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About 80% of the new leads you generate will never convert into sales. About 65% of businesses struggle with lead generation in the first place.
Businesses that use marketing automation, on the other hand, experience a 451% increase in qualified leads.
Are you struggling to convert leads into customers after returning home from a trade show? Here are a few tips that can help you convert trade show leads. With these tips, you can generate more sales to boost your ROI.
Set your trade show marketing strategy up for success with these tips today!
Consider Your Acquisition Strategy
First, make sure you have a plan in place before attending a trade show. For example, you should have an inbound marketing strategy for generating leads at the event.
Start by developing a dedicated landing page for the event. Choose a URL that’s short, sweet, and easy to remember.
Make sure you’re providing the best possible user experience (UX) on your website. For example, your site should remain:
A positive UX will encourage visitors to explore the page and content. A negative UX, on the other hand, can cause a high bounce rate. As people leave feeling frustrated, you’ll miss the chance to generate leads.
Take a look at the form on your landing page, too. Make sure it’s short and easy to complete on any device. Remove any unnecessary fields.
If it’s too difficult to complete the form, visitors might stop halfway through the process.
Consider using a lead magnet to encourage more people to complete your forms. For example, you can offer a discount code or an exclusive eBook. Make sure to highlight the fact that the offer is free.
A freebie can encourage more people to complete the form, helping you gain leads.
Once you learn how to generate trade show leads, you can use these tips to nurture those leads. Then, you’ll have an easier time converting the leads you generate into sales.
Use a CRM
Congratulations; you’ve made it through your trade show! After returning home from a trade show, it’s time to make the most of your efforts.
First, remain organized by entering all of your leads into a CRM program. If you’ve created a dedicated landing page, you can streamline this process. Simply set up the form to populate into your CRM program to save each lead’s contact information.
If you collected names, phone numbers, or business cards during the event, you might have to enter a few leads manually. Make sure to complete this step right away. Otherwise, a lack of organization can impact your ability to convert leads.
Make sure you assign your trade show leads to their own list. You’ll have an easier time personalizing your campaigns. Otherwise, a generic message might not resonate with your trade show leads.
Engage on Social Media
After the trade show, consider adding a few leads on social media.
Check Facebook, LinkedIn, and other social media accounts to find each lead’s profile. When creating your website form, consider adding a field for social media accounts, too. Then, connect with each lead online.
Remind the contact that they met you through the trade show. Mention how great it was to connect with them during the event, too.
If you can, try to make the message as personal as possible. Remind them of a conversation you had or a topic you discussed.
Creating a customized message will help spark their memory. Otherwise, they might not respond if it seems like a random business or person is trying to reach out.
If you have photos from the event and know who appears in each one, consider tagging them on social media, too. They might share your photos from the event, boosting your brand’s online visibility.
Create a follow-up email for your trade show leads. Wait about two or three days before interacting through email, though.
Email marketing can remind your leads about the event before encouraging them to take action. Consider providing the lead with additional valuable or helpful information. For example, you might send them a helpful blog article or coupon code.
Sending helpful content can help encourage leads through the buyer’s journey. You might have an easier time converting leads into sales as a result.
When drafting your follow-up email, make sure to keep personalization in mind. Personalization can help you forge an emotional connection with your leads. For example, you can add a personal message or story to trigger their memory.
Personalization can help drive eight times the ROI on your trade show marketing spend. Personalized emails generate six times higher transaction rates, too.
Add a specific call to action to your emails to drive more people to take action.
Make a Call
About four to five days after the trade show, consider calling your leads after sending the initial email. Ask if they have any questions about your business, product, or service. See if they want to continue the conversation you started at the event.
Use a Drip Campaign
A drip campaign will help you remain top-of-mind after initially interacting with your trade show leads. Some people might not feel ready to convert immediately after the event. You can turn those leads into sales later by using a drip campaign.
Follow up with your leads by sending them valuable information. For example, you can send blog posts about your product or service. Consider sending an engaging, friendly video, too.
Video content will help them associate a name, face, and voice with your business.
You can use an email drip campaign to get started. Otherwise, consider using a remarketing pay-per-click advertising campaign. These ads will reappear after someone initially visits your website.
Keep in contact with your trade show leads throughout the year to remain at the forefront of their minds!
Boost Conversions After Returning Home From a Trade Show With These Tips
Don’t let people forget about your business after returning home from a trade show. Instead, use these tips for engaging and nurturing your leads. Nurturing your trade show leads could help you generate more sales.
You could even gain loyal customers, leading to a higher ROI.
Need more help with your trade show marketing strategy? We’re here for you.
Book a strategy call today to get started.