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Social Media Decoded
From Online Authority to In-Person Impact: How to Host Profitable Workshops (Even If You’re Nervous)
00:23:07
If you’ve built your business online but feel called to host in-person workshops, this episode walks you through how to confidently make that transition. You’ll hear a live strategy session breaking down exactly how to plan, price, and promote your first event without overcomplicating it.
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- [00:01]
A
Hey y'.
- [00:02]
B
All.
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A
Welcome back to Social Media Decoded. Today's episode is special. So I recently hosted a visibility giveaway on Threads. Shout out. I got to a 10,000 followers on threads. Shout out to Threads. You all know that I've been talking about Threads for a minute. And the winner received a 30 minute strategy session with me. We decided to turn it into a live coaching episode so you can hear how I think, how I audit, and how I help entrepreneurs move from stuck to strategic. So if you've ever wondered what it actually feels like to work with me, this is your behind the scenes. So today I'm sitting down with Mariah. She is founder of Mariah magazine, who has been teaching online for 10 years. 10 years, y'. All. And she wants to move more into in person workshops and live events. But there's hesitation and I think a lot of high achieving women entrepreneurs are going to relate to this conversation. Just high achieving people in general. So, Mariah, women, welcome. Tell everyone who you are and what you do.
- [01:02]
B
Yeah, I'm so excited for this. Um, okay. So yeah, I'm Mariah. I'm an SEO consultant and educator. So I mess around in the world of search engine optimization, getting clients, getting students found on Google and AI in a way that feels practical and actionable. So I have a YouTube channel where I have free tutorials and all of that fun stuff. And then I have an SEO membership and then I do consulting too. So I help everybody from small to medium sized, like online businesses, and then I also train like small marketing teams how they can take SEO into their own hands.
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A
Well, this is good. That's so needed. And I think people forget about SEO. Like, they forget like the king. SEO is king. If you show up on Google, you're showing up on there forever and ever. Right? And the more that you are ingrained in Google and all, all these search platforms, YouTube everywhere, right? You have a better chance of being visible. So this is perfect. This is exactly what we teach here on social media, decoded. So we gotta have you back as a guest as well to dive a little bit more deeper into SEO. So expect that episode as well. So you've been teaching online 10 years. That is not beginner energy. And so that is established energy, which I absolutely love. So when you say you want to host more in person workshops but you're nervous, what does nervous actually mean?
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B
Yeah. So, okay, yeah. When I first got into business over 10 years ago, everybody says like, start locally, right? And so I did. So I ended up getting, I got into the Industry doing website design and development. And so I had kind of like really small networking opportunities. They were like, hey, come in and teach about website design. And actually they were asking me about SEO back then and I was like, no, I'm like a website designer. I mean like, I'll, I'll teach you like what I know, but like, it's not really a lot. And so like, I was super nervous to teach in person. And what I realized because I'm, I'm from Buffalo, New York, which isn't like, you know, the biggest city ever. And I found that like every time that I did things locally, it felt like everybody was like five years behind the online space. And so it was really hard for me to like really talk about it. And so what I did, I actually pivoted and grew my entire business online. So it's like I just did YouTube and like I didn't do any in person things. I didn't network online or I didn't network in person for eight years and grew everything online. And now me and my husband ended up, we moved away from Buffalo and then we ended up just coming back and I was like, my online part of my business feels really good. Like I'm cruising, I'm growing, visibility feels fun opportunities, I'm doing the things that I love, I'm teaching online. But now I look and I go and Buffalo is still kind of five years outdated. I would love to be able to take everything that I'm learning in the online space and how I'm helping business owners from all over the world get found on Google and get found and get recommended in AI. I want to do that locally in the community. And so I've taught a couple in person workshops since we moved back. I would love to host my own events, but like even hosting online events, it's a lot, there's a lot of details, there's a lot of like customer and client experience and like there's a lot of eyes to dot and T's to cross and I don't know how to get started. And then of course there comes this fear of like, is anybody going to show up? Like if I host a workshop, how do I get the word out locally when most of my clients are all over the world and they're not local? And so I think that that's really where the hesitation comes from is, is anybody going to buy a ticket? And how do I create a really good like client and customer experience when people are there? I'm not so much worried about like the actual What I'm going to be teaching, how I'm structuring that. Like I could do that with my eyes closed. It's basically everything else.
