TND Anniversary! 🥳🍾 And what a better way to celebrate than with more events!

Hey! Andres here,

Welcome to the networking desk! And a very special issue of it, tomorrow is our 1-year anniversary!!

When I started this a year ago, I did not think it would stick with it for this long, or that it would gain this traction :,) , so thank you for sticking around.

If you are new, welcome! I promise to keep doing this for a while. I really enjoy it.

Here’s what we got this week:

• Calculating Ad spend for an event

• Local Events

Alright, let’s do this.

“Lean forward moment” of the week - 🔖 Getting people to buy from an AD

I have had this conversation with a few people lately. About using a free lead magnet to open the door to sales, and about knowing the numbers that make the whole thing work.

Honestly, most people have the wrong idea.

People don’t care about a “free consultation”, because free is never “free” as it takes time, and time is money, so we got to make people make it worth their time.

Let us imagine the following situation and how to go about promoting:

I want to sell tickets for a paid B2B networking gala. My Goal, 100 people in the room. How many eyeballs do I need at the top of the funnel?

If I want to reach out as many people as possible I’d start with ads, but if really want to make sure that qualified people sign up I need to start with a simple and free way for them to come in (free lead magnet) — I will likely be covering selecting the right lead magnet with a few ideas next week so stick around!

Here’s how I would look at the math for calculating attendance:

This is obviously not the case for all, some do better, some might be worse. It often depends on #1 a good offer, #2 the quality of the ad, and #3 the follow through people have on the audience.

⚠️It is important to note that: You want to run at least $20 per day on ads as it gives the system enough juice, and calls that a reliable test level. Facebook itself says the algorithm learns best with fifty conversions a week, which tends to line up with that spend for most campaigns.

Now, are all those registrants magically attending the event? No, but follow-up fixes that. Eighty percent of sales need five touches or more. Three reminders before the webinar, three nudges after, and a retargeting ad keep the pot warm until people press buy.

Takeaway: people see how successful an event is, or a business running ads, but don’t see the work behind those ads or offers like a good webinar.

Have you ever tackle this? What have you done right or wrong? Let’s talk. As always I can share here in a future issue :)

🖥️ Convert more website users into clients

🗓️ Now, the events…

⭐ = Personal picks for the week

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Thank you for reading! Quick thing before I go:

1. If you are new or would like to read older posts, check out this page. There is a backlog of previous weeks of “The Networking Desk”

2. Know someone who would benefit from this newsletter? Be sure to share it with them! 📩 (just copy the link or forward this email) I will keep putting out great newsletters for them and for you. That’s a promise.

See you next week.

- Andres Inciarte