With the removal of face-to-face events, understandably webinars and virtual events have been flooding the marketplace. However, the abundance of webinars makes it difficult for some decision-makers and influencers to determine which are most relevant to attend and where they should invest their time. Others are attending so many virtual events, the content is blurring together. Whether attending too many or not sure which to pick, buyers are approaching a state of virtual fatigue. So in a world without face-to-face interaction, what should marketers do?
As a B2B tele agency, we’re speaking with hundreds of business executives, IT decision-makers, and line of business managers each day. Based on our experience talking with these business contacts, here’s our advice…
- Create events with relevant business benefits –there are dozens of webinars and virtual discussion panels happening each week, which makes for a very competitive marketplace. To attract the right audience and stand out within a crowded virtual landscape, focus your content and messaging on business benefits. How will you help solve common industry problems, improve productivity or cut cost? While notable speakers may help draw an audience, you’ll attract the right buyers by focusing on how your content will address the common challenges your market is facing right now.
- Be selective –your target market is getting inundated with invitations to attend virtual events and webinars. This in itself is creating a feeling of virtual fatigue. Our advice is to be selective when creating your virtual event calendar, with a “less is more” strategy.
- Plan your follow-up– keep in mind that your target market is likely attending many virtual events, and unlike in-person events, a virtual medium is more likely to cause content to blur. Thus, it’s important to follow-up with an outreach after your event to answer questions, further define your value, and provide a quick avenue to sales (if appropriate). Additionally, many formerly high-priced user conferences have transformed into free virtual events, attracting larger audiences than previously. Thus, marketers must be mindful of the potential for increased lead volume and plan follow-up accordingly to successfully capitalize on the amplified market.
- Integrate human-touch –most important to avoiding virtual burnout is simply not relying solely on virtual events and digital content to communicate with your market and drive leads for your sales team. Instead, the integration of human-touch teleservices will help you to form relationships with your target market. In a world without face-to-face meetings, the phone is the one proven medium that allows a real-time, human-to-human dialogue exchange. Worried that your market will be unreachable via the phone? Don’t be – our statistics show a steady increase in lead rates throughout the pandemic.
As we continue to adjust to the current normal and navigate a world without in-person events, marketers must be mindful not to over saturate the market with virtual events and add to the growing feeling of virtual fatigue. Our advice is to be selective when creating your virtual event calendar and surround each event with relevant business benefits, which will address common issues your buyers are facing right now. Equally important, marketers should integrate the power of the human-touch. Buyers need to interact with humans, which can be most easily achieved by picking up the phone and talking with them.