The number of congresses, conferences, fairs and events (online or offline) is high, with a tendency to grow in the coming years. From the point of view of the company that participates in or organizes events, the objectives can be different: branding, product launches, lead generation and relationship. Here at Hook, our clients, most of them B2B, invest on average 50% of their annual marketing budget.
The pressure for financial returns on investments in events is increasing. Today, it is very difficult to approve funds without estimating some return. The problem is that only 20% of marketing professionals are able to report a financial return on the money spent on events, according to the 2018 study by Certain ( link here) .
To improve the ROI (see how to calculate the ROI here) of events, you, the professional responsible for this little box, don't need to reinvent the wheel.
All you need to do is adopt these 10 Inbound Marketing france companies email list strategy tips to create success at your events.
Write a post in advance with an interest form
It is highly recommended that you write one, two or even three posts about your participation in the event in advance. This content published in advance can already create an expectation regarding your presence and also generate leads.
Highlight in the content the news that you will present at the event, the agenda, the time and also allow users to pre-register to visit your booth at the event.
Be sure to promote this content on social media or even boost it on Google with media investment.
Using dedicated landing pages to capture leads during your event
To generate ROI, you need to capture leads at virtually any event. You don’t necessarily need fancy badge scanning technology from people attending your event or visiting your booth.
In many cases, the company offers gifts in exchange for the potential client's business card. Who hasn't been to a trade show and been stopped by a receptionist asking to read their badge? Sometimes this happens right in the hallway.
Instead (or even in addition to this), I recommend using a landing page to capture lead data and trigger a marketing automation with the lead information at the event itself. When you enter the data, your contacts will already be in the database and will be immediately added to campaigns or relationship flows. This will eliminate the 'bureaucracy' of downloading, transferring and uploading data and cold lists.
You can also make computers or kiosks available for interested parties to register. To do this, remember to select "private" and "anonymous" mode in your web browser. Don't forget to add a hidden field to the landing page form for the campaign you created exclusively for that event.
Are you speaking? Capture contact information!
You already know that renting a booth isn’t the only way to take advantage of conferences, trade shows, and events. One of the best ways is to speak at them. But how do you capture leads without a booth?
One of the best ways to do this is to offer your talk attendees the chance to engage with you or your company. You could offer them the chance to get your presentation slides. It’s common to see people constantly taking photos of presentations at events, and most will jump at the chance to get their hands on the slides.
You can open the presentation with a sentence “Guys, at the end of my presentation I will leave the link for you to download the slides, you don't need to worry about taking pictures”
Another option is to offer them a rich piece of content at the end of the session that is only available to attendees. For example: “Get our latest research: How to generate all the leads you need for the year in just 30 days.”
You can also create a QR Code as an option to access the material. People take a photo and are instantly sent to your page, where they can get the content in exchange for their contact information.
One last option is to send attendees’ contact information via SMS directly to your marketing automation software. This can be one of the most efficient ways to engage with your audience, reduce friction, and generate leads. AtEvent does this very well, and it integrates with HubSpot .