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The Last Thing Anybody Needs is Another Boring Virtual Event

The Last Thing Anybody Needs is Another Boring Virtual Event

This September of 2020, about 6 months into the COVID-19 pandemic, we here at Lead Liaison noticed an interesting comment on LinkedIn from Katherine M. describing the 3 factors that entice her into engaging with a virtual event:

“For me it’s either

1) I learn something EXTREMELY valuable;
2) I get to connect with awesome people; or,
3) it’s super fun and/or entertaining”

We agree 100%!

Virtual events absolutely demand one of these 3 elements (and preferably all 3!) to avoid coming across as flat, boring, useless agents of overhype.

 

Let’s start with #1 – Educating and bringing extreme value to your audience

First and foremost, you must understand the wants and needs of your audience going into the event. Pre-event polling regarding potential topics on a scale of 1 to 10 will help your team to evaluate and further facilitate the presentations that will help bring in more attendees and keep them involved over the course of your online event.

Be sure to make the best use of imagery! Look to create fascinating and quick informational videos with colorful images, interactive elements and photography that commands attention.

Keep educational portions concise. Provide links to additional resources on your company site if your participants would like to learn more. The last thing you want to do is have your event drone on like a requirement that attendees must sit through in order to benefit, because trust us – home distractions, email inboxes waiting to be cleaned, and a treasure trove of other online diversions are readily available and waiting to steal your thunder.

Think strategically about how your team can interject sales initiatives, sponsors, and other business strategies along with vital education that will help your virtual event attendees find value in the time they invest.

Moving along to #2 – Helping produce authentic connections with inspiring like-minded people

Your event must allow time for participants to network and create friendships and new connections. Live chats and Q&A’s in sessions are wonderful, but encourage your team to think deeper about how they can help facilitate introductions and lasting relationships between audience members.

Breakout rooms, well thought out roundtables with attendees who are pre-determined to benefit each other from dedicated discussions, and ease of use connecting via social media during the event can add a next-level feel to your virtual event.

There is even software that provides online cocktail happy hours designed to allow for 5 minute discussions (much like speed dating). Use the premise of connecting with others over a drink as a tool to keep people at your event engaged and curious about what’s coming next. The opportunity to unwind, connect and discuss hot topics after a full day of learning together is a welcome conclusion.

Finally, and perhaps most important, we arrive at #3 – Bring the fun and entertainment!

We’re all living through unprecedented times that few have previously encountered. The wide spread use of masks, physical distancing and navigating a climate of ever changing politics and science has instilled an elevated desire for fun, captivating and thrilling experiences.

Gamify your event with classic trade show games such as Spin to Win (similar to Wheel of Fortune), Pick a Winner (akin to drawing a business card from a bowl), or online Scratch-Offs. Set probabilities of winning and automate gift cards to be emailed to the winners.

Perhaps your team is more interested in hosting a casino night with marketing gamification fun including Blackjack, Slot Machines or Roulette with real-time leaderboards. Competition amongst attendees promotes participation and guarantees engagement!

Think about the event from an attendee’s perspective. If your team was taking part in the virtual event instead of running it, what would THEY want to include to make the experience appealing and enjoyable throughout the course of the sessions?

The stellar news is that by integrating game dynamics before, during and after your event, you can assist in converting passive attendees into ENGAGED participants.

Lead Liaison’s gamification features are self-service and integration is inexpensive, simple and most importantly – FUN!

Don’t hesitate to reach out with ideas on how we can help liven up your next event!

keeping email campaigns clean

The advantages of targeted emails, personalization, and list cleaning!

The advantages of targeted emails, personalization and list cleaning

“One thing I often see companies doing is emailing to the same list, day after day, week after week without any idea if the emails are being looked at or giving the ROI they desire.”- Mike Pauer


If you’ve had an email address for any amount of time, and used it to sign up for accounts, I’m sure you will have seen the same emails you never open mentioning a flash sale or special offer for the hundredth time.

