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Attention speakers, trainers, and workshop leaders! This little-known tool could help you fill your next event!
A few weeks ago I was on Amazon looking for a book on corporate blogging. As I scrolled down the page of a particular book, I noticed a section advertising Business and Leadership Seminars in the town where I live, Oakland, CA.
Whoa!
My inner marketing geek instantly took notice. And having helped many entrepreneurs market their events, I was super curious to find out what Amazon was up to!
Turns out Amazon has a subsidiary called Clickriver which offers a pay-per-click(PPC) service for businesses that provides VERY targeted advertising. This is GREAT news for the workshop leader!
Stellar Marketing Opportunity for Speakers
In order to appreciate the brilliant opportunity this presents to workshop and seminar leaders, you need to understand one point. By the time someone gets to Amazon and they’re looking for a book on a particular topic, they are more or less in the “take-action” stage of the buying cycle.
Consider the three stages of the buying cycle:
Stage 1. Gathering information and general research
Example: Linda wants to start speaking as way to promote her business. She goes online and searches for resources on how to get started.
Stage 2. Comparing information, sampling, reading reviews, narrowing down options
Example: Linda finds websites, articles, blogs, and programs that promise to help her be successful. She downloads some free reports and subscribes to a newsletter or two.
Stage 3. Ready to make a choice and take action.
Example: Linda decides to go beyond the free information she’s downloaded and make a small investment in furthering her education. She may buy a book, take a course, or purchase an info-product. This is where most people are when they’re on Amazon. They’re ready to buy something.
And this is your golden opportunity to promote your event to a qualified audience.
What’s so great about Clickriver is that it’s relatively underused at this point, and the bid prices on keywords doesn’t seem to be that much. And if you have an event coming up, it could be a wise investment of marketing dollars to promote it.
I found a couple of very good blog posts that further explain the virtues of Clickriver on Amazon. See what PPC expert, MsDanielle, has to say about it, as well as Affiliate Marketer, Ian Fernando.
I’m putting together a business blogging workshop this fall and I will seriously consider adding Clickriver to my marketing strategy. In the meantime, if you have an event and take advantage of Clickriver, please come back and let me know about your experience.
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