Leveraging Automated Marketing

10 May 2016

Leveraging Automated Marketing

Sponsoring an event provides your company with an excellent opportunity to leverage marketing automation to grow your customer base and improve lines of communication with your consumers. Streamline your marketing efforts by using that initial contact with your customer to also provide them with a steady stream of information about your brand. Sponsorships, company booths, or even simply the cost of attendance represents a significant investment and a great chance to maximize that investment.

Create a Specialized Landing Page

Attendees have little time during events to volunteer their information and even less desire to spend that time filling out forms. Create a specialized landing page to collect that information and hand out printed material with a web address or QR code. Your customers can then follow up at their leisure and still interact with your brand.

Target Your Audience by Market Segment

Events attract a fairly specialized segment of your target market. Take the opportunity to create focused advertising that reaches this particular portion of your consumer base with material that appeals to them specifically. It’s a great chance to gain valuable insight about the behavior of your market when it comes to interacting with your brand. See better participation in future events by reaching out to consumers who are already interested.

Measure Your Returns in Real Time

With your target market receiving specially created advertising, you get the chance to measure your return on investment by monitoring responses in real time. Because you already know where and how your advertisement reached its audience, you can automate the reception of the response to measure the impact of your efforts. You can track which portions of your ad generated the most response, average time between receipt and response, and gain valuable demographic information.

Follow Up With Your Market

Your marketing continues to function long after an event has ended. Following up with your consumer base is crucial to building the relationships that both increase conversion and organically grow your market. Automating this communication allows you to send additional targeted ads and specialized invitations to the consumers that are most likely to respond.

This is where the opportunity to automate your marketing really shines; your new customers want to hear from you. Follow up by giving them the chance to interact with your brand. Stay in contact by sending them email, including them in further events, and creating new opportunities to participate in your brand. Your market wants to hear from you; leverage your automated systems to stay in touch and grow that relationship.

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