Your Why Is Why You're Unfocused
Mike Allton
Chief Storyteller at Agorapulse w/ 4 podcasts | ???Host of The AI Hat Podcast | Helping SMBs Leverage AI for Growth | Author, Speaker, Dad
When I started organizing virtual summits for Agorapulse in 2018 and 2019, like many of you, I was doing it to generate leads. I assembled experts in online marketing, scheduled sessions, and promoted the event. And I watched as thousands of people registered.
Were those leads?
No. They weren’t. Those were?registrants. Because I hadn’t thought through the Why for my virtual event, and as a part of that, the Who that I was attempting to reach, I was unfocused in my goals and unfocused in my event.
I hadn’t identified what I was truly trying to accomplish – which might have been attracting qualified leads from marketing agencies and mid-market businesses who need the services of a social media management platform like Agorapulse. So I hadn’t thought through what I needed to do or organize to achieve that outcome. Sure, luckily, there certainly were registrants of even those early events that went on to become leads and customers, but there I was, accepting topic and session ideas from whoever I knew in the space, about whatever they wanted to talk about. There was no plan, no strategy.
Virtual event planning?really boils down to thinking through what you want to accomplish, specifically, and putting together a strategy that actually sets out to achieve that outcome.
So we start by determining what it is that you want, specifically, and the next determination is where are you at now? At what point in the planning and determination phase are you? Is this just an idea you’ve had, a task you’ve been given, or have a set of details been determined?
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Keep in mind that, as you work through this process of determining your Why, the reason for asking the questions and noting the responses is simple: at certain points you’re going to land on answers and information that your unconscious mind has been holding onto, but that your conscious mind had not seen written out on paper in that way.
At some point in this process, there will be an eye-opening moment and a revelation that will help you achieve the focus you need to be the achiever you are meant to be.
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Thanks, Mike! this article reminds me of how so many of us measure ourselves on Inbound traffic to the website, form-based lead captures, and leads from different sources. Are we capturing qualified leads with intent for our sales team with the inbound traffic? How many think of the difference and focus on it? Looks like the volume gets more mind-share than the value?