A digital event puts even more pressure on your content than a live one. After all, there is no social awkwardness or cost to walking out of a digital event. You have to ensure that your content grabs and retains their attention from start to finish.
Never use your digital event as a platform for a direct sales pitch. According to attendees, this is the biggest turn off and could even damage you in their eyes.
Work smart and find a way to demonstrate your expertise and service offering via the content of your event which, as we’ve covered, should be engaging and full of practical insights. You may, of course, mention who you are and what you do but this should be a subtler part of the general conversation as opposed to a head-on sales pitch.
We find that product experts often outperform the head of sales in these environments and that is a good thing. Give your audience access to the specialists and they’re likely to find the event much more valuable and engaging.
It can feel impossible to predict what your audience is looking for, so why not ask them? Always ensure that your sign up form contains a section where people can tell us what they’re hoping to get out of the webinar. Calling activity, whether generating sign ups or confirming attendance closer to the event itself, is another great opportunity to ask your target audience what they expect to gain.