Having helped experts, speakers and trainers fill their events, webinars and challenges for a number of years, I’ve seen it all. And in every single case, the same 3 roadblocks have stood in the way of success… of being able to fill their events, webinars & challenges.
Because it’s no longer the case that “If you build it, they will come.”.
Creating and running a new event, webinar or challenge is the easy part. Filling them is the hard part.
In today’s blog I’m going to be sharing what the 3 roadblocks that everybody running events, webinars and challenges face… and how to overcome them.
So when you come to running your next one, you’re best prepared to make it the most successful one to date!
Are you ready? Let’s dive in…
Roadblock 1: Quantity
Let’s start with the basics. To fill your event, webinar and challenge you need people. People signing up and attending. Depending on your targets, your capacity, etc. that could mean dozens, hundreds or even thousands of people.
And herein lies the first roadblock… how do you get those numbers of people? Where do you find them? How do you get them to sign up?
There’s no shortage of marketing channels, platforms, methods and pillars that businesses of all shapes and sizes can use. But most won’t deliver the quantity you need. If you’re lucky, you’ll get small trickles over time. Not substantial numbers to make your event, webinar or challenge a success.
And even if you can get the numbers, you hit the next roadblock…
Roadblock 2: Quality
Getting hundreds and thousands of people signing up and attending your webinars, events and challenges is no mean feat. But even if you manage it, you’re not set for success just yet.
Whilst getting good numbers is critical, if you lack quality then you’re less likely to get the return you want from your webinar, event or challenge.
Quality people are active, engaged, your ideal target audience and are significantly more likely to buy from you as a result.
And after all, the goal of running your webinar, event or challenge is to make sales on the back of it.
Even with the best will in the world, the best presentation, pitch, proposition, and even with thousands of people in your physical or virtual room… you’re not guaranteed a single sale.
Not without quality.
But by trying to capture high quality registrants, you’re going to falter at the first roadblock once again. Because getting high numbers is hard, getting quality is harder… but getting both simultaneously is even harder.
And that’s without roadblock 3…
Roadblock 3: Cost-Effectiveness
Let’s assume you’ve passed the first two roadblocks. You’ve gotten good numbers signed up and attending, and they’re of high quality. Great!
But if it’s cost you a bomb getting this far, your return from that webinar, event or challenge is lowered. It’s much harder to even break-even, never mind make a profit and return from the sales.
Best of all worlds
So getting cost-effective signups, in large numbers, of high-quality, is the goal.
That way you get the best of all worlds.
But nothing worth having is easy, and boy is this not easy.
I’ve seen experts and businesses running a webinar with thousands of people attending, and make no sales because the quality is poor.
I’ve seen presenters hosting a small in-person event to ten people of high-quality, make sales but still not break-even or make a decent return.
And I’ve seen businesses get high-numbers, high-quality but make a LOSS because it’s cost them too much to get that far.
So how do you overcome these roadblocks simultaneously?
It’s easy to overcome one of them, and maybe even two of them at the same time.
But all three? Nope!
Organic marketing is free, so helps you to overcome the cost-effectiveness road block. But organic in nature means you have little control over number of signups and/or quality. So that’s not the solution.
Paid ads costs, but allows you the control to scale and precisely target to attain both quantity and quality. But paid marketing isn’t easy – is incredibly competitive – and in many cases getting more expensive. So it gets quantity and quality, but not cost-effectiveness.
UNLESS you get help from somebody who uses paid ads to achieve quantity, quality AND cost-effectiveness simultaneously.
That’s us, by the way. *Waves*
At The Marketeer, we help our clients overcome all 3 roadblocks so they fill their events, webinars and challenges;
We do this using primarily Facebook Ads, but we’re also branching out to Youtube, Google and TikTok Ads as well.
And yes, these platforms are incredibly competitive… getting more expensive… and are not easy.
But we’ve been doing it for years, so we know how.
You see, there’s two halves to it.
The first half is creating the best kind of ads using proven best practices. But that can only get you so far.
The second half is managing those ads – ensuring that they get the desired results, and never over spend. Ensuring you’re filling your events, webinars or challenges as cost-effectively as possible, whilst also getting you sheer numbers and sheer quality.
And it’s that second half where most paid advertisers go wrong. Get the management side of it right, and you’re laughing all the way to the bank.
And that’s exactly what we do for our clients through our done-for-you and done-with-you services.
We either take full control of their paid ads and handle everything from ad creation to ad management and reporting… or we mentor them step by step to do it all themselves. Learn more about how we can do the same for you here.
Before I go and as a thank you for reading, download free copies of our webinar, event and challenge guides.
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