Retargeting leads met at a conference is a great way to continue the conversation and drive conversions.
Here's an outline of a Facebook ad strategy you can steal and use for your next conference. Use this strategy for re-engaging leads who have expressed interest in your brand.
4 Step Process For Retargeting Conference Leads
First, collect emails for everyone you see at the conference if you can get the phone number this is a bonus.
Generally, the more information you have for Facebook the better they will be at retargeting customers
Second, as soon as you get back from the conference you will need to take one of two actions.
A.) Upload all business card leads to your CRM
B.) You collected all these leads digitally. In this case, you made your job a lot easier.
Third, within a day or two of attending the conference email or send an SMS to your leads.
If they do no respond within the first day or two. Then proceed to launch your Facebook retargeting ad.
Finally, if you do not see any follow-up from your leads.
Run a Facebook ad that offers a free download.
How To: Retargeting Event Leads
With this funnel, we are using three key retargeting strategies.
Email - With email, we are trying to reach the customer effectively at a low cost. This is why we wait a day at the most two to start Facebook ads.
Facebook Retargeting Ad - The goal of the Facebook retargeting ad is to educate the customer about your product and drive them to purchase.
Free Facebook Download - This is a great way to get the attention of customers who have never heard of your brand before. Offer something valuable in exchange for their contact information so you can continue marketing to them.
Three Ways To Maximize The Success Of Your Retargeting For Conference Leads
1. Clear CTA - Even if you had a great conversation at the conference make sure your ad has a clear call to action and copy that reminds the lead of your business and tells them the next step.
2. Highlights - What were the highlight of the conference? Was there an unforgettable moment? Consider using this in your copy to re-engage your leads.
3. Be Relevant - If you see a high frequency for your conference leads move them on to your Facebook download ad or general remarketing if they are not taking you up that offer.
Finally, as with any Facebook ad campaign, it's important to test and optimize your ads to ensure they're driving results.
Test different ad creative and ad formats to see what works best for your audience.
Use Facebook's ad performance metrics to measure the success of your campaigns and make data-driven decisions on where to allocate your ad spend.
By following this Facebook ad strategy, you can effectively retarget leads met at a conference and drive conversions for your business.
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