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Using Marketing Events to Establish Authority, with Erin Joy

Liston Witherill
Liston Witherill
2 min read

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We’ve covered in previous episodes how to build your authority in your market and what efforts are needed to do so. Here’s something you can add to that list: marketing events. Getting your business’s name out there can be challenging, but if you have an event organized that’s intriguing to guests before they even arrive, you’re on the right track, my friends.

My guest today is Erin Joy, owner and founder of Black Dress Circle in St. Louis, Missouri. In the past 8 years, Erin’s business has taken off due to her successful and well-planned marketing events. She shares how live events have been the cornerstone of her business-building efforts, and what you can do to market your business.

In this episode, we’ll be talking about:

  1. The benefit of hosting events
  2. Why Black Dress Circle is exclusive to women
  3. The biggest thing people get stuck on in growing their network

Hosting marketing events may not be at the top of your list of ideas to build your authority, but Erin highly recommends it. In her experience, she notes the value in her ability to control the brand, look and feel, conversation, and guests of her events. She also mentions the benefit of creating the content and choosing invitees who were of a “stellar” caliber.

While you don’t have to follow in her exact footsteps, Erin’s business is focused solely on women entrepreneurs and business owners. Why? Women tend to be more relational. In BPC, they can talk about the intersection of business and psychology and the balance of raising families as a business owner. BPC gives women a space to relate to others personally and professionally, while connecting the women to build a strong network.

What is it that gets business owners “stuck”? The biggest thing is stopping. People get stopped in their goal or vision because they’re either not as strategic as they need to be and are unaware they’re lacking strategy, or they choose to believe networking functions are ineffective. Here’s the simple truth: it’s not about going to the events, it’s about everything that happens after. Making connections, learning from other professionals in your market, and expanding your network will not only help you devise a business strategy that’s effective, but it will also connect you to others in your market who can positively influence you and your business.

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