How to Use Social to Sell Out Your Event Before It’s Released

(Re)Marketing to the Right Crowd

If you look at today’s social media landscape, you may think that in-person engagements are going the way of the dinosaur. As more and more people communicate and collaborate online, there appears to be a lesser desire to connect in person.
Chris has discovered that the opposite is true. It’s not so much that people don’t want to attend an in-person event, it’s that they value face-to-face even more and are very picky as to how they spend their physical time.
A well-planned in-person event can create a lifelong connection with a customer that no amount of online interaction can replicate. The tricky part is not only in planning such an event, but also in getting attendees to trust and believe the event will be worth their time.
To do so, Chris markets beyond the room. Every event is marketed to those in attendance and heavily marketed to those that are not in attendance. When the event is shared with and by those who are not there, Chris acquires the social proof he needs to prove that this an event that makes getting offline worth it.

In This Episode

• Why creating great social means starting with great content
• How careful marketing to people outside the room leads to a successful event the following year
• Why generating online buzz means keeping live, in-person events on the calendar
• Why ensuring a full room of attendees means continual remarketing to people with tickets

Quotes From This Episode

Our members are absolutely our foundation and our core. Click To Tweet
“We’re having to tier a lot of the conversations we’re having to make sure that people in there aren’t getting bored with the basic questions but are also getting value.” —@chrismarr101
“My job is to challenge our members and push them to a level of learning that they weren’t even expecting.” —@chrismarr101
“Social is not a first-tier priority in content marketing.” —@chrismarr101
“I’m stunned to see the potential of LinkedIn for an increase in my own referral network readership for content.” —@chrismarr101
“Some people don’t buy into your live event for two or three years because they want to see social proof.” —@chrismarr101
Every single live event that we do is a huge marketing activity. Click To Tweet
“We want to become oversubscribed all the time.” —@chrismarr101
“The live event experience is something very special, and people want to have experiences.” —@chrismarr101
The only thing that technology can't replace is our in-person experience. Click To Tweet
“Email is what underpins all of our activity. It’s the number one channel for us in terms of communication.” —@chrismarr101
“We don’t take 500 pictures and just dump them into an album on Facebook. I’ll drip them out for weeks, tagging individual people and telling a little story.” —@chrismarr101

Resources

• Chris Marr on Twitter: @chrismarr101
• Content Marketing Academy
• 365Days Event
• How Gary Vaynerchuk Uses Micro-Content to Drive Social Media Results
• Gary Vaynerchuk and The Currency of Attention