- [05:03]
A
This is so good. And I'm sure so many people listening can absolutely relate to this. And I feel the same way you feel. I've built my own, my business online and over the past few years, especially Covid, like Covid of course shut everything down. But then I got to thinking like, just like you. Wow. I live in this area. So I live in the south suburbs of Chicago. It's a town called Richton park. It's about 30 minutes outside Chicago. And there are a lot of local entrepreneurs here. And I just was like, you know what? No one is having in person events, especially from women entrepreneurs in the south suburban Chicago area. And so I literally just said, you know what, I'm just gonna start with a free meetup at a local coffee shop and invite people to see if they come. 20 people showed up. It was crazy, right? And so, and I'll give you an example. Yesterday I did an online event at 7 o' clock and nobody showed up, but it was like 50 people who signed up. So there are still people like me, you know, us who have been in business 10 plus years who still get people who don't show up. Right. Sometimes it could just be the time of the day that it's happening or you know, sometimes it could just be people got busy or forgot. But saying all that to say, I think you just have to pull the band aid off and do it. You, you have all the skills, you have, you know exactly what to do. And I think like you said, it's just really figuring out, well, where maybe, where should you have it? Like, you know, who's going to come. I think one thing for me that has been really instrumental is Eventbrite. So I talked to the Eventbrite CEO on my podcast a few weeks ago and she was saying that in real life, events are the thing. Like people are craving that in person interaction. And once I started putting my in person events on Eventbrite, I started using ads towards those. I had a book signing event where I had a lady drive through the snowstorm to come to my event. And she didn't know me from anywhere else. She just saw my event on Eventbrite. She liked what I was talking about. She said it seemed inviting. Cause I always ask the people who come to my in person events, like what was it like, what made you come? And so this lady specifically said the way that you worded everything. And I felt seen, I felt heard, like I felt like I belonged there. I think people are looking for belonging and so community is just basically what everyone is craving. And so I think people would absolutely show up to your event. There are probably people who are waiting for you to do another in person event to bring your in person experiences back. And I think the band is just to pull the band aid off and just to do it. I think like you said, it's a lot of T's and dotting the I's. Honestly, I just do everything so simple and try not to stress myself out really about like all of those things. I honestly just want to show up and help people and bring community together. And so if that's at a local coffee shop, at the library, a paid event like I'm doing, I like to mix things up too because I like to meet people where they are. So going back to what you said about, you know, just your nervousness when it comes to just doing it, I think you just got to pull the band aid off. I feel like you got everything that you need and sometimes people might not show up, but I think you're going to be able to promote it in enough time. And you can leverage things like Eventbrite or ads or you know, Facebook ads as well to get in front of the right people.
- [08:33]
B
I think that's a really good, a really good reminder. I think usually I just focus on obviously organic marketing. That's like the name of the game. But I forget about other platforms like Eventbrite and stuff like that. It's kind of similar to YouTube, right? Like people use it and they search the platform and they're searching for different options near us. And then I really like the suggestion about like ads too, because ads are there and they're available and you can target them within people that live in like a certain zip code which, which is really smart.
