Join Dayna Rothman for an in-depth discussion in this video Event promotion, part of Advanced Lead Generation.
- [Narrator] And just like anything you do in marketing, without the proper promotion follow-up, your events will not reach their full potential. So, it's important to kind of mention that up front here. So, for pre-event promotion, email is your number one event promotion vehicle. You want to make sure you're consistently emailing your database about this event. Always promote things on social. I do recommend that you do paid and organic social. Leverage sales to do outreach and to get people to sign up or attend.
So, consider having a sales call down to get people interested, to get them into meetings. Consider direct mail if you are doing a large trade show or a field event. So, sending out physical invitations is a great way to get people excited. Utilize paid promotion like ads to get new people to your event. Leverage partners if you are hosting an event with a partner. Make sure that they are promoting, as well as yourself. And then, if you are doing a larger event, you can consider creating a larger microsite that has all of the event information on that one page.
Engagement during the event. So, don't stop sending different communications while you're at an event. It's important to engage while you're there. So, make sure you're active on all social channels when you're at the event. Constantly tweet and post on Facebook, retweet, posted on LinkedIn. Daily live blogs are also a great thing to do during events. So, at a larger show, I will often have my team do live blogs either every day or every other day, so this is them going to the different sessions and actually blogging about it.
You can also send out daily emails, recap emails of what happened during that day at the event, and then also to promote any activities that you have later in the week for that event. And then, perfecting your event follow-up is another critical piece of the pie here. You need to make sure that your event follow-up is really locked down because timing is everything here. So, write and schedule all of your event follow-ups before the event. So, any emails that you're sending out, all of that should be as pre-written as possible, and all the programs should be created before the event.
Again, timing is everything. Make sure to send your follow-up email one to two days after the event, tops. Any longer than that and you will ultimately get some drop off and a little bit more of a disinterest. Send valuable content from the event. So, if you are doing any live blogs, if you do have webinar recordings, make sure you're sending that. Include an additional offer for people to engage after the event. So, for people that attended this particular event, maybe there's a special e-book or maybe there's a discount that you're providing those folks.
And then, add to any event email to a nurture track. So, make sure that all of our event content is included in your nurture if it's relevant moving forward. Events are an incredibly important part of your out-bound marketing strategy. Again, they're one of the only opportunities that do provide that face-to-face, very valuable relationship building. Events are where you can generate new leads, they're where you can accelerate leads through your funnel, and they're where you can close deals.
Additionally, events are where you can really show customers and influencers love. So, I can't stress enough how important events are to any lead generating out-bound program.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness