|
You’ve just had the show of a lifetime. Your stand was buzzing, conversations were flowing, and by the end of the event, you were wishing you brought more business cards and lead forms.
You’ve walked away with more leads than you could have ever imagined.
But now the excitement is worn, and you find yourself staring at this huge pile of names, emails, and notes, unsure of where to even begin.
You know these leads are valuable, but what are you going to do with them? And most importantly turn them into actual business?
The window for follow-up is short, and you do not want all that effort to go to waste.
This is where the real work begins, transforming those promising leads into long-term clients.
That’s why we’ve created a step-by-step guide you can follow to capitalise on a successful show!
Step 1 – Organise & Prioritise Your Leads
Before diving into follow-up calls and sending emails, it’s important to prioritise and organise your leads.
This is because not every lead is equal, some may be ready to buy immediately, while others need a bit more nurturing.
Here are a few ways to segment your leads:
- Interest Level: Were they just curious, or did they express a specific need or interest in your product or service?
- Business Potential: Identify which leads could become high-value customers and which are less likely to convert quickly.
- Follow-up Urgency: Determine which leads require immediate follow-up and which can be approached in a few days.
Using CRM software can be your unsung hero here. We recommend tools like Salesforce or Hubspot but even a simple spreadsheet works.
This will allow you to categorise your leads and track your interactions with them. This step ensures you don’t lose track of any contracts and gives you a clear plan for following up.
Step 2 – Make Personalised Follow-Ups
Now you’ve got all your leads organised, the next step is making a personalised follow-up for each lead.
A generic and quite frankly, boring “Thanks for visiting our stand!” won’t cut it if you want to stand out from the floods of emails your leads are probably receiving after the event.
Instead, try to reference specific events from your conversation, sneak in what product or service they were interested in, any pain points they shared, or insights from the trade show that apply directly to their business.
This will make your follow-up a lot more personable and make your lead feel like their not just another name from a contact sheet.
Here are some tips on how to do it:
- Customise your message: Mention something specific about your interaction, like, “I remember you were particularly interested in our new tech solution for improving operational efficiency.”
- Provide value right away: Attach a relevant case study, a whitepaper, or a link to a webinar that addresses the challenges they discussed at the show.
- Keep it concise and actionable: Include a clear next step, such as scheduling a follow-up call or a demo to show how your product fits their needs.
A personalised message shows that you genuinely listened, and it can dramatically increase your chances of turning a lead into a customer.
Step 3 – Take A Strategic Approach To Your Follow-Up
Timing is absolutely everything when it comes to post-trade show follow-ups.
The longer you wait, the colder those warm leads become. You want to strike while your brand is still fresh in their minds, it should be within 24 to 48 hours after the event.
However, there is more to it than just speed, you also need to think about how you approach the timing of your follow-ups.
Here’s an idea of how you can do this:
- High-priority leads first: Begin with the leads that showed the most interest and urgency at the show. These are the people who may be ready to make a decision sooner rather than later.
- Staggered approach for others: For leads that showed mild interest or might need more nurturing, consider staggering your follow-ups over a week or two. You don’t want to overwhelm them, but you also don’t want to let too much time pass.
- Tailor the timing to the lead’s needs: For example, if a lead expressed that they wouldn’t be ready to make a decision for a few weeks, schedule your follow-up accordingly. It shows that you’re paying attention to their timeline.
By balancing urgency with strategic timing, you’ll keep your leads engaged and increase your chances of converting them into customers.
Step 4 – Nurture Your Colder Leads With Targeted Content
Not every lead will be ready to buy immediately, but that doesn’t mean they should be forgotten.
Some may need time to assess their needs, budget, or internal decision-making process. This is where lead nurturing comes into play.
By providing targeted content over time, you can keep your brand top of mind and continue to build trust.
Here’s how to nurture cold leads effectively:
- Create a content drip: Set up an automated email series that gradually introduces the lead to your products, solutions, and thought leadership. Each email should offer something valuable, like insights from an industry report, a case study, or a product demo video.
- Segment your content: Tailor the emails based on the industry or pain points you discussed at the trade show. The more relevant the content, the more likely your lead will engage.
- Stay in touch with value: Instead of a hard sell, focus on providing useful information. For example, “Here’s a guide on how to improve operational efficiency,” or “Check out our recent blog on the latest trends in your industry.”
By keeping your cold leads engaged with relevant content, you’ll ensure that when they are ready to buy, your business is the first one they think of.
Step 5 – Track, Measure & Optimise Your Strategy
After you’ve followed up with your leads, the process doesn’t stop there. It’s crucial to track how your leads are responding to your outreach efforts and continuously refine your approach.
Without tracking and analysis, it’s hard to know what’s working and what isn’t.
Here’s how to stay on top of your follow-up efforts:
- Use CRM tools to track responses: Monitor which leads are opening your emails, clicking on links, or responding to your calls. This can help you identify which leads are hot and which might need further nurturing.
- Evaluate your conversion rate: Analyse how many of your leads are turning into meaningful sales opportunities. If certain steps in your follow-up process are more successful, focus on expanding those.
- Refine your messaging: Based on the feedback and interactions you receive, adjust your email copy, timing, and overall approach to improve your results. What works for one set of leads may not work for another.
By regularly measuring and optimising your follow-up process, you ensure that your trade show leads are managed effectively, maximising your chances of turning them into long-term customers.
Staying On Top Of Your Leads
The trade show may be over, but the real work begins when you get back to your office.
Turning leads into loyal customers requires organisation, thoughtful follow-ups, targeted nurturing, and a commitment to tracking your results.
By prioritising your leads, sending personalised follow-ups, acting quickly, and nurturing those who aren’t quite ready to buy, you’ll keep the momentum going long after the exhibition hall closes.
