Why Small Businesses Need Event Marketing for Lead Generation

Conference floor with people walking around and interacting with exhibitors.

In today’s digital world, the idea of face-to-face sales techniques may seem a bit out-of-date. 

But, the truth is that event marketing can be one of the most effective tools for businesses of any size. At a time when online lead generation is all the craze, getting in front of your current and future clients not only sets you apart from some of your competitors; it sets your company up for stronger digital marketing campaigns, too. 

Here are 4 ways small businesses can benefit from hosting and attending live events:

#1. Event marketing feeds into online lead generation.

Often, the most successful marketing campaigns are the ones that bring together the digital and physical world. Event marketing offers small businesses a great opportunity to bridge the gap between digital marketing efforts like email and social media with the real-world interactions experienced at a conference vendor booth. Meeting leads face-to-face gives you an opportunity to hear about their business needs, pitch your service, and then collect valuable customer data that can feed into your online lead generation strategy.

ReachForce SmartForms helps enable data collection at live events by giving small businesses an affordable and efficient option for lead capture forms. And because SmartForms will enrich customer data in real-time, marketers can minimize the number of questions in their form to ensure more leads follow-through and complete the form.

#2. Event marketing builds customer loyalty.

Hosting a live event for your customers is a great way to put a face to a name. Real-life conversations open the doors for more business opportunities, but they also help establish relationships between you and your clients that inspire customer loyalty to you and your brand. 

Small businesses are in a particularly good position to take advantage of this. Because your business is largely (or perhaps solely) made up of you, there’s often no differentiation in the mind of your customers. In other words: if your customers like you, chances are they will want to continue doing business with your company.

#3. Event marketing can establish you as a thought leader.

Whether you’re hosting an industry-specific event yourself or presenting at a larger conference, the opportunity to demonstrate your industry knowledge is often stronger at live events than online. The good news is that you can often repurpose presentations from live events for online thought leadership, too. For example, live presentations can turn into videos used on social media or other platforms for online lead generation.

#4. Event marketing allows you to gather feedback from your audience.

While there’s no doubt event marketing serves as a great tool for lead generation, there’s also a lot of value in simply gathering feedback from customers. That can be feedback on your company, your product, or even your industry as a whole. Listen to your customers to learn about their pain points and what they want out of vendor relationships — you’ll walk away with a better understanding of how to position your product (or even an idea for a completely new product altogether). 


To learn more about how ReachForce SmartForms can help you optimize lead generation and improve your impact on revenue, get a free demo today.

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