Virtual Conferences: From Business Meetings to Marketing Platforms

Virtual conferences are not new; the technology has been around for decades. Some of the most notable and long-standing platforms include Skype, which was first popularized as an effective channel for communications for remote or mobile team members. Over time other service providers like Google Meet, Viber, Facebook Messenger, and FaceTime have popped up, but recently there has been an unprecedented surge due to the need for connectivity amidst the COVID-19 pandemic. To date, Zoom has been the indisputed champion for virtual connectors who have taken to its user-friendly interface and capacity to include numerous individuals across multiple meetings. The growth has been nothing short of spectacular: from 10 million users to 300 million, from December 2019 to April 2020, with a 169 percent increase in value or $328 million in revenues during the first quarter of this year alone. 

This looming health crisis has urged businesses to re-evaluate their strategies and operations to determine solutions that will allow them to be not only responsible but also sustainable. In a time where people are social distancing, video conferencing has provided a more human and personalized approach – albeit limited. The COVID-19 lockdowns and quarantines have transformed teleconferencing from a mere connectivity tool to become a channel for marketing that draws in audiences and potential customers 

Effective communications and marketing 

Communication is more important than ever as businesses try to coordinate not only internally but also to relate and address customers who are now interacting mainly online. According to Spiralytics, from a marketing perspective, there are opportunities to maximize your businesses’ digital marketing presence as more people are turning their attention online and looking for content and products that are relevant to current events. 

In this time of disruption and unchartered territory, marketers need to adjust and consider alternative modes of content delivery. Events organized via video conferencing apps offer great opportunities. Below are some examples of effective marketing strategies using virtual conferences like Zoom:

1.    Online Product Launching: One of the most effective ways to market your new product or service is through a virtual event product launch. Much like a traditional activity, the online experience is drastically different but offers endless possibilities. This can include the same event line-ups like guest speakers where people can listen in from the comfort of their own homes. There can be time slots for live product demonstrations, along with Q&A sessions, and facilitated workshops with mail-in freebies and rewards. 

2.    e-Learning Series: With more and more people at home looking at their phones for information and entertainment, you can contribute to knowledge development by hosting and organizing an e-learning series. Focusing on valuable content and advocacy on critical topics such as homeschooling, family time, home care, work essentials, as well as health and wellness, your enterprise can tie up with a local parenting group or human resource department of a company to livestream interactive learning sessions. 

3.    Digital Panel Webinar: Hosting an informative panel discussion with a mix of pre-recorded videos and live-stream forums is a great way to engage your customers and understand their current concerns so your business can address their needs better. Much like a product demonstration, this can have workshops and demonstrations where audiences can participate in a safe and community space where they can input their ideas and learn at the same time. 

Benefits of video conference marketing campaigns

Teleconferencing has proven it has a space in our daily lives – both personal and professional. Within the context of marketing, video conferencing offers the following benefits:

1.    Human touch– Video conferencing adds a face to the emails and audio calls. In terms of interaction with clients, video calls are more personal and make you appear empathic in the eyes of the customer who cannot physically interact with you because of movement and social limitations.

2.    Resource savings– Logistics and travel take up a large chunk of operational expenses; while person-to-person meetings have their advantages, discussions done in person can easily be done virtually which allows businesses to save on travel time, fuel and transport costs, and other overhead expenses. 

3.    Recording functions- Video conferencing activities can be recorded to ensure crucial discussions and that points are not missed. Certain service providers even offer summarized points from event transcription for efficient planning and documentation.

4.    Accessibility– teleconferencing allows for greater participation, engagement, and access for all stakeholders. Armed with the internet and a compatible device, participants regardless of their location can be effectively tapped for feedback. 

Tips on creating marketing virtual conferences 

Creating engaging online content and having your customers be interested and buy into the event requires the right messaging and approach. Below are some quick tips to keep in mind when planning your virtual event:

• Have a clear message that is relevant and appropriate for the current situation

• Create a marketing strategy that is parallel to your goals as an organization

• Utilize a digital platform and technology that can carry out your plans and bring about the engagement you envisioned

• Craft information materials and collaterals that are stimulating by using various virtual graphics, animations, and effects 

The great thing about digital marketing events is that the cost of logistical overhead can be transferred to digital infrastructures; there are areas for savings with less physical requirements. Online teleconferencing events can be run with lean and efficient teams and offer plenty of opportunities for engaging your market and potential customers.