After-event Engagement: How to Continue Nurturing Leads Well After Your Online Event Ends

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.

Post-Event Engagement

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.

Let us look at the different ways you can follow up with guests after an event.

Thank Your Guests

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.

Send Emails to No-Show Guests

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.

This may interest them to check for any post-event communication on social media or any relevant content on social media. They would also want to attend the next event and not give it a miss.

Offer a Booklet With Learning

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.

Ask Attendees to Fill Out a Post-Event Survey

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.

Create a Post-Event Page

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.

If you want the post-event page to be something different, you may think of things like the recap video, photo gallery, presentation slides, fun even stats, etc. Promote it on social media so that you keep the buzz alive.

Share Relevant Content

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.

Sending content that aligns with your event is an effective way to engage. Plan and create content (before and after) that can be used as a touchpoint in the future. If there was any content presented during the event, send that to your guests’ inbox.

Let Your Team Followup

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.

Start reaching out to those who opened the invite early, attended the event, and those who seemed engaged, in that order. Train your sales team to engage with the attendees without making it look salesy.

Invite Them to Another 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.

Engaging Long Term

You must keep engaged with people for a long term. Here are some of the long-term strategies:

Segment Your List

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.

Automate Your Communication

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.

Align Communication to Their Buying Journey

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 Monitoring

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.

This is not a comprehensive nurture strategy. It does not mean that we try all this at once or you must try all of it. However, it is hard to say what works and what does not. Keep track of what has worked and what has not. Some clients need 15 and odd touchpoints to buy your products, some clients buy your products early.

Whatever products or services you are selling, we can help you set up a right strategy. Contact Verbinden to help reach the right people, nurture leads and make people coming back for more