Hosting an event for your business is a great marketing tool – whether your objective is to engage with your current clients or employees, to launch a product or to generate leads. To generate high-quality leads, however, you need an event strategy that encourages your target customer to hand over their contact details and attend your event.

Maximise lead generation opportunities at your events by following these strategies.

#1: Attract the right attendees

Before you begin planning the logistics of your event, identify who should attend your event. Just like other forms of lead generation, your efforts will be worth the investment if your event attracts people who’ll likely become customers.

#2: Offer relevant content

A solid promotion strategy that targets your ideal attendee will fail if your event’s content doesn’t pique their interest.

Research your event attendees and customise the content accordingly. Think about the reasons your prospects want to attend your event and be sure to channel this into your messaging.

#3: Simplify your registration process

There are two things to consider when creating the registration process. Firstly, registration page must have quick load time and mobile enabled (if you don’t have a mobile enabled website click here). Secondly, only ask for the information you need from a delegate – name, job title, business name, mobile number and email is all that is required.

#4: Define your event objective

Events are rarely a cheap lead generation option. Which is why it’s important to measure your return on investment (ROI).

Start with a target number of leads and registrations. Then calculate your target cost per lead. This will help you determine how much you’ll spend to host and promote your event.

#5: Follow-up strategy

Use your sales team to ensure they know the potential value of your event attendees. Follow up is key, whether through surveys, content or phone and then use your sales team to qualify the leads.

Events are an effective way to secure new leads and grow your business. And with a carefully constructed event strategy, you can help your sales pipeline and drive increased business.

Contact us to see how we can help you maximise the return on investment for your next event.