- [09:05]
A
And you know what else you can use Threads, because we met there. So for my event last year in November, I sold out of my event and I used threads as a strategy. So gaining attention from people, like putting out a feeler and saying like, hey, would there be anyone interested in this area to come to something like this? I had like 300 comments. And so I went through every single person and I sent them a DM to gain interest for my event and a few people ended up booking. So I used that as a strategy to, to get my event in front of more people and to see like who would be interested. I started talking about my coffee Events on there as well. And people were like, oh, will you have this in Chicago proper? And I'm like, okay, yeah, I could, but I'm trying to do things in the south suburbs. So people now see what I'm doing, they see I'm doing events. Now they want to get involved. Even people on Facebook. I'm a multi platform girly. So I post on all my platforms. People on Facebook are reaching out, oh, can we partner to do an event? So I think again, it's just using the different platforms too, with organic and ads. Because I'm not an ads girly. Look, I just usually only use Eventbrite ads, which have been doing me really, really good. So Eventbrite is a really great platform to check out, but leveraging my organic platforms too, and just really gaining interest even before, like doing the event. So there it's like, okay, well people said they're gonna come. Now I see this interest and now let me execute.
- [10:28]
B
Mm. Okay. What kind of event did you do that? Sold out.
- [10:33]
A
So my November event is a conference. So it was a two day conference. The first night was VIP. So I had sold out a VIP. I had 15 VIP and then for the actual conference there was 60 people. So it's an annual event. I've been doing it since 2023 and it's for women entrepreneurs. I had some of my amazing friends who are speakers come in. We talked about collabing. I had my friend Taylor, who's a community architect, she came in and talked about community. And I had one of my other amazing friends who talked about marketing. And really a lot of events are fluff, let's be honest. Right? And we really brought people together in proximity to network with one another and not. Not just surface level networking. Like, who do you know that knows somebody? I think many people who came to my event ended up one person booked the photographer who was at my event for something. One person, you know, referred somebody for a speaking engagement. Somebody preferred me for a speaking engagement. Like, so those are the type of events that I like to host. Not surface level. Like, yeah, we can learn stuff, but like, who's in the room? So I like to really host events all about proximity and real networking, not surface level networking.
- [11:48]
B
Yeah, no, I completely agree and I'm glad that I asked that question because that's kind of the event that I want to run is probably like a half day type thing. I've been to a bunch of conferences and don't get me wrong, like, they're fantastic. I've met some incredible People. But, like, I want to put my own spin on it and make things a little bit more strategic and less inspiring. Motivational keynote. And I'm just like, bro, I actually want to, like, do something. I don't just want, like, the hype. I want to actually, like, help people work through things. So I guess the first time that you ran that conference, because you said that you've been doing it for a while, how. How did you figure out the details? How did you figure out how many, like, how many people were there? How did you figure out pricing for tickets? Like, if you don't mind diving into the logistics.
- [12:39]
A
Oh, yes, let's dive in. This is. This is good. So the first one, I projected 100 people, and it was maybe 60. So I really like small, intimate events, to be honest. And so I was just trying to achieve this huge, scary, audacious goal. Well, I got close to the goal. I think 60 was great for me. I think small, intimate events are just better for me. I just. I had no idea how to run an event like using a hotel. So I figured all this out on my own. I got the hotel contact booked, the room block. It's all about relationships, too. I think people forget about this. I built a relationship with the hotel manager who, you know, allowed me to do the event there for two more years. We developed a really great relationship. You know, it was easy to book things, you know, easy to talk about, like, okay, this is the av and this how you do this. So that's how I figured that out. For ticket pricing for my first event, I went with $97 as, like, the early bird and one 97 for the ticket price. For my most recent event, I moved up to 297 and 497 for VIP. And the reason was because of that VIP was very exclusive. We had a exclusive dinner. I brought in my friend who does sweets and desserts, and she made, like, custom sweets. So it was like, everything was custom, and it was really intricate and very intimate. And so that was the VIP dinner. Also, the sponsors were there. And so if you attended vip, you got to meet with sponsors, people who can make decisions. Not that people who, you know, wouldn't make decisions wouldn't be there on the next day, but it was just more of an intimate experience. And so I did. I did do Early Bird, and I cut it off. I cut off Early Bird. You know, some people are like, oh, I'm doing Early Bird. And, like, they still do it. No, I cut early bird off at 10 tickets. After those 10 people, it went to the 297. And I didn't do any sales, I didn't do any bogos. I didn't do any of that. I was very, you know, intentional about like this is the ticket price. And so I followed that. I think I sold out probably like late September, early October. And then it was just from there really, you know, buttoning up everything with the run of the show.
