When preparing for your upcoming virtual event, developing the content in a compelling way is always one of the biggest challenges. You know what you want to share, but how do you share it best?
Here are four considerations for developing your virtual event content that might boost your returns:
- Address one target audience at a time. Just one. We all know the diluted effect of an all-inclusive message. Resist the urge to shout from the hilltops multiple messages to a variety of audiences all at one time. Rather, focus your message around one primary audience and stick to it.
- Speak in your audience’s language, and address their needs. It’s not about you – it’s about them. Talk to them. Ask questions. What keeps them up at night? What are they trying to achieve? What information would make their lives a little easier? Once you understand these facets of your audience, put your message in their language so they see that you ‘get them.’ In turn, you benefit from being a reliable and thoughtful resource. And nothing is lost in translation.
- Make your content digestible. Have you ever spoken with someone who is so concerned about looking smart that you don’t understand one word they say? Break your content down in a way that directly relates to them and their world. And, chunk up your content into shorter bites to boost retention. Don’t forget– virtual events are cost effective, so run a series instead of a long event. The additional cost can be well worth the opportunity to touch your audience multiple times and gain stronger retention of your message.
- The proof is in the pudding. Show your audience how your product or service has worked for others using customer success stories and testimonials. Once again, get targeted. If you are reaching out to a specific channel, make your proof of performance as relevant to your audience as possible.
Make your presentations shine by taking a little extra time and effort to understand your audience and focus your message. And who knows? Instead of boring your audience to tears, you might just move them to tears.