Leveraging events for success

Penny and Thomas Power interview top Experts from the BIP100 community to introduce them to you. Finding Experts that you can trust is a challenge for us all. By sharing their clients with you, they hope they can reduce your search for great people that can help you build your business.

Why events are the best lead generation for business

Ricardo Molina is an expert in helping people run events—originally offline and now virtual too. As an enthusiastic member of BIP 100 he shares with Penny and Thomas Power his strategy for making the best of events to create success. Underpinning his acheivements is an indepth knowledge of CRM, which enables him to not just create a memorable event, but make the most of it from a business perspective. He identifies three core stages for success. Firstly, running the event, then what happens in the follow up, and finally how you can use that to build community.

Worrying about numbers

The first insight that Ricardo shares is that people who put on virtual events such as webinars often get hung up on the numbers. They worry if there are only three people watching, or thirty people signed up. But with digital events it is easy to leverage the content, to allow access to it over time and increase those numbers substantially.

It is more important to focus on who the people are. You only need a small number of people, if they are the right people. Who is your target audience? And are the people coming to your event those same people?

Repurposing content

In a podcast or interview format, there may be an hour of content. In among that hour there will be specific pearls of wisdom that can be re-used in different formats.

‘When you get the best nuggets into a minute or two minute wisdom bite size piece, then you can use that on social media. You can share that with your whole database.’

By using these small extracts that capture an important essence of the larger conversation you can attract more attention. You can get people asking where they can find out more. You can provide links to the main content, or other content and services you provide.

These nuggets can become part of your sales repertoire, a new way of talking about what you do.

What happens after the event?

Once the event has taken place it is time to begin the next campaign. This means taking the content that has been created and delivered, and amplifying it. This is where the real strength of marketing comes into play. In the first instance you’re marketing an event, but just because people didn’t sign up, or didn’t turn up to it, doesn’t mean they’re a lost prospect.

The content has been created and now it can be made available, potentially for ever thanks to cloud storage. It can be repurposed, and made available in new formats or on new platforms. The event itself is not the end, it is the end of the beginning.

It’s essential to gain an understanding not just of who attended the live event, who caught up with it later, but also who took action. Did they click through to your website? Did they make contact in some way? It is this knowledge, and this ability to follow up with people that provides the power of using events to build community.

Understanding buying behaviour

Ricardo finishes the interview by talking about how he can use technology to track contacts and identify the ones who are most likely to buy. In an era where anyone can put on a virtual event at little to no cost and minimal effort, to make sure it is worth your time, you need to have the tools in place to follow up effectively with your audience afterwards

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