- [14:49]
B
Okay, can I ask like the motivation for your first event? Was it revenue? Was it visibility and connections? Because I know that like some people host conferences or host events with the main goal of like they want this to be a revenue stream. And then other people do it where it's like, it's mainly to connect and kind of like grow the network.
- [15:12]
A
Yeah.
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B
And then there might be another option. I don't really know, maybe you can tell me. But I feel like those are like the two main options that I see.
- [15:19]
A
Yep. And no, for me it's all about connecting and growing network. I want it to be known for someone who does events. And I had to start like, I had to start hosting a huge conference. It's just like I had to be like, okay, I'm gonna do this. I had did one other event before, a smaller like content event, but this was when I reiterated the event and switched it to a one day conference and focused just more on women entrepreneurs. I kind of got more clarity on the angle I wanted to go. And I kind of feel like as someone who does events and event hosts, you asked that question. And that's a really good question because some people do want to say, oh, I want to do this because it's going to be a revenue generator. And it's not always that. I think sometimes my first event I probably broke even. But then the next one it's like got sponsors and I had a different strategy. And then this next one I got more sponsors and built more relationships. For that first one. I really just did want to do an event to build community and to let people know that Michelle Thames is someone who hosts events. And so really getting that under my belt. And now 2026, moving fully into just hosting events as a major part of my business model. I think it was instrumental for me to do that to jump off the cliff and just host a hundred person event. Even if I didn't know what I was doing, because I did not really know what I was doing, I just did it. Right. And so I think you gotta pull the band aid off and just do it.
- [16:44]
B
Yeah. Okay, that's Helpful. How did you structure the first conference? Cause I know that, like, I've been to some and it's like we have coffee hour and then it's like we have a keynote and then there's breakout rooms. Like, did you keep it super simple where it was kind of just like 15 minute talks for people or were they longer? Did you have, like, specialized networking time? Like, how did you structure the time blocks?
- [17:08]
A
So, yeah, the first one, it was. We did intentional networking in the beginning. We did have coffee. Um, I had. So it was two days. So the first day there were talks, but they were like all an hour and panels.
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B
So.
- [17:21]
A
So I had, like, some of my past clients come and do panels, and then I had a panel. The first one was more geared towards two, like, finances. I had financial people come and talk as well. So it was kind of like split into two days. The most recent one, which is how I'll be moving forward during my conference, is again, the VIP day and the one day. So three speakers for my last event, plus myself. And it was broken up into, like, Michelle, like, of course I started the day off, kicked us off. It was like intentional networking. And then we had two speakers and then we broke for lunch. Lunch and networking all in the same place. Then two more sessions after that and then leaving for the day. And then, you know, people could mingle and, you know, gather, and then that was pretty much it. And then I like to engage before the event for people to know who the people are before you get there. I think that was something that really helped my last event is that people knew who was going to be there already because they got to talk to them in the chat. Like, they got to, you know, check them out. It wasn't like, awkward. It's like, oh, okay, I remember you, and this is what you do. And so everybody got to connect before. So it wasn't like any awkward networking. And people probably already had, like, on their minds. Like, okay, I know she's a nurse practitioner and she does this. I want to connect with her. And she's a coach and, you know, she's a bookkeeper. I want to connect with her. So they got to be able to do that before.
- [18:40]
B
Yeah, I love that. Did you have, like a directory? Was it like a Slack channel? Like, how did you kind of have people connecting?
- [18:48]
A
We had an Instagram chat. So I agree with all of that. So, yes, I just use a simple Instagram channel. You can use WhatsApp. I also use WhatsApp for my community. So I think keep it Simple. I think sometimes we wanna go over and beyond, but people actually just want human connection.
