Digital Marketing and Trade Shows (Part II) - Landing pages

John Nicol

Last week, we discussed how to effectively leverage your company’s social media platforms before, during, and after a trade show to increase your following and engage current followers. This week, let’s explore how adding landing pages into your marketing strategy can help your company discover potential prospects at trade shows and convert them into valuable leads.

Why Landing Pages Matter

Landing pages are a critical component of inbound marketing, offering companies the opportunity to gather detailed information about visitors and convert them into leads. If one of your company’s main marketing goals is to turn website visitors into leads, creating dedicated landing pages for trade shows should be a priority.

How Landing Pages Can Generate Prospects at Trade Shows

Creating a dedicated landing page for each trade show your company attends allows you to gather customer information, track engagement, and measure the effectiveness of your presence at the event. Here’s how you can use landing pages to generate prospects and turn them into leads:

1. Create a Trade Show-Specific Landing Page

Invest in a dedicated landing page tailored to the specific trade show you’ll be attending. This page should include relevant information about your booth, special offers, and an easy-to-complete form that captures key details from visitors. By directing trade show attendees to this page, you’ll be able to identify which prospects came directly from the event and monitor the success of your trade show efforts.

2. Pre-Trade Show Engagement

Before the trade show, promote your dedicated landing page through email campaigns, social media, and event marketing. Encourage potential attendees to visit the page to learn more about what you’ll be showcasing at the event. Offering incentives, such as exclusive discounts or a chance to win a prize, can drive more traffic to your landing page and increase engagement.

3. On-Site Conversion Tactics

At the trade show, make it easy for visitors to access your landing page while they’re at your booth. Set up tablets or laptops where attendees can quickly fill out the form. Consider offering a small incentive, such as a free sample or entry into a giveaway, to encourage them to complete the form on the spot. This ensures you capture their information while their interest is high.

4. Nurturing Prospects into Leads

After the trade show, follow up with the attendees who visited your landing page. Personalize your communication based on the information they provided, and continue to nurture these leads through targeted email campaigns, special offers, and personalized content. This approach not only increases the likelihood of a sale but also builds lasting customer relationships.

5. Monitoring and Analyzing Success

Return on investment (ROI) is crucial for any business, especially when it comes to costly trade shows. By creating a dedicated landing page for each event, you can monitor and analyze the leads generated, conversions, and overall engagement. Use this data to evaluate the success of each trade show and determine which events are worth attending in the future.

At Hughes & Co, we understand the importance of maximizing your trade show ROI. Our team of inbound marketing experts can help you plan and execute a strategy that drives real results. Ready to make the most of your next trade show? Contact us for a free consultation and discover how we can help you achieve your goals.