What is Event Marketing?

Chapter 7

What Should I Do When Our Marketing Events are Over?

Your event marketing strategy for post-event should be planned in advance. This will put you a step ahead of the competition and ensure that you reach out to leads while they’re still hot. Emails should be written and designed beforehand, discount offers should be agreed upon, and wrap-up blog posts and social posts should be put in the roadmap.

Follow up with Leads with a Targeted Email Campaign

Email follow-ups should be outlined and mostly written before the event occurs. You can prepare by reading the event synopsis, session descriptions, and blog posts to help craft a persuasive message. Then fill in details after the conference or trade show.

Things to keep in mind for your post-event outreach:

  • Personalize your message: Note where you met a prospect (your booth, a session, a party) and include their name, company, and anything that stood out to you about your conversation with that prospect. If it’s a promising lead, have the sales rep who spoke with them reach out.
  • Be timely: Follow up right away so that you’re top of mind with prospects. If it’s a multi-day conference, send emails out to people who’ve visited your booth each night. Thank them for stopping by, and let them know about any of your upcoming speaking engagements or networking events you’ll be attending.
  • Include an offer or piece of content: Depending on what your product or service is, and where someone falls in your sales funnel, reach out with a relevant piece of content or an offer for a free consultation to encourage them to move further down your funnel.
  • A/B test: Test different aspects of your email including subject lines, offers (content, video, promotions), and CTA’s. If you’re offering a piece of content and sending them to a dedicated post-click landing page to download it, A/B test the post-click landing page as well.

Repurpose Content from the Event

81% of B2B marketers use in-person events as a tactic in their content marketing strategy, and 75% of B2B marketers said that events are an effective tactic.

To maximize the amount of content you produce coming out of your event, and the usefulness of it for your marketing efforts, you’ll need to do some pre-event planning. Think about who will write the content so they can take notes and pictures at the event. Create a concrete timeline for when the content will be published — the sooner, the better.

There are a number of topics you can write about post-event:

  • A conference recap (blog): Include pictures of your team at the event, discuss your favorite aspects of the event, and any lessons learned.
  • Cover specific speakers or sessions you attended (blog): Write recaps of sessions you think your target market would find particularly interesting and your perspective on them.
  • Industry report (white paper based on a survey you conducted at the event): An easy way to maximize a single piece of content from an event is to conduct a survey during the event. Then package the data into a press release, an industry report, a blog post, and use compelling stats on your social media channels. The great thing about data is that you can use it throughout the year when writing content on a related topic.
  • Customer interviews (if you conducted any): If you have happy customers who will be attending an event, ask if you can do a case study with them. If you have a video team, set up a time for a video interview and then write up a case study for your website.

Evaluate Data and Track against Event Goals

Now that the event is over, it’s time to see if your event was a success and to find areas where you can improve for next year. Look at the data you collected at the show, including the number of visitors to your booth, social media engagement, the number of demos given, etc. and compare it to your lead generation, customer engagement, or brand awareness goals.

If your goal is based simply on event attendees, you’ll know how successful your event was right away.

If, however, you have revenue goals tied to leads generated at the event, it will take more time and require more extensive follow-up. Ensure that all of your leads are scored appropriately and are being nurtured either through your marketing or sales funnels, so you don’t miss out on potential customers and the full revenue-generating possibilities of your event.

Assess whether this event was something you’d like to host or participate in again next year and make your case to decision-makers.

Say Thank You to Attendees

Along with your email follow-up, you should direct attendees to a ‘thank you’ post-click landing page. Go beyond a simple ‘thank you for attending,’ however, to get the most out of your event.

Instead, to maximize your lead generation efforts, add a lead capture form and focus your post-click landing page around one conversion goal. That goal can be to sign up for a demo of your product, attend a webinar, drive subscriptions to your blog, or even drive attendance to your next event.

To ensure you leave a lasting impression, build all of your professional event post-click landing pages, including your thank you page, with Instapage. With over 200 conversion-optimized templates to choose from, a designer-friendly builder, advanced A/B testing analytics, and more, you can easily create stunning post-click landing pages at scale. Your conversion rate will thank you.

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