Business-to-business (B2B) generally agree that events generate more leads than any other marketing strategy.
However, investing in an event can seem counterproductive when you consider all the digital technologies at your fingertips to reach many more potential buyers with a cheaper campaign. Although digital marketing is generally a cheaper investment, in-person events give you the opportunity to speak face-to-face with potential customers for a better connection.
Events are an important way to give your business a face and voice and personalize it for your target audience. You can attend a conference or talk about your product at a trade show; either way, you need to fully optimize your attendance and develop a marketing strategy that will maximize your return on investment for your event.
Here are some helpful strategies for marketing your next event so it reaches its full potential.
5 Event Marketing Strategies to Increase ROI
- Establish a schedule
- Promote pre-event engagement
- Use digital tools during the event
- Keep an eye on the competition
- Follow-up after the event
1. Set a schedule
Before jumping straight into an event, conference, or summit, set aside time to develop a schedule and incorporate each event into your overall marketing strategy. This allows you to use these events as more than just a one-day engagement and creates an opportunity to gain support from any potential customers who cannot attend.
Fred Tomlinson, event marketing expert at Ox Essays and State of Writing explains:
“Instead of attending the same shows every year, look for new events that can fit into your strategy. Having a developed calendar means you can maximize your presence and resources for each event.”
2. Promote pre-event engagement
It is important to share your participation in the event on all your marketing channels. Use your website, newsletter and social media presence to let your audience know that you will be speaking, attending or exhibiting at the event. If there are relevant online communities in this industry, consider posting information about the event there as well. Ask the sales team to mention the event to all customers when talking to them.
This part is perhaps the most important because it allows you to get potential leads at the event who are interested in your business. Make sure all the content you develop to advertise the event and promote your presence is clear, professional, and professionally proofread and edited.
3. Use digital tools during the event
When the event is underway, you need to interact with your audience in person and also with your digital audience. This will help you extend your reach during the same event to many more potential customers than those who come to your booth or attend your conference. Use digital strategies like live tweets and video snippets to create an experience your audience at home can follow.
Post your participation on LinkedIn and LinkedIn groups related to the event and the industry. Be sure to exchange contact information with everyone you meet, as the majority of people you meet are potential customers.
4. Keep an eye on the competition
There’s no better way than an event to keep tabs on what the competition is up to. In fact, Danny Jonsson, Technical Writer at Paper Fellows and Big Assignments, explains that attending an event:
“Allows you to gain insight into the industry and see who your main competitors are, as well as new trends and developments that you should be aware of. Your interactions with the various participants will help you develop your target audience and brand personas. buyers to adapt your future marketing strategies towards them.
5. Follow-up after the event
After the event is over, there is still a lot of work to do. The first step is to track all of the leads you captured at the event via their contact information. You can take the opportunity to share your slides or any articles relevant to your conference. Connect with great leads on LinkedIn to start conversations early. Remember to monitor all of these leads as they move through the sales cycle to better understand how to adjust your event marketing strategy in the future.
You should also reflect on what worked well and what should be improved next time. If you brought co-workers with you, ask them for their opinions and feedback afterwards. You should also speak with your sales team and ask them for reports as new leads progress through the sales cycle.
Remember these tips for your next event
What’s important to remember is that each step in the event marketing process offers valuable opportunities to maximize your return on investment. All of the tactics you use before, during, and after the event should be aimed at generating more leads and increasing sales for your business.
Need even more help to prepare and organize your event? Discover the best event planning software on the market today, only at G2.