Maximizing leads from events

I invest in several webcasts every year. For these, I leverage some of my media vendors who have my target audience as readers/subscribers. But these webcasts can be expensive. On the low end, I can do one for about $8k. This works for one of my target personas. On the high end, it can run as much as $20k. But this attracts prospects from the high end of my persona food chain.

webcast postcard eo/ir

Both have proven themselves as generating high quality (and a good quantity of) leads. Well worth the investment. Since I pay the same amount no matter how many people attend the webcast, this year I’m looking at innovative ways to increase the viewership. Here are a couple of things I’m doing (some of which I’ve been doing for a while but trying to expand the list):

  • Creating a landing page just for the webcast
  • Post webcast, continuing to promote the on-demand recording for six months or more – as long as the content is relevant
    • Statistics point out, and I’ve seen in my own experience, that live viewership of webcasts is declining. People just don’t have the time in the middle of their work day to join. But viewership of the archived webcast is increasing with people taking time to watch when it best fits their schedule.
  • Posting the event on relevant LinkedIn groups (and other social media outlets that makes sense)
  • When running print ads similar to the webcast topic, putting a call to action in the ad
  • Creating “post cards” that I can hand out at trade shows and conferences, give to the sales team to use on calls, leave in our lobby for visitors, and maybe even use as direct mail pieces.
  • Add a promo and link in signature files for company emails
  • Taking out banner ads on relevant sites and in their e-newsletters promoting the webcast and linking to the landing page.
  • Promoting it in our bi-monthly e-newsletter
  • Putting a QR code on everything we do in the list above to make it easy to get to the landing page

I’ve talked specifically about webcasts but I think many of these tactics can also work for other marketing activities. Anyone have some more ideas on how to creatively promote relatively high priced events to generate more leads? I’d love to hear some ideas!

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