When you’re promoting a product or service or building an audience, podcasts, webinars, and guest articles are great ways to increase the ‘reach’ of your marketing.
When you’re invited to present to someone else’s audience, you’re positioned as an expert. And as a guest expert on a topic you have what Oren Klaff, author of Pitch Anything, calls Local Star Power.
You are, for a moment, the star.
But once the recording is finished, the microphones are turned off, or the post goes live, what’s your plan for capitalizing on that star power and turning viewers and listeners into members of your audience?
To succeed in your marketing, you want to have a system in place that makes it easy for people to raise their hand and say:
Hey! I loved what you talked about. I’d love to hear more. Let me know about more things you make, okay?
But how do you do this? What are you supposed to have in place?
It’s easy to prepare for a podcast or webinar: you’re a subject matter expert, after all. Review your notes, discuss the topic and questions with the host, and practice for a bit.
But how do you prepare your post-event marketing? What do you need to put in place ahead of time?
Maybe you spent a few hours or days preparing for the event – writing and rewriting your notes, reviewing questions, practicing your presentation – but your preparation shouldn’t stop there!
You need to prepare the marketing for your appearance: the systems that will help you convert readers, listeners, and viewers to members of your audience.
In this article, you’ll learn a strategy and four systems that you can implement for your next interview, guest article, or webinar to maximize your marketing message and convert people from saying “Oh, hey, this is interesting!” to becoming members of your audience.
But First! A Digression: Why Build An Audience?
Why podcasting? Why webinars? Why guest posting?
To build an audience.
But why build an audience?
By building an audience, you’re building up a tribe of people who are interested in hearing more from you about your area of expertise, your services, the problems you’re great at solving and your products.
Audience Building for Freelancers and Consultants
If you’re a freelancer or a consultant, maybe you’ve experienced feast or famine freelancing.
One month you’re booked solid. The next you have no work (because you spent all your time last month working).
What changes when you’ve invested in building an audience? You have a critical mass of people who have ‘raised their hands’ and said:
Hey, I love what you’re creating. I want to hear more about it! So, tell me when you do something cool, okay?
Because he had invested time in building an audience, he sold out of slots for his service in the first two weeks. And then he did it again in 2014 with a separate coaching offering for consultants.
As a consultant, having an audience gives you freedom.
Rather than riding the ‘feast or famine’ roller coaster, you can be strategic. You can announce your availability to your list – people who have expressed an interest in working with you — and pick the best candidates to work with, instead of waiting for opportunities to come to you.
Audience Building for Product Creators
If you make and sell products – software as a service (SaaS) or information / educational products (e-books or courses) — your audience can be the lifeblood of your business.
I asked my friend Eric Normand, of PurelyFunctional.tv, about his experience building an audience as a product creator and he said:
It’s great! After investing the time in building an audience, I have about 130 people who seem to buy everything I make. When I create a new product, I know that I have people who are ready and willing to buy it as soon as I announce it.
As a product creator, building an audience gives you the power of having a group of people who are ready, willing, and interested in buying what you have for sale.
Audience members are prospects and, over time, through educational and informational marketing, you can convert these prospects to customers through low-priced initial product offerings (“Tripwire” purchases) and then continue to offer them higher priced products.
The Magic Is In The System
When you’re invited to present to someone’s audience, you want to have an easy to use system in place to capture interested audience members as members of your audience.
The ingredients are simple: a landing page, a call to action, an initial offer, and an educational marketing campaign.
What’s important is your system. By putting these pieces in place ahead of time, it will be easy for you to share your call to action with the audience, direct them to your landing page, have them opt-in to becoming a member of your audience, and then slowly nurture them with your educational marketing campaign.
But! You have to make sure what you’re offering is both valuable and relevant to the audience you’re speaking to. If your offer is irrelevant to the topic you’re presenting on, people won’t be interested.
What Do You Need In Place?
There are four elements that you should have in place when you’re building your audience:
First, you’ll want a unique landing page set up for each appearance. Content Management Systems (like WordPress) make it easy to create new pages on the fly.
Then, you’ll want to have a lead magnet — a small product, a free course, a white paper, a resource, a guide — available for the visitor to ‘pay for’ with their email address.
