How to do Virtual Events the Right Way

April 16, 20208 Minutes

Virtual events have existed for quite some time and Skyline is no beginner when it comes to hosting and co-creating virtual events for small to large businesses. 

We recognize the escalating importance of doing virtual events correctly and successfully. When designing a virtual event, keep your customer’s needs at the forefront of your design. Here are some considerations to keep in mind as you design your next virtual event customer experience.

Choose Your Audience Wisely 

When thinking about hosting a virtual event, there are certain key ingredients to ensure a successful and engaging experience.  One of those key ingredients is your audience who you’ll want to invite.

Create an ideal attendee persona – map out their demographics, behaviors, and pain points. Determining who your ideal audience is for the event will lend itself to the types of content you curate, the speakers or experts you invite, and the kind of engagement you desire. Remember, the subject matter experts you choose to collaborate with for your virtual event also bring their network, possibly impacting the influence on your audience — make sure it’s the right influence for your event. 

Connect Them to WHY You Do What You Do

Don’t just jump on the virtual event bandwagon because your competitors are doing so — choose it because you want to engage your audience in a unique, creative, and powerful way.

Connect your audience to YOUR Why. Simon Sinek said, “people don’t care about WHAT you do, they care about WHY you do it”.

Before your audience takes any action or makes any decisions, they must first ask themselves what’s in it for them. Your actions and decisions must always align with the value you bring to your audience.

Succinctly state the value your virtual event will bring to your audience. If they aren’t compelled to learn from you, they will not engage with you.

Consider ALL the Logistical Components

As quickly as you can birth an idea about a virtual event, it can go to the “back burner” even quicker if you don’t consider all the different logistical components tied to the virtual event.

Following is a list of items you need to assign and execute:

  • Create a clear and concise virtual event strategy.
    • Choose your audience and subject matter experts to collaborate with
    • Craft a theme and curate content
  • Research different mediums to conduct virtual events, and choose the right one for you.
  • Develop an event promotions strategy and registration timeline.
  • Implement analytics and insights to measure success.
  • Schedule the date, time and length of your event

Select the Right Platform and Partner 

Setting up a solid infrastructure for your virtual event is critical to its success. Many organizations/businesses are running low on time, know-how and resources to host virtual events successfully. 

Therefore, finding the right partner like Skyline, who can help strategize content, sponsorships, engagements and other logistics is integral to your virtual event strategy. The right partner can help alleviate your stress around logistics, so you can focus on providing an exceptional experience to your audience.

Beyond just the logistics, choose the right platform for your event. Revisit your WHY, the value to your audience and your overall strategy to determine the platform that’s right for you — e.g. A Live Webinar, Website, Zoom Meeting, etc.

Set Your Event Up For Success

The success of your event isn’t just in the number of site visitors or viewers, but also in the engagement and conversions. 

Many businesses fall short on creating Specific, Measureable, Attainable, Relevant, and Time-Bound (S.M.A.R.T.) goals for their virtual events. 

Keep your SMART goals in mind when designing, curating and creating your event. Map out the customer journey within your virtual event. Be intentional about the subject matter, speaker(s), creative, atmosphere and overall experience you are choosing for your audience. 

By ensuring a rich and thoughtful virtual event experience, your brand can really shine through and elicit successful long-lasting relationships with your audience.


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