How An Online Event Can Lead A Customer To Make A Good Buy Rather Than Simply Say, Well, ‘Goodbye’

The popularity and usage of online events has certainly skyrocketed as a result of the COVID-19 pandemic which saw businesses utilising online events to help keep them afloat as physical storefronts closed due to lockdowns. 

However, now that we’ve entered a new era where the pandemic is now becoming seen as something that we’ve finally overcome, what does this mean for online events?

Well, their popularity hasn’t wavered, that’s for sure! In truth, we believe that online events have become a lucrative avenue for businesses to boost brand awareness, generate leads, and increase revenue. 

But how?

Online events for businesses 

The pandemic changed the business landscape as businesses found themselves having to digitally transform to adapt to the climate at the peak of the pandemic. In particular, the use of virtual event platforms to engage customers became commonplace for many businesses. 

Thus, the rapid rise of webinars as marketing tools began. 

In fact, a survey in 2021 found that the top benefits of online events for marketers in the US and UK included increased registration, according to 36% of marketers. This was followed by 26% reporting greater return on investment (ROI) and 25.3% citing greater attendee engagement in comparison to in-person events.

This shows that marketers themselves believe that you can reap great benefits from hosting online events compared to in-person ones. Although lockdowns have been lifted, many businesses are still implementing online events as part of their content marketing, showing that online events are still worthwhile.

So, how do online events improve conversion rates?

Generating customer leads with online events

Online events have a wide range of advantages including the fact that it does not limit the reach of the event. For example, an in-person event may be held at location A, but some potential customers may live overseas or too far from the venue, meaning that they’re unlikely to attend this event.

Meanwhile, an online event removes these barriers as attendees simply need an internet connection and a virtual ticket to the event. As a result, your customer reach is wider and may lead to more conversions during or after the event. 

Online events also provide potential customers with the opportunity to ask questions and have them answered on the spot, solving any pain points that they may have regarding products or services. 

Engagement with customers is improved during online events due to the tools made available on the live webcast platform where you host the events. These vary across different platforms, but you’ll find some platforms with conversion tools that encourage customers to buy their products or services. 

A simple click and a customer may be whisked to another landing page where they can finalise their purchase. 

Other features such as emoticon reactions are also great for making the event more interesting and fun for both the customers and the host. 

The future of online events

B2C businesses shouldn’t overlook the advantages of online events in converting customers. As technology continues to advance, online events are here to stay, and perhaps it’s now the case of utilising a hybrid model of online and in-person events to maximise business success. 

Also Read: Tips For Hosting Your First Virtual Event