How can virtual events improve your admissions marketing strategy?

1 Define your goals and audience

Before you launch any virtual event, you need to have a clear idea of what you want to achieve and who you want to attract. Your goals and audience will determine the format, content, and tone of your event, as well as the platforms and tools you will use. For example, if your goal is to raise awareness and generate leads, you might opt for a webinar or a live Q&A session. If your goal is to nurture and convert leads, you might choose a virtual tour or a panel discussion. Your audience will also influence the topics, speakers, and timing of your event, as well as the level of interaction and personalization you will offer.

2 Create engaging content and experiences

One of the main challenges of virtual events is to keep your audience engaged and interested throughout the session. You need to create content and experiences that are relevant, informative, and entertaining for your prospective students. Some ways to do this are to use multimedia elements, such as videos, images, and polls, to break the monotony of slides and lectures; to invite guest speakers, alumni, or current students to share their stories and insights; and to encourage participation and feedback, such as by asking questions, inviting comments, and offering incentives or prizes.

3 Promote your event effectively

To attract and register attendees for your virtual event, you need to promote it effectively through various channels and platforms. You need to create a landing page for your event that showcases the benefits, agenda, and speakers, and that has a clear and compelling call to action. You also need to leverage your existing networks, such as your website, social media, email list, and blog, to spread the word and generate interest. Additionally, you can use paid advertising, such as Google Ads or Facebook Ads, to target specific segments and keywords related to your event.

5 Follow up with your attendees

After your event, you need to follow up with your attendees to thank them, collect feedback, and provide additional resources or information. You can use email, social media, or phone calls to reach out to them and to keep the conversation going. You can also use analytics tools, such as Google Analytics or Zoom Analytics, to measure the performance and impact of your event, such as the number of attendees, the attendance rate, the engagement rate, and the conversion rate. Based on the data and feedback, you can improve your future events and tailor your admissions marketing strategy accordingly.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?