While face-to-face interactions hold immense value, the true brilliance of social media shines through when combined with live events, particularly from a marketing standpoint. Uncover the core strategies of harnessing social media to enhance the impact of your trade shows. The seamless fusion of social media and live events is a marketing dream come true. Whether you attribute it to fate or not, a robust social media presence has the power to elevate your trade show marketing endeavors like no other.
Another way social media can be beneficial is by attracting valuable attendees to your booth. With numerous vendors vying for attention, it's no surprise that around 75% of attendees already have a set agenda before stepping onto the show floor. By engaging with your target audience prior to the event, you can secure a spot on their itinerary. To ensure a successful fusion of these indispensable marketing strategies, we present our comprehensive beginner's guide to utilizing social media for trade show promotion. Define your audience
Defining the audience is something every business does whenever it creates a buyer’s persona or an ideal client profile. The advantages of understanding your customer base are innumerable, the least of which is better curating your brand’s message to meet their tastes.
Generally, B2B will have a different audience type than B2C, which equates to different kinds of messages. A B2B audience will generally want to hear how your program or business cuts expenses and time or generates more leads and drives sales. A B2C audience may be more interested in how your product and service will serve their interests. 
Choose your social media platform
Depending on which SM you use, you can discover a lot of information about your audience. Of course, the kind of messaging available varies from platform to platform. Twitter, for instance, only allows 280 characters in a tweet, while Facebook allows you to write entire essays.
However, you may not have known that the ideal time to post for each platform varies significantly. Here is a list of SM platforms with basic information about the number of posts, the best days, and the best time to publish your message.
Best times to post on Facebook: Mondays from 9 a.m. to noon Tuesdays from 9 a.m. to 2 p.m. and 5 p.m. Wednesdays from 9 a.m. to 3 p.m. and 5 p.m. Thursdays from 8 a.m. to 2 p.m. and 5 p.m. Fridays from 9 to 11 a.m.
The best time to post on Instagram is generally between 7 a.m. to 9 a.m. on weekdays.
The best time to post on LinkedIn for high engagement is generally between 9 a.m. and 5 p.m. on weekdays.
Can post every day between 12-3 pm and again around 5 pm. Wed. and the weekend are the best days.
Website blog
Good content takes time to create. Posting just two times a week of valuable information will grow your audience.
You’re not expected to use every platform. Spreading yourself too thin is not ideal, as posting consistency matters the most. Besides, it’s natural to have more followers on one platform than the other. If the ratio is extreme, consider optimizing your SM marketing by focusing on the most successful platform.
Develop your message
Crafting your message is a crucial step in effectively promoting your brand and engaging with your audience at trade shows. Your message should be clear, concise, and tailored to resonate with your target market. Consider the key benefits of your products or services, your unique selling points, and any special promotions or offers you may have for attendees. Remember to keep your language consistent with your brand identity and to use compelling visuals to capture attention. By carefully crafting your message, you can make a lasting impression on trade show attendees and drive interest in your brand.
Don’t skimp on this. Crafting good content is no light matter. And don’t lose sight of what the central message is: “meet us at our booth for this show.” Begin hyping your attendance at the event at least a couple of months in advance.
Based on your buyer’s journey, you can categorize your content for your pre-show SM marketing. For example, a 3 month SM campaign leading up to your show might follow the classic AIDA model:
Awareness
Share pictures on Insta of times when you previously attended the event.
Explain why you’re excited to participate in this year’s show on your blog.
Retweet an announcement made by the event producers.
Interest
Take a poll of your followers asking if they are attending.
Desire
Send them an email informing them of a giveaway available only if they visit your booth.
Action
Have a call to action (CTA) to fill out a form, like, share, and comment.
What’s unique about this model is you can include all these steps in a single promotional email or Livestream video. Every post should have a CTA in some form. Getting them to commit to seeing your booth through SM is an excellent way to increase your chances of landing on their preset agenda.
Schedule posts ahead of time
This is not your only marketing campaign. You have several others, so make sure you try to knock out the content beforehand. This helps maintain a consistent presence on SM and save you time for other projects. Most SM can schedule posts far ahead of time. Use it. And also, refer to the information in the “choose your social media platform” for the best publishing times.
Host a Livestream event at your booth
So far, we’ve only talked about using SM concerning pre-show marketing and getting people to your booth. However, you can use SM during the event to increase traffic to your website and accounts by hosting a Livestream event. They could be about anything:
- A panel discussion comprised of your company’s leadership discussing the company or industry trends
- Have past clients give live testimonials
- Introduce a new line of products
You can utilize Livestreaming in another way–it doesn’t have to be a formal event. You could give a tour of the show floor or interview with a thought leader via Instagram reels, Facebook Live, YouTube Live, or Periscope. The only thing limiting your use of SM at your trade show is your imagination.
Conclusion
In conclusion, the marriage of social media and live events is a powerful combination that can greatly enhance your trade show marketing efforts. By leveraging social media to amplify your message, engage with your audience, and measure ROI, you can elevate your brand presence and drive interest in your products or services. Remember, the key to success lies in crafting a clear and compelling message that resonates with your target market. So, embrace the synergy between social media and live events, and watch your trade show impact soar to new heights. Share your success stories with us and keep exploring new ways to leverage social media for your trade show marketing endeavors. Cheers to the power of social media in enhancing live events!
We trust that these insights have sparked fresh ideas for merging two essential marketing strategies. Share with us how you leverage social media to enhance your live events!
