I don’t know about you, but one thing that’s really, tangibly helpful to hear from my fellow entrepreneurs is how their events or strategies are actually working out for them on the ground level.
We don’t get to see that very often, though, because we don’t want to let people see behind the curtain. What if they’re unimpressed with our results? What if we lose credibility?
But I’m getting more and more convinced that we would all be better off if we shared our stories openly.
Our mission as a company is to help our clients find freedom – to bring order, clarity, and relief into their businesses so they can have the lifestyle they started their business to have. We’re really good at that. Processes and systems are our bread and butter. On the other hand, I still have a lot to learn when it comes to marketing as a skill set. I don’t have it all figured out, but I can share what I’m learning as I’m learning it. So, this week and next, I’m going to peel back the curtain and share with you the specifics of how our first webinar and workshop series worked out for us.
In June, we decided that this summer would be the time for us to start building up some virtual events for A Squared. I’ve attended plenty of webinars but never hosted one myself, and I wanted to be able to provide deeper value on topics that have a few layers to them. We also had just welcomed an amazing fellow MBA named Georgia as a summer intern.
From the beginning, we had three main goals:
- Give both Jen (who’s been on the team for over a year) and Georgia meaningful projects to lead, also helping me practice handing over ownership to a team that has undeniably earned that level of trust
- Build our credibility and authority as a company that can help entrepreneurs take clear, focused action and eliminate overwhelm
- Learn how to build momentum and energy behind an event
We scheduled our webinar – Transform Your Business with Fix This Next – for July 28th, and decided to host a full-day livestream – Escape the Hamster Wheel – on August 21st. Jen owned the webinar process, and Georgia owned the full-day training.
I’ll tell you about the full-day event next week since the jury’s still out on that one! Here’s the behind-the-scenes on the webinar:
What We Did for Marketing
- I mentioned the webinar in the PS of my normal weekly email
- We sent out two emails just about the webinar
- I posted to LinkedIn four times, and to my personal Facebook page once
- We tried a simple boosted post on Facebook and got a lot of clicks, but no registrations
What Happened Live
- We had 14 people register, with ten people joining us live. I felt great about that high of a percentage of the group joining us live, and it seemed like a good showing compared to our audience and how we promoted it
- We used Zoom webinar and the tech worked flawlessly – a huge relief
- I packed the webinar with content and was proud of what we shared; we had great engagement and feedback
- I wanted to avoid some of the things that have bothered me for years about webinars more generally, like spending more time welcoming people and getting them amped up about the cool stuff you’re about to share than actually sharing anything, or spending 30 minutes on a pitch, or trying to force engagement
- We had a short introduction, 45 minutes of content, a 2-minute invitation to our livestream, and time for Q&A
What’s Happened Since
- We now have a great set of webinar materials we can use again in the future, and greater confidence in the process
- Our team worked together extremely well, Georgia and Jen were incredible, and we’ve all learned a lot about how to host a virtual event well
- Unfortunately, no one from that webinar signed up for our full-day livestream, but in general, this was a solid step in the right direction
My biggest takeaway from this experience is that, even though it felt like I was talking about the webinar all the time and probably driving people nuts, the data tells a different story. I was talking about it just enough for it to flash into my audience’s consciousness once and be promptly forgotten. For future events, I’ll talk about it more often while keeping things fresh and valuable.
I’d love to hear from you – is this type of behind-the-scenes look valuable to you as you build your own business? If so, I’ll do more of it!