How To Promote Events In The Most Cost Effective Way

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Recently, I was asked the question

“What is the most cost effective way to market a workshop?”

That is a great question, and I know many people are wondering the same thing. So how do you promote events in the most cost effective way?

Email marketing is hands down the most cost effective way to market a workshop or a seminar. It doesn’t cost anything (or very little) to send an email.

Of course, as with everything, the devil is in the details. It matters who you send your emails to, whether they get opened and what they communicate. Here are some helpful tips to make your email marketing successful.

Your Opt-In List

For email marketing to be effective, you need your own “house” list.  These are people who have opted in to get your emails. They have raised their hand and indicated that they are interested in your topic.

Then you have to build a relationship with them, so that when you ask them to buy a ticket to workshop or seminar, they are confident that you are going to deliver on your promises.  That means that you have to communicate with them regularly, and send them quality tips and information.  You can’t just send them marketing messages and expect them to jump when you send them an email.

You will get the best results from marketing to your list, because they know, like and trust you.

Open Rate

Emails are only effective when your intended audience receives them and then opens them.  For them to land in your potential attendees’ inbox, you need a dependable email service with a high deliverability rate, like AWeber.  When you use an email service, your marketing becomes scalable.  It is just as easy to send an email to 10 people as it is to send one to 10,000 people.

A good email service also flags your email if it has any SPAM words in it.  Sometimes the most innocent combination of words get marked as SPAM, so it is good to know that ahead of time, before you hit the “Send” button.

Finally, your email has to be opened.  Your open rate will be higher if you have a good relationship with your list and they have come to expect good value from you.  However, your subject line will also play a big part in whether your audience opens your email.  Make sure that your subject line inspires curiosity and makes the recipient want to open the email and read more.

Sell the Click

The biggest mistake seminar marketers make when they send out their emails is that they are trying to sell their event in the email.  That is not the purpose if your email.  The purpose of your email is to have your potential attendee click on the link that takes them to the registration page.

The registration page gives them all the information they need to make a decision to come to your event.  Don’t include all your details in the email.  Just make your email informational and intriguing enough to entice them to click on the link.

Of course you should never rely solely on email marketing.  There are many more that I detail in the Butts In Seats Virtual Boot Camp. However, when you focus on these details when your are promoting your events, you will find that email marketing is the most cost effective way to market a workshop or seminar.


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Daphne Bousquet, CMP

Daphne Bousquet, CMP

For more strategies to make your workshops and seminars more profitable, you’ll want to pick up a copy of the free report "Three Simple Secrets To Making 10K In A Day With Small Workshops." Daphne Bousquet uses her 20+ years of event industry experience to create profitable event strategies and marketing for coaches, entrepreneurs, speakers and self employed professionals that want to grow their businesses with workshops and seminars. She is the creator of the Butts In Seats Virtual Boot Camp, a unique digital course that teaches you how to fill your events with your ideal audience.
Daphne Bousquet, CMP
Daphne Bousquet, CMP
Daphne Bousquet, CMP

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