Building on the success of the 2016 event and the Social Media foundation we’ve built for the Trade Show, we decided on a strategy that would mix all the Social media and digital channels at our disposal as well as effective analytics and measurement tools:
It’s important to note that we were working with the same budget as 2016.
Our Strategy worked and we were able to increase the key metrics across the board. Social media driven registrations were up 77.74% from 2016 with a Cost-Per-Lead (Defined as a Registration) of £27.24. This was down from our CPL of £46.51 for the 2016 event.
A LinkedIn Group, grown and positioned around the event’s target market is usually the foundation of our Social Media Event Marketing strategy.
Our approach to this Trade Show was no different, and the LinkedIn Group’s content strategy was based on an adapted 4:1:1 principle.
Most of the content would seek to educate, inform and add value around industry related topics in the form of discussion posts.
Bi-weekly posts would champion the benefits and highlights of attending the Trade Show and the Weekly Announcements (Sent straight to Group Members’ Email Inboxes) would remind and ask Group Members to register for the event.
For Paid Facebook Advertising we took a mixed approach with various ad formats, including Video, Image and Carousels – each mapped to the different stages of the buyer’s funnel:
The Trade Show’s Registration form was very long, with 8 pages of data to complete. We trialled Facebook’s Lead Generation Ads to a Lookalike Audience to see if we could generate Registrations that were otherwise put off by the long registration process on the registration site. The Lead Gen Ads proved a great success, generating 32 Leads in three days. Of these, 21 were unique new Registrations from people who had not been reached before by other marketing channels. We ran this test very late in the campaign and will incorporate Lead Gen ads much earlier for the next.
Google Analytics gave us even deeper insight into Social media’s influence on Registrations. According to Google Analytic’s Multi-Channel Conversion Visualizer, Social Media attributed to 9.34% of all Event Registrations
“The Social Effect team are an extension of our own team, providing year round communications with our audience, giving us engagement, thought leadership and reach. The world of social media is constantly changing and The Social Effect are always on hand to advise us of the latest tools we can use, along with taking our ideas and making them happen.”
-Anonymous, Head of Marketing and PR
Our work on this event conclusively proves the ROI of Social Media marketing for B2B Events and Trade Shows. Social Media is not just a fluff channel. Social Media can contribute to brand awareness, and it’s an excellent B2C channel, but if your agency is advising you that Social Media has no place in your B2B marketing plan, cannot convert or should be restricted to LinkedIn…well, then it’s time to start a conversation with a team that knows what they are talking about.
These case studies cut through the rah-rah of how great we think we are and shows you the cold hard facts, which are pretty undeniable.