Digital and Offline Marketing

You might think that digital marketing and offline marketing are two kettles of completely different fish, but really the two can go hand in hand, and you can make it work really well if you know how. Social media is just one element you can really use in your attendance at a traditional marketing event; in fact these days it is widely expected!

 

Using Social Media

Social media has become an increasingly important part of business presence on the web, no how matter how mainstream or niche your products or services are. Whatever your market, there is an audience out there for you to engage with. Not only does it feed into your overall search engine optimisation strategy, but it gives you the opportunity to really engage with your existing and potential customers. The great thing about social media is that the users who follow or like you, a extremely likely to already be engaged with your brand offering. You just need to figure out what your target audience likes, dislikes and what is going to encourage them to talk about your brand.

The key to social media is to spark conversations, inspire the actions you want your users to take, and most importantly take care of your audience. If you show a level of compassion openly on your profiles, your audience is more likely to help spread the word and share information with their peers, therefore increasing your brand awareness and potential customer base.

Your marketing doesn’t have to just be online, print or other forms of media. Traditional marketing events are a great way to get in front of other businesses and customers who may need your product or service. It is also a key opportunity to meet face-to-face with your target market – but how do you tell your audience that you will be there, or even gain the interest of people who wouldn’t otherwise come and see you? Combining social media with your presence at a marketing event can really help create a buzz around your brand. Afterall, it is what you’re most passionate about, and you want to let everyone know about it!

 

The Event

Here are our main tips on how to use your social media profiles to the best of your advantage before, during and after the event.

Pre-event

  • – Create a relevant, catchy hashtag specific to the event you’re attending. You can then ask users to engage with your profile using this so that you can see who is talking about it, and the topic.  
  • – Create a company hashtag that you can use in conjunction with the above if you haven’t already. This is great for visibility in the run up to an event.
  • – Begin posting about the event in the weeks leading up so you can get into the minds of your audience early. They may not already know that the event is being held, and a message from you could inspire them to come and see you! Ensure you have the details about the location and your stand number at the event so they know where to find you.
  • – Consider running a competition at the event to promote via social. Users tend to react well to competitions and can help act as a reminder.
  • – Post about your upcoming attendance to the event’s main social media profile and mention them – they are likely to engage and help you spread the word by retweeting it or sharing your post.
  • – Schedule posts to go out on the event day, asking attendees to tweet questions, come and say hello, and ask questions in person. This can help you to free up some time do some more live posts as the day’s events unfold.
  • – Ensure your printed banners, business cards and other literature display social profile links and handles so that delegates are able to find your profiles easily.
  • – Create content in the form of landing pages or blog posts to share out during the day of the event. Try to create the content around key topics from the event day in advance. Schedule these to be posted out to your social media profiles to help supplement your live activity.

 

During event

  • – Share photos of the people representing your brand so that delegates recognise them. This can make it easier for your visitors to break the ice.
  • – If they allow, also share photos of delegates that come to speak. This can be whatever feels natural at the time – either posed or in conversation. This will show that your brand is fully engaged with it’s audience.
  • – See how many social profile handles and details you can gain through the conversations that you have – it will be essential to follow your new found friends as soon a possible, as they are likely to follow you back.
  • – Post a photo of your stand, along with a welcome message. You can also mention the event’s social profiles as you did pre-event to encourage a retweet and share.
  • – If you’re running a competition, promote, promote, promote! This will encourage delegates to come and visit your stand, at which point you can strike up a conversation.
  • – There are likely to be speakers at your event. Attend talks that are relevant to your business and post quotes / key takeaways from their presentations. Post photos of the speakers in action to accompany them. This will show your followers that you are engaged and really care about your industry.
  • – Consider a live video stream through Facebook or a third party app to allow your followers to see what is happening if they couldn’t attend.
  • – Film the event! Film testimonials and capture the atmosphere of the day. A highlight video to go on your YouTube channel, website and in your follow up material will be really beneficial in nurturing the leads you have gained from the event. Not only that, it gives you more material to share on your social profiles, and engagement on video content currently is at an all time high.

 

Post-event

  • – Edit and upload your video as soon as possible after the event. Share out via your social profiles.
  • – Create an event specific blog post to talk about how the event went, and embed the video if you created one. Your users are going to be really interested in this, and gives you a great excuse to keep posting about the event.
  • – Follow up with your new leads via email, incorporating the blog post and video to help encourage them to share.
  • – Create posts to sum up the event, and that you are excited for the next one.
  • – Ensure you have followed the social profiles of anyone that provided details, that way your connection is indestructible, and you have another point of contact for them.

 

So there you have it, a plan to use your social media profiles at a marketing event! These elements can be rather time consuming, but as long as you can make time to plan and execute, its doesn’t have to be a painful process.