Trade Shows and Exhibitions build customer relationships, allow you to meet new and potential customers and give your company a real face that customers can relate to. To support your at-show appearance social media is a must.
What there isn’t a lack of is social networking sites, but when it comes to at-show engagement Twitter takes the crown. It’s a zero cost way to make your Exhibition or Trade show a resounding success. It can be a tricky marketing medium to crack so here’s a list of some do’s and dont’s to help you maximise your efforts.
Use Photos, Videos, Hashtags & Links
An image is sometimes worth a thousand words and that’s why, photos, videos and links are great for fueling engagement on Twitter. Douglas Mason, Twitter’s data scientist, analysed millions of tweets sent by different users and the results were impressive.
Most shows will have their official hashtag and you should use it liberally so that their tweets and yours are connected to a larger audience. Your competitors will most likely be using the same hashtag so this provides an opportunity to become visible to a larger audience and let them know all about your business.
Keep in mind that photos, videos or links will eat up around 20 of your 140 characters, so, come up with a short, catchy and interesting caption that supports your content.
Interact With Followers
Do interact with your followers by conversing with them, liking, or retweeting them. You can use hashtags to target a particular crowd.
Personalised interactions will make your followers feel more comfortable to interact with you. Ask questions, share stories or insider news, contribute to discussions and you will see your followers increase. But, do remember, social media engagement with a small few is far more effective than having thousands of inactive followers.
Also don’t neglect to tweet on the weekends, they are just as important as the weekdays.
Consider Periscope and Meerkat
Live streaming apps such as Periscope or Meerkat allow brands to share videos in real-time, at the same time allowing viewers to comment, like and share videos. The main difference between the two is that Periscope, owned by Twitter, allows you to re-watch videos 24 hours after the initial broadcast – a feature not offered by Meerkat – it also provides you with analytics on how the video performed (viewers, average duration etc.)
At a Trade show or Exhibition, this is a great way to offer a real life experience of your stand to the followers who weren’t able to attend but are interested in your brand.
Schedule tweets in advance
Schedule content that you know won’t change no matter what happens in real-time. A Tradeshow can be frantic so it’s necessary to plan time-sensitive tweets and your staff may not find the time to be able to do so during the show.
There’s a range of online tools you can to do so such as Buffer, HootSuite or TweetDeck (there are others, but, these are our top three). Of course, choose one the right solution for your brand and company.
Set it and forget it
If you do schedule tweets, double check that the tweets are still accurate and relevant against real-time. You’ll be avoiding a huge social media nightmare, especially if you’re promoting a limited time offer promotion for example.
Ignore potential customers
Customer service is much more important than publishing content, therefore, you must not neglect or miss out on the opportunity to engage with your audience and answer any queries they may have. A potential customer walking by your stand will not be impressed if you’re stood looking down at your phone – regardless of what you’re Tweeting.
Link to photos or videos posted on other platforms
With Twitter, it’s best practise to make sure that photos, videos etc are posted directly to Twitter itself so that a preview of the image will appear in the user’s feeds.
Any content, such as images or videos that require the user to click on a link to view on another page will put them off.