When you send out the right email, to the right person, it should feel more personal like it’s coming from a friend, rather than a mass marketing message trying to sell something.

Use personalization in the email and segment your list towards who is most likely to be interested.

An email subject that mentions the person by name and how it relates to their interests has a much higher chance of being opened or clicked. 

As a personal example from my own inbox: within the last few days I received emails with the subjects, “Massive 8×10 Live auction tonight!”, “Flash Sale—up to 60% off bedding, bath and more” and “Spark some happiness in your home from $4!” all of which just immediately went into the trash because I had no real interest.

On the other hand, email’s with the subjects “Michael, open this e-mail to load your offers!”, “Great escapes close to Toronto” and “Extra Discount on A Deal You Viewed” were all opened. Why? Because they were personalized for me and sparked my interest. The more interest the recipient has, the more chance they will open, read, and click the email.

When crafting your email, the other thing to keep in mind is the pre-header. It can be just as important as the subject. A brief description of just what’s inside the email and why it’s important to the recipient can go a long way towards increasing your opens.

Something to consider when bulk sending: How clean is the list you’re sending to?

Have you been sending to the same list of people for 5 years without any statistics on engagement? This can lead to very poor open rates, or even to having a spam trap in a worst case scenario. When it comes to list maintenance, the best practice is to always remove anyone that bounces, and consider pruning anyone that has not opened or clicked the email for a period of time. 

What if you are concerned about cutting prospective clients?

Run a campaign directly to them! Segment the list to those who have never opened an email in the past year, then send a campaign asking if they still want to receive emails, or offer a special discount. If you go with the first option then as people confirm they do still want your emails you can move them back into the main sending list. With the second option, you can see which email addresses are alive, and may still be interested in your product or services. Overall you are reducing the number of emails you send out, helping to increase your list quality and sender reputation.

Defining Lifecycle Stages

Qualifying Leads by Lifecycle Stage

Qualifying Leads by Lifecycle Stage

 

Defining Marketing Qualified Lead, or MQL, can be a slippery process because companies, departments and individuals can have very different viewpoints as to what really makes a prospect and MQL.

At Lead Liaison, we let Marketing and Sales define the stages together, so everyone owns and clearly understands what is taking place inside the sales funnel. Here’s how we’ve defined lifecycle stages, including MQL and SQL. We hope this is a helpful resource for your company as well:

Lifecycle Stage Definitions

People progress through Lifecycle Stages at Lead Liaison as we sell and market to them. Lifecycle Stages represent the different phases of a person as they evolve from a lead to a Prospect and ultimately into a customer.Our CRM, called OneFocus, tracks and reports on people in their Lifecycle Stage. Marketers can pull reports on the three Vs of marketing, the Velocity (how quickly people move into and out of stages), Viscosity (where people are getting stuck), and Volume (how many leads they have) of their leads. Depending on the stage, statuses change automatically, manually, or by customized business rules defined in the system. A critical function of Lifecycle Stages is that a person can never go backwards in their lifecycle. They only move forward. Lifecycle Stages are:

Suspect > Engaged > Marketing Qualified > Sales Qualified > Opportunity > Customer > Evangelist > Disqualified > Other

Suspect

Behavior: Automatically updated

When a new person is loaded into the system who we have never interacted with they become a Suspect. A Suspect has no idea who we are either. This is the first status for any net-new person in the system. This status is set automatically. 

Engaged

Behavior: Automatically updated

This status is set automatically. Prospects move from Suspect to Engaged whenever they generate inbound activity with us. For example, clicking through on a link in an email campaign, visiting a website, submitting a form, playing a game, etc. 

Marketing Qualified Lead (MQL)

Behavior: Updated by automated rules.

