Need Help Advertising Some Events

[HazelC]

Hi Guys,

I'm running a selection of social media and blogging workshops in November, they are 2hrs long and if booked by 31st Oct they are £50 and £75 and after this time they go up £50 - thus giving them a reason to 'act now' instead of booking later.

I have sent a newsletter to existing contacts, I have done a mail shot (delivered by mail) letter and flyer to my business park and the next one, I have done multiple blog posts about the work shop and the 'act now' offer.

I have put the events on my Facebook business page and Meetup and I've given out flyers at multiple networking events and posters are up at the workshop venue - yet I only have a few bookings.

How else can I advertise these workshops - have I missed anything glaringly obvious?

Thanks,

Hazel.

 

[Annoying Donkey]

Do you have satisfied customers who have reach to people you want at the workshops? Could you persuade them to distribute your offer to their customer list?

Of course, it might just be your offer is just not of interest...

 

[HazelC]

Do you have satisfied customers who have reach to people you want at the workshops? Could you persuade them to distribute your offer to their customer list?

Of course, it might just be your offer is just not of interest...

Thanks very much for that idea @WeblinkPlus - I shall email some contacts of previous events and see if they could do this for me. Thanks very much!

 

[directmarketingadvice]

How else can I advertise these workshops

If this a traffic problem, or a conversion problem?

i.e. Is the problem that you've not gotten the message in front of enough prospects, or that the conversion rate is low?

Steve

 

[HazelC]

If this a traffic problem, or a conversion problem?

i.e. Is the problem that you've not gotten the message in front of enough prospects, or that the conversion rate is low?

Steve

Not got it out to enough people, more than low conversions.

Very good question

 

[Andrew Chambers]

Am I the only one to see the irony here?!!

 

[HazelC]

Am I the only one to see the irony here?!!

I presume you're going along the road that if I am advertising social media workshops I should put them on social media platforms?

Sadly the clients I want can't use these sites and that's why they need my workshops... so if they are on social media they won't be using it well / at all and therefore messaging them won't help?

I presume that is what you mean Andrew... but it is Monday so I may have misunderstood?

 

[GraemeL]

Is there actually a need for them? Are there other companies running these successfully - if so how are they promoting them?

G

 

[ethical PR]

Hi Hazel...presuming your market research has shown there's a demand with your target audience and that you have developed a compelling offer.

My advice would be as follows.....

I wouldn't presume your audiences are only those not using social media. There are plenty of businesses using social media who need help with using it more effectively.

I would suggest you try

• localised online advertising through media used by your target audience ie local chamber of commerce etc.
• advertising in e-newletters and magazines of local business organisations
• social media channels used by your target audiences - identify ways in which you can get key influencers to share content
• pitch a 'how to guide' to your local business media

 

[HazelC]

Is there actually a need for them? Are there other companies running these successfully - if so how are they promoting them?

G

Hi Graeme,

Definitely a need for social media workshops, there are people using them and want to know how to do it better and there are older people who understand how good social media can be for their business but they just don't know what to do.

I've just spoken to a company I do a lot of writing for, they do social media and SEO courses in Huntingdon and St Neots, so a different area to myself in Peterborough and they said Facebook Ads work for them and have done really well so I'm off to see them a learn that later this week

 

[HazelC]

Hi Hazel...presuming your market research has shown there's a demand with your target audience and that you have developed a compelling offer.

My advice would be as follows.....

I wouldn't presume your audiences are only those not using social media. There are plenty of businesses using social media who need help with using it more effectively.

I would suggest you try

• localised online advertising through media used by your target audience ie local chamber of commerce etc.
• advertising in e-newletters and magazines of local business organisations
• social media channels used by your target audiences - identify ways in which you can get key influencers to share content
• pitch a 'how to guide' to your local business media

HI @ethical PR - thanks for your ideas and advice

Great idea re: first point, my events are on Cambs chamber website and flyers are going to their business fair on Wednesday (with me). I hadn't considered advertising in magazines of local business organisations and I shall look into this. Key influencers have been sharing ans that has helped so great idea there.

Hadn't considered a 'how to guide' but I shall look into this as well.

Thanks very much for your help! As always, very useful input!

 

[ethical PR]

No worries happy to help.

If you are pitching the how to guide for your local business media, perhaps link to a competition for a local business to win a free course. This would encourage the publication to promote through their social media channels.

You could also see if your local radio station has a business programme and offer yourself as an expert to talk about how social media has benefited local businesses (have some interesting stories up your sleeve) and they could link to a phone in where local businesses could ask you questions. (great profile raising).

 

[HazelC]

No worries happy to help.

