Digital Event Fatigue is Real: How to Keep Your Audience Engaged
September 18, 2020
Between all the zoom meetings, digital events, webinars, and anything else you’re on video for; you’re more than likely exhausted. It’s been quite a year, for sure. However, if you’re feeling this way, it’s probably a good indicator that your buying audience is as well. The need to generate MQLs never stops, so what can you do when attention spans and client engagement is at an all-time low? These four tips will help you keep yourself, your team, and your clients more engaged.
1. Keeping the Content Personal
Just about everyone is tired of hearing the same agenda-based content by now. There’s an unending amount of video content out there that speaks at a high-level overview of products and services, and it’s only going to get more crowded moving forward. Not only will you have a hard time standing out among that slew of webinars, but the people that watch your content will feel distant from the value you’re trying to convey. That’s why personalization of your content is extremely important. By personalizing your content, you speak to the problem in a way that is applicable to your audience. For example, if you’re creating a video about a product that works for HR managers, make sure you focus solely on the HR manager use case. Remember, people aren’t overly concerned with what your product does, but how it will affect them personally.
2. Get to the Point
Right now, more than ever before, video content is looked at as quick consumption material (thank you Netflix). The same goes for your digital event content, webinars, and so on. The faster you get to your value prop and call to action, the better off you’ll be. Think about it this way, the most consumed type of video content on social media right now are 30-second videos that have a quick statement and maybe a joke thrown in there. They’re “shareable.” This of course doesn’t mean that your webinars should be 30 seconds, but the mindset stays the same. Getting to the value of your digital media, especially videos, as fast and efficiently as possible, will net you the most ROI and maybe even a “share.”
3. The Conversational Type
Okay, so all that talk on webinars is fine, but what about keeping prospects engaged in real-time, and not on demand? Digital events are clearly on the rise, and will probably stay that way for some time. Knowing what we know about attention spans, and clients tuning out, is there anything that can be done to keep people from checking their email while you’re talking? Making the digital event booth, live demo, or live webinar, interactive and conversational has proven to be the most effective strategy in overcoming the lack of engagement. The best way to go about doing this is to spend some time before the event researching what questions, concerns, or trends your buyers are talking about. From there, place interactive points throughout the event so people can respond easily, and even collaborate amongst themselves. The more you can get your audience talking, the more they’ll be bought in; and once they’re bought in, the lead conversions will start rolling!
4. It’s Okay to Be Weird
Lastly, and most important, it’s okay to just have fun with it. It’s easy to run digital live events and be all about the business, but keep in mind, these events are usually an escape from the day for some people. You can help them escape into a world of learning, collaboration, and networking by promoting a fun atmosphere. Again, the more your prospects talk, the more chance you have of converting them through the funnel. People buy and engage with people, not businesses. Putting yourself into your presentation, or giving your brand an exciting personality during your event helps buyers realize that you’re a human too. Maybe you’re really excited to talk about IT infrastructure or benefit software—doesn’t matter the topic; if you’re having fun, your audience will too.
Collaboration, value, personalization—all of that may seem overwhelming to you. If so, you’re not alone, and it’s an okay space to be in. The most important first step with live content, right now, is to be creative with it and try it out. So, go forth and start testing content out and see what sticks!