Taking people from awareness to sales: How I sold out my webinar tickets
The power of repetition
I recently conducted a webinar on Linkedin Lead Generation. (Some of you reading this might have participated in it)
I’d love to share something that I made sure from day one of planning out the webinar, to utilise my current audience on Linkedin, Email, Instagram & other communities and to make sure that people repeatedly saw about the webinar I’m conducting.
The reason behind the thought process was simple:
Take our Instagram page for example. our stories are usually viewed by 900 to 1000 people.
Imagine we putting up the webinar announcement as a story for the first time, those 30 people out of that 900 people might see it for the first time, but only 3 out of 30 might be in the right mind and place to book the tickets. (And it happened, we got around 3-4 booking on the first announcement story)
After a couple of days, we put out another story reminding people again about the webinar, and now again out of those 27 interested parties remaining, 3-4 might only be at the right place at the right time to book it.
Others might be in a meeting (Screen & audio off scrolling on IG :P), or they could be having their lunch, or they might be watching their favourite series on Netflix and some others might not just have enough motivation to sign up and book the tickets.
Just like that we put out the webinar related story about 5 times and also put out a post dedicated to the webinar itself on IG.
Every time we talked about the webinar, people were slowly moving from awareness to consideration to conversion..slowly but surely.
I could see the increase in conversions as days passed and the repeated reminders continued.
Our aim was to get 30 seats filled, but we eventually got 50 people signing up for the webinar.
I just sharing this simple case study with you all just because I want to stress the importance of two things:
Having an audience to talk to: We did not have to spend much promoting the webinar because we already had 8000+ followers on IG, I have 15k followers on Linkedin and I have got around 1000+ community members on groups and mailing lists. They already know us. We just had to remind them about the event.
The power of repetition: Same goes for the case of sales, without follow-ups humans won’t take action. You need to follow up until you reach the right guy at the right frame of mind.
To give you more context on how to plan any event or product launch, here is the screenshot of the exact table of timelines I used for promoting my webinar (See how some rows has multiple dates for repetition/reminders):
PS: I did not have to follow this complete since the goal was reached way before the promotion end day was scheduled.
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