If you are pitching the how to guide for your local business media, perhaps link to a competition for a local business to win a free course. This would encourage the publication to promote through their social media channels.

You could also see if your local radio station has a business programme and offer yourself as an expert to talk about how social media has benefited local businesses (have some interesting stories up your sleeve) and they could link to a phone in where local businesses could ask you questions. (great profile raising).

Thanks very much - I have done the radio thing a few times now and my aim is to have my own show on the radio talking about small businesses and such like. Great minds think alike

 

[JandJC]

What makes your workshop stand out from a competitor?

Why should I come to yours, what are you going to teach me?

What benchmarks have you got to demonstrate your workshop is the best to attend (results wise)?

Why should I pay for your workshop, when I can learn so much on the net for free?

Is your workshop too cheap? Have you undervalued yourself?

I could go on, I've never attended a Social Media Workshop myself...yet I have a Facebook page that gains an average of 20 new likes a day yet I don't put any more effort into it.

I rank in the top 23% on LinkedIn re profile views.

And I generate £10K worth of business a week.

 

[HazelC]

What makes your workshop stand out from a competitor?

Why should I come to yours, what are you going to teach me?

What benchmarks have you got to demonstrate your workshop is the best to attend (results wise)?

Why should I pay for your workshop, when I can learn so much on the net for free?

Is your workshop too cheap? Have you undervalued yourself?

I could go on, I've never attended a Social Media Workshop myself...yet I have a Facebook page that gains an average of 20 new likes a day yet I don't put any more effort into it.

I rank in the top 23% on LinkedIn re profile views.

And I generate £10K worth of business a week.

Thanks for your thoughts Martin, in the mailshot and newsletter we covered exactly those points - how we stand out, why come to ours, what you'll learn and testimonials from previous events. Sadly it's very hard to give results on social media as it works differently for different people, businesses and styles (as I'm sure you know with the awesome results you're getting).

Potentially gone in too cheap on this one, someone else had mentioned that so I probably should have thought harder about that. I'm confused - if you're getting 20 new likes every day to your facebook page why aren't you doing anything with it ... surely these likes won't stay around if you aren't doing anything?

 

[HazelC]

What makes your workshop stand out from a competitor?

Why should I come to yours, what are you going to teach me?

What benchmarks have you got to demonstrate your workshop is the best to attend (results wise)?

Why should I pay for your workshop, when I can learn so much on the net for free?

Is your workshop too cheap? Have you undervalued yourself?

I could go on, I've never attended a Social Media Workshop myself...yet I have a Facebook page that gains an average of 20 new likes a day yet I don't put any more effort into it.

I rank in the top 23% on LinkedIn re profile views.

And I generate £10K worth of business a week.

I'm a bit muddled - on Facebook you look like this; https://www.facebook.com/martinjohnson
But on LinkedIn you look like this; https://www.linkedin.com/in/mejjohnson

Surely not the same person?

 

[Chris Ashdown]

Why don't you run a free teaser so people can meet you and get some basic information on the subject and then you have warm customers who are likely to see the benifit of paying for more detailed information

We advertise on social media but like most companies its just letting people know we are here as most people using social media are not looking to buy anything at that time, if they were they would be on Google or Bing covering a much wider range of purchase opertunities

 

[fisicx]

How else can I advertise these workshops - have I missed anything glaringly obvious?

Radio, newspaper and local magazines adverts would be how I'd do it.

 

[HazelC]

Why don't you run a free teaser so people can meet you and get some basic information on the subject and then you have warm customers who are likely to see the benifit of paying for more detailed information

We advertise on social media but like most companies its just letting people know we are here as most people using social media are not looking to buy anything at that time, if they were they would be on Google or Bing covering a much wider range of purchase opertunities

That's a great idea - thanks Chris. We do it in part but not quite how you have said. Thanks,

 

[HazelC]

Radio, newspaper and local magazines adverts would be how I'd do it.

Thanks very muchly!

 

[garyk]

Radio, newspaper and local magazines adverts would be how I'd do it.

Too un-targeted imho unless the local mag is a small business magazine.

Without seeing the offer its hard to say but it could be that your prospects just are not seeing the value in what you are offering; i.e. there may be a misconception that SM and blogging brings no value to their business which you need to overcome.

Consider time factor also, perhaps 2 hours is too long? Do it in 2 1 hour breakfast slots (not saying this is better) the key is you probably need to find out from your good customers what they think. Personally I prefer brevity but perhaps I'm extreme, I can't even be bothered to watch a 60 minute video on youtube, I will try and find the same subject matter being covered in 10-15 minutes.