- [19:03]
B
Yeah. I'm glad I asked. I feel like my brain goes so deep into the. And then I need like a flower wall for people to take photos. And then I needed. And I'm like, girl, no you don't. Like, take a breath, go up on stage, teach, and then like roll with it. Like, what do you mean?
- [19:19]
A
I had a sign in the beginning that said, make sure you tag and take pictures. So, like, when they walked in, they knew the tags like to tag. And I had so many people create content and so many stories to share. Like, it increased the visibility of the whole event.
- [19:36]
B
So it's like, keep it simple, stupid, and make it share worthy.
- [19:42]
A
Yeah.
- [19:43]
B
Or at least tell them so. Yeah, that's a good reminder. Yeah, that's a good reminder. This has been really helpful.
- [19:51]
A
I am so. I'm so glad. I'm so glad that we connected on Threads. I feel like Threads is the place if, if you are not on threads, you need to be on threads because this is. Look, this is where the real conversations happen, where people are connecting and building community on threads. Like, Threads is a really great community place. So.
- [20:07]
B
And it's so easy because you don't have to go on canva. You don't and create graphics or like worry about the visuals.
- [20:16]
A
Same. And it works so well. Yeah, I just like to post, like millennial funny stuff. People engage with that. I like to, you know, post things about my daughter, things about life, things that I'm going through. I mean, it's really just for you to share your voice, but being strategic as well, because you can really increase your visibility if you are someone who does events. Like, we've been talking here today to reach more people to come to your events. So I think you can use it in multiple ways to increase your visibility overall.
- [20:51]
B
Yeah, I agree.
- [20:52]
A
Yeah. So, Mariah, I hope this has been helpful. I hope you got some. Some gems and nuggets that you can take. And I can't wait to see your event because if I can make it, I would like to come.
- [21:03]
B
Yeah, that would be cool. Yeah, I already took like a bunch of notes and then when the recording's up, I'm probably just gonna write down everything that you did for your first event, and then mine is gonna be inspired by your first event. So thank you so much.
- [21:16]
A
No, thank you so much. And I'm so glad that you came on the show today. And for everyone listening, if you've been online for years, like Mariah, just know that the next step is just to do it. We have all the information that we need, and sometimes it's just as simple as talking to someone else and getting clarity. So every time people talk to me, they do say that they get clarity. Do you feel like you got some clarity after talking to me today?
- [21:40]
B
Yeah, I would say so. Yay. For sure.
- [21:43]
A
I love that. I love that. I love just providing clarity. Sometimes, again, you just have to hear it in a different way or hear from a friend or hear from a colleague or someone else. And so I'm really excited about your event. I'm really excited about all the things you're doing. You need to. Y', all, y' all need to check out. Mariah, because SEO is something that everybody who is listening here, you're sleeping on it. Okay? I just redid my website and all my new information is already pulling in when I Google myself. So you need to get to it. So I am super excited. Thank you so much, Mariah, for this episode. And if you all are listening, I would love, love, love if you could follow the podcast social media decoded. Share this with someone. If you know anyone who's like, okay, I'm thinking about doing an event and I don't know what to do. Right. And if you want this level of clarity, this is exactly what we do inside of the collective as well. So make sure that you check the show notes for more information. As Mariah said, you don't need more content. Okay. We just need clear positioning sometimes and strategy that matches that the season that you're currently in. Right. And so if this episode helped you, make sure that you tag us, share it and let us know what resonated. And Mariah, again, I'm gonna check back with you after your event and I cannot wait. Please, please, please share all those details when you get it so we can share it with the people. And I hope that you have an amazing rest of your day. And for those listening, we will talk to you in the next one. One Peace.
- [23:08]
C
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- [23:39]
A
If you like the show, please take a moment to rate, review and subscribe. It really does help the show to grow. Thank you for listening.