So, you made it through the big industry trade show. Those events can be utterly exhausting, and you may not have accomplished everything you wanted to, but you made a ton of great connections. What is your next step? It is time to follow up on those links and make your magic happen. What you must do is write a follow-up email. We’ve put together some simple tips to help you write the perfect email to cast your business in the best light possible.
Don’t give your connections time to forget who you are or to meet their needs with another provider. As the old saying goes: “strike while the iron is hot.” Acting quickly is an easy way to make sure that your email makes a big impact.
Get to know your leads and customize the email. You are more likely to make a good impression with your email if you personalize it. Can you send it directly to the decision maker or address the pain points of the organization? If so, you are on your way to making a positive impact.
Think Beyond a Single Email
Chances are, many companies will be contacting your new connection after the trade show. A single email may get lost in the shuffle. A drip campaign or a lead nurturing campaign may be better suited to this job and allow you to build a relationship with the potential customer.
Put Effort Into the Subject Line
If you want to make sure your email messages are read and not just tossed into the digital trash bin, crafting a good subject line is key. There are many things you can do that will increase your readability. Check out some of the great information published on the topic by Hubspot, for starters. In the meantime, think about utilizing the client’s name in the subject line as a good way to make the initial connection.
Focus on Action
Instead of sending an email that reads like an advertisement for your company, send an email that focuses on actions that a company can take that benefits that firm. If those actions happen to involve your company, great! However, you want to make sure the message is phrased in such a way that it appears to be advice—not advertising.
Instead of a boring black and white email, think about adding photos, video, and other media elements. Even better, if you can add imagery that reminds the client of the connections made at the trade show, you will put yourself in an even better position—because you will be remembered and can build on that existing relationship.
It is important to bear in mind that after a major trade show that many prospects will be overwhelmed with correspondence. The large amount of mail generated after an event means that you must do something to differentiate yourself from the others. If you can do that, you will be more likely to earn a positive return on your trade show marketing investment.
One of the best ways to differentiate yourself is to take your customer’s opinions into mind. If you use a trade show lead capture app, you have the opportunity to collect more than just an email address.
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