Prospects will be considered a MQL when any of the following happens:

  1. Prospect completes a form, or sends correspondence indicating interest in Lead Liaison solution(s) AND has submitted contact information pursuant to. This includes phone and/or email.
  2. Phone / Email Validity: Can be verified as a phone number or email where the prospect can be reached. Email should contain the company URL (no personal email domains), and if not, then verified by a response from the prospect which indicates ongoing interest in Lead Liaison solution(s).
  3. Prospect indicates current or future interest in doing business with Lead Liaison.
  4. Prospect can be considered a new MQL every 12 months. In other words, if the Prospect indicated interest in 2019, but fell off, and expressed renewed interest after 12 months, then the MQL will be counted as a new MQL.
  5. Prospect completes a process or form to receive a downloadable asset from a Lead Liaison website, landing page, social media platform or the like.
  6. Prospect replies to an outbound email campaign indicating interest.
  7. Prospect replies to an outbound social media communication indicating interest, and provides contact information pursuant to follow-up communications regarding Lead Liaison solution(s).
  8. Inbound Prospect reaches out to Lead Liaison via a website form inquiry, lead capture form inquiry of any kind in any Lead Liaison lead management platform.

Sales Qualified Lead (SQL)

Behavior: Manually updated

Sales Managers have 10 calendar days to disposition a lead from MQL status before an alert is sent out to management, marketing, and the Sales Manager. The Sales Manager has three choices when dispositioning a lead:

  • Move to SQL
  • Move to Disqualified
  • Keep as MQL

Prospects will be considered an SQL using the following criteria:

  1. Prospect’s company has budgeted for our Services,
  2. Prospect has authority (or is closely connected to someone with authority AND awareness of the project) to purchase our Services,
  3. Prospect has a need to purchase our Services,
  4. Prospect has a clear timeline for purchasing our Services within six (6) months from becoming a MQL.

Opportunity

Behavior: Automatically updated

When a Prospect is associated with a Deal (Opportunity) then the system will automatically move their Lifecycle Stage to Opportunity. 

Customer

Behavior: Automatically updated

 

When a Prospect is associated with a Deal (Opportunity) and the Deal moves to Closed-Won then the system will automatically move their Lifecycle Stage to Customer. 

Evangelist / Disqualified

Behavior: Manually updated

Move Prospects to this status as you see fit. 

Other

Behavior: Manually updated

The Other Lifecycle Stage can contain any statuses you wish. We use Former Customer under Other to better track who our former clients are.

 

For additional information about Lead Liaison solutions, visit https://leadliaison.com or complete a demo request for a personalized walkthrough.

5 Lead Capture Apps You Need To Know About

Lead Capture Applications* Updated on January 13, 2020

As a business owner you should be well aware about leads and how to generate them as well. Such knowledge comes with selecting the most suitable applications to serve this purpose. The following is a list of apps that you can make use of when capturing leads.

1. Captello

With Captello, you can easily capture leads with any device and record voice notes about your conversation on the fly (notes quickly get transcribed for you while you focus on building connections), then communicate seamlessly and automatically with handwritten letters and postcards, text messages and emails, all before you leave the exhibit floor.

Workflow automation and tools like customizable forms and branding make Captello a game changer in the lead capture software market and help exhibitors become first movers on warm leads, which makes all the difference!

Captello also includes powerful new gamifications called Activations, which help attract new booth traffic and engage visitors in new and captivating ways, all while capturing quality leads!

2. On Spot Social

This is a great iPad app that captures leads in the field. It is also very suitable for individuals who are not tech-savvy as a result of its interface which is very user friendly. On Spot Social also works whether you are online or offline. Therefore, you can still attend an event as you capture your leads then upload them to your database as soon as you go online.

3. GoCapture!™

Lead Liaison’s GoCapture!™ is a fully integrated event lead capture solution for B2B companies. What makes GoCapture!™ different can be summed up in two words: unlimited and comprehensive. GoCapture!™ offers unlimited front end users with unlimited devices, unlimited back end users, and unlimited forms. It’s completely customizable, so you can tailor it to fit your specific business needs. And, it is backed by a powerful back-end system, providing a fully-integrated end-to-end solution with all leading CRM and marketing automation platforms.

