How do you ensure these connections don’t fade away into oblivion? You need a suitable follow-up plan to ensure you capitilise on your lead conversations and start converting them into real business opportunities.
So, where do you start?
The Follow-Up Strategy
First things first, let’s talk strategy. A well-thought-out exhibitor lead follow-up plan is your golden ticket to maintaining and nurturing the connections you’ve worked hard to establish at your event.
Whether you’re exhibiting or networking, creating a personalised follow-up plan begins with preparing your goals and objectives before the event. Think of what you want to achieve from your conversations at the event, whether it’s a partnership, new client, simply adding them to your email list or boosting sales.
Once you have a clear vision in mind, develop a timeline for following up with each lead, organise them into groups based on their priority level and set realistic deadlines for contacting them.
Prepare your exhibition leads follow-ups
Create templates that can be easily customised and personalised for each lead. This will ensure consistency in your messaging while still giving it a personal touch and saves you valuable time from having to scramble around and create custom messages post event.
What you should include in your exhibitor lead follow up strategy:
- Goals of your lead capture – what are you trying to achieve?
- Lead capture method – how are you capturing or scanning leads?
- Timeline for follow-up communication
- Templates for personalised messages
- Prioritisation of leads based on their potential value and interest
- A report, summarising the success of your events
Personalisation is Key
Personalisation is key when it comes to follow-up contact, whether by phone, email, LinkedIn, or any other platform.
It’s no secret that people are more likely to open an email if it’s addressed directly to them rather than just being part of a mass email blast. Use the information you gathered during your conversation at the event to tailor your responses.
Reference specific details from your conversation and remind them of the value you can bring to their business. This will not only help refresh their memory, but also show that you were listening and are genuinely interested in working with them.
The Power of Timing Your Event Lead Follow-up
When it comes to follow-ups, timing is everything. Striking while the iron is hot can make a significant difference. Immediate follow-ups, ideally within 24 to 48 hours, keep the conversation fresh in both parties’ minds. This promptness shows enthusiasm and professionalism, making it more likely for your contact to respond positively.
However, delayed follow-ups have their place too. Sometimes, allowing some time to pass can provide a fresh perspective and give your contact a chance to settle back into their routine post-event. Striking the right balance between immediate and delayed follow-ups can drastically improve your chances of maintaining a meaningful connection.
A tactic that has worked for us many times is:
- send a short message “great to meet you at #eventname ” within 24 hours, highlighting something specific from your conversation
- follow up with a personalised email within the next few days, referencing your previous message and inviting them to continue the conversation further
- connect on LinkedIn or other relevant platforms after the initial contact has been established. This allows for ongoing communication and maintaining the relationship.
- tag them into your event social media wrap up, acknowledging their contribution and keeping them engaged even after the event is over.
This approach ensures multiple touchpoints that maintain the connection without being too overwhelming or pushy.
Lead Nurturing – Long-Term Relationships
Follow-up goals aren’t always just to keep in touch and sell something today, but to build lasting business relationships. This requires consistent, yet considerate, communication. Regular updates, newsletters, or sharing relevant articles can keep the dialogue going without overwhelming your contacts. It’s essential to strike a balance between staying present and being perceived as overly persistent.
If you ask yourself, “Would I respond positively if i received this message?”, chances are your contact will too. Keep in mind that everyone is busy and receives numerous follow-ups after events, so make each touchpoint count.
Measuring Exhibiting Success
How do you know if your follow-up efforts are paying off? Measuring success is crucial to continuously refining your strategy. Track metrics such as response rates, the number of meetings scheduled, or conversion rates from follow-ups to actual business deals.
Regularly reviewing these metrics helps in identifying what works and what doesn’t, allowing for strategic adjustments. A/B testing different follow-up messages or methods can also provide data-driven insights into the most effective techniques for your audience.
You can also measure the impact to your revenue or monthly sales as a direct result of your exhibiting follow-up. This will help in quantify the value of these connections and justify your efforts for future events.
Exhibiting is hard, but it doesn’t have to be!
Exhibiting at events, setting up your lead capture, following up effectively and everything in between (like building your stand!) can be hard work, but, a well-executed follow-up strategy can make all the difference in building and maintaining valuable connections.
With careful planning, personalisation, and timing, you can turn your event leads into long-term business opportunities. Remember that it’s not just about selling something today, but also investing in relationships for tomorrow. So invest wisely and reap the rewards of your hard work at the event!
