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Trade Show Social Media: Stop Saying “Meet Me at Booth…”

At your trade show, social media is critical. However, it is sometimes seen as a “throw away” tactic.

“Yep, I told people we were on the show floor. Done and done. Now onto the important parts of the trade show.”

If I had a dollar for every time I saw, “Come by and say ‘Hi’ to us at Booth 421”, I would be a rich man.

I understand trade shows are tough. But let’s regroup for a minute

Every effort you make with social media on the show floor has an exponentially more powerful return, then when you are creating social marketing messages in your office.

Why?
It is rare that in the industrial, financial services or material handling sector that a tweet will cause someone to walk into your office within the next 10 minutes. Sure you might get that in the restaurant biz, but in B2B no way!

At a trade show, you have an office where almost all of the foot traffic are prospects. And you have a ton of foot traffic.

Here is how you optimize your social media message on the trade show floor.

Clear Value:

Have an offer that has a definite value. Not “Talk about how we can help with your distribution problem,” But rather “In 2 minutes learn six ways you can make your distribution center 28% more efficient.”

If you can offer people something that is a clear value that is distinct and precise, it is much more appealing. Putting a time limit on it also gives you a way to get people in and out after you have qualified them.

Along those same lines is if you have a product demonstration that illustrates a clear value to a potential customer.

The largest waste of effort at a trade show is talking to people after you have qualified them. Save that for your Event at the Event.
trade show social media.png
Personality:

People buy from people they like. So be likable. Show a bit of your personality. You can be personable and professional at the same time. Have some personality in your social media.

I used to work for a commercial air filtration company. Sales wanted to use we “suck more” as in a social campaign. Corporate never really went for it. That is understandable it takes a very brave company to do that. It would have to work into your overall message.

“We don’t have any salespeople here for the next 30 minutes. It’s safe!”

For this one make sure the salespeople leave for 30 minutes. No reason to lie.

One of the most annoying things about visiting a tradeshow booth is people trying to sell you. People loving buying stuff but hate being sold something. I am not the first person to say that, but it remains true.

Want to learn more about trade show marketing? Get our e-book “Complete Guide to Trade Show Marketing.”

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Ignoring Social Media Marketing is Ignoring Word of Mouth

Social media is word of mouth
According to a recent article, small businesses say they don’t consider social media an imperative to business.  However, they say word of mouth is very important.  That seems like a disconnect to me considering social media marketing is word of mouth!

In fact social media is the most powerful of word of mouth.  Here’s why.

Unlimited:  Word of mouth happens online at the speed of the keyboard.  And the audience isn’t limited to your best friend or buddy at work.  The potential audience is billions strong.  Word of mouth has always had weight.  Now combined with social media it has breadth as well.

Expanding:  Along the same vein is that now word of mouth can build.  If one person says something negative and another agrees, the audience has grown exponentially.  It can go from one network to another and to another.  Or conversely, if someone says something great and no one else agrees or pushes the conversation it can die.

Unending:  When someone posts something online there is a good chance it will be there a long time. What happens on the Internet stays on the Internet.  Forever, in many cases.   That means that mistake from years ago, can still sabotage a sale today.

So why is all this seemingly negative information great for business?  Because you can see these conversations and respond to them.  In a traditional word of mouth scenario, people share something negative and you never hear about it.  All you hear is that new customer never calling.

But with conversations happening in  social media not only can you hear the conversation, you can shape it.  You can respond to complaints and turn a brand killer into a brand barbarian.

Social media has been described as a cocktail party where everyone is invited.  You should go.  Find out what people are talking about.  Be available and start a dialogue.

And check out our new E-book 5 Marketing Tactics for Small Business.

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The Best Way to Market Your Small Business Online

blogging for small business 366 marketing

I struggle with blogging for my business, too.   It’s kind of a chore.  Sure you get to write your thoughts and be creative and junk, but man the golf course is calling.  Or twitter or TV or anything else.  It’s a lot easier to not do it, than do it.

Here are the reasons that I force myself to keep it up.

Search engines love blogs.  They are in love with new content which the blog supplies.

Google is like the cool kids in high school.  Stuff (i.e. content on your website) gets old quick.  They want to find the the new and cool thing.

Oh it’s that, awesome, let’s like that!

Also when you do it right, you can have very targeted content, another thing that the search engines love.  When people type a key phrase into Google the search engines want to deliver results that the person wants, so they make sure that it is relevant content.

It also gives you more places for people to find you on the web.  Search engines want as many options as possible to present to someone searching online.

So every blog article functions as another page that the search engines can index and leads back to your site.

Your customers and clients love your blog as well.  Everyone wants to be more involved with the companies they work with.  Blogging is a way to cut past all the marketing and corporate speak and get to the actual relationship.

Also if you are doing in right (i.e. to educate your customers instead of just selling them something), everybody wins.  You are perceived as a thought leader and your customers become more knowledgeable.

