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Which forms of online and offline promotion work best for your B2B event?

B2B events are a great way to showcase your products, services and expertise to potential customers, partners and influencers. But how do you ensure your event attracts the right audience, generates buzz and delivers value? Here are some of the best ways to promote your B2B event online and offline before, during and after the event.

Define your goals and target group
Before you start promoting your event, you need to be clear about what you want to achieve and who you want to reach. What is the main objective of your event? How will you measure success? Who are your ideal attendees? What are their pain points, interests, and preferences? A clearly defined goal and audience will help you craft a compelling value proposition, choose the most effective channels, and tailor your message to your audience.

Create a Landing Page and Hashtag
One of the first steps in promoting your event online is to create a landing page that showcases your event’s benefits, agenda, speakers, and testimonials. Your landing page should have a catchy headline, a clear call to action, and a simple registration form. You should also create a unique hashtag for your event that you can use across all social media platforms to generate interest, engagement, and feedback. Hashtags help you build a community around your event, increase your reach, and track performance.

Use Email Marketing and Social Media
Email marketing and social media are two of the most powerful tools for promoting your event online. You can use email marketing to segment your audience, send personalized invitations, reminders, and follow-ups, and offer valuable content and incentives. You can use social media to build awareness, excitement, and anticipation for your event, share teasers, updates, and live streams, and promote user-generated content and recommendations. You can also use paid advertising, influencer marketing, and contests to increase visibility and conversions.

Partner with relevant organizations and influencers
Another way to promote your event online and offline is to partner with relevant organizations and influencers who can help you reach a wider and more qualified audience. You can work with industry associations, media, sponsors, speakers, and exhibitors to co-create and promote content, webinars, podcasts, and blogs that showcase your event and its value proposition. You can also leverage the authority and credibility of influencers who can support your event, invite their followers, and share their insights and experiences.

Leverage offline channels and word of mouth
While online channels are essential to promote your event, offline channels and word of mouth should not be ignored. You can use offline channels such as flyers, posters, banners, brochures, and direct mail at trade shows and other events to generate attention and interest in your local event. You can also use word of mouth to get referrals and referrals from existing customers, partners, and employees. Encourage them to spread the word about your event by offering discounts, rewards, or recognition.

Track and Nurture Leads
Promoting your event doesn’t end when the event is over. To turn prospects into customers, advocates, or repeat attendees, you need to follow up and nurture them. You can then send your attendees thank you notes, surveys, feedback requests, overview videos and slides. You can also provide them with valuable content, offers, and ways to stay in touch with you, your speakers and partners. You can also use analytics and CRM tools to measure results, identify your best leads, and tailor your communications and offers to their needs and interests.

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