There are hundreds of coaches and consultants in the online business world who promise to teach you the secret formula to a successful event launch marketing strategy.
The real secret? There isn’t one! What works for one person might not have the same results for you.
In my experience of helping dozens of online businesses to market their events. I’ve seen first-hand how unique each business is. That’s why I believe in working with each client to create a tailored event launch marketing strategy that works for them.
In this article, I explain why following a one-size-fits-all launch plan can be damaging to your business. I also share how I work with clients to create a tailored launch plan for their business that feels good and delivers results.
The promise of a magic solution to help you have a successful launch is incredibly misleading. There is no one-size-fits-all structure. Even if you were to follow a generic launch plan to the letter, you are still likely to have very different results from others who have done the same.
The reason is simple: what works for one person might not deliver the same results for you. By following a generic plan, you risk overlooking the platforms that your audience engages with most. Meaning your message might not filter through to the people who genuinely want to hear it. You could also find yourself creating content that doesn’t feel authentic. For example you might love to do online video, but feel pressured to write blogs instead simply because that worked for someone else.
The consequences of following a generic event launch strategy don’t just affect the number of clients you will enrol. You can be pushed to burnout because you’ve had to work at 100 miles per hour trying to keep up with all of the tasks and admin required to keep up with the launch plan.
So what could you do instead?
The more sustainable way to launch
Instead of forcing yourself into a high-energy, burnout-inducing launch plan, I recommend a more natural, tailored approach. A sustainable event launch plan considers your audience, your personality, and your preferences. When these elements are aligned, launching becomes more enjoyable. And far more effective at enrolling people into your course or service.
Even a tailored launch still requires preparation. But most of it can be planned in advance. This removes the pressure of last-minute changes or additions. Spend several weeks planning out your messaging, content and sequences (such as email sequences and campaigns) so you can hit the ground running. It also gives you time to decide what type of content you actually want to create. And what will resonate most with your target audience.
Instead of attempting to get hundreds of people at your workshop or webinar, many of whom will not be your ideal client, take the time to create messaging that will resonate with the exact people you want to be working with. When I do this with my clients, we’re more concerned about making sure the people who do attend are their dream clients. There may only be 20 attendees, but all of them are potential clients.
Finally, while numbers are important to track, make sure you’re tracking the right event ROI metrics.
For example, is it more important to check that your posts reach a large number of people, or that it gets plenty of engagement from a small number of dream clients? Decide what’s most important to you and focus only on that to avoid feeling overwhelmed by charts and conversion rates.
Other blogs in this series…
Is your event attracting the right audience? Here’s how to tell.
Table of Contents Why the right audience matters more than a full guest list Signs you've nailed your audience targeting Red flags your event audience may not be quite right How to attract the right audience Final thought Your next 3 steps to attract the right...
Event ROI: How to measure success beyond attendance
Table of Contents What does "Event ROI" actually mean? Ways to measure event ROI that go beyond the numbers The right audience Engagement during the event Leads, sales and strategic growth Brand awareness and perception Relationship building and networking ROI Team...
The Psychology of a Great Event: What Makes People Remember?
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Unlock Event Success: The must-have elements for high-converting sales page
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Launch without launching – the soft launch approach
The prospect of launching a new service, programme, or course can be overwhelming for many business owners, so much so that they may never go ahead with it! Procrastination sets in and that new idea is never launched. If launching a new service feels like a daunting...