How We Marketed And Garnered Leads For A Reputed Retail Business Summit In Eastern India From NO Past Data Whatsoever
One of the most clinical aspects of digital marketing is to garner leads. Leads do not necessarily mean a list of names and contacts who can be potential clients. Filtering the potential clients and bringing forth the really quality ones is a challenge that we cherished and delved into. The client’s back-story The client side boasted of a considerable pedigree when it comes to retail trendsetting and knowledge share. After a hiatus of two years they were ready to remodel their presence in eastern India. In that endeavour, the biggest retail summit in eastern India is poised to be their trump card. Expectations clients had The clients brief was short and sweet. They wanted
- Quality leads who will be interested in taking part in the event.
- Leads among small to medium scale business owners who are the ideal audience for the summit.
- Create a database of leads for future references.
What we did
One of the major difficulties faced by us was the short time span which we were entitled to while promoting the event. To make things worse, we have limited resource on the keynote speakers and other key selling points. To bypass this resource void, we put our efforts in optimizing the latest lead generation ad techniques in Facebook.
An Omni-channel perspective to lead generation
To make the best possible inroads into the target audience’s psyche we adopted a three pronged approach in social media with promotions across Facebook, LinkedIn and Twitter. We kept a tab on what the influencers of the retail sector are conversing about and pitched in our thoughts. We slowly (intentionally to create a good lead funnel) created a community of listeners and provided them with thought provoking content to feed upon. What we observed is an influx of leads who became genuinely interested in what we have to offer.
What we achieved
While we keep people engaged by the social profiles, some backend manipulations of key interests and narrow targeting helped us gain a fair amount of well qualified leads. The response was lukewarm at first, but over time we were able to hit page consumers multiple times with our target driven ads. The result was phenomenal to say the least. Even with a very niche targeting, we were able to generate 200+ (and counting) leads for the event.