How to convert contacts into valuable prospects
B2B LinkedIn Strategy + [how-to guide & €50 linkedIn credits]
Earning lots of contacts? do you wish to turn them in leads? HERE a high-skill strategy that effective businesses use on how to convert contacts into valuable prospects/leads.
THE DAY AFTER A TRADE SHOW
Post-trade show planning often gets overlooked, but your follow-up strategy is just as important as pre-show promotion and on-site preparation. It’s important to spend as much time, if not more time, on your post-event strategy because it is when a key phase of connecting with your attendees begins: the follow-up. Trade shows as any other networking activity can be very profitable for marketing your products and services. But there are also a few major challenges that exhibitors face at the trade shows that make it harder to get as many high-quality contacts as possible. Contacts might make a purchase decision at some future point. Your salespeople will have to follow up with every prospect to increase sales. This is not a cheap and effortless process.
There is one solution that can help ease this challenge and make your contacts convert into leads faster and with less effort on your part. One solution can rely on LinkedIn Ads.
80% of exhibitors did not follow up with leads generated at the show. That is a big wasted opportunity. It’s also a big problem that marks the gap between marketing and sales. We know, thousands of people visit big international trade shows. There's not enough time to start a conversation with every single person who demonstrate a slight interest in you. Attendees have been overhit with information and offers during the trade show, so the follow-up efforts need to be considered and targeted. For instance, generating something valuable to your right audience. Since you will be one voice amongst many, prepare the follow-up campaign in advance, so you could gain advantage on competitors.
Importance of crm
The most important thing to do during the show is capture as much information as you possibly can. To make sure the collected information don't get lost, you should consider CRM as the core of your strategy. CRM software gives you the opportunity to map out your approach to your contacts, in order to make things clearer in your head and provide them a customized experience. Use a CRM, and be sure to have created a “lead source” field unique to this trade show, so you can follow up in a more targeted and efficient manner. Using this field will also help you measure ROI on your trade show now, and in the coming months, as you continue to nurture those leads. Scoring your leads is important as well, creating a contact property to insert the "score" (warm/cold/hot) would help you, as we already said, to understand and keep monitored the inclination to be engaged as customer.
Hubspot provides the most complete platform for this kind of activities. It can help you saving time and efforts, the following are just some examples. Here what you can do:
- Use the integrated mobile App
- Upload your contacts on CRM by scanning business cards. (App)
- Access to your reports and contacts on-the-go. (App)
- Set up automated workflows to keep your contacts engaged.
- Deliver autonomous marketing actions to specific pre-selected filtered lists.
- Include personalized emails with contact informations as part of the workflows.
- Have real-time access to important data (How many emails a lead has opened or clicked, How many employees work at the lead's company, How many pages a lead has viewed on your website, etc..)
- And many other advantages
Be sure you are regularly analyzing all of the lead nurturing campaigns that you built in order to optimize them. Let your sales team know that reaching out right away will be the best practice. Remember, automations won't take your place! Now, if you’re running a B2B company, part of your online marketing strategy would probably relies on LinkedIn. Why won't you use it to reach out to contacts you gathered from the trade show?
As professionals, LinkedIn users are more open to your products and services and are already considered warm leads. LinkedIn’s members have twice the buying power of the typical website audience, and 4 out of 5 LinkedIn users drive business decisions. That means that your LinkedIn retargeting ads are more likely to produce sales on the platform than anywhere else on the web. Retargeting with LinkedIn Ads allows you to intercept professionals with an account on LinkedIn who have visited certain pages of your website. Targeting, in this case, becomes very precise and segmentable along specific job categories or roles (Managing Directors, Sales Managers, Production Managers, etc.).
Here some highlights on LinkedIn performances:
- 80% of B2B social media leads come from LinkedIn
- 94% of B2B marketers use LinkedIn to distribute content
- 46% percent of social media traffic coming to B2B company sites is from LinkedIn
- Fully 79% of B2B Marketers say LinkedIn is an effective source for generating leads
Let's Unbox your linkedin campaign!
LinkedIn already provides a unique and convenient way to target members by company, industry, skills, seniority, educational title, demographics and more. But what if you want to reach the people you already met? With Matched Audiences, you can retarget website visitors, contacts from your customer databases and marketing automation platforms, and reach decision-makers of target companies for your account-based marketing programs. It’s available for all LinkedIn advertising products, including Sponsored Content, Sponsored InMail, and other formats.
€50 coupon + Linkedin ads [guide]