Tag Archives: Content Marketing Institute

Get Social at Your Next Trade Show: How to Use Social Media to Boost Your Event Marketing

10 Aug

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Even in an increasingly digitized marketing world, a well-executed trade show presence is an indispensable part of a solid marketing strategy for any B2B company. And just because trade shows are a more traditional way of getting the word out about your product or brand doesn’t mean you can’t take advantage of the benefits of real-time communication and instant exposure made possible through social media.

Social Media Plays a Key Role in B2B Marketing

According to the Content Marketing Institute’s 2017 B2B report, 68% of B2B marketers incorporate trade shows and similar in-person events as part of their marketing plan—but just 36% report that their events are effective.

A well-executed social media campaign can dramatically change that.

When done with a bit of planning and creativity, social media can help maximize visibility and attendance at your next big event. As an added bonus, it offers a convenient platform for repurposing your content and leveraging your trade show investment long after the event wraps up.

Check out a few of our favorite tips on getting the most out of your trade show through social media:

Customize Twitter Hashtags, Livestream to Engage Event Attendees, and Follow Up with LinkedIn Connections 

Depending on your level of participation in your trade show, you may have access to a list of contacts for partners, key speakers, and potential attendees. Leverage your contact list with these steps:

  • Follow them on Twitter and add them to a Twitter List
  • Create a company-specific hashtag and use it alongside the event’s official hashtag to tweet about your upcoming event
  • Start tweeting early—even as early as a few months before the event—to build relationships with partners, key players, and attendees and to increase the visibility of your event.

During set-up and while the event is taking place, engage employees and booth visitors with photos and video—and then use your hashtags to get your content where you want it via live tweets.

Twitter Tip:

If you think you’ll be too busy to manage social media at the event, consider using a social media management platform or hiring a social media partner to schedule bulk tweets beforehand. Then, add to those with live tweets as often as possible during the show.

Leverage Live Streaming: Offer Contests, Product Demos, and Giveaways to Engage Your Followers

Take some time to learn how livestream works in advance of the event. Whether you’re using Instagram Live, Facebook Live, or YouTube, do a few livestream trial runs beforehand: stream a production run, a project completion, or a customer testimonial to liven up your social feed on a regular workday.

By the time the event rolls around, livestreaming will be second nature!

At the Trade Show

Take advantage of the real-time opportunities for livestreaming during the event. Ask customers for testimonials, interview employees about their trade show activities, and engage partners in conversations about the benefits of your product and your company.

Livestreaming offers a great way to bring the trade show to those that couldn’t be there in person, and allows you to add some action and authenticity to your social presence.

After the Trade Show

Repurpose your livestream content to create a trade show recap that highlights your customers’ experience with your product and your company. Clip short snippets from the stream for future posts when you’re looking to show off your company’s personality.

LinkedIn for Long-Lasting Trade Show Connections

LinkedIn can be a bit cumbersome to use in real-time at the event, but it makes a great follow-up tool to reconnect with key players and potential clients long after the event shuts its doors.

If your contact is already a LinkedIn connection (and in limited cases even when they aren’t), you can use the “InMail” feature for direct messaging. Shoot your contacts a brief note thanking them for their time and interest, or simply to say that you’re glad you had a chance to talk and you’d like to keep in touch. You can also use the message as to segue way to offer access to a white paper or an invitation to an upcoming networking event.

If your contact is not yet a LinkedIn connection, go to their profile and click on the ellipsis at the top right. Click “Personalize Invitation” and write a brief message in the text box before sending your connection request.

Follow the above tips to integrate traditional in-person marketing strategies with the far-reaching capabilities of social media. If you need help designing and deploying your social media strategy, reach out to us for advice!

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Dos and Don’ts of Content Marketing

1 Jun

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Content marketing is an important element in an overarching marketing strategy. And according to statistics by the Content Marketing Institute, you aren’t alone in your efforts if you employ it as a tactic; about 90 percent of small businesses and B2B companies do. However, as the Content Marketing Institute also notes, only six percent of B2B marketers rate their organization’s efforts as being “very effective.” Bridging the gap between effort and results means taking a hard look at your content marketing strategy to make sure you’re doing what you can to make it effective.

DO: Have a Strategy

Just like any other business action, your content marketing efforts need a definitive strategy. Even if you aren’t sure what your strategy should be, you should at least have something. As strange as it might seem, even a bad strategy is better than nothing at all. At least it gives you a benchmark from which to measure success and failure. You can also use a bad strategy to build a better one by tweaking the parts that aren’t performing as expected.

DO: Fund Content Marketing

Even the most iron-clad and proven content marketing strategy isn’t going to work as effectively as you’d hope if it isn’t funded well. Just like other efforts within your business, the more money you earmark for content marketing, the better the results you can expect. As the Content Marketing Institute points out, the most effective B2B content marketers spend more than twice as much on content marketing as those that are least effective – 39 percent and 16 percent respectively. Fortunately, more than 50 percent note that they plan to increase spending on their content marketing budget over the next 12 months.

DON’T: Put Content Up Without Thinking it Through

Yes, content marketing involves producing lots of content, but it shouldn’t be just any old content. Your content should be very engaging and targeted to the audience that you are appealing to. It needs to be informative and well written. It needs to leave the reader with valuable knowledge that is in-depth and encourages them to reach out to you for more information.

DON’T: Forget to Develop Buyer Personas

Buyer personas are an effective way to put a human twist to your content marketing. By developing a generic “person” who represents the behaviors, concerns, needs and choices of your ideal customer, your content marketing strategy will be sharper and more focused.

ER Marketing handles all aspects of a successful marketing strategy by crafting one that meets your unique needs. We’d love to show you how we can help you! Contact us today!

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