Aug 04, 2022
In 2018, 68% of B2B marketers used in-person events for lead generation. As we begin moving forward in today’s changed world, we are seeing more in-person events coming back mixed in with online webinars.
Incorporating both into your marketing and sales efforts will help maximize your reach and meet your audiences where they are. How can you use these two tactics to help increase your client base?
Seminars allow you to interact with potential clients face-to-face. You can greet them at the door and build – even if it’s short – a relationship before the seminar starts.
When you’re giving the presentation, gauging how well your audience understands you or is ready to move on to another topic is easier because you can read their body language. You can read the room and address questions or problems immediately.
Last, a seminar allows your audience to be focused on you. They aren’t easily distracted by notifications or constantly checking their phones.
Webinars are convenient and cost-effective; you can pull in a broader audience. Not everyone can commit to an in-person event, depending on the location, but they can access a web link from their living room.
While the format makes it harder to gauge body language, asking for questions is necessary. You can release a recording of the webinar to those in attendance or place it on your website for more people to download.
About 97% of event marketers believe we will see more events becoming a hybrid of in-person and online, so incorporating aspects of both formats in your next prospect presentation is important.
No matter what your choice, the following are three MUST DO items for a successful event!
Use your website, social media platforms and email prospect lists to promote your event. Create a short teaser video highlighting your main topics, including bios and pictures of any speakers presenting. Create a call-out on your website with registration links and, if possible, a countdown clock on your website and in prospect emails.
It will create a sense of urgency for prospects who do not want to miss out on a valued opportunity. As always, word of mouth is a free and effective marketing tool. When you or other agents in your agency are visiting prospects at conferences or community events, make sure to plug your upcoming webinar or seminar.
Including an incentive to an invite increases participation in your event by 19%. Prospects interested in the product you’re presenting will sign up with or without an incentive. But those on the fence are more likely to sign up if they could get a free Starbucks coffee, gift card or just a chance at winning a door prize. There are different strategies for offering an incentive at your event, like a gift for signing up or a door prize.
One simple way to collect this information is to ask attendees to fill out a registration form. Make sure to ask for their name, email, phone and any other pertinent information you may need.
Remember the raffle item we mentioned above? This is also an excellent opportunity to collect information from those who attend. To win the prize, they must provide their name and contact information in order to enter the drawing.
Once your event has ended, you can use this information to follow up with attendees. A simple follow-up email campaign is one great way to stay engaged with the attendee. If your event is a webinar sending a copy of the presentation for future reference is extremely helpful for attendees to revisit or anyone who registered and could not attend. Allowing people to share the information with their colleagues; will continue to grow your audience.
Seminars and webinars are a great way to connect with your audience. Using a mixture of both event types will help you share your expertise with as many prospective clients as possible and help secure your spot as an industry expert.
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