Although the business-to-business marketing mix changes constantly, there is one tactic that has proven to be effective for B2B companies. Conferences and tradeshows.
After surveying this year, tradeshows and conferences were reported to top the funnel in producing leads and generating the highest ROI for B2B businesses.
What are the best ways to capitalize on this ROI-rich tactic? After your conference has been booked, it is time to promote, encourage, and promote. These steps will ensure that a record number of people attend your next industry event.
Use On-Site Content
The first step in hosting a conference is adding the event information to your website. Create a landing page that allows attendees to register. It should include a detailed description of the event. The landing page should contain information about the event, including topics, times, places, and benefits for each type. You should also add bios of speakers with photos and a prominent registration link. Upload photos and testimonials from past years if the event occurs every year. Comprehensiveness will help your cause from an SEO standpoint. You might have thought of publishing one blog to announce your event. But, it is better to think larger. Consider creating a series of blogs. You can collaborate with your events team on topics like the top benefits for each audience type, teasers about the presentations, and post-conference insights.
Public Relations in Motion
Nothing beats some good old-fashioned PR. Start with a simple press release to alert local journalists about your event. Make sure you mention important parts of your program, such as an announcement made during the event. Start with local media first before reaching out to the major players. If your event is successful on a smaller scale, it will allow you to gauge if there’s national interest. Reach out to trade magazines and blogs, as well. CNN might not be interested in covering CRM software conferences, but Software Today may. It’s a good idea to ask – all resources are essential when promoting an event.
Utilize Email Marketing
Email marketing is an essential tool in your event planning arsenal. At what stage should you begin contacting your inboxes for email marketing? It’s before, during, and after your conference. This doesn’t mean that you should spam your email list. However, it does mean that prospective attendees will need to know the information. To determine the timing and message, you should send, think about the dates that lead up to the final registration week. Take this example: Save The Date Notifications. This email is ideal for early planning and can be sent before publishing on-site content or opening registration. This is a short message to notify your invitees of the upcoming event and remind them to add it to their calendars. It should include information about when registration opens and when additional information will be available.