A common complaint among seminar leaders is “I don’t have enough time to do everything!” It’s no wonder. For many, seminars are an add-on to an already successful business. Yet, seminars can easily grow to being their own business – especially once you start offering multiple events, as well as teleseminars and webinars.
To preserve your sanity – and get the job done – it’s essential to prioritize your time and attention. Here are 5 key marketing tasks that deserve focus.
- Articulate your value proposition. You know your audience and event best. So sit down and do a brain dump about the key things you know to be true. What does your event teach? How will attendees benefit? Who are your ideal attendees? What makes them “tick” – what do they value? What, exactly, if your offer? How is your event different than what else is out there? What proof can you offer that your event is the best option?
Getting this information down gets it out of your head. It offers the opportunity for refinement by helping you see flaws and missed opportunities. It can even make it easier to explain your vision to your team and ensure that everyone is on the same page.
- Create a strong marketing foundation – namely, a powerful event website. Include a sales letter (or multiple sales pages, if you prefer). Also include a registration page, Frequently Asked Questions (FAQ) page, and details about your event location.
- Craft powerful emails. Despite the popularity of social media, email is still the #1 tool for promoting events. Create some messages for your general list, some for your “hot prospect” list, some for your affiliates and joint venture partners, and then additional messages for any sublists that deserve attention.
Don’t want to write your own emails? Sit down and brainstorm different themes or angles to take in each message. Then turn over your ideas and marketing schedule to a team member for execution.
- Design a preview experience. When you go to a bookstore, you can browse through a book to see if you like it before you buy. Do the same with your events. Offer a live event if it makes sense. Or go virtual with a webinar, teleseminar … even a series of videos. Attendees of your live events will experience your words, voice, expressions, gestures and energy. Give them a taste of the experience before they buy.
- Spread the word through your networks. If you’re active on social media, absolutely share updates about your event. (If you haven’t already built a presence and relationships, though, don’t be surprised by weak results.) Don’t forget about reaching out to individuals you know. A well-placed call or email to friends, colleagues, and even past clients may drum up additional registrations – and even uncover additional affiliates.
A helpful question as you work this list of event marketing tasks (not to mention other responsibilities on your plate) is “Is this the best use of my time?” Find the point where your answer switches from “yes” to “no.” For example, it may be the best use of your time to write an email to your list, but not to get it sent out. Delegate as much as you can, so you can free your hands, mind and energy to explore new marketing channels, tweak you rmessage, prep your content … and oh yeah, run the rest of your business.