4. Validar Universal Lead Capture

This app can be personalized to be used at whichever event you attend and works with various hardware such as magnetic stripes, barcodes among others. According to the questions answered by leads, this app can assign scores to your leads. It is a very simple application whose major strength is its customization properties. Another fascinating aspect about it is that it alerts you when the perfectly lead is in the vicinity.

5. QuickTapSurvey

QuickTapSurvey is another application that allows you to capture leads without necessarily being online. It can be utilized as a kiosk and is also very easy to set up.

The app allows you to:

  • Customize your design by choosing from a variety of templates, themes, logos and background pictures
  • Capture unlimited leads with full contact details
  • Capture leads using a customized contest entry or prize giveaway splash screen
  • Encrypt data and keep it safely on your iPad or Android tablets
  • Use more than 15 qualification questions to qualify your leads
  • Use integrations or API to send lead data to your CRM

Those are just some of the lead capture apps you can opt to use when you attend an event. Before you settle for one, make sure that the app satisfies all your needs and works in line with your business objectives.

Perfecting Event Follow Up

What are the best methods of post-event follow up?

  • Email correspondence as soon as possible after collecting the lead.
  • Handwritten letters or cards with additional information about your products / services.
  • Telephone follow-up no within one week after the event.

Following a simple process will help you connect with far more of your leads.

Step 1: Get Serious About Lead Retrieval

You will ideally be using a full featured event lead capture solution. As part of a customized automated process, Captello Lead Retrieval App enables you to capture leads with any mobile device and follow up with prospects immediately and automatically with personalized email. Ideally, the prospect walks away from an amazing conversation at your exhibit, then checks their phone, where they will discover your email or SMS message.

Step 2: Add a Personal Touch

Handwritten letters and notes are a great touch that everyone appreciates. Going old school in this way communicates that you spent time considering this prospect and their needs. Including a brochure or collateral that you discussed at the booth reminds them about how your product or service provides a solution to their felt needs.

Writing handwritten letters at scale is not something most marketing teams/salespeople have the time to do, so Captello provides this service as a value add feature to their flexible suite of solutions.

Step 3: Phone Follow Up

After an email and a personal handwritten letter from you, most prospects are familiar enough with your to take your phone call. Make sure they don’t slip through the cracks by adding a call task within your CRM.

Captello’s native integration with all major CRM and Marketing Automation platforms makes it easy to integrate with your CRM and create a task or sequence of tasks and that work for you. Imagine the possibilities if every lead from every trade show was part of an intentional and full-proof follow-up plan with emails, call tasks and handwritten letters or postcards!

So much planning goes into the execution of an event, but follow-up is the most important. Make it the most effective part of the process with powerful and intuitive lead capture software and automated workflow.

Enhancement Round-Up Q3 2019

In this release we’re pleased to introduce many exciting enhancements to GoExhibit!, Lead Liaison’s Event Lead Management solution. These updates include an all-new visual Events interface, new organization options, searching/filtering submissions in the app, new analytics, and better overall user experience for both end users and administrators.

As always, please feel free to contact your Lead Liaison Representative with any questions about the enhancements below. Not yet a client? Schedule a demo here!

Important: To take advantage of the new mobile app features, you must upgrade to the newest version of GoCapture!™ from the Apple App Store or Google Play Store. There is no need to uninstall and reinstall; simply update the app in the appropriate store.

 


Form Styling

Customize your event lead capture experience like never before!

With the release of Version 3.0, you can change font colors and add cover images. Combined with our existing Custom Content features, you can create a form branded perfectly for your organization.

Learn more about form styling here.


Screensavers

Kiosk forms get an all new feature in this release: screensavers.

From displaying images to cycling through promotions, screensavers grab attention and increase engagement.


Sections

For longer forms, sections are a game changer.

Sections group fields together, making it easier for end users to navigate your form.

You can use sections to make whole groups of fields appear or disappear based on the same visibility rule.


