You've got your channels set up, but how do you actually get prospects to engage? Today, we're diving into the secret sauce of crafting messages that demand attention and promotions that create a genuine buzz. Ready to become a master of engagement? Let's go!
Trade Show Secret #1 - The Power of Relevancy
Generic messages are the fast track to the delete folder. Here's how to make your outreach impossible to ignore:
1. Show Specifics:Â
   - Mention the conference name, dates, and location in your outreach
   - This shows you're not just blasting a mass message
2. Profile Optimization:
   - Ensure your LinkedIn profile showcases industry expertise
   - Highlight solutions relevant to the show's audience
3. Email Tricks:
   - Include their name in the subject line
   - Personalize messages beyond just a name swap
   - Use a clear, professional profile image to build trust
Pro Tip: Make personalization scalable! Segment your audiences into highly specific segments (think CFO vs. Sales Manager). This allows you to speak to the exact problem the persona may be experiencing. It adds a personal touch without the manual effort.
Trade Show Secret #2 -Â Promotions Done Right
Everyone loves freebies, but the right promotion goes deeper. Here's how to create offers that resonate:
1. Think Like a Buyer:Â
   - What would entice you to take action?Â
   - Consider valuable giveaways, exclusive content, or charitable tie-ins
2. Dinners & Events:
   - Host or sponsor smaller-scale events for a sense of exclusivity
   - Great for building deeper relationships
3. Care Packages:
   - Curate packages with useful items and a touch of personality
   - These leave a lasting impression beyond the show
4. Random Acts of Kindness:
   - Cover someone's coffee or lunch tab
   - These unexpected gestures can lead to valuable conversations
Remember, if you can clearly articulate how you solve your prospect's specific problem, you'll rely less on gimmicks and more on genuine value!
Trade Show Secret #3 - The Retargeting Advantage
Let's talk about maximizing your digital footprint. The goal is to use every opportunity you have to send traffic to your website so you can pixel these visitors and serve retargeting ads to stay front-of-mind long after the show is over!
1. Landing Page Power:
   - Use every chance you have to direct prospects to dedicated pages on your website
Tip: Host your calendars on a web page, rather than using the default calendar link. This way you pixel every person that books a meeting with you so they’ll get served the retargeting ads.
2. QR Codes:
   - At the booth or on the show floor a QR code is a wicked fast way to get a prospect to a landing page to take an action.Â
Tip: have the person complete the action on his/her device so you can capture the first-party cookie and serve him/her retargeting ads.
3. Giveaways with Intent:
   - Offer irresistible items (like Stanley Cups or AirPods) in exchange for mailing addresses
Pro Tip: Ditch the paper signup form or show provided lead capture app. By leveraging the QR code + landing page to get the user to signup you’ll get that first-party cookie so you can serve retargeting ads AND valuable contact data.
Trade Show Secret #4 - Ditching Email Attachments
Just say no to email attachments!
As tempting as it may be to add a pdf sales sheet or case study to an email, it creates an immediate dead-end. You have no way to know if the prospect viewed the collateral. Instead, get your marketing team to host that information on a web page and send the URL instead.Â
Your email software will be able to tell you if the user clicked on the email so you can easily identify what prospects are most engaged with your outreach.
Driving the prospect to click, rather than view an attachment, enables you to capture the first-party cookie so you can serve retargeting ads to this prospect.
Pro Tip: Why retargeting ads matter:
In B2B sales your buyers decides their buying journey, not you. As a salesperson it can be hard to balance staying front-of-mind without being annoying. This is where the beauty of retargeting ads comes in. You can leverage these digital ads to proactively seed your leads with key selling content like case studies, value propositions, and testimonials. This ensures your brand is always front-of-mind so when the lead is ready to make a purchase decision they contact you.
Key Takeaways: Your Prospect Engagement Action Plan
1. Demonstrate Relevance:
   - Tailor your messaging to show you understand the event and its audience
   - Use show-specific details to build credibility
2. Incentivize with Purpose:
   - Design promotions that entice prospects AND help you capture valuable data
   - Think beyond just getting attention - focus on creating meaningful interactions
3. Prioritize Website Traffic:
   - Use your website as the hub for all your engagement efforts
   - This allows you to capture pixels, embed scheduling tools, and collect lead information all in one place
Remember, the goal isn't just to get a response - it's to start a conversation that leads to a valuable business relationship. By focusing on relevance, value, and strategic data capture, you're setting the stage for meaningful engagements that last long after the trade show ends.
Stay tuned for our next post, where we'll dive into the art of identifying your hottest leads—those prospects who are really warming up to your message. You won't want to miss these insider tips for spotting your most promising connections!
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