Engaging With Customers: 3 Steps For Following Up
April 22, 2016
Preparing for a trade show is hard work. Between finding session speakers, designing your booth display, and assembling staff members, there’s bound to be a few sleepless nights. Once the trade show is over, though, you can sigh with relief and collapse into bed. Right? Well, maybe for a night. (You certainly need your rest!) But after a brief recess, you better head to the office and start following up with your customers ASAP. If you don’t, it could cost you.
Here are three steps to take the week following your trade show:
- Import and assign your leads. Trade show leads are added to your marketing automation system either through landing pages or through a scanner. No matter how you do it, get all of the information into your system. Assign the leads to your sales representatives. A prospective client who talked to one of your sales representatives should be assigned to that same rep, so they can continue building that relationship.
- Send a follow-up email or start a drip campaign. You don’t want to appear too pushy, so don’t send an email the same night of the trade show. But don’t wait too long either. A prompt follow-up gives you a better chance at making a sale. Start with an introductory email saying how great it was to meet the client, and add some takeaways and reflections from the trade show. Short and sweet. From there you can “drip” relevant content into their inbox — blog posts, case studies, etc. Don’t overdo it, of course — just enough to keep your business at the top of their mind!
- Use social media. Take advantage of all the modes of social media to connect with prospects — Facebook, Twitter, Pinterest, and Google+. Even if a person isn’t interested in becoming a customer, they might jump on board later down the road if you stay in contact with them.
Remember: it’s about building relationships. No one likes to feel like they’re being sold to. When you believe in your product and genuinely care about your customers, the rest comes naturally.
Want to invest more of your energy in building your brand and planning your follow-up campaign? We recommend teaming up with a trade show logistics company to make the load a little easier to bear. Call Legacy Logistics at 484.637.9333, or fill out our contact form. We’re here if you need us!