Event Marketing for Course Leaders



Content Contributor, HeySummit

Published on 29th June 2021Updated 9th February 2024

Are you looking for new ways to market your course? We’ve got you. Introducing the wonderful world of event marketing.

So...What is Event Marketing?

Event marketing is the promotion of your brand, product, or service through events. In other words, event marketing uses the power of experience to activate customer engagement, generate leads, and attract partnerships.

Events give your customers the perfect opportunity to interact with each other, you, and your course.

How Will Event Marketing Sell My Course?

The upshot?

Event marketing is one of the most efficient ways to qualify leads, build engagement, and cross pollinate.

🙋 Qualifying Leads

This part you probably already know: there is a lot of competition in course marketing.

Seeing what interest you garner is crucial when you’re deciding whether or not to create a course. Creating and building a course, especially a good one, takes up a lot of your time, effort and resources. You want to make sure all this work will be rewarded - and a virtual event is a quick way to test before you invest (all your time and energy!).

Virtual events help you test out new ideas because you get two crucial touch points:

  1. Your landing page

  2. The event itself

If you’re thinking about selling three courses, for example, you could set up a virtual event with a session related to each course. If 90% of people signing up to your event are going for one particular session...well, that tells you everything you need to know about which content you should continue to develop.

With HeySummit, you could set up a landing page tomorrow, see what interest you attract, and use that to guide your course development.

🚀 Build Engagement

The great thing about courses is that they’re an interactive learning experience. Unfortunately, when your customer completes a course, that’s often when their engagement ends.

Reframing your course as a series of events, whether they’re held weekly, monthly, or even yearly builds anticipation around your content and encourages your customers to interact with each other and flourish as a community.

Events help you develop a close relationship with your audience and receive their feedback in real time.

🧑‍🤝‍🧑 Cross Pollinate

In the highly competitive world of course marketing, events open up a lucrative collaborative space in which you can do more, faster.

Inviting speakers to your event gives you direct access to their communities. And if that wasn’t enough, when you’re bringing your peers together in compelling ways, you’re also establishing yourself as a connector and leader in your field.

We call this cross-pollination - sharing the stage, sharing your audiences - and it’s the most efficient way to increase your reach. Dividing labor means a bigger net gain and less individual work.

So, what’s the bottom line?

You’re missing out on a whole lot of lead generation, conversion, and revenue if you’re not using the power of events to build and promote your courses.

Getting Started (it’s easier than you think!)

Launching an event may seem like a daunting task (but we’re here to help!). There are two big misconceptions about event marketing we can dispel straight away:

  1. You need a big team to launch a virtual event

  2. Virtual events always happen live

That first one really bums us out. We’ll say it over and over:

📣 You do NOT need a big team to launch a virtual event 📣

At HeySummit we’ve seen events with over 10,000 attendees run by a team of 2. Yes, really. We’re not saying that running a virtual event doesn’t take work - of course it does. But it’s possible, even commonplace to launch a virtual event all by yourself or with a very small team.

Now the second misconception doesn’t make us quite as sad - but it’s still a bit of a drag because it makes event marketing look a lot harder (and more time-pressured) than it is. Because really:

📣 Virtual Events often use at least some pre-recorded material 📣

Most of the events we see at HeySummit are pre-recorded or hybrids (a mix of live and pre-recorded sessions). And that means you can easily spread out your content (and your workload) with pre-recorded events and sessions. There’s no need to leave all the stress/work for ‘go-day’.

And if you do want everything to be live - go for it! With HeySummit you can easily launch practice events to work out any kinks before the big day.

Make this easy by getting started with the right platform. HeySummit makes your event marketing strategy easy, with:

⛰️Get your courses out there. Try out event marketing for free with HeySummit’s 14 day trial.⛰️

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