1. Know your audience. Focus on content that matches your group's needs, demographics, and interests.

2. Make online content compelling. The most critical element required for your virtual event's success is having interesting, engaging, educational content.

3. Keep it personal. Kick off your virtual event or trade show with a welcome — from one of your officers, for example. Invite a well-known expert to deliver a keynote.

4. Encourage interactivity. Integrate text chat into virtual exhibits, offer text-based Q&A after presentations, and encourage networking through professional networking tools and integration with other social media. Polls are effective, too.

5. Offer prizes and incentives. Offering an incentive for attendees' time is a good way to build the registration base and to encourage full participation.

Source: Denise Persson, chief marketing officer and vice president of marketing for ON24, a virtual events solutions provider