While meeting and event managers often use the term “warm” for prospects who are interested in their service offerings, this doesn’t mean it’s a closed deal. Taking into account that not all leads are the same, they require different approaches, the ’battle’ for lead conversion can be intense and time-consuming – but ultimately worthwhile.
Before getting overwhelmed by the highly competitive association market, here are a few ideas to consider in order to facilitate your conversion process.
Provide with high-quality content
While warm leads are already introduced to you and your brand, event planners should avoid assuming that their prospects understand fully the value they can deliver. During the final stage of conversion, and also bearing in mind the complexity of the association market in terms of compliance and regulations, it is essential to address their real needs, understand their goals and provide a much deeper connection with their mission. Relevant content that answers to challenges and offers insights on how you can deliver value can be a strong ally. Show your warm leads that you are well aware of their pain points and provide them with solutions and best practices; all stemming from your experience.
Network, network, network
At the end of the day, it’s all about building relationships, not just closing sales. Particularly in the association world, networking is a catalyst not only for acquiring new clients, but also for developing a strong network of partners.
Invite to your congresses
While content and communication are strong tools to keep your association leads warm, nothing replaces experiencing a live congress. Allow your prospects to see your work up close, get a clear taste of the look and feel you can deliver, ask questions and experience the impact of your services.
Lead conversion in the association market is an ongoing process, therefore it requires constant efforts to improve your ways and ensure you are well aware of your prospects requirements and needs. Prioritizing them is the first crucial step to undertake, as it will enable you to lay your focus on the finding the right partner. Maintaining an optimized website, updating your online channels with relevant content that adds value to your visitors and carrying out highly personalised email campaigns are certainly aspects to consider, which can ultimately set you up for success.
Whether you are looking for ways to uplift the overall experience, boost engagement or activate your audiences, MCI can help you achieve your goals. For more visit us here.