Written by: Maxwell Nee, Executive Contributor
Maxwell Nee is a Co-founder & Head of Growth at High Performing Coach - a 7-figure business in a saturated industry, which grew 300% during the COVID-19 Lockdown, selling out online events.
On the 25th of March 2020, we organized an online event with 200 coaches registered in 48 hours. The show-up rate for this event was ~48%, compared to the average of 25%-35% for a free online event. Read more to know how we did it using 10 Key Principles!
10 Steps to successfully fill an online event without paid advertising
1. Work backwards from a value-driven topic
We designed the content with our audience’s needs in mind, choosing a relevant and high-value topic: “How to Build a Thriving Coaching Business in a Crisis.” This was timely, as many in our audience were facing the challenges of lockdown. By focusing on what would resonate most with them, we ensured maximum engagement.
2. Offer just enough lead time
Promotion for the free masterclass started Monday morning for the event scheduled on Wednesday afternoon. Tip: Keep the lead time short. The more ‘lead-time’ you have, the more people will forget about the event, and fewer people will show up.
3. Promote across multiple free channels
We spread the word using free platforms like Eventbrite, Meetup, Facebook, LinkedIn, and our email list. We also encouraged our network to share the event with their contacts. The wider your reach, the higher your chances of filling your event.
4. Highlight key value points
We clearly outlined the value of the event by sharing 4 Key Topics/Golden Nuggets participants could expect to learn. Breaking down the content into bite-sized topics piqued curiosity and encouraged attendees to stay until the end.
5. Leverage the power of "Free"
The word “Free” is one of the most compelling in the online world. Offering a free masterclass made our event accessible and attractive, increasing registrations.
6. Create urgency with limited spots
We emphasized that there were only 100 spaces available in our event description. To account for the typical drop-off, we over-registered up to 200, knowing that around 50% would actually attend.
7. Share real-time registration updates
We kept our audience updated with how quickly spots were filling up, which created a sense of urgency. Transparency about the limited availability drove more sign-ups.
8. Offer access to the replay
We reassured potential attendees that if they couldn’t make it live, they would still get access to the event replay. This gave people an extra reason to register, even if they weren’t sure they could attend.
9. Build momentum with consistent events
This wasn’t our first event. We built a community through free monthly events leading up to this masterclass. Consistency builds trust and momentum, making it easier to fill future events.
Hot tip: Consistency is key to community building—aim for regularity, not just intensity.
10. Send multiple reminders
To ensure attendance, we sent out multiple reminders leading up to the event. People often forget, so it's essential to stay top of mind. Multiple touchpoints significantly increase attendance for free events. Make sure you're reminding your audience at every step.
Let me leave you with this one question – What is opening up for you in terms of online events and how you can use them in your coaching business?
If you would like to receive a special training I’ve created on how I executed the strategy above, connect and send me the message ‘BRAINZ’ on LinkedIn and I will share it with you.
We are proud to have helped 2,000+ coaches build their business without websites or business cards - Click here to discover ‘how’ at our next free workshop for coaches.
Maxwell Nee, Executive Contributor Brainz Magazine
Maxwell Nee is a Co-founder & Head of Growth at High Performing Coach - a 7-figure business in a saturated industry, which grew 300% during the COVID-19 Lockdown selling out online events. Maxwell started selling tickets for events when I was 16, generating $3,000, with zero marketing budget.
To date, with his team, he sold out 8 live events in the 12 months during the crisis, helping thousands of coaches to build their businesses during huge uncertainty. They partnered with influencers such as Marisa Peer, Daniel Priestley, Harville Hendrix & Helen Hunt (17 times Oprah guest speaker).
From quitting his corporate job, being hit with bankruptcy after his first investment fell flat, to sleeping on a friends couch and selling his Bose Bluetooth Speakers to get by - Maxwell a unique and powerful understanding of what it really takes to succeed.
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