New marketing is not all about shouting or big information dumps. Gate attendee list behind e-mail opt-in to generate leads. Photo Credit: AdobeStock/master1305
Lead generation doesn’t have to be confined within traditional networks, and registration never really closes.
These are among the takeaways from an event social media marketing playbook by Boldpush, a B2B events consultant and content marketing business.
Look beyond the registration window
Even without full event details in place, marketers can start building momentum early by capturing interest.
“Even if registration is closed, you can capture intent,” the playbook notes. Waitlists, early-access sign-ups, expressions of interest or access to exclusive sales allow organisers to gauge demand and build an audience without asking for full commitment upfront.
It’s not all about conversion
Boldpush also cautions against expecting immediate sign-ups. Most attendees won’t commit after a single post, and for cold audiences, conversion can take upwards of 40 touchpoints.
In the early stages, marketing should focus on building perceived value, need and fear of missing out, rather than pushing for registration too soon.
Curiosity-based downloads as leads
Curiosity-piquing assets – such as exhibitor lists or confirmed attending companies – can be powerful lead generators. By gating this content behind an email opt-in, organisers can build high-intent sub-lists for future campaigns, instead of making such information freely available by default.
Sell outcomes, not sessions
Content marketing works best when it highlights what attendees will gain, rather than fancy session titles. Boldpush recommends focusing on skills, takeaways, networking outcomes and formats – and tailoring messages to different personas and tracks where possible.