Now that you have finalised your message – the first step in getting your message out is to use the elements to set-up a landing page on your website for people to see, where you will be – what you are doing there and a very strong reason for them to visit.
This post is part of a series of 17 steps to mastering your trade show ROI. If you haven’t already seen in you need to go back to the first post in the series that covers your goals and objectives. While you can take the information in this single post by itself and improve your results - you will have far greater success if you approach it like a mini course and move from one step to the next.
You need to show your booth location, any parties or functions your company is hosting, and the times and locations of any speakers from your company. Structure it like an invitation and tie in your tradeshow theme. It's also a great idea to include information about the tradeshow itself and a link to the tradeshow website.
You will also use this page to provide visitors with the opportunity to sign up for an appointment at your booth. Depending on what you have to offer – you can also use this opportunity to find out more about your prospects by asking a few key questions that will help you understand their need better and allow you to have a much more meaningful conversation with them when you meet them.
Just be careful that you don’t try and ask to much without giving enough back. The rule of reciprocity will play out and if you don’t “give” your prospect enough they won’t be prepared to share the information back to you.
So how do we do all this…? Well depending on how much you get done with an external web developer or if you are the DIY person – you have a couple of options.
- WordPress – the worlds most used website builder can be very easily set-up with a custom page and if you know a bit about WordPress you can do it yourself but generally you will be requesting your developer to do it for you. Either way remember to keep a record on how much it's costing and add it to your budget sheet.
- https://splashthat.com This is a very good option if you don’t have access to your website or a developer and there is a free version as well if you don’t need all the features. You can sign-up for free and have a play around with it to see if it will work for you.
- https://unbounce.com/ This is another option but is probably a bit expensive to run just for a tradeshow – you want to be using it across other areas of your company to make sure you are getting the value from it.
Whatever option you decide on – there are 7 key elements that you need to implement to have a landing page that converts:
Your event landing page exists to serve one purpose: to persuade people to sign up or register to meet you at the event. The first step is to remove your navigation. You want to remove all distractions so you keep them entirely focused on your outcome.
- Unique value proposition
It needs to shout out clearly why people should choose to book an appointment or at least tell you they will attend.
Use your message outlined earlier and display this clearly in the first section of the page.
Images speak louder than words - Don’t let your visitors experience the pain of a whole page of reading. Convey the energy and excitement of your message through a hero image, or even better, a video.
Capture the best moments of your last event or product teaser images and make people feel curious and excited wanting to know more
List out the solid reasons to visit your stand. What will your ideal client learn? The benefits should be very straightforward, practical and appealing. If people have been intrigued by your event’s unique value proposition, benefits will nail the deal.
- Social proof
Humans, after all, are social animals. We want to do the same thing other people are doing. We want to follow the trend and be “fashionable”. We don’t want to lose out to our peers. So prove it, by showing some testimonials or large companies you have helped.
- CTA – Call to Action
Your call-to-action button “Tell us you will come” or “Book a time to meet up” should be placed nicely and prominently on your event landing page, in at least 2 places. Once right at the beginning and again further down after the benefits and social proof. Accompanying this should be something that will add value to your prospect in return for them completing your CTA. Just make sure it relates to the show. It could be a free meal at the café at the expo or even a “how-to” e-book that teaches them something. Just remember that if your reward does involve a cost – make sure you include it on your expenses sheet!
Over half of all web traffic now comes from mobile devices, so make sure your landing page is mobile friendly. You could be losing a lot of potential visitors if they try to sign up on their phone only to find out they can’t even read the text!
Please don't hesitate to reach out to us with any questions you may have regarding this area. We are more than happy to talk you through it and give you guidance on how you can make it effective for your business.