How to Use Live Events to Augment your Digital Marketing Efforts
With much of the focus on digital marketing, bridging the online presence with the offline world becomes even more crucial. Face-to-face interactions are an effective method to on-board potential customers, especially for enterprise solutions. While most of enterprises use digital channels to distribute content, many purchasers will want to know their prospective partners in person.
Live events are great at filling the gap between the online and offline presence. Depending on where your product solution and organization, stands in the marketplace you’ll likely have a different focus when attending live events.
Depending on your marketing needs, there are four reasons to leverage live events for more effective digital marketing results:
Branding and Awareness
This is applicable to start-ups and early stage companies that are looking to get noticed and raise awareness about their product. Use live events to showcase the most prominent features of your solution, as well as share the vision behind your company. The main purpose is to get the word out about your product, so prospects are aware when the need for the solution will arise.
Companies at a more mature stage may be looking to generate sales leads at live events. In this case, it is crucial to plan for the event and reach out to key potential clients to drive attendance to the event. Be prepared for collecting contacts, qualifying leads and setting up sales appointments after the event. You should have systems in place that will help streamline all these processes.
Live events also represent an opportunity to engage with current and past customers in a low pressure format. Since they’re already customers, you can connect with them on a more personal level, see how your solution is working out for them and understand whether there are any potential sell-up opportunities.
One of the most effective types of live event marketing is education content workshops. Since attendees already have expressed their interest in the solution, it is a great way to showcase more technical details about it. This is great for drawing in both current customers and new prospects, especially decision makers on the technical side. Use this opportunity to collect contact details before the sessions and follow up after the event to identify potential sales leads.
Social media is everywhere, that’s why it’s important to stay engaged with your audience prior, during and after the live event. Encourage employees to spread the word on Facebook, Twitter and LinkedIn to increase chances of active prospects attending and moving further along the sales cycle.