9 Steps to Making B2B Trade Shows More Social

9 Steps to Making B2B Trade Shows More Social:

In certain circles people seem to think that social media doesn’t work as well in a B2B environment as it does in the B2C world. The connection level can be perceived as not being too strong when you’re talking about marketing automation or SEO than it would be if you were discussing new flavours for brands, such as Walkers or Mountain Dew.
But in reality, social media could be massively beneficial in a B2B environment for enhancing offline connections, such as industry events and conferences, online. Trade shows still make up a large percentage of B2B companies’ marketing budgets. Here’s how to make the events more successful and, hopefully, more social.
1. Don’t just promote your Twitter handle
These days everybody has their Twitter, LinkedIn and Facebook logos on their booth, business cards and flyers. This may be a great idea but most people only put down their page name or Twitter handle.
Don’t make potential prospects search to find you on these platforms. Provide the full URL for your page. Go to facebook.com/username and customise your URL if you still have the long one Facebook attributed to your page. This is clear, concise and saves your client time when looking for you. And have you thought about QR codes?
2. Encourage ‘liking’ your Facebook page via text
Even though most people have smart phones, their work might only supply them with a basic handset to keep costs low. Show your prospects how to ‘like’ your page via text message (Just text “like” and the Page’s username to 32665 or your specific country code, i.e. “like Taco Bell”).
This means that your clients can ‘like’ your page instantly and easily while talking to you at your stand. You should also print this on your flyers and your booth.
3. Be in the know about trending industry topics
Before heading to a trade show read up or research current industry topics that will be of interest during the trade show. These provide talking points and ice breakers for potential prospects for your sales rep or booth manager to engage people with. It will also help build a relationship with clients and show that you’re not just about the sale.
4. Post content on Slideshare and distribute via social media
Instead of getting people’s email details and sending out bulky presentations, why not set up a Slideshare account? Create a presentation about new products, services, etc., and share the location via Facebook, LinkedIn and Twitter.
This takes the hassle off you and eases people’s interaction with the content but it is also a way to show you’re moving the communication tools forward. A keyword-rich description will help this information get found on Slideshare.
5. Plan live blog keynote sessions via Twitter
Live blogs are a great way to generate interest and stimulate conversation. Pick the most interesting session of the conference and live blog about it. Bring people into the conversation by doing it across Twitter and mentioning them.
This works well when making new product announcements, as the real time interaction allows your connections to digest each part of information. The key to live blogging is that you publish before you walk out of the room. If you write about the session in note form, and hope to get back to it, it is unlikely you will.
6. Run a Twitter chat
By conducting a live chat or Q&A from your booth you will get a great amount of interaction. The moderator / booth host can ask questions both in person and on the chat, so people can follow along both online and off.
Adding hashtags allows people to follow the chat without any interruptions. This is a good way to add to your own followers by following people who ask questions that interest you.
7. Build a well optimised trade show page on your website
Have a look at the trade show’s meta tag and descriptions. Use the same keywords they have on your website. That way when people are looking for information about the trade show, they will not only find you but also your page stating that you’re in attendance. People can then come straight to you and finding you online may stimulate conversation.
8. Connect with show organisers through social media
The trade show organisers with have Facebook, Twitter and LinkedIn profiles of their own. Connect with them and share content to show that you are rich in offering value.
Your audience will grow as people see your interacting with the organisers. Talk with them about social media sponsorships, hashtags and informal events during the show.
9. Run a competition
Use social media platforms to announce competitions at your stand that require winners to come to your pitch. They might need to answer a question or share a photo.
Interactive competitions are great for driving traffic to yuor stand and your website, and you can take advantage by posting pictures from the conference on your Facebook Wall, or a dedicated Pinterest board.
Want to know more about using social media for trade shows? Download our Inbound Marketing for Trade Shows e-book.
Opening image source: Ed Schipul/Creative Commons