Search and Filter

Forget scrolling past hundreds of leads just to add notes.

With Version 3.0, you can search and filter submissions to find exactly who you are looking for.


Retrieve Authentication Code

How many times have you had an end user wait until five minutes before a show to say they didn’t open the invitation email? Administrators can now retrieve authentication codes from the Device menu. No need to contact support or resend the invite!

Question Stats

View aggregate statistics of your survey responses. See how many people prefer Product A to Product B, or find out how many customers prefer live demos to marketing collateral.

Plus these other great enhancements:
  • Pause/resume audio support for audio recording
  • Multi-column separator support for tablets
  • Camera rotation to use front camera during capture
  • Bulk Invites
  • Scheduled follow up actions
  • General sync enhancements.

Need help?
Our Support Staff is available 24/7. We’re eager to help, so please reach out by creating a support ticket here, by emailing support@leadliaison.com, or by clicking the Help icon on the top right of Lead Liaison and then clicking the Open Support Ticket button. 

Interested in the solutions you see here?

If you are already a Lead Liaison customer, contact your Account Manager with any questions and we’ll be happy to assist.

3 Reasons Why You Should Think Twice Before Renting a Trade Show’s Lead Retrieval System

If you’re new to exhibiting and unfamiliar with the different lead retrieval solutions out on the market today, you might be tempted just to rent the system provided by the trade show instead of purchasing your own. 

While that may seem like the simplest and most convenient way to go, you might not realize how this path of least resistance could end up negatively impacting your ability to capture quality leads – and your bottom line. 

Let’s examine some of the pitfalls of renting a show-provided lead retrieval system and why purchasing an independent solution is your best bet.

1. A One-Size-Fits-All Lead Retrieval System

These days, show-provided lead capture systems come in the form of a badge scanner or a mobile app, with more and more shows leaning toward the latter.

(Want to learn more about the pros and cons of badge systems versus mobile apps? Click here!)

Since these systems are used by multiple exhibitors at a time, they’re typically one-size-fits-all solutions that don’t allow for much, if any, customization. Instead of being able to provide attendees with strategic, targeted questions that are specific to what your company needs, you’ll only be able to access basic attendee information, such as name, email address and job title.

However, when you purchase your own lead management solution, such as Lead Liaison’s GoExhibit!, you’ll have the freedom to customize lead capture forms and take advantage of a myriad of features to enhance the overall booth experience and convert leads into sales. These include business card transcription, audio notes, and voice-to-text transcription, smart qualifiers, the ability to immediately share documents mid-conversation or in follow-up, and design personalized back-end campaigns, just to name a few. 

In essence, you’re creating a customized and repeatable process that you can execute from trade show to trade show. Try accomplishing that with a generic lead system!

2. Not As Cheap as You’d Think

So maybe you’re thinking, “Okay, so maybe the show’s system isn’t perfect, but it’s got to be cheaper than buying an independent solution, right?” While on the surface this may seem true, keep in mind that the costs of renting the show-provided system can sneak up on you if you’re not careful. It comes down to simple math.

For example, obtaining a user license for a show-provided mobile app costs can cost, on average, around $390 per user according to our research. But, if you’re like most exhibiting companies, you’ll have a team of sales representatives at the show who will each need access to their own badge scanner. That will either cause your lead capture rental costs to skyrocket from a few hundred to several thousand dollars – for just one show – or your reps will end up sharing scanners. This could not only result in lost leads but also potential business opportunities. And how do you put a cost on that?

Even if the trade show is using a lead retrieval app, they’re still not as cost-effective as owning one because you’re being charged on a per-use basis, again with little customization capabilities. 

Look for an independent lead capture solution that doesn’t charge per user. That way, regardless of the show size, you’ll never be limited to how many booth representatives can collect leads at one time. Sure, the cost of ownership will look like a lot initially, but when you do the math, you’ll find that you’ll still save money overall with a lower total cost of ownership. Use this Trade Show ROI Calculator to get an estimate based on your company’s event participation data. 

