I like to think of our Growth Events as e-books, but without all the stress. Marketers are often pouring so much effort, resources, and budget into developing an e-book only to leave it hanging after. But, that’s not how it works! Many are blinded by the e-book marketing strategy – they read about how successful it is for generating leads by big marketing gurus. We all need a reality check sometimes… Just like an e-book, you’re going to have to promote your Growth Event, that’s the only way you’ll get the results you want.
A structured approach to your Growth Event promotion not only generates leads, but it catches the eyes of your target audience. Here’s a look:
Top of funnel marketing
You have your top of the funnel, which is geared towards targeting prospects. You’re offering them something helpful – something they can’t refuse when they’re presented the opportunity.
In this case, a virtual fitness event fits perfectly, due to COVID-19. Everyone is stuck at home, and working out suddenly isn’t the same. Giving them access to a class instructed by a credible instructor hits all the right spots. We need endorphins in order to stay productive, and we need to sweat in order to get them!
You want to cast a wide net over those you know are a part of your target audience. Try inviting leads in the following methods:
- Send an email to all of your cold leads
- Send an email to all contacts in your marketing lists
- Have a popup/bot on your website promoting the event
- Promote the event over all of your companies social media platforms
- Have teammates promote the event on their LinkedIn
- Send direct messages to leads via LinkedIn
- Run a Facebook Event Ad
- I’m a big fan of narrowing the audience down by filtering further to “engaged shoppers”. Give it a shot! ☺️
- Try creating a custom audience built on your list of prospects + contacts in your marketing lists. This will give you another channel to nudge them about the event.
Remember! You’re not selling your company in this portion of the funnel. It’s strictly about the event. Prospects will run away if they think you’re going to corner them into buying your product. You want their email, and you want to get their email by catching their attention.
Middle of funnel marketing
Just like an e-book, we can’t publish it and leave it there. You’re not going to book in a Growth Event, bring in some juicy leads to attend and leave it at that. That’s not how it works. You brought in some leads / revived prospects by promoting your Growth Event – you accomplished this by using the aforementioned techniques.
The middle of the funnel is where you get those leads and revived prospects to raise their hand and move them closer to a sale. It’s perhaps one of the hardest parts of a marketers job, but it’s the most powerful. Create great content and a strong approach. The top of the funnel marketing was easy, you got people to share their email and attend. However, to get these leads and prospects to commit to a demo / free trial takes more leg work. Put them in a nurturing drip of emails. Here are some content ideas:
- Send them any e-books you may have that wiggles in your product
- Start putting them into your mailing list for your newsletter
- Customer reviews. Showcase how other clients have used your product to get XYZ out of it
Send them educational content, things that raise their eyebrows and give them an itch for a demo or free trial. Make sure all of your content is nudging for a demo / free trial.
Bottom of funnel marketing
The bottom is where the hounds come out to play A.K.A sales takes the lead. Imagine the funnel as a road, and you’re driving down it. As a marketer, you’re in the driver’s seat for the top and middle of the funnel. You control the content, the message, the promotional approach, etc. When you reach the bottom of the funnel, the salesperson takes the wheel. The salesperson is in charge of closing that deal – they’re pushing the demo request / free trial into a paying customer. Don’t worry, you’re not going to jump out of the car, you get in the back seat. You can still help, and that Growth Event was your admission ticket. Here are some ideas to support bottom-of-funnel promotion:
- Provide your sales team with the marketing material they need to share with prospective customers. Make sure your marketing material is short and sweet, clear to read and juicy!
- Keep in touch with your reps. If there’s anyone a little tricky to convert, start targeting them with programmatic display ads. They’ll give them the extra push!
Pick and choose tactics that can work for you. As you promote your Growth Event, you’ll quickly learn what works best for you. From there, you’ll hone in and focus on those successful tactics – your Growth Event is there to lure in leads and revive cold prospects. Your well-oiled Growth Events marketing funnel is waiting for you!