Digital technology has taken center stage in recent months as businesses are forced to adapt to the current business climate. As more and more events are now becoming entirely virtual to combat the COVID-19 pandemic, event promotion will require new materials and communications strategies. Marketing virtual events can be a challenge if the right methods are not employed. Finding effective creative assets for marketing your virtual event is key for successful promotion and a seamless event. Let’s explore some of the creative assets that you need in marketing your virtual event.

Effective Assets For Marketing Events Through Digital Channels

Keeping your business operating and staying connected with customers is important especially during the COVID-19 pandemic. Using digital channels to market your events can be done using effective assets, including owned assets, earned assets, and paid assets.

Owned Assets: These are digital marketing assets created by the business that you own and you have sole responsibility for their management. This asset is one of the most effective methods for marketing your virtual events since you decide the who, what, when, where, and why regarding event promotion. Owned assets can bring your target audience to you, but requires a solid digital marketing strategy. Examples of owned assets include a website, email marketing, and your blog.

Paid Assets: Paid digital marketing assets are simply marketing tactics that you spend money to achieve through a company or platform. If the paid asset is a strong one, your event’s promotion will be visible, guaranteed. These assets can be used to reach the target audience quickly and drive traffic to owned assets as well. They can also be used to reach a wider audience for greater exposure. Examples of paid assets include digital banner advertising and native advertising.

Earned Assets: Earned assets are those you’d use to foster online ‘word of mouth’ and drive traffic and engagement around the online event. Here, viral tendencies, shares, reposts, mentions, third party promotion, and recommendations are key. The goal of earned assets is to boost awareness of your online event and these assets are out of your control. Examples of earned assets include online media coverage and third-party promotion via social media.

Best Channels for Marketing an Event Online

Effective online marketing or promotion of your virtual event is best achieved through a number of channels that can impact its success. These channels should stand out and draw some level of attention to the virtual event.

  •     Social Media

Increase event awareness with ongoing social media promotion and messaging strategies on different platforms. Use social media stories on Instagram, for example, as a teaser for an upcoming virtual event and be sure to link it to the event registration pages or further information regarding the event. If hosting a Facebook event, create an “Event” page on the platform highlighting the what, when, and where of the event. Whichever platform you choose, be sure to directly interact with potential attendees, and maximize exposure.

  •     Paid Advertising

Marketers can boost event promotion through paid advertising with the aim of increasing attendance and share the event with the target audiences, core, and new prospects as well. It fosters a wider reach and marketing of your virtual event. It can be used to retarget your audience on platforms, like Facebook, Instagram, and LinkedIn, to serve as a reminder of the event, keeping it relevant and fresh.

  •     Email Signature Banners

For a valued boost to marketing your virtual event, leverage email signature banners. When you use an email signature, every time you send an email, you promote your event. The promotional banner is positioned below the signature but sits above the disclaimer. Tastefully crafted email signature event promotions arouse your audience’s interest and compel positive action towards your online event.

  •     Display Ads

Display ads are visual ads placed on advertising-supported or third-party sites and takes the form of images, videos, banners, and text ads. They can promote your virtual event on a wide variety of ad formats. These are found on networks of publisher websites, including social media platforms, like Facebook and Instagram, Google Display Network, encompassing Google websites, such as Google Finance, Youtube, and Blogger that show ads.

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Creative Assets Best Practices

When producing creative assets, there are certain practices that are best to ensure effective marketing of your virtual event.

  •     The Right Size is Important: Your creative asset should be created in a size that makes it stand out, but also appropriate for the chosen channel. Google AdWord’s Display Network is one of the most popular platforms for display advertising and it has a variety of images and sizes to choose from. It’s best to consider the three most common sizes for your ad and see how they fit. Also, know if the publisher accepts both flexible ads and fixed size ad units.
  •     Format Matters: You need to choose the appropriate format for your virtual event promotion and ultimate objective. Ad format has to do with the manner in which the event ad will be shared with the target audience. A wide range of formats are available and this variety makes it possible to create attention-grabbing creative assets that can effectively promote your virtual event.
  •     Call to Action is Key: An effective call to action is needed to drive signup for the virtual event. Your event promotion campaign should include a direct call to action and should be applied to all the channels employed. Whether you place the words "Click Here" on a red button, blog sidebar, or login page, don’t forget to add one if you want people to attend your event.
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Virtual event promotion can be a challenging feat, but not an impossible one. You have to be able to get people excited about your event and that requires strong, strategic marketing. Employing the right creative assets and the most effective channels to market your online event is crucial for success. Create a solid event marketing plan to guide every aspect of your event promotion.

Shifting from an in-person event to a virtual event can be new for many businesses and business owners. If you need help making that shift, Ironmark is here to help with everything from building creative assets, creating a marketing strategy, and aiding with virtual event execution!

Written by Blake Leppert