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In today’s digital age, businesses are harnessing the power of virtual sales events to drive growth. I’ve personally generated over a million dollars in revenue through live virtual events I call challenges on Zoom, attesting to their effectiveness. These types of online gatherings, ranging from webinars to virtual trade shows, offer a global reach, making them an essential part of many businesses’ sales strategies.
According to Grand View Research, the global virtual events market size was valued at $77.98 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 23.2% from 2020 to 2027. This statistic underscores the growing importance and potential of virtual sales events in the business landscape.
Planning and execution
The success of a virtual sales event hinges on strategic planning and execution. Start by defining the event’s purpose. Is it to introduce a new product, educate potential customers, generate leads, or build brand awareness? A clear objective will guide the planning process and help determine the most appropriate format for the event.
Next, consider your target audience. Understanding their needs, interests and online behavior will help you tailor the event to their preferences, increasing the likelihood of engagement. For instance, if your target audience is tech-savvy millennials, incorporating interactive elements such as polls, Q&A sessions or virtual reality experiences can enhance their engagement.
Choosing the right technology platform is also crucial. The platform should be user-friendly, reliable and capable of supporting the features you plan to include in your event, such as live streaming, chat functionality, or virtual booths. Additionally, it should provide analytics tools to measure the event’s success.
Engaging customers during a virtual sales event can be challenging, given the distractions of the online environment. However, there are several strategies you can employ to keep your audience engaged.
Firstly, deliver valuable content. Whether it’s a product demonstration, an educational webinar, or a panel discussion, ensure the content is relevant and valuable to your audience. Use storytelling techniques to make your content more engaging and memorable. For example, share success stories of clients who have benefited from your product or service.
Secondly, encourage interaction. Interactive elements such as live chats, polls and Q&A sessions can make your audience feel involved and maintain their interest throughout the event. You could also consider gamification strategies, such as quizzes or competitions, to add an element of fun and increase engagement.
A survey by Bizzabo found that 93% of event marketers plan to invest in virtual events moving forward. This statistic highlights the recognition among marketers of the value of engaging customers through virtual sales events.
In the era of remote work, technology plays a crucial role in the success of virtual sales events. From the platform used to host the event to the tools employed for audience engagement, technology can enhance the event experience for both the host and the attendees.
For instance, using a reliable and user-friendly platform like Zoom can ensure a smooth and seamless event experience. Zoom offers features like breakout rooms for smaller group discussions, virtual backgrounds for a professional appearance and recording options for those who might miss the live event.
Tools like chatbots can also be used to answer common queries, freeing up your team to focus on more complex questions. Polling and survey tools can be used to gather real-time feedback, helping you understand your audience better and make necessary adjustments.
The success of a virtual sales event is not just about the number of attendees or the immediate sales generated. It’s also about the relationships built, the brand awareness created and the potential leads generated for future sales.
To measure the success of your event, consider metrics like attendee engagement (e.g., participation in polls or Q&A sessions), the number of new leads generated and the conversion rate of these leads into customers. Also, consider the feedback received from attendees. This can provide valuable insights into what worked well and what could be improved in future events.
In conclusion, virtual sales events offer a powerful strategy for business growth in the remote era. They provide an opportunity to reach a global audience, engage customers in a new and exciting way and generate leads and sales. However, to leverage these events effectively, businesses need to plan carefully, engage their audience, leverage technology and measure their success.
As someone who has experienced the power of virtual sales events firsthand, I can attest to their potential. With the right approach, these events can drive sales, build stronger relationships with customers and create a sustainable model for business growth.
In the end, the success of a virtual sales event lies not just in the technology used or the sales techniques employed, but in the value provided to the attendees. As the saying goes, “People don’t buy what you do; they buy why you do it.” You can ensure that your virtual sales events succeed by providing valuable content and a memorable event experience.
Moreover, the shift to virtual sales events is not a temporary trend but a reflection of the changing business landscape. As more businesses embrace remote work, virtual sales events will continue to play a crucial role in sales strategies. Therefore, mastering the art of hosting successful virtual sales events is not just beneficial but necessary for businesses to thrive in the digital age.