B2B tradeshow marketing is a traditional, yet effective strategy being used to this day to generate quality leads. Regardless of the fact of how effective digital marketing tactics are, you can’t deny the benefit of having a face-to-face chat with a sales agent.
No one can guarantee the results you’ll get at your next B2B tradeshow. One thing we can say is that you cost per lead won’t be as low as you get with modern promotional strategies. However, each lead you generate can be worth it. If that convinces you to register for the next B2B marketplace tradeshow, take a look at some of our useful tips to maximize your chances of generating high-quality leads.
1. Set Up KPIs and Goals
What’s your primary purpose in going to a tradeshow? I’m pretty sure to generate leads and enhance your brand awareness. However, before going, you need to set a few goals and an evaluation criteria which will determine at the end of the day if your efforts were successful or not. You can use numbers to set how many contact details you plan to capture, how many people interact with your representative, or simply how many people pick your business card.
2. Know the Audience in Advance
Do you know who is going to come to the tradeshow? By identifying, we don’t mean by names. However, you should at least be aware of the age groups, or interests of the audience by considering the purpose of the tradeshow. In addition, it may be quite helpful to know other B2B marketplaces that are also going to show up.
By knowing your audience, you’ll be able to plan better and train your representatives to be ready to deal with such an audience. Most tradeshows also have guests of honors. Gather all the details about these guest of honors - you may be able to convince them to step up to your booth as well.
3. Promote Your Booth before the B2B Tradeshow
If you want more foot traffic and leads in your grasp, we advise you to promote your booth in advance. By building awareness before the show, you can expect many people who’ll appear at the show to already know that you are present.
You can create a landing page with a countdown to the event and a live stream that’ll start when the even goes live. You should provide all critical information about your business on that landing page. To get more people to see your new landing page, use social media platforms and send alerts to interested people. Create an event on Facebook where you can add the link of the landing page as well. You can also write blog posts to promote the upcoming trade show and invite more businesses within your market niche to expect more leads.
4. Be Unique and Make an Impact
There will be thousands of booths in the B2B tradeshow. How can you expect more people to come to your B2B marketplace’s booth? You need to think out of the box!
Avoid going for the flashy and noisy trend. Instead, offer something visually memorable. For example, this is a great platform to showcase your top products, or even purpose the booth for a product launch. However, you need to focus on increasing your floor traffic by getting your audience involved in testing your products.
5. Give Away Free Merchandise
Who doesn’t love free things? To be honest, I’d definitely stand in line to get myself a free t-shirt, cap or even a cool keychain. You can also do something like that and convince people to provide their personal contact details in return for free merchandise. Though giveaways increase your cost, you gain a lot more from the data that you’ll generate in return.
6. Use a Lead Retrieval System
With a lead retrieval app, exhibitors can collect leads anytime, anywhere with or without WiFi connectivity. Exhibitors can generate reports that can be filtered using specified data and qualifier criteria to quickly identify the best leads. In this way hundreds, or even thousands, of leads of uncertain potential can be filtered in minutes to produce the handful that truly have the greatest potential.
Many international B2B marketplaces believe that tradeshows can help businesses generate quality leads. However, with the emergence of digital marketing strategies, the results have seen a shift down the chart. Still, you can manage to gain success and achieve all your goals in the next B2B tradeshow by following our useful tips.
Beatrice McGraw is a digital marketing expert who works for ExportHub – An Online B2B Marketplace specialized in connecting Chinese suppliers with Buyers. She just loves to share her knowledge with the world in the form of blogs, videos and various other types of content. In her free time, she is an active gamer and a techwiz who adores researching innovative solutions that emerge in the digital world. Follow her on Twitter here: @ McgrawBeatrice