
2. Create a Plan
Now you know what you are offering and how you define success, next you need to create your plan! When developing your marketing plan, it is important to consider, once again, macro and micro perspectives. Start by looking at the “bigger picture,” i.e., how much time do you have, what marketing platforms and methods are you planning to use, what resources do you already have, etc.?
It can help to create a timeline from now ending with your livestream event. Set benchmarks that will que you to check on your progress. You should ask yourself, “am I on target for my goals” regularly and then use you marketing plan to either maintain your current efforts or tweak aspects of the plan that are not working to successfully reach your benchmarks.
3. Know your audience and their preferred communications
Have you ever tried to have a conversation with someone who doesn’t speak your language and you don’t speak theirs? No matter what you are trying to communicate, the other person does not know the details, but rather only what they can surmise from watching your non-verbal communications.
The same idea is applied to marketing. If you are getting your promotions out on Facebook, but your intended audience primarily uses LinkedIn, you will find your audience may only be picking up portions of your message, and not benefiting from all the right information!
You also may want to take a look at your method of communication based on certain subgroups. For example, you may be trying to market to a specific organization that practices law in the United States, but that group has very specific sub-sets within itself. Younger age groups may get their information from Instagram, while an older age group may prefer email. Segmenting your marketing efforts and tailoring the messages to those sub groups will ensure that the right information is getting to the right people.
4. Recognize what makes a livestream different
Livestreams offer a cost-effective and time-efficient way for attendees to obtain the same information without the hassle of travel and taking time off to be on-site. Many busy professionals prefer to multi-task during their day, and livestreaming your conference ensure they get the right content without turning they daily routine upside down.
Event recordings are a great way for registrants to re-watch the presentations later for a refresher, or they can visit the recording at a more convenient time.
Identifying your livestreams unique characteristics will help you market to attendees. Why is it important for attendees to register for your livestream? Is there credit associated for the presentations? Do they have to watch it live or can they still obtain credit watching the recording? Ask yourself, “why did we decide to livestream in the first place?”. Chances are you will find the reasons why your audience should register.
Once you have identified what makes a livestream different, market as you would for anything else, highlighting the products unique characteristics.
5. Make it personal
While a lot of your marketing efforts can be automated, that will make the messaging less personal and easier to delete or ignore. When marketing your livestream, it is important to make sure that you are offering a personal experience, because that is one thing potentially lost when an audience member is virtual.
When you are in-person at a conference, the whole experience is more personal because you are experiencing it with all your senses. A livestream takes away a certain personalization, and it is our job to compensate with catering marketing and course offerings to them.
A few ideas to make the experience more personal:
- Ask for input: What does your target audience want to see, hear and/or learn? People love to know that their voice matters! How awesome is it if you ask to hear about a particular topic, and then it actually is presented on!
- Ask for feedback: Again, people want to be heard! If this isn’t your first event, ask the past attendees for their feedback, and entice them to come see their suggestions in action! The main difference here is that you are receiving reviews based off what you’ve already done!
- Create a Community: Learning online creates its own challenges, but luckily, technology can help. Allow your virtual audience to communicate with each other and their instructors through chat features in the course and discussion boards!
- Create a personal email/phone marketing campaign: Provide your team with an email or script that has a few customization options. Those customization options could be a variety of reasons to attend or the session content/titles. When your team reaches out to attendees, they can pick from the provided options to personalize the message and make attendance more enticing.
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6. Get creative
Don’t be afraid to try new things! With the advances in technology, you can leverage so many more tools to make your event an exciting one to register for! Here are a few ideas
- Contests with prizes: Using a variety of technologies and platforms, you can make a game or raffle contest online!
- Harness the power of video: People love to see and feel excitement for the event; it makes them feel like they are part of it. Live broadcast on social media with your presenters, sharing excitement, or sneak peeks!
- Use the voice of your partners: Create a human connection by using quotes from past attendees, speakers, and team members in your various marketing efforts.
Any marketing campaign takes time and resources to complete successfully, but using these 6 steps will help you better organize your efforts!