The show is over. The booth packed. You are back into your day-to-day routine and not living out of a suitcase. You just spent 4 days talking to hundreds of prospects about your product and service. So, now what? How about this: follow-up!
You know all those business cards you collected and badges you scanned? Well, now is time for you to use that information and reach out to
them. It is somewhat shocking to me when I ask fellow colleagues what they do for tradeshow follow-up and they respond with a blank stare and say “what do you mean?”. What I mean is this – how are you recapping the show? How are you repurposing the video you shot at the booth or press releases for the show via your inbound marketing and social media channels to help remind people that attended the show what they saw and those that missed to show what they missed out on.
Here is an easy start. The badge scanner is often presented to prospective clients this way. “Let me scan your badge and I’ll send you some information. That way you don’t have to carry all that heavy literature.” So an easy follow-up would be to SEND THE LITERATURE! It can be as easy as send them the digital versions in an email or a link to the info on your site. With inbound or email marketing software, you can then see exactly who visits your site,
which pages they searched. Who doesn’t love these insights!?
Use LinkedIn or Facebook to extend the conversation between you and your prospects or customers. Use your blog to dive deeper into the key messages from tradeshow speakers or even issues your customers and prospects discussed with you during the show. Turn their questions into answers and be the resource they seek to find solutions.
You can use YouTube, LinkedIn and Facebook to promote videos of product reviews or demos you did to help remind prospects and customers what they saw. Remember, they saw a lot of things at that show. They could likely use a reminder that they did indeed want to talk to you about it.
Consider leveraging HubSpot or another automated marketing software to do weekly or monthly email marketing campaigns to further promote
your products and services. The ability to track customer and prospect interactions, and the effectiveness of your different marketing campaigns is invaluable. The beauty of trying many different approaches with an Inbound software is that with time, you can clearly see what works and what does not.
What is your follow-up process? Do you follow up as you should?
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