Adapting to unpreceded shift from physical to virtual spaces requires some agility —it’s about survival, innovation, and growth. Since COVID, virtual events have become a vital tool for outreach, stakeholder engagement, and fundraising efficiency, and they bring their own set of challenges. Turn out, the virtual event platform market is projected to grow at a compound annual growth rate (CAGR) by 20.5% until 2032.
- How do you stand out in a saturated digital landscape?
- How do you ensure your virtual event doesn’t just happen but leaves a lasting impression?
Done right, virtual events combined with B2B video content can do more than connect attendees. They inspire action, deepen relationships, and scale your impact.
Leveraging strategies reliant on storytelling through B2B explainer videos and interactive formats can set your organization apart as a leader as part of your overall online presence.
Why Choose Virtual Vs In-Person Events?
1. Cost Effective with Unmatched ROI
Virtual events tend to be more budget-friendly and can reach bigger audiences. Attendees can participate from anywhere around the world, in any time zone, and across various digital platforms. According to a Frost & Sullivan report, organizations using virtual platforms experience up to a 35% reduction in expenses while reaching more key stakeholders.
By offering low-cost access to global audiences, virtual events level the playing field for not-for-profits and Fortune 500 scale-ups alike. With a tailored event strategy, online events can deliver impact without the hefty price tag.
2. Personalized Experience for Maximum Engagement
Technology enables us to personalize digital experience at scale. Modern platforms allow custom interfaces based on attendee personas. From exclusive VIP breakout rooms to curated agendas, personalization boosts connections.
Steve Jobs once said, “You’ve got to start with the customer experience and work back towards the technology.” Steve’s wisdom is spot on —even digitally. To create a connection, we need to begin with what your audience needs and evolve the platform—not the other way around.
3. Data Drives Improvements
Virtual events offer an invaluable advantage over physical ones: data. Post-event metrics provide organizers with actionable insights. Tracking attendance, engagement rates, or poll responses highlights what resonated and what didn’t. The data can be repurposed into marketing materials to build trust and credibility with key stakeholders and pinpoint areas where you did well and areas you can improve further.
Deloitte’s research on digital transformation found that organizations leveraging data insights were more likely to exceed ROI goals compared to those relying on traditional formats.
4. Seamleass Collaboration and Control
To ensure a polished presentation that organization’s value proposition, pick the virtual platform that will provide centralized features to simplify your event management and make live adjustments more intuitive. With the right expertise and tools in place, presenters, moderators, and attendees operate cohesively in real time.
Virtual Event Marketing Step By Step
1. Planning
To succeed, you need clarity. Begin with questions that clarify the “why” behind your effort.
- Is your primary goal fundraising or advocacy?
- Are you showcasing innovations or inspiring grassroots action?
Simon Sinek, the author of Start With Why, emphasizes, “People don’t buy what you do; they buy why you do it.” Ensure your why is embedded into every virtual element.
2. Build Promotion
Engagement doesn’t start on event day; it begins the moment you announce it. For our clients, we start by marketing event to potential attendees by creating an event campaign with a concept that is memorable. We use B2B video content to create teasers for your campaigns. To be most successful, as you get closer to the event you want to share stories of impact or exclusive event details via LinkedIn and tailored email outreach. Remember, humor and emotion drive opens and shares.
3. Perfect the Technology
Once you picked the best and most optimal virtual event platform for your organization, it is time to test the available features and run a few rehearsals before going directly to the event.
Whether using Zoom for intimate discussions or On24 for large-scale hybrid productions, prioritize ease of use, inclusivity such as 508 compliance, and interactivity. Test everything thoroughly. Technology can amplify engagement, but even a minor glitch can detract from credibility.
To make your event accessible, ensure compliance with visual or auditory accessibility standards. Inclusivity isn’t just ethical; it’s essential for long-term growth.
4. Deliver Engaging and Memorable Value Content
To guarantee your event is a success, use engaging visuals and convey the information through storytelling. Also, don’t be afraid to break the ice with your attendees through opportunities for interaction. Because who likes long and monotones events?
