Sarah Fejfar 0:00
Getting butts in seats is all about coming up with a plan and working the plan consistently. And it's coming up with so many different ways to talk about your event over time, right over a long period of time, so that you can get it built.
Sarah Fejfar 0:17
How are entrepreneurs like us daring bravely to build a stage? Ditch the sweat pants? And step up to the mic? How do we create our own transformative events? So we can get our message out into the world in a bigger way. It's not only profitable, but it's actually something we can be proud of.
Sarah Fejfar 0:37
That's the question. And the answers are inside this podcast. My name is Sarah Fejfar. Welcome to greenroom Central.
Sarah Fejfar 0:45
This is going to be so fun. Today we're going to talk about how to sell your event on Instagram. And I've got some exciting suggestions, strategy strategies to help you figure out what kind of posts to make, and then how to drive engagement on those posts about your upcoming event. So let's get into it. The first thing I want to talk about is what to even post. And the way I want you to think about it is this. I know when you and I all started business, we learned about a sales letter, a long form sales letter and how that looks as a sales page to sell your digital course.
Sarah Fejfar 1:33
So your mastermind or your membership, right. You also learned how to create a webinar, for example, right? And depending on who you learned it from, you might have learned that you take the sales letter and you turn it sideways, and you make the webinar. The term sideways sales letter Have you heard that? Well, I bring it up because it is extremely applicable. When we think about how to create what to create for Instagram, is that sideways concept, if a sales letter is vertical, kind of all stacked, and you get everything at once. And then you turn it on its side and it's a webinar and it's a little bit more horizontal on a timeline. What I want you to think about is take that kind of horizontal format that sideways sales letter format, and then chunk it up in all these little bits and pieces.
Sarah Fejfar 2:36
You and I both know, it takes a lot of different pieces of evidence stacked up in order to get somebody to the point where they're ready to buy. Or even if it's a free event, to get them willing to register and dedicate their time live to showing up. Right? And those are things like scarcity, like urgency, fear of missing out who it's for who it's not for testimonials, you following? Yeah. So all of that stuff. All of those little little bits and pieces of sort of evidence create, like an evidence file in our potential guests brain on? Is this going to be for me? And should I commit to showing up live and dedicating my precious time to this thing? And, of course, when we're on Instagram, we are not going to be able to deliver all of those pieces all at once. We can't go all long form sales letter or full 60 to 120 minute webinar on on them.
Sarah Fejfar 4:00
I mean, of course yeah, go live. And do that. If you're doing a webinar to sell your event, of course. But when we're talking about how to post before the event, in the months leading up to it, what does that look like? Well, it looks like taking all of the bits and pieces you would you put on the sales page and that you put into the the webinar and identifying what those little bits are and then like plucking them out and making individual assets for Instagram on each of those pieces. So let's take an example of testimonials. So you'll take if you have a sizzle reel of testimonials, or even individual sing singular testimonials, you make a real on each of them. And then, after you've made a real I need to them, why don't you go make a video carousel on each of them.
Sarah Fejfar 5:05
And then go make a text base carousel, pulling out a key quote from each person. And make a text based image based carousel on that and then go make, quote cards with their face on them and make them a static posts. So you just see there, how you've got all of those assets created from that one category of testimonials, and then go do the same thing for who it's for, and who it's not for. And then go do the same thing for talking about takeaways, what they're going to get the benefits, not the features, right. And so now you can see how your repository of assets that you can cycle through in the months leading up to your event grows and grows and grows. And that's just talking about kind of all those little pieces about selling the event from your sales page or from your webinar are those key components of bonuses that kind of speak to that urgency, scarcity, you can be talking about how much time is left to register, or how many seats are left in the room.
Sarah Fejfar 6:39
So I hope, this concept of the sideways sales letter, if you will, and creating individual asset groupings, about each of the ways that you each of the little pieces of evidence that you would be giving, when you would be selling the event in a longer form format, like your sales page, like a webinar, those also can go in to a story highlight. So you could post a mini version of the webinar in different individual story posts, and then save that series that kind of gives the full picture on selling the event into a story highlight just about the event. And then it's as if people are going through a mini five minute webinar about the event in your story highlights. The next thing I wanted to talk about is how you're going to drive engagement on all of those assets that you just created. You have to work the Instagram algorithm right? To your to your advantage.
Sarah Fejfar 7:57
And so right now, that means that when you're posting about your event in your stories, and you're wanting to drive traffic to your the event registration page, it means don't put the link in there using the link sticker. It means asking people to comment or send you a DM asking for the link to the registration page and Tom you'll you'll send it out to them. Because it's better to have those those comments in those DMS than it is to have people clicking a link sticker and most people won't click the link sticker you'll get higher engagement off of asking for that DM or if you're in the feed, asking people to comment below with a certain word that will then you'll know to send them the link to the registration page.
