how to market webinars and events - swfitpage training
DESCRIPTION
Have a lot of interested-but-not-yet-ready-to-buy leads in your ACT database? Events are an interactive way to create a shared group excitement and to qualify sales leads In this Swiftpage training, we show you how to use the Swiftpage drip marketing module to build multi-step, time-sequenced invitations and reminders for live events and online webinars. Psychologically, events include an element of "scarcity," because they come with a built-in expiration date--and buyers are attracted by something when it's less available. Training includes... How to create an automated Swiftpage invitation process that builds anticipation The ideal amount of advance notice How to modify content for different audiences; for ex., customers vs. prospects Metrics you should measure besides attendance Invitation content writing tips Case study of a successful event 4 ways to take reservations The best way to follow up with non-responders How to create a follow up campaign after your eventTRANSCRIPT
Swiftpage Training:How To Use Drip Marketing To Drive Attendance to Webinars and EventsFor the Audio that
goes with these training slides,
visit:http://www.TheDatabaseDiva.com/Events
Todd Viau Lori Feldman@LoriFeldman
2
AgendaTreasure TriangleEvent ConsiderationsDatabase Segmentation Message MatchHow To Build an Agenda Attendees
Want To Hear2 Case Studies10 Tips To “Fill a Room”Swiftpage DemoResources
Watch this 3-Min. Video on types of email marketing: www.TheDatabaseDiva.com/treasure-
triangle
Email Blast
E-Newsletter
Drip Marketing
Event Considerations1) How will it help them make more money?2) How will it help them save more money?3) How will it save them time?4) How will it help them avoid frustration?5) How will it help them feel better about
themselves?
What will they learn from you that they can’t get anywhere else?
Your Time & Money2 Venues:
Online Live
2 Formats: Free Paid
2 Lists: People Who Know You (Customers & Prospects) People Who Don’t (Prospects, Cold Lists)
What You’re Really Asking of Attendees Time Expense Lost Opportunity Cost
Advance Notice vs. Venue
• “D” Event• 180 -365
Days
• “C” Event• 90-180 Days
• “B” Event
• 30-45 Days
• “A” Event
• 7-10 Days $0
TeleseminarsWebinars
DemoUser Group
Product Demo
$Teleseminars
Webinars
ConferenceSymposiumExecutive Briefing
Golf OutingTrade Show
SeminarLuncheonCustomer
Appreciation Party
Product Road Show
How To Create the Right Content
Case Study – “A” Event
Text vs. HTML
Case Study – “C” Event
ACT! Texas Road Show
ACT! Texas Road Show
Tips to “Fill a Room”
10 Tips To “Fill a Room”1. Mix HTML with Plain Text emails for maximum
deliverability2. Keep templates the same but vary subject lines:
Save the Date Register Now Only 3 Days Left
3. Have multiple ways to take reservations: Website sign-up Phone Email Social Media
10 Tips To “Fill a Room” – Con’t4. After the 1st or 2nd stage, follow up by phone
with the top 20% respondents (SPE Call List)
5. Offer a goodie to build attendance
6. Expect 30%-40% no-shows. Confirm attendance by email or phone before event
10 Tips To “Fill a Room” – Con’t7. Record online events for repurposing to
YouTube, blog, guest articles, social updates (Free Trial of GoToWebinar)
8. Check event dates against all public and religious holidays
9. Check your marketing calendar. Avoid overlapping messages, if possible.
10. Social media: Promote your event, offer share buttons, designate a #hashtag
Swiftpage Demo
Resources
ResourcesVideo on 3 types of email marketing (under 3
mins.)Free Trial GoToWebinarFree Trial Swiftpage
More Swiftpage Training:
• Preparing Your ACT Database for Email - $10 OFF with Promo Code
• Surveys & Web Forms - $10 OFF with Promo Code
• 25 Hacks & Shortcuts - $10 OFF with Promo Code
• (FREE) 7 Ways to Use Drip Marketing in Your Business
www.TheDatabaseDiva.com/EventsPROMO CODE: Diva10
