3 Ways Digital Events Can Improve Your Company ‘s Personal Business Development Programs ON24

Returning to personal business development events does not mean interrupting digital events. On the contrary, given the many strengths inherent in online programming, a stable schedule of digital activities provides valuable support for your personal marketing and business development programs.

Here are three ways to use digital to support your next personal events:

1. Use data from your previous programs to remove guesswork when setting an agenda

Digital events produce data – about topics, visitors, engagement, and more – that should inform your choice of issues to look at in future programs.

For example, when your company’s chief tax officer tells you that he or she would like to run an all-day IRS audit and investigation program, you can gather ideas for topics by reviewing data from all the tax-related webinars you’ve hosted. The issues that resonated the most with your audience – those with the most attendees and participants’ questions – should also be addressed in your personal event.

Action element: Develop a standardized report to present the data you collect in digital programs. Rank the topics based on the number of attendees, the engagement of the audience and the feedback from the participants. Include participants’ positions, their status as clients or potential clients, and other information that can help organizers focus on providing their goals with solutions to the specific problems they are concerned about. Use this information to guide decisions about the agenda items for your next personal event. Lawyers love precedents!

2. Use digital events to promote upcoming personal programs

Online programs are usually relatively easy to assemble. They do not require significant travel time or commitment from participants. There is no specific format: they can include webinars, interviews, video “explanations” and more. And they can be long or short, depending on the needs of the content.

Combined with the huge online reach, digital offers the flexibility you need to promote your personal events. Before your upcoming personal event, consider creating some of the ideas below for online consumption:

  • High-level reviews of the conference agenda and what attendees can expect
  • Reviews of specific sessions and why they are appropriate for your target audience
  • Webinars that provide background and context around important topics
  • Video presentations and interviews with key guest speakers (this also creates a product that your speakers can share with their own audience, further expanding the scope of your event)
  • Abbreviated programming, which covers some of the topics that will be discussed in person, with an invitation to register for the whole event.

Action element: When planning a face-to-face seminar, include two or three digital events specifically designed to promote the live program. Distribute them to your target audience along with the registration link. Also share with people who have already registered to confirm that the agenda is in line with their interests.

3. Use digital events to increase the noise of personal events

Digital makes it easy to keep in touch with customers and potential customers after the personal event.

You can develop a webinar around, for example, a specific issue that aroused great interest in the live event. You can dive deep into solutions that require more time to develop. You can create “digital reports” to summarize key sessions or ask attendees to submit additional questions that speakers can answer in a follow-up online program.

In short, you can use digital events to expand the noise, engage your audience and provide additional insight. And by doing so, you will create programs that are even more relevant to your customers and potential customers.

Action element: Incorporate follow-up digital activities into the planning and execution of your personal events that support the conversation. Plan two or three digital events, one of which should be a short webinar in which you answer questions you can’t answer in a live session.

How do you use digital events to support your personal programs? I would like to hear about this.


Julie Glaser is sales director at ON24. Contact her LinkedIn.

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