Sarah Fejfar 8:56
Another thing to think about is leveraging a bot during your event cycle sales cycle about like many chat to send out those that links to your your registration page for your event automatically on your behalf. So you can set it up so that you come up with a keyword that replate you know that sounds like your relates to your event. And you can have your CTA at the end of a real say hey drop, drop the word event below and I will send you the registration link. And then you can set it up into many chat to have anytime someone comments or DMS the word event
Sarah Fejfar 9:53
and it'll automatically send that link and that's just good customer service right to have it fast. As soon as somebody wants it, you can also leverage many chat. And this is especially helpful if you're running a free event to send a ticket into their, like Apple wallet. Wouldn't that be cool? Right? It just feels even more elevated and cool to have that ticket land in there, you can use the bot to get them their name and email and then send them out that ticket to add to their Apple wallet. All via that that bot automation. So be thinking about all the different ways that you can leverage a call to action inside of each of those assets that you create from your sales page or your webinar.
Sarah Fejfar 10:58
And go ahead and make sure there's a CTA at the end of every single one of them asking for people to tag a friend that they want to go with to DM you for the dates, date and location to have you comment below with the word events, they get the registration link, just get started getting really creative with a dozen ways that you can ask people to engage with your account with that post. And at the same time, start identifying the people that have done a little hand raise so that you in the back back end can have your team in your instamatic Instagram account, connecting with them in the DMS and getting them more information about the event and hopefully turning those engagements in the Instagram platform into Event registrations. Because that's our goal right?
Sarah Fejfar 12:13
Now, I have a guide, it's 107 ways to filling events. And I want you to pick up a copy of that over at filling events.com Because there's a whole bunch of things in there. That stuff that we're not gonna have time to get to in today's episode that will help you in your brainstorming about what other types of assets to create, for your event stuff, like all the different ways that you can create short form video to promote your event, all the different ways that you can leverage guest speakers to be creating more assets to promote your event. Even silly things like how to talk about how you're getting ready for the event, whether it's unboxing swag, or it's it's looking through your closet to figure out what you're gonna wear and setting out your outfits.
Sarah Fejfar 13:17
Or it's putting together your slide deck and showing people kind of behind the scenes of what that looks like to get your presentations ready. There's so many things. And so go grab that over at filling events.com Because it's going to help. It's really going to help you and your team, come up with a plan and be able to work the plan and feel confident about it. It really is at its core, getting butts and seats is all about coming up with a plan and working the plan consistently. And it's coming up with so many different ways to talk about your event over time, right over a long period of time so that you can get it filled, and I know you've got it. So remember today, two things I want you to take away first, instead of thinking about selling your event all at once, at one point in time.
Sarah Fejfar 14:19
When you're on Instagram selling your event. It's going to be more over a longer period of time, weeks, months. And you're going to take all the components of your long form sales page for the event or from your webinar. And you're going to identify all those little slices of ways that you are selling and create. Create static posts, create carousels, create video carousels create reels create stories, put them in a story highlight all the things with a definite F emphasis on reels and And that is how you're going to approach posting about your event on Instagram. And secondly, you're going to focus heavily on driving engagement by coming up with very event specific CTAs whether it's bring a friend secure your spot, grab your seat, DME for the details, comment below for a free ticket, all those ways in making sure that you're including one of those called actions in every single post that you make about your event.
Sarah Fejfar 15:35
You know, you don't leave any, any person from your community behind who might possibly want to attend. Alright, I hope this has been helpful if it opened up more questions and answers for you. Will you drop your question into my DMs on Instagram and I will commit to helping you out. Alright, thanks for hanging out today. Take care. Thank you for listening to the greenroom central podcast. If you love this episode on how to sell your event on Instagram, then please take a screenshot on your phone and posted to Instagram and be sure to tag at Sarah Fejfar. And let me know why you liked it and what you'd like to hear or who you'd like to hear from in the future. That'll help me know what to create for you. Also, I know you got one solid gold nugget of advice on filling your events on Instagram today.
Sarah Fejfar 16:34
But if you'd like a few more, that work on other platforms 207 To be exact, then head over to filling events.com Right now I want to help you quickly master event marketing and fill your events. Even if you've never done it before. I've scoured the online business world and found 107 of my favorite strategies working right now. To fill your next virtual or in person event. Create the event promotion plan you need from these easy to implement customized strategies at filling events.com.
Sarah Fejfar 17:14
This podcast is built on Kajabi I loved how easy it was to get things set up. But more so I am thrilled that my entire business is run within one platform from my emails to my pages to My Courses in my podcast to it's all under one roof. If you love simplicity and scalability as much as I do, then go to greenroom. central.com To get a free 14 day trial from Kajabi.
Sarah Fejfar 17:44
I appreciate your commitment to leveling up and learning the mindset and strategy of live events. Keep going, learning if you want more head over to greener central.com For show notes and all the links from today's episode.
