Before Your Summit: Paid Ads & Marketing Strategy to Maximize Your Virtual Summit

BYS 14 | Your Post-Summit Success Plan to Maximize Your Virtual Summit

• Jenzaia

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Your post-summit funnel game plan creates opportunities to take advantage of the momentum and excitement attendees experience during your virtual summit.  That's why it's essential to plan what will happen after your summit to capitalize on the new relationships you've built through speaker promotions and advertising.


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Speaker 1:

this is before your summit, episode number 14. I'm your host, josea, and today we're going to be talking about your post summit funnel game plan, because if you've put all of this work into your summit, I really, really want to see you do something awesome with it afterward. That's why, when a new client mentions that we're going to be hosting a summit or I'm going to be helping to market their summit, I always want to know what they're doing afterwards, because you have all of these new people who've come into your world through the promotion of your speakers, through your Facebook ads, and they really want to know what's next, because they're excited and they're hyped up and they're energized by your summit, and so you want to be able to let them know what is coming next. That being said, you don't necessarily want it to be a surprise. There are some exceptions to that, but typically, if you have a program or a membership or a service offer, you want to be layering that in throughout the summit so that people are not feeling like it came out of left field. You want them to feel ready and more and more and more excited and energized to join that next step as the summit progresses. One of the exceptions would be if you're going to be turning the summit evergreen so that people can continue to consume the summit content afterwards through continuing to promote the all-access pass to new people, you don't need to be layering that in. But if you're going to be like a membership or a course of some sort a program, if you have done-for-you services that you'll be pitching at the end, if it's some sort of offer like that, you definitely want to be layering it in throughout the summit so that when the time comes for you to officially open the doors, people are excited, and the easiest way to do that is by making sure that you've been talking about it throughout the summit, and to do that you need to have a plan beforehand. So that's why it's really important to figure out what you're going to do and where. You need to have a plan beforehand. So that's why it's really important to figure out what you're going to do and where you want people to go. Sometimes this is really really easy.

Speaker 1:

I have one client 90% of her business is a membership, and so obviously the summit is pushing people to the membership. Sometimes. I have another client. She has a course that she opens three or four times a year and then she also has a membership. That's kind of always open on rolling enrollment and she also offers done for you, because that will help determine what your summit looks like, what topics you're having, what audience you're speaking to, how you're going to layer it in, because if you're layering it in that one client who has a membership and a course and done-for-you services, we're layering it in very differently depending on if it's the services, which we almost never promote, or the course or the membership right. So keeping that in mind is really important.

Speaker 1:

Some options that you have I've mentioned them, many of them already, but I'm just going to go through my list here and then we can talk about, like, the nuances if we need to. But post summit options include course or a membership. It could be a high ticket sales push, something like one-to-one services, or if you have a mentorship program or a mastermind, it could be turning the summit evergreen so that you continue to sell all access passes. It could be some sort of implementation week where you're going to use like basically flow into a challenge following. So I'm planning a summit for next spring and the summit is going to be Friday, saturday, sunday, with an implementation week Monday through Friday. At this current time, my client roster is full and I have projects booked for October and January. I only take on one or two additional projects per quarter, and so I really want to give people more and help them implement, but I don't really have the capacity to do it as a one-to-one service provider, and so doing that implementation week is going to be a great way for people to actually take action on what they've learned through the summit and to move forward. You can also do nothing, which is totally fine as well. It really, like I already said, depends on your business model. My two favorite for most people is going to be launching your course or membership, or turning the summit evergreen.

Speaker 1:

If you go with the evergreen model, you do need to make sure that a couple of things. Number one people registering or purchasing the all access pass know that it is no longer a live event. A live event when we talk about a summit being live, sometimes it's actually pre-recorded, but all of the everything else is happening at that same time. So speakers might be going live in the Facebook group, or you might just have people engaging in the Facebook group, but once the summit's no longer live, we archive the group. So we don't want people showing up like purchasing the all access pass, thinking that they're getting a live event and then finding out okay, this event actually happened six weeks ago, so just making sure that it is clear that it is no longer a live event. You also want to make sure that you have the speaker's permission to continue using their materials in the evergreen version of the summit Most summits.

Speaker 1:

I'm currently speaking in three different summits, which I'm really excited about. It's been a while since I've spoken in a summit, so I'm really pumped for these three upcoming events, all three of them. I had to sign a contract that laid out who could use the materials when it cannot be used anywhere else within the last six months, and I always record a brand new session for every summit that I'm in, but I know that that's not always the case. So in this one specifically, it can't be something that I've created or I've used elsewhere within the last six months and I cannot use it anywhere else for three months after the summit. And then I have it's my content, obviously so I can continue using it, and then her side of the agreement is that she's going to use it for the summit and only for the summit, and the all access pass will be available for I think it's 90 days, so that three months within the summit. And so making sure that it's clear exactly what's going to be used.

