How can you use retargeting ads to nurture leads after a virtual trade show?

As the CEO of Kabloom, specializing in B2B event marketing, I recommend using retargeting ads post-virtual trade shows for lead nurturing. Key strategies include audience segmentation and personalized ads, consistent messaging, offering value, timely follow-ups, a multi-channel approach, and continual analysis and optimization of campaigns. It's crucial to respect privacy and comply with regulations like GDPR. These practices, aligned with Kabloom's expertise in digital advertising, multi-channel campaigns, and data-driven strategies, enhance lead engagement and conversions after events

The main reason you want to retarget attendees from a trade show is so that you reach the whole audience that attended. At most trade shows, you will only be in contact with a certain number of individuals. You have competitors there as well, competing for a share of voice. By retargeting attendees, you are not only reinforcing your message to the potential clients you spoke with but also reaching the others you didn't. I suggest you GeoFence the event and send a message to attendees inviting them to your booth when they enter the trade show. And further out in your current marketing messages, please ensure you are communicating where you will be, the date, time, and booth number. And any deals offered.

Once your event goals and segments are set, and the main show has taken place, retargeting can be very useful to elicit further engagement. You can do retargeting by providing briefing notes or an event summary that is a downloadable digital asset, which can work as: 1. A follow up strategy to engage with those who attended the event, 2. As a hook to reach those who did not attend but would still like to be informed of what took place at the event, 3. As a social proofing mechanism that can serve industry members. Trade shows are powerful catalists that can and should be capitalized, before, during and after they occur.

Retargeting leads from a trade show ensures you keep them in your Marketing funnel - give them a reason to continue the conversation. There are many ways you can nurture them depending on the level of involvement during the show. Attendees logging greater watch time or more interaction with the team through a Q&A, for example, could be rewarded with more specific content. For example, use the LinkedIn in-mail feature to target more engaged visitors with a demo or personal consultation.

You want to capitalize on your brand exposure while it's fresh. What better time than with attendees from your trade show to keep the conversation going. Be sure to leverage creative messages that resonated well during topic conversations or engagement points during your event.

Selecting platforms and formats for ads as a follow up is dependent on the persona. if it is a B2B, Linkedin and Browser ads would be appropriate. Optimize your ad settings based on the personas and metrics from the event/show as well as the conversion drivers for those personas.

In my experience, Generate leads, drive website traffic, and build brand awareness . This enables you to Reach your ideal customers, maximizing your target market goals.

In my experience the initial goal of the event needs to be consistent in all areas of deployment. This way any follow-up is sensible to the recipient. Pre event: Inviting attendees to visit to receive some valued “nugget” like a white paper, product demonstration or meeting a key opinion leader. During the event: Assuring the attendees receive the offer-the interaction is especially critical during both a virtual and live trade show event. Post the event: Thank them and be specific in follow-up that is personal. I like emails for specifics (if you have them) and social for broader strokes. The plan for post show targeted ads need to be in place before the deployment- with flexibility to edit message as needed.

It is all about timing and adding value to your contact with the lead. So chose a content that relates to the bigger pain points your lead has at the moment and your product/service solves to them and promote it. Make sure you are using all the available formats for the ad, to test and also get enough data to identify which ones are better performing.

Clearly, following a show, a retargeting as should also act as a reminder of where they saw you, triggering other parts of their memory and also senses.

Again, this should be tied to personas. The CTA should be to get a free report or information and also to visit the website. You want to drive traffic, brand recognition, trust and eventually conversion.

You can track and optimize your results with al many tools such as Google Analytics, AEM, Salesforce, Dynamics 365 just to name a few.

Na minha visão, para nutrir os contatos adquiridos em feiras é utilizar-se de estratégias de ABM (Account Based Marketing), que personaliza as campanhas para cada conta target. Como sugestão, o livro ABM Account-Based Marketing: Como acelerar o crescimento nas contas estratégicas com planos de marketing exclusivos, traz ótimos insights e cases sobre a aplicação desta estratégia.

After a virtual trade show, leverage retargeting ads to nurture leads by creating customized campaigns. Use pixel data to target visitors to your virtual booth or website. Craft personalized ads highlighting products or services they showed interest in. Implement a series of ads with relevant content, such as case studies or exclusive offers, to keep your brand top-of-mind. Consider using different ad formats and platforms to reach your audience effectively, and monitor and adjust your retargeting strategy based on engagement metrics. Elite Destinations Tours & Travels, Borivali West Mumbai Maharashtra 9004649264 / 9987940954 elitedestination06@gmail.com

Planning the entire customer journey is crucial, from defining the goal and target group to the content and platform selection. Too often, efforts falter after initially sparking a potential customer's interest, lacking a strategy to convert them into loyal customers. The real challenge is to decide whether it's better to risk confusing the customer with follow-up actions or to avoid engaging them further altogether. This decision is key in determining the effectiveness of your customer engagement strategy.