You can also use B2B explainer videos to tell stories—not just sell services. A 90-second explainer video can simplify complex processes or initiatives faster and more effectively than traditional presentations.
The level of interaction will depend on the size of your event; however, ideas include posting surveys, encouraging questions through chat boxes, or posting comments and photos through social media using your event hashtag.
Consider integrating:
- Live Q&A sessions
- Attendee polls
- Exclusive post-event access to key insights
Larry Fink, CEO of BlackRock, says, “Purpose is not the sole pursuit of profits but the animating force for achieving them.” It’s important that your virtual content reflects your brand in terms of authenticity and transparency, resonating with both emotional and logical decision-makers.
5. Use Social Proof to Inspire Trust
Our team of experts has found that one of the most effective methods to establish confidence is through success stories. During the event, you can highlight previous wins using client testimonials or advocate stories.
For example, a short testimonial video featuring a donor’s transformational engagement can inspire new contributions or bolster credibility with sponsors.
Distribution Channels that Work
To maximize your B2B video content, optimize distribution strategies that align with professional networks:
- LinkedIn: Perfect for narrative-driven promotional content and networking pre- or post-event.
- Email Marketing: Acts as a personalized invitation and follow-up tool, boasting high ROI.
- Twitter and Instagram: Ideal for visible and immediate engagement; leverage event hashtags or highlight reels to sustain post-event buzz.
Success Stories in Action
1. Virtual Fundraiser – Craft Council of BC
With COVID-19, the Craft Council of BC (CCBC) hosted the 7th Annual Earring Show fundraiser. The executive director decided to host the event and make it a virtual fundraiser as The Earring Show is one of the non-profit’s signature events.
The event theme was “Virtual Happy Hour” and was topped off with the official cocktail – the Authentic Craftini, complete with a ‘how-to’ segment to craft your own.
The event had two hosts – a CCBC board member, Lindsay, and a local radio show host, Sheryl MacKay, included three opportunities to win gifts and prizes and featured nine artist interviews. At the end of the event, participants voted on their favourite pair of earrings.
The event was promoted using social media channels, including Facebook and Instagram, as well as through craft communities and local outreach. Turns out, no promotion budget was even spent to promote this event!
This was the first virtual event for the CCBC and, even with a few rehearsals prior to going live, some technical issues did arise. But that’s just the reality of events – virtual or not. Overall, however, the 7th Annual Earring Show fundraiser was a huge success! The fundraiser brought in more revenue than all previous years combined.
See our case study for this project here.
2. Virtual Symposium – Siemens
As an international provider of business-to-business financial solutions, Siemens Financial Services (SFS) customizes solutions across a variety of industries, including healthcare, energy, infrastructure and cities.
Siemens Financial Services needed help to develop support materials for a virtual thought leadership symposium focused on supply chain risk and resiliency in an age of uncertainty. Slated for late July or early August, the team had less than two months to strategize, plan and execute the event and supporting digital collateral.
Working with an internal team of designers and content strategists, Pace Creative met with all Siemens stakeholders prior to the event. This included representatives for the symposium’s platform, On24, to design assets and ensure a frictionless technical experience for their live stream for over 1,000 attendees.
As requested by Siemens, the strategy refrained from using images and instead focused on the design of customized icons and graphic elements that communicated key messages through a series of promotional emails, digital ads, and a symposium presentation hosted on the On24 platform.
The event was a massive success with all elements working seamlessly together despite the challenge of a tight timeline, multiple stakeholder requests, and technological restrictions.
Final Thoughts
Whether Fortune 500 leaders or not-for-profit pioneers, virtual events represent a new channel to cultivate long-term relationships in a cost-efficient way, extending reach, and delivering value. When an event is executed intentionally with the right blend of strategy and technology, virtual events powered by B2B explainer videos and emotionally resonant narratives are bound to boost your performance.
If you’re ready to rethink digital event strategy and elevate the execution of your virtual events, we would be happy to help! Together, we can design experiences that communicate and captivate. Let’s transform your next virtual event into a celebrated success. Connect with our team today.
