4 Ways To Build a Connection Behind a Screen

Modern consumers expect brands to see them before engaging with them. This is true for all industries, including virtual event companies. If you want people to remember you, you should make them feel appreciated and heard.

But, is there hope for event organizers and associations to build such connections as we began to go live again?

The good news is: Yes, you can achieve your engagement goals even from behind a screen. This article will talk about four practical ways to do it.

What Does Being Behind a Screen Mean?

Think back, way back in our life for a moment. How have your brand interactions changed since then?

On your way to work, you would see billboards. If you ever stopped by a convenience store, you would come across various products for sale. And as you pedaled away in your spin class, you likely received an energy drink sample.

All these experiences affect the way your audiences perceive companies. And as consumers opted for more digital transactions during lockdowns, organizations had to find ways to create meaningful connections with audiences through laptops, mobile phones, and other gadgets.

So, how do you build rapport with someone you can’t physically meet? Read on to discover effective marketing strategies to capture, engage, and convert potential clients.

1. Listen to Your Audience

Building a relationship is a two-way street. One of the most common mistakes event pros make is to develop strategies without listening to what the market has to say.

Digital conversations happen everywhere, from public forums to websites to private groups. There are countless ways to learn more about consumers through social listening — tracking platforms for mentions and feedback. When you have an ear to the ground, you can transform your clients’ relationships with their target market.

The bigger the brands you handle, the more challenging this process becomes. If you have a large enough client base, it’s best to use social listening tools to perform personal and granular strategies.

Prepare to be amazed when you start to listen to your audience. You’ll discover various product, service, and growth opportunities that can help you develop revolutionary digital events.

2. Create User Profiles

If you want event participants to network with other attendees, they should know who’s with them in your event. One low-cost, high-impact strategy is to create a unique profile for every user.

Include the following information:

  • Headshot
  • Name
  • Company
  • Professional industry
  • Relevant interests

This feature will make attendees feel important from the get-go.

Afterward, create a directory that all participants can access after the gathering. You can develop interactive tools through these platforms, including messaging, video calls, and group chats. Also, having a directory makes it easier for them to connect even after the virtual event.

3. Practice Personalization

When you receive a personalized gift from a friend, it means that person bought that present for you. That buddy of yours took the time to get you something you might like instead of gifting you with generic items you won’t likely ever use.

The same principle applies to event personalization. And artificial intelligence or AI matchmaking has transformed the way organizers address unique preferences. Without this technology, you’ll have to browse hundreds or thousands of attendees to find the right person to engage with.

However, with AI matchmaking, you can find the most valuable attendees that match your event goals.

Similarly, you can use this technology to improve customer experiences. For example, if you run simultaneous forums and games you can recommend ideal ones for attendees.

Remember that virtual events shouldn’t be copy-and-paste versions of your previous physical gatherings. Instead, they should be well-thought-of counterparts that use different techniques. 

As long as you do your research and treat attendees like individuals instead of one unit, achieving your event goals should be a breeze. 

4. Create One-on-One Conversations

Attracting attendees is one thing, but making an impact on them is a whole other battle. If you want your brand to stand out, try facilitating one-on-one conversations. They should mimic the elements of physical connections, such as answering questions and expressing opinions.

One way to do this is to use smaller sessions that split off from the bigger group meeting. These spaces offer independent audio and video from the main event.

For example, if you’re planning a massive beauty event for a multinational brand, you can still develop custom content for attendees. You can run skin type tests, makeup tutorials, meet and greet activities with influencers, and several games all at once.

Even from the comfort of their home, they can still enjoy the different components once associated with physical gatherings. These interactions will build stronger connections with attendees, and they will remember your brand for many months to come.

Elevate Your Relationship With Your Customers

The digital world is a cluttered space. However, the world’s digital population has reached an astounding 4.66 billion. Most of your clients are likely online, and you should be too.

It might be challenging to build connections through digital means, but it’s possible. You can elevate your relationship with event attendees through social listening, user profiles, personalization, and one-on-one conversations.

Be careful with your strategies, though. Without an expert on your side, you could lose clients by planning events that don’t yield results.

References:

  1. Forbes

https://www.forbes.com/sites/forbesbusinesscouncil/2019/11/21/consumers-are-hungry-for-an-experience-based-connection-with-your-brand/?sh=6dc4212c58fe

  1. Salesforce

https://www.salesforce.com/resources/articles/personalization-definition/

  1. Customer Think

https://customerthink.com/5-innovative-ways-to-connect-with-customers-digitally/

  1. Entrepreneur

https://eventpreneur.in/ai-matchmaking-in-virtual-events/

 

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