So whether you are considering starting a blog for your business or thinking about whether to write that new article or to go to the beach….well go to the beach.  But while you are sitting on the sand, watching the sunset, write down notes for your next great blog article.

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Are You Marketing Your Business Like a 3-year-old?

marketing like a childI like to cook, so I do a lot of the shopping (if you are shopping in the Fort mill SC area you have probably seen me wandering the aisles). As I around the store looking for the right ingredients for whatever marinade I have decided will save my often overcooked pork chops, I see toddlers grab their parent’s hand and drag them to what they want.  What they want is usually chocolate based and heavily fortified with sugar.   Occasionally this tacit will work, but most of the times it fails.

Why? Because the parent is not in the “buy my kid something to rot their teeth” mindset.

And I got to thinking that is the way you market your business?  Are you walking up and pulling on your prospects hand and pointing to what you want them to buy?

Of course not, you say.   Well, U don’t think I am…..Well maybe you aren’t literally grabbing them, but perhaps you are figuratively.

Answer these questions.

•   Are you sending unsolicited emails?
•   Are you calling them again and again?
•   Is your mailing list from the phonebook?

Why are you harassing people that won’t or can’t use your product or service instead of focusing on providing your service to people who can and will use?  It’s a waste of time, money and effort.

So what should you do?

Get a website:  It is 2011, people.  Some cats have websites.  And not like famous cats either, regular cats.  I understand if you don’t have the time or knowledge, there are lots of people around you that do (Need a website in Fort Mill SC, I know somebody who can help…)
The main advantage of having an optimized website is that people who need your service can see what you do and see if they want to give you a call or contact you.  How great would if for your phone to ring instead of constantly dialing out.

Use Social media:  People are out there talking, they need your help.  Why won’t you go help them?  And you don’t have to be on every site, pick one to start with like facebook, or LinkedIn and work on building your network.

Help people and direct them to your site and your idea/product.  Post information that deals with your industry.  Be careful not to just use a bullhorn to announce your business.  You are here to help, after all, not just sell.

Get Involved:  Join the chamber of Commerce, get involved in your community, and volunteer to lend your services to an organization.

People want to work with companies who care about the community and other things beside the bottom line.

Reward your Current Customers: Give people the tools to share your ideas and business and give them the motivation to share you with the world.  Whether it is a loyalty card or just the fact that they “know a guy who can help”

Hope these suggestions help you get more inbound leads and help your marketing efforts.

If you would like personalized Internet Marketing consider contacting 366.  Also sign up for our Small Business Marketing Newsletter.

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How to Lose Control of your Branding and Love It

branding for your marketing efforts I was recently on a panel about Social Media at my alma mater Winthrop University.  It was a great experience and I was glad to be asked.  I truly hope that the students that attended got as much benefit as I did from it.

At one point there was a question about how using Social Media you can retain control of your brand with all these other people taking part.  Others who can’t care about your brand as much as you do.

The question was not directed at me and by the time I spoke again the conversation had gotten around to something else.  The person who answered explained that it was difficult but that it was possible to keep control and that it was very important to do so.

However driving home that afternoon I kept turning the question over in my head.  In marketing your brand is holy.  It is what defines your company and you must treasure and protect it.  It is your colors, your image, everything that people see and say “oh that’s McDonalds, that’s Apple, that’s Verizon, that’s 366Marketing…or whatever.

Right?

10 years ago a whole hearted yes.  Everything about your brand must be controlled and administrated by a person or team of people who rigidly protect it. And it made sense.  You were broadcasting you had ultimate control over your brand.  You could and should protect and baby it and send it out into the world with a suit of armor to protect it. You spent a lot of money and time and money building it up.

And it was fairly safe unless there was a big disaster.  Or maybe a loony with a pen might mark your ad up in a Dr’s office but besides that you were good.

Now not so much.  I mean still have your brand and as the owner of your company you need to stay true to your own standards.  But absolute control is a thing of the past.  There arethousands of loonies wanting to get their say about your brand.  I proudly count myself among them.

But the upshot is that now instead of the controller you are more of a guide for the brand.

And they aren’t trying to damage your brand. They just want their say.  Hell a lot of them want to help you!  A lot of them (hopefully) are your brand ambassadors (hyperlink).  And who cares if when they forward your email or coupon they change something or don’t stay totally true to “THE MESSAGE”,they are invested enough to tell others about. If you are mentioned on facebook, twitter, myspace, linkedin, whatever, you need to have the bravery to let people have their say and still soldier on.

The skillful thing is to be able to respond and guide the conversation where you want it to go. But bear in mind no matter how great a guide you are there are unexpected turns in the path and no matter how great you are bad things will happen.  Just be honest, weather the storm and hopefully your fans will take care of you.

Storm clouds gathering and not enough umbrellas?  Contact 366 marketing, maybe we can help or at least offer some hot cocoa.