Weaving Logic Throughout Your Seminar Marketing Funnel

Effectively marketing a seminar usually involves the use of several promotional tools. To generate the best return on your marketing investment, it’s important to ensure that the pieces work together logically. If you are lucky enough to hook a prospective seminar attendee’s attention, you want to do everything possible to ensure that you don’t confuse and lose them.

For example, I was online the other night, researching which of my client’s competitors are running ads on Google AdWords. The more ads I clicked on, the happier I got. Although there were plenty of other companies competing for the same prospects, most of my client’s competitors dropped the ball once they won the click. They took their visitors to a web page that had absolutely nothing to do with what was advertised in their Google ad. At best, they directed visitors to a home page, where prospective customers could find the information they were seeking – IF they looked hard enough.

Unfortunately, this is a common problem in marketing. If you’re making this mistake, you are not achieving the maximum return on your marketing investment – guaranteed. Worse yet, you’re probably generating a lot of ill will among prospective customers.

As you compile your seminar marketing promotions and lead generation materials, make sure you continue the “conversation” you’re having with prospective customers from one piece to the next. For example:

If you’re running ads on Google, make sure the landing page to which you direct traffic delivers the information (and ONLY the information) that was promised in the ad. If you offer a free mini-course, the landing page should contain an opt-in form your visitors can use to subscribe to the mini-course.
If you ask visitors to opt in for a free report at your website, make sure the very next page they see after hitting the “submit” button is a page that thanks them for requesting the report — not a salesletter pitching your signature product. Alternatively, drive the report subscribers to your salesletter, but mention the report at the beginning of your letter and have a logical explanation for why you are sharing information about your signature product instead of delivering the report instantly.
If you send a postcard asking prospects to call a 24/7 recorded message to order a report, make sure the message mentions the report by name and reminds callers of the same benefits you highlighted in the postcard.
If you are promoting your seminar – in an ad, a postcard, a flier, an article, etc. – make sure that the URL you list in the promotion takes prospects directly to the page where they can find details about your event. Don’t drop them off at your home page and hoping they click their way to your event page.
Your goal in marketing is to win more customers — not to annoy and confuse prospects. Ensuring that there’s a logical thread of conversation throughout your marketing pieces will go a long way to cementing relationships and boosting sales.