January 2021 Partner Content 51 an idea of where to target your follow-up campaigns and what they should say .
Online event platforms will show you which sessions your audience engaged with most . You can then create follow-up emails and conversations that will align with what they ’ re most interested in . Tailoring your content to each individual will be more effective than approaching all attendees in the same way .
Sponsor-friendly data
You can take a similar approach with sponsors , as you will be able to see which sponsor booths were visited and engaged with most during your event . This information , along with other event , referral and registration data , gives your sponsors key insights into the channels and content their ideal audience are engaging with .
These insights will boost your sponsors ’ follow-up campaigns and provide them with a clear return on investment , making it more likely they will sign up to sponsor your next event .
You could also use this data to identify and attract new sponsors whose target market and services overlap with your event audience .
Target specific segments
Using personalised content to target specific groups among your attendees is a proven way to boost your brand ’ s reputation . 4 People continue to engage with content specific to their interests , so create it and send it their way .
Create audiences by key information captured on your registration form , such as job title or industry , and personalise your campaign based on their most viewed session . For example , heads of sales may have engaged with leadership sessions , while business development managers may have been more taken with social selling tactics . You can then use these insights to segment email marketing campaigns , third-party advertising and LinkedIn ads to achieve better results .
Recycled content is fine
Another benefit of running an online event is that most , if not all , of your session videos will be available soon after . You can then edit or reformat these sessions to quickly create new content . Using transcripts of the recordings is another way to create targeted content without much extra work .
Revisit the questions
Combing through the questions asked at your online event will give you valuable insights . While using this data on an attendee-to-attendee basis may be too time-consuming , sorting them into common themes will help you create personalised content by simply answering the most common questions .
Check your polls
Responses to polls can be equally valuable . You might even decide the key themes of your next event based on what you learn from answers to polls and the questions attendees asked .
And finally , don ’ t forget about registration form data . Combining details such as job title , company size , budget and location , with event engagement data , you ’ ll be even better placed to deliver highly personalised and effective campaigns .
Visit streamGo at streamgo . co . uk / event-data to learn more about how your online event data is key to a successful follow-up campaign .
Sources
1 . https :// smarterhq . com / privacy-report 2 . https :// www . mckinsey . com / businessfunctions / mckinsey-digital / ourinsights / marketings-holy-grail-digitalpersonalization-at-scale 3 . https :// splashthat . com / blog / postevent-follow-up-plan 4 . https :// www . evergage . com / wp-content / uploads / 2018 / 04 / Evergage-2018-Trendsin-Personalization-Survey . pdf