3. An Inconsistent Lead Retrieval Experience

Another problem with renting, especially if you’re exhibiting at multiple shows throughout the year, is the lack of consistency between the systems and the challenges that can pose for your sales teams. For example, Show A may offer a mobile app, then at Show B, a badge scanner with a different lead retrieval company, and then at Show C, another mobile app from a different supplier. 

Besides being confusing for you and your staff, it’s also frustrating to have to retrain your booth representatives every time they encounter another system they haven’t used before. This is the hidden reality that comes with renting a system: wasting time (and ultimately, money) training employees when they could be focused on gathering quality leads.

When you use your own lead capture system, you’ll enjoy a much more efficient and consistent experience for both you and your staff, who can learn to use one common interface to its maximum potential. Your sales reps will be able to ask the right questions and collect the most accurate information, providing your marketing department with everything they need to follow-up properly. 

While you will have to pay for access to the show’s Developer’s Kit or API (Application Programming Interface) when using an independent lead capture system, this will be your only tie to the show-appointed lead retrieval company. That’s why working with a provider such as Lead Liaison that supports this part of the process is key. Once API access is granted, you’ll be free to use as many tablets and smartphones for scanning and collecting leads as you wish!

While purchasing a lead solution may seem like a big investment on the front end, it actually ends up saving you money in the long-term, especially if your company exhibits at multiple events throughout the year. Factor in the cost per event for renting versus owning, times that amount by the number of trade shows you exhibit in, and you’ll see that once you get down to the nitty-gritty of dollars and cents, owning is actually the most cost-effective option.

Food for Thought…

Studies have shown that approximately 35-50 percent of people tend to do business with the company that responds to them first. If you’re one of several exhibitors offering similar solutions, how quickly you follow-up on a hot lead can mean the difference between landing a new customer or being left in the dust by your competitors. 

Trade shows are highly competitive environments. Why would you choose a generic lead retrieval system that could drag out your response time and reduce your odds of success? Find an independent lead capture solution that syncs with your existing technology within seconds, or that supports instant, automated follow-up within its own platform. 

Harness the power of cutting-edge lead capture technology to your advantage and maximize your trade show return on investment (ROI) by investing in a lead capture and management system designed to help you achieve your primary objective: turning hot leads into big, fat sales!

Here’s Why You Should Consider Text Message Marketing in Your Post-Show Follow-Up

Thinking about how you will manage your post-show follow-up, after a trade show or other marketing event, is a critical step in finding success with event marketing.

There are several methods of communication that you’ll probably consider using in your follow-up, but have you considered text messages?

Text Message Marketing in Post-Show Follow-Up

You want an omnichannel approach before, during, and after the trade show. In addition to email marketing, you want to harness the power of social media. You should consider the often-overlooked channel of direct mail marketing. And here’s a channel you might not have thought about—text message/SMS marketing.

Used wisely as part of your well-provisioned “marketing toolbox”, before and during the event, and as part of your post-show follow-up, text message marketing can help you reap major dividends.

Before your trade show, text/SMS marketing can help you build name recognition for your brand, not to mention the kind of curiosity and anticipation that guarantees attendees will gladly go the extra mile at the show to seek you out and discover more about what you can do for them.

When you are at a trade show, you can use text messages to notify attendees of agenda items you do not want them to miss, like an after-hours party you are hosting, or an intriguing product demo that will answer many of their questions and lead them to eagerly engage with you and go further into your pipeline. You could also send a text blast to announce a drawing or fun contest you are hosting.

How About After The Trade Show?

After an event, life for them, and you, is hectic. You are back at work. You are trying to get back into a normal routine. So are the leads you met at the trade show. At this point, you are at a marketing “fork in the road”. They have a lot on their minds and their plates. They could get distracted and easily forget about you. You could get complacent and forget to follow up with them.

