In seminar marketing, repetition is key. Most people will have to see your message 7-10 times before they buy and most marketers stop after 3-5. However, your audience will see your message only 1 time out of the three that you send it. So you are talking 21-30 messages. And frankly, if you are trying to fill a seminar room, 30 touches may not even be enough.
Now if you only use 1 method and bombard people with that, your audience will start to get annoyed. Just imagine getting 30 emails about an event in a span of 60 days. That is one email every two days. At that point, even if you try to give good quality content in your emails, you are crossing over the spam line. Your list members will start clicking the unsubscribe link in your email faster than you can say “register”.
If you just use Twitter and start tweeting your registration page without engaging your followers and sharing other good content, you will also be perceived as a spammer. Nobody wants to follow spam, so there again you will lose followers rather than gaining attendees to your workshops and seminars.
You want to create buzz, not spam, so you have to vary your tactics. The best way to reach your prospective clients is to use a variety of traffic sources, using both online and offline methods to touch your prospects. More methods cut through the clutter. In addition to email, you can also use direct mail to reach your audience.
For instance, you send post cards to your current to current customers, and they look at it and think it is interesting. Now when they receive an email they are more likely to open it and read it and click on the link to your sales page. So while just one method may not make a difference, when you use more vehicles, it reinforces the message. They remember the post card, but may have thrown it away. They see your email and read it, click on the link and read your sales page.
That doesn’t mean they have made a decision. But they are thinking about it. The key then is to stay top of mind with different methods, like social media, and generating content.
If you are looking for more online and offline ways to promote your events, in the fourth module in the How To Get The Butts In The Seats of Your Next Workshop Or Seminar System, I share more than 20 strategies to drive traffic to your registration page.