Exactly How To Generate Good Leads

In the days prior to the Internet, lead generation largely consisted of printed direct mailing materials sent to subscribed or collected customers. Following up mostly meant cold-calling possible leads and sometimes writing follow-up letters. While these offline tactics are still used, you now also need to go where your customers are: social media and similar online platforms.

Lead generation still has the same overall marketing goals of capturing customer interest in your products or services and enticing them to make purchases. Due to the rise of social media, you now have a comprehensive set of digital tools to develop a solid base of repeat customers. Today’s buyers no longer rely solely on professional marketers to tell them why they should buy from one seller over another. Customers became more sophisticated at finding their own evaluative criteria through online searches, product reviews and recommendations from other buyers.

The abundance of information available to your customers has created a new challenge for you as a marketer and business owner: you need to cut through the rest of the noise and grab their attention with what appeals to their core values and priorities. Trade show exhibits are still some of the best means of accomplishing this objective, and incorporating social media into your trade show display will increase your number of interested leads as well as the percentage that converts into repeat customers.

Potential leads are the most likely to become interested in your products or services when you actively make them a part of your trade show exhibit through social media posting during the show. Positive posts can be some of the best possible advertising for your company as your visitors’ friends and followers will become curious to find out more. Some ideas for using social media for trade show lead generation include:

  • Adding QR codes to your printed marketing materials. Your customers can scan them for added video content or similar that gives them even more details about your products and services.
  • Offering incentives to your booth visitors for liking your company Facebook page, following you on Twitter or on any of your other social sites. Examples could be entries to raffle prize drawings or digital coupon codes for a percentage off their next purchase.
  • Encouraging your booth visitors to post photos of your sample products or videos of your product demonstrations to Instagram or similar. Offer them incentives for tagging your company page as well.
  • Assigning your booth employees to periodically live-tweet or post from the trade show floor, telling your followers your booth’s exact location, your upcoming live demos and anything else going on in real time.

These tactics have been shown to have an impact on increasing your business’s online social clout, which is also an essential part of your online visibility. The higher your visibility during and after a trade show, the better your chances of catching the attention of leads who could convert into later sales.

Continuing interaction with your followers is another vital part of converting leads into repeat buyers. Soon after the trade show, look at all the posts and tweets your potential customers have made about their experience at your trade show exhibit. Thank those who have made positive comments and address any negative feedback in a diplomatic, professional manner. This approach indicates that you’re listening to their concerns and preferences.

Lead generation at your next trade show involves both online and offline approaches, along with a more personalized customer approach. Consistency, persistence and small adjustments to your approach over time will help to bring you the conversion rates that match or exceed your goals.

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