I met Kirsty after we were both showcased by YMag, and when we finally met in person we just clicked.  As a result of that, she has assisted in the build of a new project I’m working on. She is interested in DIY Marketing and  creating custom digital products and I totally recommend her services. This blog is a timely piece of advice during some very uncertain times. Becky Paroz

Guest Blogger Kirsty Fields

Creating IP in a business is incredibly important to both stand out in your market and will result in making money. But how do you go from having an idea and creating the IP for it, to selling your idea? What’s more, if your market is flooded with similar solutions and there’s lots of sales messaging available what can you do to start a successful pathway? Build a community. This community can exist in different formats, online or offline, be geographically based or not. You build a community from your clients, networking and industry connections, contractors and suppliers, friends, referrers and collaborators. What all these different groups have in common, is that they collectively make up your community. If something happens to one sector of your community, it’s likely you’ll maintain other sectors.

Here’s five small projects to launch to help build your community to be able to formalise and grow a “list” of contacts to formalise a communication strategy. This activity alone is key for you to sell to in the future, but always the way in which you can mass-communicate information, education, support and awareness. And a portion of your marketing mix that is always left unnurtured, and therefore an untapped asset to your business. Each one of these five projects can be implemented using simple technology to capture information from your community if you haven’t done so already.

This will allow you to turn each of the five projects into a new community group to connect with directly as a smaller group, or as part of your wider community. And you could use all five of these projects together for a bigger more impactful outcome offering a variety of styles catering to individual interests.

  1. Create a freebie
  2. Start a pop-up Facebook group
  3. Run a short-term challenge
  4. Host a low-priced ticket masterclass or workshop (online or in person)
  5. Run a private bespoke event offering membership

Create a Freebie

Creating freebies are perhaps the easiest of the lot! Sending your freebie out via a sign-up scenario means you capture an email address as a minimum. Popular freebies include E-Books, webinars, podcasts, tools like calculators, discounts, or mini versions of a service/product like an audit or consult. Save your work in easily accessible formats e.g. PDF files, downloadable Zip folders or links to hidden pages on your website and give access to them only after you collect the private information of each user that allows you to communicate with them in the future.

Start a pop-up Facebook group

Pop up Facebooks are a great idea to contain a small group to WOW new people to your community, service them with some education or access to freebies and a supportive community. It also allows you to entertain them, provide great service from you or your team. It also provides a closed area for you to market directly to them. The key to success with Facebook groups is brand-relevant visually appealing and professionally structured content. Your time and effort needs to go into the group before it’s populated, allowing you to turn up Live instead of the stress of daily content creation. This is never fun!

Don’t delete your Pop Up group once the original purpose has run its course. Reuse the group repetitively, as you’ll find those who valued it the first time (plus those who may not have given their full attention, or needed better timing), won’t leave of their own accord. That allows you to add to your group quarterly or half-yearly with a membership number that impresses the viewer.

Run a short-term challenge

Short-term challenges can be great fun and you can pick up community members with savvy social campaigns when you run them. Think hashtags for engagement, cross-platform participation with Instagram, and entertainment all the way. Just like any other campaign you run, lead-in time is everything! Promote it for at least 6 weeks organically before day 1 to maximise numbers. Your email communication should be short, sharp and clear across the time of the challenge with your own example included each day. Remind participants with scheduled email campaigns that include daily or every second day reminders the week it starts. Selecting daily winners from participants is a great draw card, as is a collaborative challenge. You can also run a short-term challenge in a Facebook group – or create a Pop Up Facebook group for this purpose.

Host a low-priced ticket masterclass or workshop

We run low-priced workshops regularly. Several times a year in fact, and the feedback we receive from clients every time is that they enjoy and appreciate an intimate gathering of like-minded people. It allows for a more personalised approach, but also allows you to maintain a low budget in many areas including choice of venue, catering and print/marketing collateral requirements. To secure the number of guests you need by following an event plan rolling out over a 10-12 week period. This is an ideal time frame to allow you publish a variety of events marketing information from the time you launch, to the date of the event. This allows you to run one per quarter as part of a regular onboarding process. And don’t forget, this event could be a digital event with video conferencing or Live video in a private group setting.

Run a private bespoke event offering membership

If what you have to offer doesn’t support a low-priced anything, then a bespoke private event is more likely to hit your target! Along with a higher price tag, an impressive location, providing experiential program features, bespoke events offering membership as the kicker are a big hit with women in particular. Think retreats – spiritual or corporate in nature – providing elements that may be perceived as difficult to organise in a day to day circumstance, or that may be considered luxurious. Include add-ons, have varied pricing structures to snag guests earlier or provide a higher price tag for a distinct purpose. The activity of community building is a long game and requires patience. However, it’s genuinely one of the most successful marketing activities a company can undertake for longevity.

Though it takes a long time to build a huge list, once you’re in the hang of it and include it in your marketing activities, you will feed into your database with ease. Suggestions above are superficially based on social media activity or events based. These are my own areas of specialty at Social Ocean, which is an events marketing agency. Combining your online social presence with face to face events is a highly successful mix, that will not only assist in building your list but create your raving fans!

KIRSTY FIELDS – BIO

Armed with over 20 years’ experience in the event management business, Kirsty Fields has co-ordinated everything from kids’ events to national sports games. After a successful career in sports, she embraced modern marketing and promotional techniques.

Her passion for training clients in social media, digital marketing and branding has been combined to present her multi-award winning business Social Ocean a bespoke events marketing agency.

Kirsty’s experience in event management and coordination, and the small business space, backed by her passion for marketing, makes her an ideal source for all things related to events, small business, marketing, social media and branding.

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