Online strategy and professional fairs

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A good way to boost your participation in the fair is to nurture it with online actions. Your main objective will be to increase the impact of your participation.

Take stock of your digital channels and identify which ones have buyers interested in the fair.

Inbound Marketing: Your Best Ally
With Inbound Marketing you can add value to every purchasing process with useful content and by answering questions that arise throughout the sales journey.

During the trade show you will gather a lot of information about your potential customers' headaches and it is the perfect time to gather content ideas to attract your customers.

You may be interested in: Inbound Marketing: Grow your business thanks to the Internet



Basics for your online strategy
Web : Use your website to offer special discounts, create buzz for a new release, belgium email list and create forms with a value offer to capture data.
Newsletters : with special invitations to build customer loyalty and announce to potential customers that you will be at the fair with news.
Social media : announce your participation and use the fair's hashtags. You can interact with other participating companies, attendees, the media and the organization itself, using the event's own hashtag (if it has one) and monitoring everything that is being said on social media about the event. On LinkedIn, it is important to make personalized invitations via direct message.
Everything you need to know to use LinkedIn effectively for business-to-business: LinkedIn B2B Handbook

Linkbuilding : Contact industry influencers to generate a news opportunity such as the launch of new products. Trade fairs are the perfect excuse to send press releases, conduct interviews and get media coverage of the event.

Email Marketing : Send special newsletters to let your contacts know about your participation so they can visit you! It is also a good opportunity to include discount vouchers.

Automation : You will have many contacts waiting for a commercial proposal, other contacts that will not be ready for the proposal and that need to be matured, and contacts that will be used to make strategic alliances. To deal with them all in an orderly and fast way, the best thing to do is to create intelligent workflows.



Online actions at the end of the fair
It's time to measure the results and to do so, go back to the objectives you had set to detect opportunities and aspects to improve. Do you have new business contacts? What impact did you achieve on social networks? What can we improve? Measure all the indicators you established.

In addition, following up on new contacts is essential. Get ahead of the competition and nurture the business relationship by starting with a personalized thank you email and including your new contacts in workflows.

Ultimately, the digital transformation of industrial fairs begins with the innovation of the participants, so with a good online strategy supported by inbound marketing you will not go unnoticed.

Before finishing, we recommend that you take a look at this article and become a professional in industrial fairs: 7 Tips to increase the profitability of your trade fairs.