The correct audience for your virtual summit is one of the largest determining factors of your success.
It sounds simple on the surface, but it's the difference between struggling to get anyone signed up and seeing the registrations just roll in. It also has a big part to play in how excited your speakers will be to promote!
To help, let's break down why your virtual summit audience is so important and how to choose the right one.
As I said, this sounds simple, but I've seen huge influencers get this wrong and then go around saying that "virtual summits don't work".
And as you probably know, when someone says a proven strategy doesn't work, it means that they did it wrong. I don't want that to be you!
The single biggest mistake summit hosts make with their audience is making it too broad. The more specific you get, the more receptive both attendees and speakers will be to your event.
You don't have to cast a wide net to see results! In fact, the wide net will reduce your results many times over.
Choose Your Summit's Audience the right way
To choose your summit’s audience, start by looking at the target audience of your business as a whole.
Think about who you’re already connecting with through your services, products, and marketing efforts. Set realistic virtual summit goals.
If you don't have a huge audience to start with, you can't get away with being general here. You have to get super specific!
That way when someone comes across your summit, it grabs their attention right away because it was made just for them.
If you haven't been successful just yet with selling your products or services to your selected niche, it may not be the right time for a summit. Focus on tapping into your audience first so you can create the perfect event for them.
If it's possible, consider breaking your business's full target audience down into smaller groups. For example, if you target creative entrepreneurs, that could look like:
- Mindset coaches
- Business coaches
- Ads strategists
Determine if one of those smaller groups is more engaged with your business than the rest. Or, see if you can help one of the groups more than the others.
This will help you narrow down things as much as possible - leading to your summit audience.
I want to encourage you to take some time to brainstorm your target audience options.