Getting beyond Marketing Emails

Every marketer’s dream is to have their ideal audience and potential clients come to them.

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Living the marketer’s dream.

No banner ads, spam marketing emails, or annoying commercials necessary – and it make an advertiser’s job easier. Hands-free marketing is the goal, right?

 

How do you make the marketing process so easy that your clients find you before they even know they’re looking for you?

Connect to your audience through education

That is a very broad way to say that your marketing strategy should first and foremost involve teaching your audience something that you know extremely well and that they want to learn about.

If you try to convince your audience that they should choose you you before they realize they want the services you even offer, you’ll annoy more people than you’ll close. Proving your trustworthiness and knowledge gets you in front of the competition before your potential client even knows they need you.

How do you do this?

  • Find a topic you know like the back of your hand (and they don’t).

In your sphere, there are problems that your audience is looking to solve. Chances are, you either have the solution to those problems or you know where to look to solve them. Do you have a large number of problems you know how to solve? Great! You can create an online class or a series of articles on it. By proving that you know what you’re talking about, you establish yourself as a trustworthy source. Your audience will come to you for solutions (and you’ll already be at the top of their list when they want to spend money).

  •  Talk about easy-to-tackle issues.

Don’t try to overwhelm your reader/viewer with too much information at once. Try to break up problems into smaller step-by-step solutions. If your audience comes to a webcast and realizes you’re going to be talking for three hours, they’re already checked out. Take it by small steps to make your information more accessible to your audience.

  • Don’t brush off your own expertise.

Whatever your end goal, whatever you aim to sell to your potential client, you are confident that it’s a good product or service. Don’t play down your knowledge or forget to mention how you can be so helpful to your audience. If you’re a doctor discussing what a symptom could mean, it helps the patient to trust you if they know you actually are a medical professional. Make it clear why you’re an authority on the topic.

Your ideal audience doesn’t necessarily know who you are, so if you approach them by telling them that you’re great, they’ll just ignore you like a flashing banner ad. Offer them something they need – like knowledge, helpful tips, etc. – and they’ll be much more likely to become a good lead for you.

This way, you also connect with people you know will be good, qualified leads. A smaller number of quality leads is better than a huge number of terrible ones that will never pay off. Don’t waste your time (or theirs).

Want to educate your audience with a virtual event? Check out how to get started here. Questions? Email us at sales@vconferenceonline.com

Adding Value to Your Event with Certification

Nearly every industry in the world encourages, if not requires, continuing education. Typically, this is found in the form of expensive in-person conferences, which to attend, people have to drive across the state, fly across the country, or go to an in-town hotel. Continuing to grow and learn is a huge part of being able to climb the ladder in almost any industry.

How can this help you to add value to your event?

There are two options for adding certification to your event.  If you are an educational company anyway, contacting a certifying body to figure out the steps to become officially certified in your industry is a great place to start. You will submit your presentations and any testing materials and they will determine if you are able to give out official continuing education credits.

An official certification is a huge benefit to your event, as it becomes a draw not only for the attendee, but their company. Frequently, with continuing education, the company will foot the bill, making it easier for you to reach more attendees. Certificate by jhnri4

However, there is another option if you cannot reach out to a certifying body. Including certification in your event does not necessarily require an official certifying
body. If you have a decent name in your industry – or are cultivating
one, you can set up the event a little differently.

Your event can simply have a short quiz for each presentation (typically, these are 5-10 questions). With a platform like vConferenceOnline, you can then automatically grade these and distribute certificates via email. The certificate will have your company name as well as details for the number of credits the attendee earned in the event, typically gauged by the number of hours – or fraction of hour.

Including certification in your event adds an incredible amount of value – and makes it very easy to justify a cost to your attendee. This makes the event more profitable for you. It also makes the content very easy to re-use after the fact in a webinar or online course style event, further monetizing your content.