After that, you’ll want to prepare a call to action to include in your appearance. Ideally, the call to action directs people to your landing page and lead magnet and highlights the benefits to them.
Finally, you’ll want a small email mini-course that educates and informs the new member of your audience about the topic you spoke about.
Mini Case-Study: Ramit Sethi and Patrick McKenzie
Here’s the relevant quote from the episode:
I put up a special giveaway for people listening here. It’s iwillteachyoutoberich.com/kalzumeus-pricing. That’s a free mini course on pricing that should help you really change the way you think about pricing and again, how I went from charging $4.95 for one product to $12,000 for a recent product with a dramatic fall in complaints and whiny freeloaders. Hopefully that helps you guys.
That link took the visitor to a landing page, unique to Patrick’s audience, that encouraged visitors to sign up for the free mini-course.
Once someone signed up through that landing page, they became a member of his audience. His free mini-course demonstrated his expertise to his new audience members and helped them build trust in Ramit and his material.
By building out these elements ahead of time – the mini-course, the landing page, the call to action – and planning the call to action, Ramit made it easy to have an apparent off-the-cuff remark (“I put up a special giveaway…”) feel like an exclusive offer for Patrick’s audience. And from there, people were able to ‘raise their hand’ and became members of Ramit’s audience.
How Do You Put These Pieces Together?
Just like you prepare for a podcast or webinar ahead of time, you need to prepare your marketing materials ahead of time.
By investing the time before your interview to put the pieces in place, it’ll be easy to promote your lead magnet to a new audience.
Here’s what you’ll need to put in place for your next event:
- First, create a unique landing page (using a WordPress theme or a page builder like Unbounce)
- Then, create a small lead magnet like a downloadable report (using Apple’s Pages or a program like Remarq)
- After that, prepare a small, educational mini-course in your email provider (using MailChimp or Drip) that educates the audience member on the topic of your presentation and lead magnet
- Finally, prepare a call to action, directing people to your landing page
That way, once you’ve had a chance to demonstrate your expertise to a new audience, it’s very easy for you to say
“Hey, by the way, I put together something special just for you — it’s available over here, if you’d like.”
And all the pieces are ready and in place.
What Does This Look Like In Practice?
First, when you’re invited in as a guest to present to an audience, you capture the attention of the audience with your local star power (“Who is this person that’s on as a guest?!”).
Then, during your presentation or conversation, you include a call to action, telling them about a gift or offer available to them (a sample chapter of your book, a free report, an interview) and the unique URL they can access the content at.
After that, when they collect your gift for them, you subscribe them to your email list. Why? Because they just raised their hand and said:
“Yo, I think you’re cool and your stuff is cool. Tell me when you make more cool stuff like this, okay?
Next, you want to keep in touch with them. Because they’ve said “Hey, I love what you’re making,” you want to make it easy for them to hear about what you’re making.
After all, if you met someone at a party or a conference and they said “Hey, you’re awesome, let’s keep in touch! I want to hear about what you’re working on!” you’d keep in touch with them, right?
And by the way…
If you’re interested in learning more about how to grow your audience through SEO, Outreach, and Digital Public Relations, I’ve put together a free special gifts for SEMRush readers.
If you visit http://doubleyouraudience.com/semrush/, you’ll receive:
- ‘Content Promotion Checklist’, a 17-point checklist that you can follow to promote your article to your existing audience — or to grow your audience online.
- 60-minute Video Q&A on “The 4 Secrets of Outreach Marketing,” covering best practices for Digital Outreach to build relationships with influencers and find new audiences to expose to your best products and content.
Hopefully, these resources help you when it comes to promoting your next article or event and growing your audience.
The Big Idea: When a new audience is exposed to your expertise, you want to provide a clear path for people to become a member of your audience.
Why?: By building an audience, you’re building a community of people who love what you do. This makes your marketing easier – instead of waiting for people to show up, you have an audience of people waiting and ready for you to announce your new project.
And then?: When you have something to promote (an opening to work with a client, a new product, an interview, a new article) you have a group of people who have collectively raised their hands, announced that they love what you’re create, and have clearly stated their desire for more of the same. So, give them more.