12 min read
As an online creator, you probably spend most of your days sitting with your computer, developing ways to show a personality in your brand and a connection with your audience.
You learn their pain points. You develop products you think will improve their life, and you create personalized email marketing funnels to meet them where they are in their journey.
Sound like your daily routines? Great– you’re doing all the right things to build your audience from computer screen to computer screen. But do you ever miss just walking into a room and having an actual connection with a human being?
If so, have you ever thought about adding live events to your marketing plan?
Live events won’t be for everyone, but if you’re an in-person connector and feed off of the energy and excitement of a crowd, it might be time to start planning your first event.
Hosting a live event has some pretty obvious benefits:
Depending on the size of your business, your availability, and the team/volunteers you have backing you up, you can host anything from a small meet-up or one-day workshop to a full-blown conference.
But please don’t get in over your head when you first start out. Better to start out small and test the waters then keeping building up.
Are you super stoked to plan your live event? Well, not only do events need solid planning for the actual event, they also need a solid marketing strategy to get people there. So if you’re ready to plan a live event, it’s also time to make sure your marketing strategy is on point.
Email marketing is the best way to start promoting your live event. Well thought out email marketing funnels can not only save you time in your event planning, they will also help you keep your audience up-to-date with all your event details before and after the event. Here’s how:
If you don’t have a promotion plan set up for your live event, it’s already dead in the water. To run a successful live event, you need to get the word out and build the excitement. After all, how will your audience know about your event if you don’t ever tell them about it yourself?
The easiest way to initially get the word out is to send a save the date broadcast to your list (or just the people who are segmented as interested in the topic your event is about) with an announcement about your event. In this email, tell them the why, the when, and the where to make their decision easier.
At the end of your email, create a Link Trigger that tags those who click as Interested In: Event and sends them to a landing page with even more information about your event. This landing page should contain the link or button your audience clicks to attend your event.
The time leading up to your event will be filled with all kinds of questions from your attendees. The best way to stay in front of all those questions is to be upfront and quick to disperse the details.
Create an email sequence for your readers that slowly delivers more information about your event to your attendees and anyone still interested. These emails could include:
Once a subscriber has purchased a ticket to your event, it’s time to make them feel like a VIP. No matter who they are or what price point of ticket they purchased, each attendee should feel special and known from their very first welcoming email to your last interaction.
You can think of this sequence as an onboarding process for your attendees that familiarizes them with everything they need to know about your event before they get there. Emails in this sequence can include:
Staying in touch through email is a great way to keep that connection alive between you and your attendee before you can actually meet them face-to-face at your live event.
Just because your event is over doesn’t mean there’s nothing else to give your attendees. There’s always some kind of opportunity to continue delivering valuable content even after your closing party. After live event promotion can include:
If you find that live events are really your thing and you want to add them to your marketing plan, it’s important to make sure that your next one is always a little bit better than the last. The best way to do that is to ask your attendees what they thought.
You can do this through a survey, asking for testimonials, or asking for general open-ended feedback to one of your emails. I’d suggest a survey because you can get very specific with the questions you ask to make sure you’re getting the best possible feedback.
Creating a survey isn’t as difficult as it might sound. Check out this tutorial on setting up a survey with Typeform to see just how easy it is.
Before you begin building your Visual Automation in ConvertKit, you’ll need to set up an integration with your ticketing tool. If we don’t offer a direct integration with your ticketing tool of choice, using Zapier as your go-between is the next best thing.
Once you’ve set up your integration, you can create a Tag for “Event Ticket Buyer” in your ticketing tool that triggers in ConvertKit whenever you have a new event attendee purchase their ticket.
After you send your first save the date email where your audience can click your Link Trigger to be added as Interested In: Event, your live event marketing funnel begins.
If you are selling tickets to your event, you can create interest and excitement by offering your subscribers early bird ticket pricing. To do this, you’ll create a different Event: Date occurs to pull your subscribers to the beginning and the end of each ticketing tier.
If you are offering multiple ticket tiers, continue creating Event: Date occurs boxes sequences to send to your audience. These sequences should be full of valuable information about your event as well as reasons why your subscribers should attend your event.
Remember- think benefits over features. How will these event change your subscriber’s life? How will it help them overcome their obstacles and reach their goals? Use this kind of information you learn while surveying them to get them excited about your event.
Duplicate Step 2 under the No Ticket Buyer Tag box for as many ticket tiers as you want to create for your live event.
You will need to set a time to end all your pre-event communication before your event takes place, and then set the date for your post-event communication to begin.
Do you have an upcoming event that warrants pre- and post- promotions? Maybe you’re finally getting your first city-wide meetup rolling to get to know other professionals in your town. Maybe you’re hosting a series of workshops across the country to get to know your audience face-to-face.
Whatever your event might be, creating and setting up funnels for your event marketing emails will help you get the word out, stay connected with your attendees, and then continue fostering that relationship long after you close up.
What events do you have coming up? Let us know in the comments and how you’re building an event marketing funnel to help you make it happen.
Download this issue of Tradecraft as a PDF to read and reference at your own pace.