Most bloggers focus on improving the visibility and reach of their blog on blog-adjacent channels. They invest more heavily in strategies like search engine optimization (SEO), social media marketing, and even paid advertising to capitalize on online traffic, or people already interested in their subject. These methods are all valuable, but they can eventually lead you to a plateau.
If you’re interested in improving your visibility further, or capitalizing on newer, more distinctive audiences, you need to get involved in more in-person events. And the good news is, it’s easier than you think.
Types of Events to Consider
There are several types of events you may consider.
- Speaking engagements. First, you might attend a speaking event—as a speaker. These events vary, but can include seminars, councils, and high-profile events for specific industries. In any case, your blog gives you something to say, and speaking events give you a platform to say it. It’s a great opportunity to showcase your best work and gain the spotlight for a little while.
- Networking events. You may also consider visiting more networking events. These won’t require you to take on any kind of leadership or instructional role, but will give you a chance to meet lots of other people. Depending on your goals (and your tolerance for public speaking), these may be superior.
- Seminars and workshops. You can also attend seminars, workshops, and other gatherings if they’re related to the topic of your blog. These are great opportunities to meet people and learn new things at the same time.
Displaying Your Upcoming Events
If you decide to attend an upcoming event, it’s important that you notify your audience—especially if you already have a consistent readership. Make an announcement post, detailing your plans to speak.
You’ll also want to advertise your presence at an upcoming event, preferably in locations where your target demographics are likely to be. The easiest way to do this is by using digital signage software, which can help you create a digital calendar or an ad for your next speaking event; once complete, you can display your ad on a digital screen, like a TV or digital billboard.
You can also promote your attendance at these events by investing in other marketing and advertising strategies. Event-specific marketing can help you improve your eventual turnout.
The Feedback Loop
One of the greatest benefits of attending events is the feedback loop that develops from the added visibility. Let’s say you speak in front of an audience of 200, and 50 of those people visit your blog to get more context from your talk. Among those, 20 become regular readers, and tell other people to become regular readers. The spike in readership boost your content audience, who will now be more likely to attend your next speaking event. Your speaking event audiences will continue to grow, sending more and more people to your blog, and your bigger blog will lead you to even bigger speaking events. This could continue indefinitely, providing mutually beneficial fuel for growth.
Reaching New Audiences
It may feel like everyone in the world reads blogs actively, but this isn’t really the case; one recent study implies that 77 percent of internet users read blogs on a regular basis. That’s a good chunk of internet users, but it leaves nearly a quarter of users online who will never read your material, and even more people who aren’t online often who you’ve yet to reach. Going to in person events can help you spread your message and your brand to people you’d otherwise miss.
Collaboration and Learning Opportunities
Speaking events, networking events, and other in-person gatherings are perfect opportunities to meet new people in your industry—including other content creators. Accordingly, it’s the perfect time to form a partnership, collaborate with someone else on a new project, or just learn something new. No matter what, you’ll walk away with new knowledge, new skills, and new ideas.
How to Get Started
For many bloggers, the hardest part of this strategy is getting started. But don’t overthink it! Head to Meetup.com or a similar social platform and look for a gathering in your area that might interest you. Attend them regularly, talk to as many people as possible, and express what you’re looking for. For example, if you’re interested in speaking, let people know—sooner or later, you’ll run into someone who can help you.
From there, it’s a matter of experimentation, practice, and momentum building. Keep pursuing your goals and trying new things as you generate more visibility for yourself.
Once you build momentum for yourself in person, you’ll have a much easier time attracting new people from the “real world’ to your blog. Keep measuring the effectiveness of your different communication and marketing channels, and continue sticking with the platforms and strategies that work best. You might be surprised to learn what works best for your brand.