How to Attract an International Audience to Your Online Event

by Simon Hughes,

23 December 2021

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The best tools for engaging your virtual attendees during hybrid events

Contents

In the modern era, virtual and online events are becoming more prevalent. They enable businesses to reach a global audience of hundreds of people in various locations and time zones. To organise, promote, and host a virtual event, the same attention to detail is required in planning, publicity, and hosting as a physical event.

However, targeted advertising strategies ensure that your online program does not get lost in the digital shuffle for virtual events. Discover how to promote virtual events effectively so that attendees register, tune in, and participate. Now, take a moment to review these simple steps to ensure your online event’s success. 

Create an Event That is Worth Attending

Consider not what YOU want from the event (usually leads and new business), but what your potential international consumer would enjoy. Provide them with something valuable. Determine common pain points, consider information that would make them giddy with joy, identify trends they should be aware of, and so on.

For example, digital live scribing is a great way to engage your audience and give them something unique. Illustrators bring the illustrations into real-time, which allows for an engaging experience like never before! 

You also don’t have to miss out on the fun because your event is going online. Certain types of entertainment, such as musical performances in different languages for your international audience, can be an excellent way for virtual events!

Research About Your International Audience

If possible, it would be beneficial for your event to find out the nationality of who will be attending. Will they come from all around the globe? Or mostly Western Europeans? This makes a difference because every culture has its own ideas and values about things depending on where they live! 

You should compile demographic information regarding your audience, so there are no surprises later down the road. A lot depends upon whether the host is diverse enough with his audience. Presenting to a global audience can be challenging. Training in cross-cultural communication will help you present effectively and avoid common mistakes.

For instance, humour is a great way to break the ice and connect with people from all over the world. But it’s also easy to offend or insult someone if you’re not careful when presenting internationally.

Marketing via email and SMS

Email campaigns continue to be one of the most effective methods of contacting prospective event attendees. This can be accomplished by emailing your entire email list or a specific segment. This segment could include information about your event or partnering with other businesses with large email lists to promote your event. 

It’s common for companies to publish a weekly or monthly newsletter, which is an excellent way to stay in touch with customers. In this case, you can even use the tool to promote your online events regularly.

However, never underestimate the effectiveness of text campaigns. They outperform email in terms of open rates. Given how much time we spend on our mobile devices, it’s unsurprising that SMS marketing also emerges as a viable method of promoting virtual events successfully. 

With a near-perfect open rate of nearly 98%, the messaging platform easily outperforms competitors in terms of click-through rates due to its undeniable visibility and easy-to-read nature. SMS marketing is straightforward, cost-effective, and directs the recipient’s attention to the most critical keywords due to its brief format.

Keep in mind that you want to attract an international audience, be aware of cultural differences, jokes and idioms that you use in texts when interacting with different audiences. 

Enhance the registration page’s effectiveness

Your registration page should serve two purposes: to make registration appealing and straightforward. Visual content can help with everything from information retention to traffic generation. Maintain simple forms with the fewest possible fields. Nobody has ever made a mistake by reducing the number of hoops required to register for an event.

You can use event management tools such as Eventzilla, which helps automate the event registration process by creating embeddable widgets, managing attendee lists (and automatically syncing them) as well building attractive landing pages for attendees.

Distribute complimentary tickets

If your online event is fee-based, consider giving away complimentary tickets. This will assist you in three ways in promoting your event. First, you can spark people’s interest in participating in activities, and you can also encourage friends or colleagues to enter contests. Second, if someone receives a complimentary ticket, they may invite others to the event. Third, when people enter to win free tickets, you can collect contact information, such as email addresses and social media identifiers, to notify them of particular and upcoming events.

Allow sufficient time for your event promotion efforts to bear fruit.

After reading this guide, you’ll see numerous channels for promoting events. As you plan the rollout, keep in mind that they will require time to work.

In general, you should begin event promotion early and leverage the least expensive channels — social media and email marketing — to launch the campaign a month before the event. Utilise paid channels closer to the event date, but allow them to work their magic for at least two weeks.

Today, the internet is a worldwide phenomenon that has revolutionised how we communicate and do business. A company can now craft an ad targeting specific foreign countries for their event and thus attract an international audience. 

“Think beyond advertising” sounds like the most overtly promotional phrase ever uttered. However, this does not negate that going through the motions is not the best way to promote an event.

Your materials must affect people. They must acclimate people to the concept of attending the event. They need to pique interest. They need to convince people that your event is the best place to learn or see whatever it is you’re showcasing.

To retain attendees’ attention, you will also need to translate your event into different languages to accommodate diversity. There are platforms available today that can remotely translate your event or the videos of your events with video remote interpretation

Final Words

As with live events, stay online after the virtual event to answer questions or provide other information not covered. This is a great way to build new relationships and get immediate feedback.

Have you ever hosted an online event you’re particularly proud of? Share your story in the comments section below; we’d love to hear all about it!

Simon Hughes
Simon Hughes

Simon is an HR Coordinator with over five years of experience. He assists with recruitment, maintaining employee records, helping with payroll processing, and providing administrative support to all employees.

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