7 Ways Your Social Media Tradeshow Marketing Sucks
2012 August 2
by Tim Patterson
On, no! Not another list post! But they’re so fun to write! Not only that, but putting thoughts into a numerical list makes it much easier to digest.
Here are a few ways that you may be coming up short, er, uh, sucking…at your social media tradeshow marketing.
- You’re not taking and sharing photos. People love photos and love to spread them around. Next time at the tradeshow booth, have your smart phone handy, or a digital camera. Take photos of visitors, get their names, post on Facebook, or if you have a lot, put ‘em up on Flickr. Then share them throughout your social network.
- You’re not consistently tweeting. Just one tweet about your special tradeshow booth guest or author isn’t enough. Get it out several times a day. Post ahead of time by a few days. Use Hootsuite or Tweetdeck to schedule your tweets.
- You’re not shooting video and sharing it. Videos can be extremely useful, especially if you’re shooting videos of customers talking about how your products can help them (testimonials). Don’t worry about professional quality. Just keep it short and to the point – two minutes or less – and you should be fine.
- You’re not mentioning anything about your tradeshow appearance on your blog. Yes, your blog isn’t supposed to be rife with tons of posts about your company. It’s not a place for press releases and company awards your CEO just won. It’s for helping readers solve problems and answer questions and gain insight into your industry and products. But there’s nothing wrong with mentioning upcoming events you’ll be involved in, especially if there’s an opportunity for visitors to get questions answered or see how your products and services can solve problems.
- You’re spending too much time reading goofball posts and not actually creating good content. In other words, it sucks because you’re allowing it to be a time-suck. Be thoughtful and conscientious about your approach to social media marketing and the time you spend, and you’ll do a lot better.
- Thinking that each tweet, Facebook post or video that you post will translate to a sale. Social media and sales will probably never converge the way that marketers and sales teams wish they would. But if they understood how social media could build a tribe of followers and like-minded people, those connections may eventually ring the cash register. Not only that, it can create a tribe of people that will go to bat for you and help spread the word about your product or service. Face it; social media connections are generally fairly weak. Believing that each ‘like’ on your page means you’ve just gained a great friend or customer is wishful thinking. Instead, think of it as an introduction during a busy party. Once that introduction is made, look for common ground, offer useful information, respond to questions and engage without looking like a stalker. And DON’T try a hard sell – if you do, those casual connections will vanish.
- You’re not involved at all. Yes, it would be easy to write off social media as a weak marketing effort. If you do, though, you’re letting a terrific opportunity to meet and greet with no pressure slip through your fingers. Instead, look at social media as a way to continue to make connections, and even though they’re weak at the beginning, if you are a real person behind a brand, those connections will strengthen as you spend time working them.