Speaker 1:

Because if in your contract you're like I'm just using the presentation for the summit today and then you decide, okay, well, I'm going to turn it into an evergreen model, but you don't have the speaker's permission, then that can get like a little bit dicey. So just make sure that you, if you are going with an evergreen model, that it is in the contract, and I would say that if somebody came back and was like, oh, I'm not comfortable with that or I don't want that, remove that clause from their contract and that's totally fine, so that you would have instead, like originally you had 40 presenters and now you only have 39. Like I don't think that's a big big deal. The other thing to keep in mind with going evergreen is that this model is almost always going to require you won't have speakers promoting it anymore. Your email list will already have heard about it and been excited and participated in it.

Speaker 1:

And so if you are going to go with the evergreen model the traffic source, the traffic mechanism lever, whatever you want to call it behind getting new people registered for the summit and like purchasing the all access pass, is going to be ads. You need to be wary, or not just aware of price point there, because if you're sending ads out to cold traffic to register for the summit and your price point is now $100 or $200 or $300, then it's going to be a lot harder to get people to buy in. And the reason why I'm using, like saying, those gigantic prices that you don't normally see on a summit is that typically the pricing strategy that most summit hosts successfully use is a really, really low cost for half an hour after they register. So like, register within the next 30 minutes and it's $39. And then, if they don't register within that 30 minutes, it's no longer $39, it's now $59 from all the way up until the summit, and then, once the summit happens, it's now $99. And then, once the summit's done, we're up to like $149. And the point there is to get people to purchase the all access pass as quickly as possible and make that decision and jump in. And so you have these big price increases and often I'll see, depending on that initial starting point of the price that that post summit price tag is pretty hefty and it can be hard to run ads to to such a high price tag. So just be wary of that. But it can be a very successful strategy. You might also decide that you don't want to do all of those different tiers and you might just say the fast action price point is $39. And after that it's $59. And those are your only two price points. That's totally fine as well and that could be a little bit easier to get people to buy into it.

Speaker 1:

If you're going the launch mechanism, like the launch one, where you're launching a course or a membership, you want to open the doors right away. I personally recommend that your last session is a live Q&A, teachable, kind of like a webinar. So I was at a summit recently and she just walked through her 10 step framework and then from there was like these are the 10 steps that it takes to do the thing If you want all the support and help and templates and resources, join the program, open the door and then went into like open the doors and then went into a Q&A about anything from the summit, anything from the program and kind of like we ended up on the call for like two and a half hours, even though it was only scheduled for 60 minutes. I mean I bounced at some point, but yeah. So the last session. I love when it's a live, kind of like a webinar, so you're pitching your course or summit and then you're going straight into that open cart. So you have a week of summits over. Now the membership or the course is open, but again you have to make that decision.

Speaker 1:

Maybe you are running a done-for-you business and having something like an implementation week would make more sense. The way that I'm going to structure that is I kind of said this already, but the summit is going to be Friday, saturday, sunday I think, and then each day, monday through Sunday, would be a live or a video that's sent out via email. And my goal or my intention with this implementation week is to capitalize on the excitement of people and to help them to take action on what was discussed and what they learned during the summit and then to further that nurturing, get them used to opening my emails and get them excited about the possibility of Facebook ads and whatever else they found useful at the summit and keeping them like engaged with me just a little bit longer without the demands of being live, because they can be pre-recorded videos. Like I said, we'll be sending them out via email. So that's my intention with doing an implementation week. And then if you would be launching like high ticket sales where there's limited spots, then I would highly recommend using some sort of like book.

Speaker 1:

An appointment or application Application would be really great because, depending on how big the summit is, you might not be able to get on a call with everybody. So an application process making sure that whatever it is that you decide to do is available immediately and people can really take advantage of it. And I always say this that when people are in momentum and they've already said one yes, so they say yes to your freebie, and then they say yes to joining your Facebook group and they say yes to watching your video, like every single yes keeps them in motion and in momentum, and you just want to continue that momentum as long as you possibly can to keep them excited about you and your business. So I hope that you found this episode helpful. If you are looking for tips and strategies to make your next summit the best one yet, come hang out with me on Instagram. I'm at heyitsjenzea, I would love to connect with you there, so send me a DM and let's do this thing. Thank you.