Author: Mark Schmukler / Source: Marketing Insider Group The business-to-business marketing mix is always changing, but there’s one tacti
The business-to-business marketing mix is always changing, but there’s one tactic that consistently proves effective for B2B companies: conferences and tradeshows.
After surveying a group of marketing and management professionals this year, it’s been reported that conferences and tradeshows top the funnel for producing the most leads and the garnering the highest ROI for B2B companies.
How should you capitalize on this ROI-rich tactic? Once your conference is booked, it’s time to promote, promote, promote. Consider these steps to ensure record attendance at your next industry event:
- Leverage On-Site Content
When hosting a conference or tradeshow, the first step is adding the event information to your website. Develop a specific landing page for attendee registration that includes a compelling event description. The page should state the event’s intent, topics, time, place and the benefits for each type of attendee. In addition, add speaker bios with photos, a branded event image, and a prominent registration button. If the event occurs annually, upload photos and testimonials from previous years.Once your event is well-established on your website, capitalize on the opportunity to create more on-site content surrounding your event. From an SEO perspective, being comprehensive will always help your cause. If you were thinking of publishing just one blog announcing your upcoming event – try to think bigger. For example, consider coming up with a blog series. Work with your events team to brainstorm related topics such as the top benefits for each type of audience(s), teasers about the presentations, in-conference networking tips and of course, post-conference insights.
- Set Public Relations in Motion
There’s nothing like a little old-fashioned PR. Start with a standard press release to alert local reporters about your event. Be sure to mention any notable parts of the program, such as a big announcement that will be revealed during the event. When distributing the release and reaching out to reporters, start with local media before diving in with the big players; if your event gains traction on a smaller scale, it will help gauge whether or not there’s nationwide interest. In addition, reach out to specialized publications like trade magazines and blogs. CNN may not be interested in covering a CRM software conference,…