Following up on Event Marketing maximizes Return on Investment (ROI). While trade shows, conventions, and seminars are great for generating leads, it’s what you do next that matters most. In this blog, we discuss important and worthwhile follow-up actions that will lead to more sales and higher revenue after marketing events.
Due to COVID-19, corporate events have been revisioned, reconfigured, and, often, gone on-line. Various solutions, platforms, and tools help businesses make virtual marketing events great. Best of all, on-line formats make it easier than ever to capture your leads’ information.
But while people have grown to accept – and enjoy – online events, even the best event is just one touch. And as marketing professionals know, it takes five to seven marketing touches to generate a viable sales lead. With an integrated marketing management platform, you have the opportunity to monitor and measure your event metrics and test what works and what doesn’t. Once you determine where your event fits into the buyer’s journey, you can create a campaign that converts.
Event Marketing Follow-Up Tasks
Make the most of the contact information you gathered during a marketing event. With our event marketing follow-up tips, you will convert leads into customers.
1. Send a Follow-Up Email
Immediately after the event, send an email to anyone who expressed interest in your business.
- Thank your visitor or event attendee.
- Provide value by offering an event-only offer. A discounted price on a product or service your company sells is a great way to capture leads and turn prospects into clients.
- Present a clear and concise CTA (call to action), such as a free demo and product bonus.
And keep the message short. Four or five sentences is plenty.
2. Ask Attendees to Fill Out a Post-Event Survey
Engage with your leads by sending a post-event survey. Ask for feedback regarding what worked and what didn’t. Ask about their favorite part of the event. Give them an opportunity to ask questions about your products or services.
With a post-event survey, you can capitalize on post-event enthusiasm, gain valuable insights, and make your next event even better.
3. Pull Lists Into Your Marketing Automation Platform
Marketing automation platforms, commonly called CRMs (customer relationship management systems) help businesses record, store, and manage customer information. With a CRM like SharpSpring, you can easily download, sort, and use the information your event attendees provided. By using a marketing automation platform, you will be able to track responses to your marketing program–and ensure that each lead is getting the information they need.
4. Start Nurturing
Nurture campaigns are emotionally-based emails with the goal of turning leads into loyal, long-term customers that will recommend you to those they know. When you really get to know your audience and create content that speaks to their needs and desires, your list and customer-base will grow.
5. Implement a Retargeting Campaign
If you’re not using retargeting, you’re missing out. With SharpSpring Ads built directly into your email marketing, you can combine email and ads to create a powerful follow-up campaign. Using an automated system makes it easy to get the 5 – 7 touch points you need to convert your list of leads from in-person and on-line networking events.
Event Marketing Follow-Up Actions Summary
To spark more sales, use nurture campaigns and retargeting to go beyond simple email follow-ups. Build ads that continue the conversation from the event, to the inbox, and beyond. By continuing the conversations you had with people at your last convention, workshop, or virtual event, you optimize your ROI, create better relationships, and gain more customers.
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