Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
August 18th, 2017
No matter how advanced video chats get, in-person interaction cannot be matched.
That's why live events are on top of the content marketing mountain.
In this week's episode of The IMPACT Show, Bob and Nick discussed the latest INBOUND 2017 announcements, Facebook's release of Watch and four publishers who have jumped on board, and our big topic of the week, events and how they can have an impact on growing your business (including of course, some valuable lessons from #IMLive17.)
Just in case you missed us live (or if you want to relive the magic), you’ll find the episode’s show notes below as well as the recording.
“We’ll be introducing Watch to a limited group of people in the US and plan to bring the experience to more people soon. Similarly, we’ll be opening up Shows to a limited group of creators and plan to roll out to all soon.”
Publishers that have gotten on board:
Fort Worth Star
What we can take away
Syndication for content that already exists >> enhance it with audience interaction and the social graph
Facebook was willing to pay some publishers for quality content, HOW ABOUT YOU??? If you don’t value that content, will others?
Barrier to entry is very low. Every platform has something to offer as a value add, if they are creative, like Facebook did.
Main Topic: “Events & The Impact on Growing a Business”
Before we dig in, start thinking about how the things we’re talking apply to your company. If you have any challenges or questions that you want us to address, leave a comment or send us an email to email@example.com. We’ll get to as many as we can either at the end of the show or during next week’s episode.
Business is human and nothing replaces that human-to-human element.
Benefits of in-person events for businesses:
A great way to warm up leads or sales advance someone closer to a sale
Prove your expertise and credibility
Build strong relationships
Connect with your market
Possibly even create a new revenue channel
Makes your team feel more connected to the company/audience
Also, provides development opportunities for your company
The biggest challenge: finding “an attractive draw’ that would get people to disrupt what they would normally be doing (work, normal after work life, etc.), register, and attend your event.
What are some good draws?
Free food & drinks
Good entertainment or experience
Something that they would WANT to learn about (not just want you to want to teach them)
Speakers that would resonate with your target audience
Sprout Social - A dinner with like-minded people as well as some speakers who spoke for about 15 minutes.
HUG Events (Great for any SaaS company)
Home contractor: Home Tour
Piggyback another event….
Find something relevant (like a Dave ramsey event coming to town) and plan a post-event dinner to debrief what prospects heard.
Minor League Baseball Game
You can plan an event that’s large like IMPACT Live (which was a giant investment on our part) or something simpler like a meetup or dinner.
Test your ideas before going all in:
Create a list of 5-10 people that represent your audience and ask them if your ideas are interesting to them and don’t stop until you get a lot of yes’s
This is inbound-y… creating something attractive that naturally attracts them
Create 2 budgets: one that outlines the costs from the event (and possible revenue), and the second that includes what you would need to consider the event a success ($ post event).
Pro tips for your first event:
Create a “level 10” experience…
Pitch… but keep the pitch short, clear, and concise
Expect to lose money at first
Invest in photography and videography… great tech/lighting if you can afford it
Consider tag-teaming the event to split the work/costs, lessen the risk, and gain a larger reach
Collect information before and get feedback after
Promoting your event…. Should be easy if you created something truly remarkable.
Create that hit-list of who should go…
Start warm first, then broaden your reach
Send personal invitations (snail mail, hand-written would be awesome, personalized emails)
Share on social channels that matter
An example is In-Mail
Don’t be afraid to scrap it and start over if it’s not working… you can always try again
We would love your comments! Feel free to send us an email or comment on the Facebook thread.
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Join Us Next Week! Topic:Creating an Online Community Using Social Groups
We'll be back again next Thursday, August 24th at 1:00 PM ET. Want to get reminded? Drop us your name and email address below and we’ll make sure you’re notified before the broadcast every Thursday!
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