3 tips for promoting your company at online business events
Here, Paul Rowlett, from the branding and printing specialists EverythingBranded, shares his insight into how you can continue to promote your company effectively while most business events are being held online
You might have started 2020 with a calendar full of in-person business events and conferences. But, as the coronavirus has made large-scale events unfeasible for now, many of these will have been moved online for the time being. While there are some benefits to this digital shift — for example, you might be able to fit more events into your schedule, and can attend those further afield — it’s definitely a different experience that you’ll have to adapt your approach for.
It can be difficult to promote your products or services effectively when you can’t speak to people face-to-face. And I’m sure you’ll want to get back to in-person business as soon as possible but, for now, here’s how you can ensure you still stand out and make plenty of connections when attending them online.
Put plenty of thought into how you're going to brand yourself
Depending on the types of events you typically attend, before an in-person conference or industry meet-up, you might spend days — or even weeks — deciding how you’re going to brand yourself and get the word out about your company. For example, you might design new business cards and have them printed, or you might even have to design a whole booth where you can stay and talk to those interested in working with you.
Branding yourself might be slightly different when you’re attending an online event, but you still need to put plenty of thought into how you’re going to make the most of the opportunities you have. For example, if the organisers have asked for a headshot, could you add your logo and company name to it? Or, if you need to design a digital booth, how are you going to make sure your branding, taglines, and calls to action still take centre stage? You’ll also want to ensure it’s as easy as possible for people to find your website address and social handles so they can track you down in future.
Chances are, there will be a lot of different businesses attending the same event as you, and it’s important that you stand out as well as leave a lasting impression. Ensuring your branding is everywhere is a great and easy way of doing this.
You can still offer freebies to build relationships
Most companies that attend in-person business events will take along some promotional freebies. These could range from tote bags that are emblazoned with your logo, to handy stationery that potential clients will use back at the office. These are all fantastic for building brand awareness and helping to keep your business in people’s minds. However, you won’t be able to hand these out at a digital event, so you need to think about how you’re going to alter your approach.
I would recommend creating a handful of resources that your target customers will be able to use and learn from. Depending on the type of business you have, these could be exclusive video tutorials, access to a special and informative newsletter, informational packs, or guides that will help them to address a particular problem they’re having.
Of course, you should ensure that the resources you put together are decorated with your branding. This way, whenever a prospective client uses one of your resources, they’ll be reminded of who created it and how helpful you’ve been. Hopefully, this will make them far more likely to pay for your products or services in the future.
Let people know if they're able to book in-person meetings
While a lot of events have moved online and people are becoming well-versed in taking Zoom calls and handling things over email, a lot of potential clients might still prefer to meet you in person if that’s possible. So, if this is something you can feasibly do, it’s worth letting attendees know that they can book a meeting with you if they feel it’s necessary.
Of course, you should work from home as much as possible while the government advises you to. But, if the guidelines allow it, and you know you can do so in a safe and socially distanced way, you might wish to meet prospective customers face-to-face. Some offices and meeting spaces have opened back up over the last few months. They’ll be operating with a lower capacity and there’s likely to be health and safety protocols you will have to follow, such as having your temperature checked, wearing a mask, and washing your hands on your way in. But it is still possible to hold small in-person meetings in certain low-risk areas.
Just make sure you check the government’s rules and guidelines frequently, abide by any lockdown restrictions in your area, and let the person you’re meeting know what they can expect when they arrive.
Online business events offer a very different experience to those held in person, but you can still make the most of them. Take these tips on board and you should still be able to generate plenty of leads and, hopefully, make lots of sales either on the day or in the following weeks.
If you’re looking to host your own virtual event, we can help! We have a virtual events planning service and platform that allows you to host online conferences and business events. Book a demo if you would like to see what a virtual event will look like.
