Yesterday, I hosted a teleseminar in which I answered questions from the Event Strategies community. I received some great questions, and you know when there is one person asking a question, others are wondering the same thing. That is why I am going to share some of the answers with you on the blog. Here is the first one.
The Question: How can I market my events beyond my own list?
I draw my audience all over North America and in many parts of Europe, because that is where I have spoken in the past. I have begun putting together paid webinars, with some success, but I don’t know how to do in-person events because my audience is so geographically dispersed. I tried doing events near my home in New York City where I have the most followers, but they have not worked out.
How can I market my events beyond my own list? I feel like I need to get a wider reach of marketing touches and I don’t know how to do that. Should I focus on the webinars until they are drawing such crowds that I can then do local events? Or is there a faster way? Thanks.
A Faster Way To Fill Your Events
Good news, there is a faster way. You already have an audience and most of them are around where you live, so congratulations on that.
You are also a speaker and it sounds like you have spoken around the world on other people’s platforms. And that is going to be the key to your success.
One of the best ways to fill your events is through speaking. The reason for that is that people who go to events, go to events. So when you are speaking you are addressing an audience that likes to get out of the house or office and learn.
Also when you are speaking in front of other people’s audiences you are expanding your own audience. You are essentially leveraging other people’s audiences.
So your best bet is to set up speaking engagements around your area and cluster them all about 2-8 weeks from your event. I am sure that in and around New York City there are literally hundreds of speaking opportunities on a daily basis, and a good portion of those involve your ideal audience.
Start Googling associations, networking groups, meetup groups and contact the people who are in charge of booking speakers. Groups are always looking for speakers and when you come in with a snazzy talk that will benefit their audience they will be more than happy to book you. You create a talk that leads into your offer of your event and that is how you will fill your own event.
Of course you also don’t want to leave your existing audience out of the mix. So what you can do there is create an introductory workshop. Introductory workshops are short, 3 hours or less and are inexpensive. This way you keep the barrier to entry low.
You can fill them by sending emails to your list and you can also run Facebook ads that are very targeted to the geographical location and the audience that you want to attract.
In effect, introductory workshops are very much like webinars, except instead of virtually, you are doing it in person. There are a couple of advantages to this.
One, you are not marketing to the entire world, just to your geographical area, which is helpful in filling your larger event.
Second, the people that do show up for your workshops are the kind of people that are more inclined to attend larger events as well.
As soon as you add speaking engagements and introductory workshops to your marketing mix, I am sure you will have no problem filling your seats. Good luck!
Have a question of your own about workshops and seminars?
Post your question in the comment section and I will answer it in a future article.