Virtual Event Lead Gen Campaign
- Brittany Langmeyer
- Jun 3, 2020
- 3 min read
Company: August Jackson
My Role: Marketing Manager
Challenge
As an agency whose service offerings are primarily made up of events and experiential activations, the COVID-19 pandemic was a devastating blow to business. In order to help our clients with alternative solutions for audience engagement, and also create a new revenue stream, we needed to launch and promote a new virtual event offering.
Solution
In the timeframe of two short weeks, I developed a launch and lead generation strategy to promote our new offering.
I began with the development of all the assets that would be needed to frame the offering. I met with August Jackson’s production and strategy teams to do a discovery session and understand what these services would entail and how we’d want to communicate them within the framework of our current messaging structure.
From there, I developed:
Positioning and messaging framework to outline the Virtual Events offering
Content and design for a new Virtual Events page on the website
A new case study featuring recent virtual engagement work and added to website
Content and design direction for a Virtual Events pitch deck for our sales team
Once the baseline assets to promote the offering were created, I developed a strategy to promote AJ’s Virtual Events services and generate leads. The campaign included:
Google Ad campaign to promote Virtual Event landing page
Thought leadership series
Social media promotional campaign with supporting employee advocacy strategy
Email strategy: Promoted Virtual Events offering, thought leadership and webinar to individual email lists of clients, subscribers and prospects
Webinar strategy
Designed landing page to promote a webinar, “Virtual Events: A Content Perspective,” and collect webinar registrations/leads
Promoted via LinkedIn Ad campaign
Designed landing page post-webinar to promote gated webinar recording and continue to collect leads after webinar
Impact
Timeframe:
30 days following official launch (day the Virtual Events landing page became live)
Website traffic results:
1,410 pageviews (22% of the site’s overall traffic for this time period). Traffic breakdown:
535 from organic search
367 from Google Ads
23 from the client email campaign
18 from the subscriber email campaign
12 from the prospect email campaign
150 from direct traffic
172 from LinkedIn
37 from Twitter
Virtual events-related thought leadership:
These blogs resulted in 693 pageviews altogether (equaling 65% of the blog’s overall traffic for this time period). Traffic breakdown:
152 pageviews from organic search
202 pageviews from LinkedIn
56 pageviews from Twitter
145 pageviews from client email campaign
115 pageviews from subscriber email campaign
23 pageviews from prospect email campaign
Google Ad campaign results, promoting Virtual Events landing page:
367 sessions to website
102,287 impressions
12 conversions/leads
2 closed deals with new clients for virtual event production and creative/design work (an estimated $25k in revenue)
Social Media campaign results:
19 posts
9,951 impressions
232 reactions
380 clicks
7 comments
3.2% average click rate
7.1% average engagement rate
30 posts
~9,000 impressions
16 likes
5 shares
WEBINAR RESULTS
LinkedIn Ad campaign:
Ads ran for only 48 hours before the webinar
We received 25 webinar signups/new leads
1 closed deal with a new client for virtual event production (estimated $10k in revenue)
Email campaign:
35% average open rate
20% average click rate
50 webinar signups from clients
7 webinar signups from email subscribers
17 webinar signups from prospect email list
1 closed deal with a new client from prospect list for virtual event consultation & content creation (estimated $5k in revenue)
This campaign was both a successful launch of a brand-new offering, both building awareness and generating new opportunities. Overall, we generated over 120,000 impressions, 111 marketing qualified leads and an additional $40k in estimated revenue.
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