After examining the Timing and the Tools of your workshop marketing plan, we can focus on the third “T” of workshop marketing. The third “T” is all about Traffic and we need to start driving the all important traffic to your tools or your website. You can do that through both online and offline methods.
Traditionally, seminars and workshops relied on direct mail. That is still effective, but it is more costly than using email marketing. However, if you send cards and emails to current customers, you have a better chance of them seeing it. When prospect actually see and open one or the other, they can actually make the decision to attend your event.
In 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. That is why persistence is a virtue in marketing. The best way to reach your prospective clients is to use a variety of traffic sources, and use a multi-pronged approach. The more places you and your event show up, the better the chance is that your ideal attendee will find out about your event.
So we talked about direct mail and email. Another popular way is to use social media, such as Facebook, Twitter, LinkedIn, etc. You can create an event page on Facebook and invite all your friends and page fans to the event. This is why it’s so important to know your ideal customer. If you know where they hang out, you can reach them. For instance, if you know your ideal client or attendee is a member of a specific LinkedIn group, you can post your invitation in the appropriate group. Twitter, especially, is a great way to let your followers know about your event. Create at least 10 different tweets with a link to your event registration page. Enlist some of your friends to help you promote your Tweets to their followers, or retweet your tweets.
Give your potential audience a preview of the great content you will provide by writing articles, blog posts and creating teleseminars, podcasts and videos. You want to build the excitement for your event by sharing all this content on your social media sources as well. The object of this is to have your potential attendees see your brilliance. If they get a good idea from one of your articles, they will want more ideas like that and follow you to your events.
Teleseminars are a very popular method to fill events, usually events that are multi day events. I see the trend now going to doing entire virtual events with multiple speakers to bring in attendees for a live event. These previews are important tools for generating not only buzz, but interest as well. They also assist in building your list, and the larger your targeted list, the more sales you can expect with the same conversion rates.
Another good traffic source for both online and off-line is the press release. A story with a local angle is great for a local workshop and can not only lead to more traffic to your registration page, but other media opportunities as well. In addition, you want to get listed on as many calendars as possible, both online calendars in your industry and community, but also any calendars in local newspapers and publications.
Here are a few sources for bringing traffic to your workshop registration page. What are your favorites? Please add your favorites and any that I missed in the comments below.
For more information on filling your events, join me for my free webinar, the 5 Essential Elements To Filling Your Workshops and Seminars.