Retarget and Remarket. Use Lead Generation Tactics to Boost B2B Event Marketing ROI

Author: Mike Connolly

B2B event marketing is all about networking and social media is a powerful channel to spread the word. An effective way of engaging prospects directly, is through networking on social sites, paid ads, and retargeting ads. Taking a step forward with new technology, develop new apps to increase engagement through interactive features enable users to get more information online, signup, participate in discussions or join groups. Social media not only helps in creating buzz around your event, it is a great lead generation tool as well.
Social Media Promotion – Paid Campaigns

You can reach a wide audience through social media. That doesn’t mean that you need to target all of them. It pays to focus on a particular group of people related to the theme of your event or industry. Not only does your core message have more relevance you will be able to engage them more meaningfully.

To identify groups of people you need to target, social sites like Facebook, LinkedIn and Twitter nowadays provide user-friendly analytical features. By using insights from these reports such as open rate, click rate, engagement levels, number of impressions and cost per click; you can get an idea of which will be more responsive. This also helps you to tweak your campaign to make it resonate better with your target audience.

Retargeting, Remarketing, Google AdWords

In order to target interested visitors who have visited your website, used your app, clicked on your landing page, or interacted in any way with your brand, you can create remarketing ads to keep their interest alive.

Remarketing ads are typically customized based on users’ action, and their interest in a particular service or product of your business. By using highly targeted ads, you can achieve better response and results through directed messaging to a particular group, instead of connecting with a generic audience.

Added to this, you can conduct keyword research and purchase a list of keywords. Your ads should also include these keywords so that you can increase the size of your target market with people who are actually interested in your product, service, concept or brand.

To increase lead generation, size of your target audience, improve engagement and keep the conversation going, use this social media checklist for your next B2B event…