July 14, 2016
Make the Most of Trade Show Communications with LinkedIn
by Erin Johnson
It might seem like there’s plenty of time to prepare for GlassBuild America 2016, but if you’re planning on making the most of your show presence and communications, there’s truly no time to waste. That’s why you’ll find a series of posts in this space over the next few weeks on how to maximize your investment in tradeshows, and how to turn that investment into real value for your business.
For more information about Quanex visit www.quanex.com
One of the most important components of your tradeshow investment is your communications plan around the event itself. Think about it this way: The floor at a major tradeshow is loud, bustling and can even be overwhelming. Just because you have a booth doesn’t mean potential buyers will flock to it without effort on your part.
Connecting with those audiences prior to and during attendees’ descent onto the show floor can be a powerful way to maximize your tradeshow presence, bringing potential buyers into your booth and capture promising leads. After all, face-to-face communications is still king when it comes to networking, but those connections don’t happen on their own.
One of the best ways to reach those people? LinkedIn, using both your experts’ personal pages and your company page. Here are some tips you can use to get the most out of LinkedIn throughout the hustle and bustle of a tradeshow:
Boost Your SMEs. Take the tradeshow as an opportunity to amplify your company’s expertise through the personal pages of your employees. Make sure that your SMEs have up-to-date and detailed profiles. This includes areas of expertise, contact information, and up-to-date profile photos.
Coordinate. As the premier social network for professionals and B2B audiences, LinkedIn is an ideal way to make and foster connections that can lead to in-person meetings on the tradeshow floor. Obtaining a list of attendees for your tradeshow and reaching out via LinkedIn in advance of the show itself can be a preferable and more personal way to reach out to those you’d like to connect with than email. You can assign your SMEs potential targets for reaching out. Post-show follow-ups can also occur this way.
Promote. If you’re creating tradeshow collateral and communications, LinkedIn is another valuable channel for sharing. Post any videos or product information to your company’s LinkedIn page—your SMEs can then share this content through their individual pages. Likewise, it’s a good way to get the word out about your tradeshow presence in general—if you’re sending press releases or deploying email campaigns in advance of the show, LinkedIn is a worthwhile addition to such a strategy. Consider paying for sponsored posts here, as well, to extend past your organic reach—this is a great way to reach people who aren’t already following your company.
How have you used LinkedIn to make your tradeshow presence more valuable? I’d love to hear your tips at Erin.Johnson@Quanex.com.