What you produce in terms of content directly affects the outcome of your B2B marketing strategy. If you want it to be successful, the content must be good. Of course, your supply of that content has to be steady and it must always capture your clients’ attention.
One thing that helps you strengthen relationships with your clients and generate content is event marketing. Your events can provide valuable opportunities to display your brand, engage with clients and connect with partners in the industry.
Still not convinced that events are important for your B2B marketing strategy? Take a look at five reasons that will make you change your mind below.
Events Involve People
It may sound obvious but hear it out. Events involve lots of people and that has to count as a benefit. A conference or a seminar can bring large number of attendees and many of them may tweet, blog and post whatever they find interesting about the event itself. This way you get free exposure!
Your reach on social media and visibility in search engines will improve and you didn’t move a finger.
One trick is to make it easy to get online at the event by providing free Wi-Fi that is easily accessible. Come up with a hashtag and an official location to ‘check in’ and you’ll be good.
Success equals a well-known brand. Therefore, if you want your business to be successful and you want your B2B marketing strategy to be good, you have to make your brand recognizable and clearly defined. Branding through events has to be a part of your strategy.
Do know that most of brand building happens on social media, websites, blogs, ads and content offerings. Each medium has to be used as a platform to reach out to your target audience and let them know who you are and what you’re offering.
Okay, inbound marketing is still probably the best recipe for success but one of the most effective ways to communicate your value and build your brand recognition still lies in events.
Do know that 95% of marketers believe that live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world.
Events Provide You Time and Venue to Produce Great Content
Gathering your own people all in one place at the same time gives you a unique opportunity to create content. You guys can work on film product demonstrations, tips and tricks videos, you can even make how-to-guides. Mingle with attendees and ask for their opinion, too. Interview staff for people, product or service profiles and of course, take photos and videos while at it.
Events Generate Sales
Events have it in their blood, they generate sales. They are naturals! All jokes aside, this is true. Every attendee at your event is a potential client so there is no better way to generate sales leads than to hold a seminar, conference or a product demonstrations launch.
Have casual conversations with your clients and that way you’ll learn about their requirements and overall opinions. Use this information to create follow-up communications after the event and generate content that will strike a chord with potential customers.
Events as An Opportunity for Additional Value for Customers
According to a 2011 American Express customer service research study, two in five customers think that companies are helpful but don’t do anything extra to keep their business.
Thus, an event provides a good opportunity to get additional value for your customers and increase your bottom line. US participants in the American Express study claim that they were willing to pay 13% more for excellent service.
Therefore, you clearly see the power of an event. Just remember that your event needs to include info that your clients can use to make their lives easier. It’s a win both for you and for them.
Implement at least some of these B2B marketing strategies and you will see how the results will improve. You don’t have to spend big buck to make an event happen, just remember to put in some effort into organization and have a clear goal in mind. That you can achieve only with a solid strategy. Hopefully, you now have an idea of what a solid strategy might look like.