Your website is a 24/7 sales channel. Similar to a brick-and-mortar, customers will only know to visit your website if you market it to them. So, what are you going to do to bring people in?
Inbound marketing and digital advertising are both great options, but it’s also a good idea to branch out and be more creative. Hosting a live event to discuss your site gives you the chance to explain your business “face to face” with people who are at the top of your sales funnel. (Meaning they haven’t purchased from you… yet!) As a small business, you are the face of your brand, and a live event helps the customer’s experience feel more personal.
As with any type of event, the first thing you need to do is pick a date and time! You should take into consideration who you’ll be inviting (e.g. your ideal client), what time would work best for them, and what - if any - objections they might have to attending the event.
Keeping your ideal client in mind, choose the platform where they tend to be the most. Is it Facebook, Instagram, TikTok, or YouTube? (If you’re having a tough time trying to decide, choose the platform where your business receives the most engagement.) Another option would be to use a service such as Restream.io to broadcast to multiple platforms simultaneously, but this does require a more advanced technical setup.
Four Weeks Out
Start with some behind-the-scenes work by defining your “why.”
This is also when you should choose a date and time to host the event.
Three Weeks Out
It’s almost time to start marketing to your audience!
Two Weeks Out
Ready, set, share! It’s time to launch your social media campaign.
It’s important that you’re posting at least every other day about your event to keep the momentum going.
One Week Out
Now that you’re closer to the event date, it’s time to up your posting schedule daily to get people excited! And, depending on the platform, create and share a countdown for people to refer to so they keep your event at the top of their mind.
Also, be sure you have your “day of” timeline or “order of” events documented so you know how the event should flow. A rough outline could look like:
Host Your Event!
The Week After
Again, just like a typical event, be sure to share your gratitude for those who attended! This could be a social media post, or - even better - an email with some degree of personalization thanking them for their time and trust in your business.
This is also a great opportunity to ask for feedback, or link to a survey, about your website. As much as you hope your website is perfect, it’s helpful to understand how your customers are using your site so you can improve missed opportunities.
The social media platform(s) you host your event on should be selected based on your ideal client demographic:
Create a marketing page for your event: one place to get all your information. This also benefits your onpage Search Engine Optimization (SEO) by having a centralized location of information, even if it links out to your social media channels.
Hosting a live event to showcase your website is more than introducing features. It’s really about opening a line of communication and allowing your customers to feel more comfortable navigating your website so you can better serve their needs. Aside from sales, this will also help develop stronger brand loyalty for your small business!