Inbound Marketing for Manufacturers Blog

    Transitioning from Trade Shows to Digital Marketing



    3 minute read

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    Trade shows are the lifeblood of lead generation efforts for many manufacturers. 

    But now, with the Covid-19 pandemic having forced the cancellation of trade shows across the country, manufacturers are feeling the pain of stagnating lead generation. 

    Traditional Dependence on Trade Shows 

    Trade shows are big business. 

    Around 13,000 trade shows are held across the country annually. At the beginning of this year, the U.S. trade show market was projected to reach $16.4 billion, up from $15 billion in 2019. 

    Many B2B companies have come to depend on trade shows as a major component of their lead generation efforts. Trade shows have become the second largest and fastest growing source of annual revenue with new leads.  

    Depending on trade shows for a good portion of lead generation is essentially putting your new prospects eggs into the trade show basket. While one trade show being cancelled or postponed is bad enough, what happens when all of them are indefinitely? We’re seeing that right now. 

    But with the cancellation of trade shows, there is opportunity

    Inbound marketing can pick up the slack in lead generation and become a permanent source of opportunities in your sales funnel.

    Adapting Business as Usual Through Inbound Marketing

    Manufacturers that have invested in an inbound marketing strategy have a pipeline for lead generation that’s always on, even when a major event shuts things down. Those without an inbound marketing strategy are playing catch-up or figuring out alternative ways to reach new prospects. 

    Regardless of world events, a steady stream of content coupled with an inbound marketing strategy ensures that prospects are being reached. More importantly, prospects are coming to you while on their buyer’s journey, rather than your sales and marketing team having to seek them out through traditional marketing channels, like trade shows. 

    Pivoting From Trade Shows to Inbound Marketing 

    Transitioning efforts and resources meant for trade shows to inbound marketing doesn’t have to be a permanent either-or scenario for your business. For right now, it makes sense. 

    Many elements of your traditional trade show marketing strategy can easily -- and seamlessly -- convert to the digital world. 

    Your Website is a 24/7 Trade Show Booth

    Unlike a trade show booth, your website is always open to strike up a relationship with a prospect. It should treat visitors like your trade show booth and team do.

    • Is your website welcoming and user friendly?
    • Is your website set up to deliberately/strategically drive conversations?
    • Does it represent your company and the value you provide clearly?

    Website Traffic = Trade Show Foot Traffic

    At trade shows, hundreds, if not thousands, of prospects walk by your booth. How do you get them to stop by for a few minutes?

    Just like at your booth, there has to be value for visitors to spend time on your website. How do you engage them to stay on it? Is it with an offering:

    • Promotional products? 
    • Free content giveaways?
    • Product demonstrations?
    • Consultations?

    Your company pays good money for booth space -- sometimes top dollar for a premium spot. The same can apply to search engine traffic through PPC (pay per click), which drives qualified traffic to your website. 

    Additionally, you should be producing valuable content that Google deems worthy of a page 1 listing. More on that in the next section.

    Educational Content 

    Almost all exhibitors at trade shows provide some sort of educational material for attendees. 

    Your website should be full of material that’s useful to visitors. Much of this content can be blogs that directly address what prospects commonly ask -- especially the questions prospects ask before contacting a sales person.  The more quality blogs answering those FAQs, the better -- Google can take notice and increase your website’s ranking. 

    Your website should also provide opportunities for visitors to take a deeper dive into their information gathering process, such as a consultation or demo similar to what they’d get at a trade show. These online interactions provide a conversion opportunity, which generates a lead

    Lead Nurturing and Engagement

    Trade show marketing starts before the actual event to generate buzz and get attendees excited to visit your booth. 

    Like your pre-show marketing, you should leverage your existing contact database to get your content in front of existing leads/customers/contacts. Your blogs and premium offers are a great place to start.


    You should also be proactive in making those 1-on-1 connections with new leads. Just like you would after a trade show, follow up with a prospect -- connect with them on LinkedIn and shoot them a quick email. 

    Resource: Here are 5 Follow-up Email Templates for Trade Shows that can be repurposed. 

    In Tandem With Inbound

    Uncertainty of when trade shows will return doesn’t have to mean uncertainty to your business. Though the world has slowed down, your marketing and lead generation efforts can run full-tilt with inbound marketing. 

    What’s more, an inbound marketing strategy can still be part of your marketing repertoire even after trade shows are back in full swing.

    Topics: Inbound Marketing increasing website traffic trade show strategy

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