Foolproof Marketing Strategy – Across All Channels

A question people are always asking is, “How do you profit from _____?” The entire point of marketing, digital or otherwise, is always trying to turn a profit. That’s the point of selling products or services, right?

Wrong.

I’m going to tell you a secret that I’ve learned from endlessly researching “how to market correctly.”

Focus on your content and how it will help people.

That sounds cheesy and it probably is. After all, we don’t give our services and products away; we sell them! Why wouldn’t we focus on the money we ought to be getting for what we sell?

Customers are more annoyed with marketers than ever. They fast-forward through commercials, ignore banner ads, and generally just scoff at any kind of advertising ploys we try. They’ve seen our tricks plenty of times and they’re tired of it. This is where content marketing, digital marketing, and so many other kinds of marketing become frustrating for all parties.

This is why you should focus on your content. If someone sees your content, understands that you’re trying to help them achieve some goal, they are much more likely to want to buy your product or service, because they know that you can really be an asset to them.

Stop trying to focus on your profits – though don’t sell yourself short. However, if you focus on helping people, they will see your intentions and like you more for it – and that is where the profit comes.

Digital Marketing Tips, Experiences and Blood, Sweat and Tears

While the virtual event is over (it’s still available on-demand, and free, watch it here), the learning and application of the different experiences and all of the information presented (and there is a LOT there), is just getting started.

The GroupHigh event is on-demand and ready to watch – make sure you check out this great summary – there is information here on everything from the conversations you have with your customers and advocates to tools and techniques for reaching out to your community.

In a word, priceless.

Kristen Matthews, the guru behind the event and getting things going for GroupHigh, put an excellent summary of sessions together.  Check it out here.

Types of Events

Why Virtual?
Josh Harrison, Producer
vConferenceOnline

Types of Events

I realize that the name of our platform might lead some to think that we only do conferences online. I assure you  that is not the case and my bosses didn’t make me write that either. There are many different types of events that can be done online. I’ll get into the  types we work with most often. Starting with the most obvious… in person events.

Conferences

These may be the most popular and well known types of events simply because there are so many and they generally happen in every area of interest. From finances to comic books, there are people with like interests that need to gather and communicate. For the most part these consist of keynote sessions to start off and general sessions combined with a show floor or exhibition hall for vendors to tout their offerings to attendees. Depending on the area of interest you’re probably going to a conference for the sessions or the exhibits. A subgroup to conferences would be shows or exhibition events for vendors. The attendees at these events only represent a very small portion of the actual audience for their topics. Many can’t get away from their daily lives or simply can’t afford to travel and attend.

Education

This is  also a very popular type of event. In most professional industries there is some sort of Continued Education implemented to keep pros up to date. There are requirements and standards that must be met to qualify for these CE credits. Professionals are usually busy, and time is money, so fitting in travel or even leaving the office for CE is usually a struggle.

Training

Training events are usually done on a smaller scale in person. There will be an instructor going over hours if not days worth of courseware with a select group of people. Some training programs will do a circuit or tour run to try and reach as many people in different locations as possible. Still, the reach is limited and you have an instructor repeatedly delivering material to a small audience. This requires higher registration prices due to trainer costs and can eliminate some potential trainees due to travel or costs.

Webcasts/Webinars

Marketers have long been creating events to attract attention to their product or services. A company may be releasing a new product and they want to tell the press or educate potential customers/clients. In many of these situations these are small events that require their attendees to travel.

If you are starting to see a trend I’m hoping you are starting to see the advantages of Online Events. Factor in time and costs for travel, food, lodging and attendance charges and you may see why in person events have seen a decline in attendance.

I said all of that to say this. Give the people what they want. In today’s world, individuals and businesses are accustomed to instant gratification. Everything is at their fingertips thanks to the internet. If your information isn’t easily available to the world they will find another option as quickly as type, point and click. The good news is all of these events and more can be done online.

Any craftsman knows that you need to use the right tools for the job. In the next article we’ll start to talk about what type of delivery suites your information.