 

[JandJC]

I'm a bit muddled - on Facebook you look like this; https://www.facebook.com/martinjohnson
But on LinkedIn you look like this; https://www.linkedin.com/in/mejjohnson

Surely not the same person?

To clear your confusion Hazel, that isn't my facebook; I once had a Lingerie business and that facebook is facebook.com/shopatpulse but that is my LinkedIn profile. Hope that clears that up?

 

[JandJC]

Thanks for your thoughts Martin, in the mailshot and newsletter we covered exactly those points - how we stand out, why come to ours, what you'll learn and testimonials from previous events. Sadly it's very hard to give results on social media as it works differently for different people, businesses and styles (as I'm sure you know with the awesome results you're getting).

Potentially gone in too cheap on this one, someone else had mentioned that so I probably should have thought harder about that. I'm confused - if you're getting 20 new likes every day to your facebook page why aren't you doing anything with it ... surely these likes won't stay around if you aren't doing anything?

Its vastly an American fan base, so I just let it tick along.

 

[HazelC]

To clear your confusion Hazel, that isn't my facebook; I once had a Lingerie business and that facebook is facebook.com/shopatpulse but that is my LinkedIn profile. Hope that clears that up?

If it's not your facebook then why is there a link from your LinkedIn page to that account? Have a look within contact details, click on facebook and you'll see that you are claiming on LinkedIn that that is your facebook page?

 

[JandJC]

If it's not your facebook then why is there a link from your LinkedIn page to that account? Have a look within contact details, click on facebook and you'll see that you are claiming on LinkedIn that that is your facebook page?

Hazel I will have to look into that, thanks.

 

[HazelC]

Hazel I will have to look into that, thanks.

No worries - happy to help

 

[David White]

Try sticking it on https://www.eventbrite.com - it's free and sometimes drives in some fresh clients who are just browsing around their site for events.

You should also make sure your landing page for the event has

1. Good copy
2. A clear call-to-action
3. Makes the event easy to sign up to

You can spend endless hours and money driving traffic to your site, but it's the conversion that counts - I speak from painful past experiences

 

[patientlady]

Hi Hazel
Are you are member of the FSB at all ( Federation of Small Businesses)
Dependent who is your local branch contact they may be interested in linking with as a joint event. Probably too late for this one. They have regular events including networking which are classed as either an FSB event or as a third party event. Look at there website and wade your way through it until you get to your local branch details and events. It may give you some ideas.
BTW do not expect instant assistance when making initial contact if you do, as it all takes ages with the FSB lol

 

[Fredrik]

Hi Hazel,
After reading this thread (and hopefully haven't missed any points) I would suggest that you do some more PAID media to start with, my starting point (with very limited knowledge of your business) would be retargeting the people that have visited your website on Facebook and Google, also if you de-duplicate against your CRM list you should be able to save some money by only targeting to people that are relevant and haven't converted, if this selection is still not enough i would go for like for like audiences in Facebook. After doing this I would focus on the conversion, some simple A/B test on the funnel would be a good start. Also make sure that people can find the event easily on your website as a "Hero" on homepage etc, good luck!

 

[Arrel Gates]

Hi there Hazel! Very happy to hear that You are moving forward with Your business and trying to get it to the next level. Keep it up!

Your company's website is great, but somehow i found it not fully responsive to my laptop. I would advice you to double check your content formatting. Also wanted to take a screenshot quickly, but I can't put any link here (not enough posts).

We know that 93% of communication is actually nonverbal and visuals are processed 60,000 times faster than text and of course graphics quickly affect our emotions and finally our emotions affect or even lead to our decision-making. That being said I would recommend to start expressing your solutions more visually. I know that when we create our online presence we want to scream about it and tell people what we're capable of, but we also need to step back and imagine for a minute that you're a perfect customer for your business and start looking from that point as sometimes we're too busy putting our stuff out there that we forget what our fellow customer thinks and most importantly how he/she sees it. After all Wordpress was created for that simplicity i guess. If you look into websites like uber, airbnb or even apple - these guys invest millions of dollars in EEG, fMRI and clearly know what works and what's not and one can see that their websites have no more than 10% of text and all it cooperates with images to bring about best results. It's been proven to work in dozens of studies, then why not do it? My advice would be to stick by their tracks.

I know it's not what you asked for in a first place, but I thought I could just give a short shout out to things that I'v noticed which could be improved and would give you only benefits anyway, before jumping into how to actually find and convince people to attend as it's kind of complicated deal. If your potential customer is 40-60 years old business owner you will find yourself in need to change their perception of what it is in a first place, then make a contrast between pain & gain to their business owner identity and only after these things are done, you can start persuading process. That would be my point for this.

I'll be back with some practical tips on that when i'll have another minute.