In-person events present meaningful opportunities for generating leads and boosting revenue, but how can you maximize these opportunities and get the most out of your event? In the B2B landscape, where decision-making processes are complex and longer-term, digital marketing becomes an essential tool. It not only helps you reach a wider audience but also allows for targeted engagement, nurturing relationships through personalized content and data-driven insights. At Pepper Group, we help our clients leverage digital marketing tools before, during, and after events, which significantly expands reach and impact and ensures their business stands out and resonates with key decision-makers. Here’s a strategic guide to using digital marketing to enhance your event experience.

Pre-Event: Building Buzz and Driving Engagement

1. Email Marketing

Targeted email campaigns are an effective way to kick off your event promotion. By using a prospect list with details such as contact name, company and role, you can ensure your messages are highly relevant to your ideal attendees. Include clear calls-to-action (CTAs) for registration and offer value through sneak peeks of what attendees can expect, including workshops, exclusive items and networking opportunities.

Tip: Use automated email sequences to follow up with registrants, provide event updates and share additional resources.

2. Social Media Campaigns

Social media is a powerful tool for building anticipation and engaging your audience. Create a content calendar that includes:

  • Event Announcements: Share visually appealing posts highlighting the event date, location and key features to encourage your target audience to attend.
  • Countdowns: Build excitement with countdown posts leading up to the event.
  • Engagement: Use interactive features like polls, Q&As and videos to engage your audience.

Tip: Use event-specific hashtags and encourage your audience to use them in their posts.

3. Content Marketing

Publish blog posts, articles, podcasts and infographics that provide valuable insights related to your event’s theme. Leverage different media, too, like video, livestreaming and interactive images to reach and engage with your audience in new ways. This content can help position your company as an industry leader and drive traffic to your event registration page.

Tip: Consider partnering with industry influencers to reach a broader audience.

4. Paid Advertising

Invest in targeted ads on platforms like LinkedIn, Google Ads or Facebook to reach highly specific audiences. Use precise targeting options to ensure your ads are seen by decision-makers and professionals interested in your event’s topic.

Tip: Leverage retargeting ads to reach individuals who have visited your event page but haven’t yet registered.

At-Event: Enhancing Engagement and Gathering Insights

1. Social Media Coverage

Keep the buzz going with real-time updates on social media. Share live photos, videos and quotes from sessions to engage both attendees and those who couldn’t make it. Encourage attendees to post their own content using your event hashtag.

Tip: Set up livestreams or video snippets to extend your reach beyond the physical venue.

2. Location Based Targeting

Boost attendance and guide users to specific aspects of your event by pinpointing key geographic areas with high concentrations of your target audience. Use geo-targeted digital ads on platforms like Google Ads, LinkedIn and other social media platforms to customize messaging that highlights attractions, such as your booth, promotional items, product demos, particular sessions, food and drinks or contests. Leverage location-specific social media strategies and email campaigns to further promote these offers.

Tip: Leverage mobile push notifications to alert attendees about special offers or contests based on their proximity.

3. On-Site Digital Engagement

Incorporate digital touchpoints, such as interactive kiosks, digital signage or QR codes, for easy access to event materials and information. Use these tools to gather feedback through surveys or polls.

Tip: Use digital badges or check-ins to track attendee engagement and participation.

Post-Event: Measuring Impact and Nurturing Relationships

1. Follow-Up Emails

Send thank-you emails to attendees with highlights from the event, access to recorded sessions and additional resources. Include personalized messages and CTAs to keep the conversation going and encourage further engagement.

Tip: Segment your follow-up emails based on attendees’ interests and interactions during the event.

2. Social Media Recap

Share a post-event recap on social media, including key takeaways, success stories and photos or videos from the event. Tag attendees, speakers and sponsors to extend your reach and foster ongoing relationships.

Tip: Create a post-event report or infographic summarizing key metrics and achievements and share it across your digital channels.

3. Analytics and Feedback

Analyze the performance of your digital marketing efforts using tools like Google Analytics, social media insights and event platforms. Collect and review feedback from attendees to assess what worked well and identify areas for improvement.

Tip: Use this data to refine your strategies for future events and enhance overall engagement.

4. Retargeting

Leverage the content created during the event—such as recorded sessions, interviews and presentations—to drive ongoing engagement. Use retargeting ads to reach attendees who interacted with your event content but didn’t convert as expected.

Tip: Create case studies or success stories based on the event’s outcomes to further showcase your expertise and attract new leads.

Conclusion

Integrating digital marketing tools into your B2B event strategy can significantly enhance its impact and reach. By carefully planning your pre-event promotions, optimizing on-site engagement, and leveraging post-event follow-ups, you can create a cohesive and compelling experience that resonates with your audience and drives lasting results.

If you need assistance in embracing these digital strategies to elevate your in-person events and achieve greater success in your B2B marketing efforts, contact Pepper Group, your dedicated B2B marketing agency. We’re here to help!