Well, 2020 hasn’t been going the way you planned, has it? That seamless marketing plan you spent countless hours perfecting, which probably included a calendar of events along with a sizable budget for them, is now out the window. Instead of canceling, you want to lean into online platforms and pivot to virtual events, but how can you ensure you’re taking the right steps and maximizing your dollars?

Virtual events are likely here to stay, so it’s critical that you build a long-term strategy rather than considering them as a short-term solution. Here are some tips on how to approach virtual events and why you should make them part of your ongoing marketing efforts.

Virtual events are uncharted territory for many, however contrary to what you might think, some things make virtual events preferable to in-person ones.

Since your audience isn’t confined to one physical location, attendees can join from anywhere without the hassle of travel logistics. Not that you should only seek customers who live far away, but virtual events make it easier to craft content to a more widely located buyer pool. Take this opportunity to seize new markets and watch your attendance rates soar.

Canceling events result in loss of income, but luckily, you don’t have to. In fact, virtual events can be more cost affordable. Eliminating or greatly reducing spending for venue rental, staffing, catering, and travel can translate into a successful event at a decreased cost.

Gathering data is far more virtual friendly. Measuring engagement and capturing attendee information at a live event can be taxing, but virtually, it’s easy as pie.

Want to know what events were most popular in which demographic? What questions were asked, and by whom? No problem. Leverage an event platform that integrates with your CRM platform (it’s more simple than it sounds), and boom, you’ve got a built-in post-event game plan.

Pivoting to virtual events doesn’t involve a complete change in approach. Yes, the format is different, but you still need to deliver the same features as an in-person event. You need to plan, launch, promote, manage, and wrap up your virtual event just as you would in person.

Take comfort in knowing that best practices for event-hosting remain unchanged. You still need to provide valuable content. You still need promotion, branding, registration, and attendee communication and feedback. You can still produce a virtual event that’s just as valuable to your attendees as an in-person one.

Not only are virtual events just as valuable to attendees as in-person events, but they can also hold the same value to your organization. In planning your virtual event, don’t lose sight of the original goal you set out to accomplish. The reason you wanted to have the event in the first place should remain constant. Instead of getting caught up focusing on format, first think about the objectives and let that lead your planning direction. Ask yourself, “What am I trying to accomplish?” Embracing the digital shift works best if you build a virtual event centered on your company’s chief ambition.

Altering your long-term marketing strategy to include virtual events can be intimidating, but it doesn’t have to be. With proper planning and some creative marketing, maybe 2020 will be your best event year yet.