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BETA LABS Experiment-1

How to promote an offline event

We believe in the basics, of sharing the unspoken success stories or challenges because it’s often too small in magnitude to talk about. 

The challenge we cover today is on the lines of conversions, from a set of impressions to a lead and from a lead to an offline visit. 

We are a start-up digital agency and believe in a sharing economy of information and knowledge. We realised thought leadership is a topic that’s not only been trending for a while but also is needed by entrepreneurs, freelancers, start-up founders and co founders. We have had prior experience of speaking at co-working spaces in Bangalore; considering its a space where a part of our target audience sits, we went ahead with holding our event @Wolfpack Workspaces at Vasanth Nagar in Bangalore. 

We have put together a quick guide of how to go about creating and promoting an event here in this video. Also sharing below step wise data for your future reference. 


Sites in India to list your basic free or paid event:

  1. Townscript
  2. Eventshigh
  3. Explara
  4. Allevents
  5. Meraevents
  6. Insider.in (for high end or big ticket events)
  7. Trumpcard: Google events
  8. Default: Facebook events

PS: our preference is Townscript, as their team frequently communicates via useful emailers with little tips to promote your event better. And of course because it got us leads!

However, listing on Google optimises the listing on organic search for keywords related to the events. In our case, it took us by surprise with views and engagement on our business page.

Experiment with Content:

We planned our content strategy over a promotional timeline of 16 days with alternate day posting and chose a mix of formats, including the intimidating ‘video posts’ that we had to go the DIY route to create. 

Some of the posts:

Our first attempt at a DIY video post 

Our founder was coaxed to do a selfie video

Content distribution strategy:

A mix of channels, LinkedIn, Facebook, Twitter, Instagram, Google, YouTube

We distributed the same content (11 unique posts) across these channels and shared selected ones in a few relevant LinkedIn and Facebook groups.

https://www.facebook.com/groups/1298982173495733/?ref=groups_discover_tab
https://www.facebook.com/groups/615828881814154/?ref=group_header
https://www.facebook.com/groups/bsi2013/?ref=group_header
https://www.facebook.com/groups/207369636082104/about/
https://www.facebook.com/groups/985734744817825/
https://www.facebook.com/groups/blrfreelancers/
https://www.facebook.com/groups/bangaloreentrepreneur/
https://www.facebook.com/groups/Startups.BLR/
https://www.facebook.com/groups/132351440651035/
https://www.facebook.com/groups/2Dilekjaan/

https://www.linkedin.com/groups/2093852/
https://www.linkedin.com/groups/5132746/
https://www.linkedin.com/groups/1518287/
https://www.linkedin.com/groups/767147/
https://www.linkedin.com/groups/2299619/

Confusion of too many landing pages:

There is always a conflict of priority when you have external landing pages like event websites in addition to having the booking option available on your own site. This happens in many industries like Travel (hotels & resorts), Technology (mobile, other products) or small scale businesses.  

We decided to add a Townscript widget on the page to make it convenient and to increase website sessions, reduce bounce offs.

While the website sessions increased by 122% post promotion period (yeaayy) but the leads only came through the Townscript website. The widget didn’t do much, but we will keep trying in the future too.

Let us know if you have had another experience than this. 

If you would like to read the blog on thought leadership, here it is: https://aarrrmor.com/diy-your-own-thought-leadership-portfolio/

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DIY Your Own Thought Leadership Portfolio

Thought Leadership is a phrase you would have heard of! What’s this fuss about and why does it seem like a cult following? Let’s jump straight in.

The idea of becoming a thought leader initiated in the world of PR and Communications that would typically be in the form of a quote in a leading publication or an opinion piece. The dependency on a topic or a publication was paramount. That has changed over time with the digital age.

Related Read: How to prioritise your biggest business challenges

Now thought leadership is a two-way, open-ended medium that’s about building profile authority on your own using digital channels. The route to this is to be actively engaging with relevant peers from the industry and sharing content that’s useful and valuable. Here of course there are no boundaries, you are free to explore as many channels or industries as you like.

  1. Build Trust: When you share valuable information over a period, you make a trusted community who will follow your channel. Besides this, it’s far easier to connect and engage in a dialogue with C level executives or other influencers.
  2. Open doors for potential business opportunities: When you approach industry leaders, business managers, founders, co-founders on LinkedIn, your profile and content authority have the potential to open profitable conversations. In this process, don’t forget to engage with your existing connections on LinkedIn 😊

Tips for the new ones on the block:

  • Learn how to juggle with content and network hand in hand
  • Don’t let the word ‘content’ scare you, it is not a herculean task. You can start with sharing already published news articles, share your knowledge as a comment on articles or posts from people in your network or your opinion on topical news. This is a good beginning.  
    Once you get comfortable with this activity and begin to see the merits of it, you can publish your own original piece of content.
  • Remember to keep it relevant, keep it real. Experiment with post formats to see what works best for which piece of content.

Understanding the different digital channels:

  • While LinkedIn is the most relevant channel and the trending one too, it is good to be aware of other generic platforms like Quora, Medium, Reddit, Google Groups, Meetup and of course Twitter to build your digital thought leadership portfolio on.
  • This apart, there are industry specific platforms too such as Good Reads for authors and readers, Stack overflow for IT geeks, Reverbnation for musicians.


Here’s where the industry is moving towards:


We have put together a list of chosen LinkedIn profiles of good thought leaders that you can browse through or follow:

Here’s an example of good content:

Reference:

b2b-thought-leadership-impact-study

essential-skills-successful-digital-thought-leaders

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Why we don’t have a rate card for digital services

We have been often asked, sometimes unintentionally by business owners themselves, for our market rate to create a website or managing a content portfolio.. Some of you agency folks would relate to this, and without meaning any offence to our existing or future prospective clients, we take pride in our quality of work from start to end and therefore none of our services come in a one size fits all.

This is what a regular rate card looks like.

And what it should be:

Very few understand the effort that goes into ‘research and market study’ that accounts for not only onboarding a client but also defines the foundation for work ahead and in some cases, as a course correction for the client’s ideas of digital needs. Very often, the cost of this aspect of work is not budgeted.

There’s a lot that goes behind the scenes of telephonic meetings with business clients. Each of them come with a different level of understanding and aligning the bar of knowledge is more or less time consuming, although productive from a long term vision. But nobody accounts for that time and effort in man hours.

We at AARRRmor believe in customisation for the client business needs, basis the digital footprint goals of the business from a quantitative & qualitative perspective. Sub-domains of digital such as Social media, Website & SEO, Adwords, Display – all of this depends on several factors.

  • Personal experience 1: the CPC of a Facebook ad for a baby photography business wouldn’t be the same as that of a preschool franchise business despite the geography or target segment being similar.
    The reach will differ as per audience targeting.  
  • Personal experience 2: building a thought leadership portfolio for an individual using LinkedIn can be confused for an automated or a mechanical activity, but creating an opinion driven, perception driven content demands extensive understanding of the thought leader, his or her style of writing and industry research. This is the pipeline towards building an informed content strategy.
    And ours being a start-up digital agency, we live the DIY life and don’t take time for granted. 

We are not competing with other agencies or even with the ownership of knowledge. We are working towards contributing to the sharing economy of open source and collaboration, to be able to do good work. 

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