28-Mar-2020 12:55 PM Lead Generation
You have done the hardest part of the event, which is the event itself. Though the hard part is over, the hardest is yet to come and it is the most important – post-event engagement. It is also an important part of lead nurturing. After the event, you get to build off the buzz and you can have the opportunity to nurture your guests down the funnel.
The best part of post-event engagement is that during your follow-ups, you will really see who is the most engaged, who you must give time to lead them through the sales funnel – whether it is to engage with them for a meeting or to invite to any other events.
Your guests took time out of their schedule to attend your event, paid or not. You must send your guests a thank you note and convey your appreciation for being a good audience. This will keep them connected with you weeks or months after the event. Who knows, they may start a new relationship with your company by signing up for consulting or buying your products.
Extend your communication to no-show guests instead of only those guests who showed up to your event. If your guest did not show up to the meeting, send them a message telling how much you missed them.
While presenting the points discussed, you may also make a booklet available to your guests about what was discussed in the event. This will help your guests share this information with friends and family, which will get them interested, or they may refer to it based on their needs.
Surveys help event creators to maintain data and determine success of any event. Prepare a questionnaire before the event so that you can get participants to fill it after. You will learn what worked, what did not, what did they learn, what was the favorite part, etc. Collecting data will help you manage the next event better.
Creating a post-event page will let attendees and the no-show individuals to see what happened at the event. You may also add this information by editing the event landing page that you created. Show every part of the event, be it, the award ceremony, the lunch session, entertainment, including the speakers and the audience.
Your business will definitely have content to share, as audio books, ebooks, booklets, or even voice recordings. Giving this content in any format after the event will help them get more information than what was shared at the event. Tell them that the event fee will cover all these assets.
If you attach your event with a sales campaign, then you must commission a customer service team or a sales team to engage with your attendees to buy into your future events. Maybe you have a relevant training program that you can associate with your event.
A few days after you have engaged with the attendees, invite them to another event that’s similar to it and get them excited for it. Chances are that they may sign up to learn more.
You must keep engaged with people for a long term. Here are some of the long-term strategies:
Segment your list so that you engage with people in each of the lists and make it most effective. Doing this will help you target the right people at the right time.
You may want to get hold of a technology or a software that automates everything from communication to segmentation. When someone checks in to your event, or their badge is scanned at the event, they are automatically placed on a list. Make sure integration between the technology and marketing automation platform is solid and working properly.
This journey would have started before they signed up and attended your event. Depending on which stage of the buying journey they are in, you must make sure all communication you send aligns to the stage. If you do it right, your customer will become an evangelist of your products.
Keep an eye on how your strategies are working. Keep recording and analyzing data so that you know what will work and what will not.