This scenario happens a lot. Many marketing and sales teams struggle with post-show follow-up; their lead generation and nurturing efforts fizzle out. Please don’t let that be the case for you and your team. You have put in too much time, effort and financial investment to not enjoy a substantial return.

You captured the leads. You and your staff met many of them face-to-face. It’s critical that you now build Top of Mind Awareness (TOMA) and nurture them with an omnichannel post-event follow-up campaign. Text message marketing can help you.

A Huge Benefit Of Text Message Marketing!

With almost any marketing initiative or channel, you face a big challenge: it’s difficult to grab and keep your audience’s attention. It can be a major uphill battle to get your busy, distracted leads to stop what they are feverishly doing, focus their limited attention on your message, open and read it.

Text message marketing helps you overcome this challenge. Think about it. When they receive a text, almost everyone stops what they are doing, opens it up and reads it immediately. I do this. Chances are you do too. The engagement rate with text messages is off the charts. The open rate for SMS marketing messages is huge – as much as 82%!

What other marketing channel has that kind of open rate? As effective as they are, certainly not email or direct mail.

Bottom line: your post-trade show text message is very likely to get opened. And if it gets opened, it’s likely to get read. And if it gets read, assuming you wrote it well (more on this in a moment), it’s likely to help your post-show follow-up by leading to a conversion where the reader takes the step you want them to take.

Text Message Marketing Use Cases. The Sky Is The Limit!

There are a multitude of potential use cases for text message marketing. You can notify your subscriber list of your latest blog article. You can send a Happy Birthday greeting. You sales team can send reminders of upcoming scheduled phone calls…

You are limited only by your imagination!

To show you that we “practice what we preach”, here is an example of how Lead Liaison recently harnessed the power of text message marketing as part of our post-show follow-up. 

At a recent trade show, we asked our new leads if they were comfortable sharing their mobile phone numbers with us. 90% said “Yes”.

We told them to expect a text message that would include their Lead Liaison Representative’s contact information, so they could save it in their phones, in case they thought of more questions after our in-person conversation. 

On the backend, our post-show follow-up included a text message, personalized with the lead’s first name. That text was triggered within minutes of submitting our lead capture form, meaning that we were most definitely the first to follow up with them.

Avoid “Shiny Object” Syndrome

This is true for any marketing channel or tool, including text/SMS: don’t use it just because “it’s cool”, or “it’s popular and everyone else is using it”. Plan out your marketing strategy and objectives. Then plug in the tools to help you reach those objectives. There’s a great likelihood that text message marketing should be one of those tools; after a trade show, and in general, it can be a valuable part of your lead capture and nurturing efforts. 

A Couple Of Text Message Marketing Best Practices

Although a detailed explanation is beyond the scope of this article, it’s important that you follow all relevant laws and regulations related to text message marketing. Don’t spam anyone. Only market to those who have specifically given you permission to. And make it super-easy for them to opt-out of receiving your messages.

Even though your text message is likely to get opened, it won’t get the response you want unless you follow good copywriting and content marketing practices. So make your text personal. Use the word “you”. Make your message “conversational” and lively, not stiff, formal and “corporate”.

When they are reading your text, readers are wondering “What’s In It For Me?”
So tell them what’s in it for them. Tell them how they stand to gain by clicking the link in your message. Keep it brief, and build curiosity in your readers’ minds and hearts; use the text to “sell the click”, that is to persuade them to click through to a landing page or website where you can include a lot more copy and marketing content.

Do You Want To Win At Text Message Marketing? Lead Liaison Can Help You!

Are you beginning to see how text message marketing can boost your lead generation and nurturing results before, during and after your trade show? Do you want to take full advantage of this powerful marketing channel to help you gain more leads and sales from your next event?

Lead Liaison can help you. We offer text messaging automation through our drag-and-drop, cloud-based interface. So when you are looking to a text message marketing platform that is super simple to use, turn to us. We will help you create new possibilities and opportunities as you pursue success with trade show lead generation!