As a B2B marketer, driving attendance to online events like webinars and offline events like trade shows and conferences is a huge objective.

Keeping your job, growing your budget, and expanding the relevancy of your marketing team hinges on your ability to generate leads and high quality booth traffic.
You already know that the importance of having a strong one two punch with your website and email marketing program. Both of those digital activities can produce great results when done correctly. But those two aren’t enough for you, b/c everyone is doing them.
You are looking for something new, that will produce great results and drive traffic to webinars, and is an opportunity to get in front of the crowd and separate yourself from your competition.
Social Advertising
Social ads work by taking your company social posts, and placing them in the newsfeed of your target audience. You pay for that service based on the number of times that ad is seen or clicked on.
The 3 keys to success with social ads are targeting the right audience who will want and click on your content, and to avoid the audience that won’t click on it.
The next is to deliver content, like a video or blog article, that compels people to take action, either by watching the video or clicking on the article.
The last key is to tailor your audience and your content to the platform you are running the ad. People behave differently with Facebook sponsored posts, compared to promoted Tweets.
Social ads are effective b/c you only pay for the audience you want, can limit your budget, and can make changes to your audience targeting, content, and budget as you go along so you refine your campaigns based on performance.
The biggest drawback to social ads is that you can hurt your chances with prospects if you deliver to the wrong audience, or serve them content they don’t want or respond to.
Retargeting Ads
Have you ever used Google search to find shoes or watches. And then later on the websites that you looked at showed you ads for different shoes or watches that you might’ve been interested in. These are retargeting ads
They work by tracking your search use through Google or website activity on your website. When it comes to your website A small digital cookie is placed on that person while browsing your website.
When it comes to search retargeting Google enables you to show an ad to people who searched for terms relevant to your business. If you sell supply chain management software, you can show a display ad to people who have searched for “Supply chain management software” over the next month or longer.
The biggest reason these retargeting ads will be effective for you at driving traffic to your webinars our booth is that they filter your audience to people that have self identified themselves as being important and any relevant to your business.
The other reason retargeting ads are so effective is because of their financial benefits. You only pay when the ads are clicked on not when their seen. So this is a very effective way to build brand recognition because you are getting free advertisement for people that don’t click, but will still see you’re ad.
The biggest drawback with retargeting ads is that it takes longer to accumulate an audience big enough to then serve ads back to them. That should not be considered something you would do in a matter of days or even a few short weeks but rather something you look to do more long-term over many weeks or maybe months.
Advocacy tools
Social advocacy tools are the newest way to driving traffic or attendance to your events, both online and off-line. They empower your customers and your employees to become online ambassadors for your company using the social content you create.
These advocacy tools work by having one platform where a company posts social information that out and fed to employees or customers via who decide whether they want that shared on their social accounts. When they do, the content is already written for them so they just need to click a button and the content posts automatically to their account.
These are very effective because they exponentially grow the number of people out there sharing and seeing your content. This is especially true when you have your customers involved. Having your customer share your important social information adds credibility to what you’re saying and selling.
The biggest challenge with implementing these advocacy tools is the training and adoption time needed by both your employees and your customers. It takes a while to put these tools in place, to train people on how to use them and to continually encourage and motivate them to use the system on a regular basis.
If you are interested in learning more about these advocacy tools I recommend you check out a post by Chris Beaudreaux. Who has researched dozens of these tools and has great info on how to select one. Check the show notes on this video for that link. I’ve use PostBeyond and SocialChorus, and if you’d like to know more about each, contact me.
I hope you found these new tools to be helpful to you in growing your business generating leads for your online and off-line events.


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