Navid Moazzez | The Virtual Summit Marketing System

Step 1: Get clear on your topic.

• Be specific when choosing your topic.
  • Position it well.

• Create a good offer so you can turn your audience into a buyer.

• Set a foundation right at the very beginning with a goal to convert your audience into paying customers.

• Look for markets that have big opportunities.
  • Look for the ones that have fewer summits.

• Know what issues your target audience is dealing with and dwell on that as your topic.

Step 2: Pick your speakers.

• Create the hot list of your dream 100 speakers for your summit.
  • This doesn’t mean that you’d have to reach out to all of them and have them speak at your summit.
  • The list is only for research purposes.
  • As it goes, you will pick among the list the key people you’d really like to participate in your summit.

• If you don’t know many influencers within your market, the best places to look for them are podcast shows.

• As you narrow down your list, pick the influencers who are aligned with what you do.

• Once you’ve picked some, start getting into their radar and begin reaching out to them.
  • Just go for the ask. Do not be afraid of rejection.
  • Keep it straightforward and avoid lengthy emails.
  • Be sure to namedrop some of the people you already have on board.
  • Influencers under the A-list rank may not immediately say yes to your proposal but try giving them another shot on your succeeding summits.
  • Be sure to stay connected with them in between to develop a relationship.

Step 3: Create your virtual summit funnel.

• You could do this step while still on the second one.
  • While connecting with your influencers, feel free to develop your virtual summit funnel.

• The most important part is to craft your landing page. The landing page is a page where people could register for free.

• The next page after people signed up should explain the importance of the summit and what would people be getting in that.
  • Design this page but don’t forget to keep it neat.

• Create your one-time offer.
  • Allow your audience the choice to purchase, not just the recording of the whole summit, but also other experiences such as premium pass with access to action guides, transcripts, audio, etc.

• Establish your speaker page.
  • This page showcases the profiles of your carefully handpicked speakers.

• This step is all about getting the key pages and their contents, and the flow of the summit.

Step 4: Turn your summit into an evergreen.

• Once you’ve gotten your speakers onboard, established your key pages, it is now time to do the summit.

• Schedule your sessions with your speakers.

• Prioritise in providing value, avoid long videos.

• Before each session, do your research. Know what your speakers are doing to know what topics they would excel with.

• During the session, do the following:
  • List your questions.
  • Make sure your web camera and microphone are working excellently.
  • Make it sound organic when you’re introducing your speakers.

Step 5: Know your delivery strategy.

• Establish your automation such as email campaigns and sequence.

• This is to ensure minimal stress during the actual launch of the summit. It is done before the launch.

• Once you’ve gotten over this step even before the actual summit launch, you are then free to do other vital tasks such as promotion, etc.

Step 6: Launch strategy.

• There are few key things to focus on during this stage:
  • Promote through your own email list and social media.
  • Have your speakers and partners promote for you.
    • Provide them with a copy.
    • Always stay in touch.

• • Amplify the promotions you’re receiving with Facebook Ads.
  • Aim to get quality conversion rates and do not focus too much on the quantity.

Step 7: Grow strategy.

• Figure out ways on how you could grow after launching your summit.

• The main goal of your summit is to help your business grow and encourage people to come in and recognise your brand.

• One thing you could scale is to leverage the momentum that your summit created.

• Continue the relationships you’ve created and nurture them.
  • Do not forget to thank your speakers, sponsors and all the people who helped you out at the summit.

• Serve your audience.
  • Ask them if they struggle with anything related to a topic in your summit.
  • Ask the people who did not buy their premium pass the reason why they did so.

• Repurpose your summit content. Turn a live summit into an evergreen summit.
  • Turn it into an article.
  • Share it on your social media.

• Make sure that your summit still delivers value after it’s done.