Podcast

Mistakes agencies make when hosting summits for their clients

Episode 329 - Featuring Jan Koch

August 16, 2021

Virtual Summits - Common Mistakes

Hosting a virtual summit for your client is an excellent way to help your client generate leads and build authority. This week, Jan Koch is our guest host as he shares five common mistakes agencies make when hosting summits for their clients. To learn more about summits, get guidance on coming up and validating your profitable summit idea, and understand all processes involved in hosting a summit, sign up for Jan’s free workshops (running live every month) at agencytrailblazer.com/vsmworkshop

Too busy to take notes? Jan has you covered. Here are the five key mistakes along with key questions or takeaways.

Not defining a persona for the attendees

  • you need to know who should attend
  • why would somebody attend? What problem is the summit solving for them?
  • what’s keeping them awake at night?
  • what transformation can a summit deliver that the current offering of your client cannot?
  • what sets your summit apart from other events in the spac?

Onboarding speakers that don’t or cannot promote

  • Speakers sharing your event is the most important strategy to drive traffic to any summit
  • The summit host gets authority when expert speakers introduce the event to their audience
  • Promotion compounds when many speakers share the event at the same time
  • You can truly dominate the news in your industry if you do this correctly
  • If your speakers don’t share the event, you end up paying big money for leads via ad campaigns
  • When helping your client chose speakers, ensure that the speakers will promote the event to their audience
  • Create swipe copy and graphics to make promotion easy

Not creating a playbook for the virtual summit

  • For pre-recorded summits, pull out one or two lessons from each sessions and put them into a playbook
  • Professionally design this PDF to fit the summit brand
  • This adds authority to the summit host
  • Use the playbook on a dedicated landing page to test it against the main registration page
  • Use the playbook in retargeting campaigns that target people who didn’t register

Not having a funnel in place

  • All-Access Pass sales are a great source of income but you’ll leave money on the table without upsells
  • Add at least one or two upsells and a downsell to the funnel
  • These can be memberships, books, affiliate products, existing offers your client already has

Not repurposing the summit contents after the event ended

  • Your client is sitting on hours of video content, don’t waste this
  • Break down each summit session into multiple blog posts
  • Cut each session into short 1-minute videos and promote them on social
  • Transcribe those short videos and share them in written posts
  • Repurpose the sessions for podcasts
  • Transcribe all sessions and format them as a book – your client now has an audience to launch it to

Remember: To learn more about summits, get guidance on coming up and validating your profitable summit idea, and understand all processes involved in hosting a summit, sign up for Jan’s free workshops (running live every month) at agencytrailblazer.com/vsmworkshop

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