An effective content strategy is essential to a successful trade show program. You can have the most extravagant, expensive exhibit that is the talk of the show, but without a proper marketing plan in place, you could find yourself looking back at your trade show ROI in disbelief.
Getting attendees to your booth is only the first step in the process of acquiring a new customer. Once you’ve captured someone’s attention, you need to retain it and demonstrate the value your product or service will provide. One of the best ways to show a customer the value of your product is through content.
Here’s an overview of how to effectively leverage content marketing with your booth visitors.
Understand Your Audience
First and foremost, define your target audience and then determine what marketing approach would be the most effective for gaining the attention of these prospects. Marketing to a recent college graduate typically is different from marketing to a 45-year-old experienced business person. Identify what will resonate with targets to guide your trade show strategy, and make sure you are exhibiting at events that are relevant to them.
The days of extensive whitepapers and paper flyers on the trade show floor are over. Conversely, blogs posts, videos and social media marketing are more relevant than ever. Using social media leading up to a show can help generate buzz and excitement going into the event. If you can get people excited about something you’re doing at a show, you are much more likely to have a successful outcome.
Video content can be one of the most effective ways to get people interested in your company’s products and services. Videos are quick, require little to no reading, and are much more likely to capture attention than a lengthy text post about an upcoming event.
Lastly, a good stream of blog posts can be a great way to retain a customer’s attention after you’ve gotten them to your site. Provide continual value with insights and information that will help your customers meet their every day challenges.
Diversify Your Platforms
One of the biggest mistakes a company can make in content marketing is to focus all their energy on one social media platform and neglect the rest. Having a constant and steady stream of content from multiple sources will help you appeal to a wider customer base. Some clients prefer Instagram, others Facebook, and some only use Twitter. Just be sure that all your social accounts work cohesively, spreading the same message about your brand.
Investing a lot of resources in a trade show can be an intimidating endeavor, but there is no reason to fear if you plan properly to make the most out of your investment. Come up with a plan using these content tips to increase your ROI at your next trade show. For more advice on your next trade show exhibit, contact Exhibitus today, specializing in custom exhibits.