So you’re at this amazing tradeshow, and you want to shout it to the world. Better yet, you might even call it a “social media blast”. But, if you think automating the process and pushing the same message and content across every social media platform will work, think again.
There are a few tricks that are almost important as the time you took to great the great content from the tradeshow that you’ve got to share. Take a few deep breaths and keep yourself from just quickly posting your content. Do it right, and people will be more “friendly” in sharing your great stuff.
Here are some tips to increase reach and engagement on your tradeshow content:
• Like a storage chest. It’s not enough to just share the pictures you take and the stuff you’ve got to say and put it blindly up on the internet. It would be like casting seeds into the wind. Create a blog if you haven’t already, a free one in WordPress at minimum. You can always import it to your website later with all that juicy content that search engines just love (and yes, people who are actually looking for your valuable content!). Blogs are great to keep track of all the content you have to share, and all the great tradeshows that you exhibit at and attend.
• Buttons? Sew what? Don’t miss out on the opportunity to include social media buttons on your blog – namely your Twitter handle. Make sure the links that you include on your blog for sharing say “via @mycompany” – not the name of the particular plugin – remember we want sharing to be “friendly”. Check out your WordPress plugin manual or admin panel help. If you do this, it will make your blog more credible and also give you some traction in social media when people share your handle.
• Images that beg for action. A great way to pump up engagement on your posts, and also any social media platform really, is to promote your blog post with a chart as an image. Or you can even post a picture on facebook with a link to your blog post. Or how about a really interesting image that has something to do with the post, but might be cryptic and beg for questioning? Images get the most engagement with ‘likes,’ ‘comments,’ and ‘shares’ on Facebook. Your stuff has a higher likelihood of getting a good EdgeRank, and guess what? That means people will actually see it in their news feeds! Facebook doesn’t just push content to people’s feeds unless they deem is share ‘friendly’ when other people put their stamp of approval on it.
• Juicy Bits. Because Facebook will pull in certain parts of your blog when you post something to Facebook, you should make sure to optimize these juicy tidbits that Facebook just loves to share. They’ve already done their homework and know how to optimize engagement of their users, so why not take advantage?
Make sure to look at your page titles, meta descriptions, and the image that you share on your blog post. If you keep these areas squeaky clean, you will have a well-written description of your juicy blog post content along with an image that best suits your blog post theme. Check out some cool WordPress plugins available, like All-in-One SEO Pack.
• Pack a Punch. Your headline is your way of getting people to hear what you have to say. There’s no second chance on getting a first impression. How-to articles (like this one!), lists and just plain old questions or puns are all ways to stand out in the flood of tweets every second on Twitter. And if you’re at a tradeshow – make sure to include the tradeshow name in the post in not only your headline but blog post, so that search engines will pick up on it, too.
Another great way to create a headline (and you may have rotating ones on your autoposting platform), is to just post a statistic. A surprising statistic may engage the reader to click through and want to learn more. Maybe there’s some juicy statistic about the tradeshow, or an industry-specific topic that might be of interest to your audience.
• Hashtags. Use hashtags.org to find a relevant hashtag – if you’re talking about a tradeshow, use the #tradeshow hashtag, but also find out the hashtag for the particular tradeshow you’re at. Hashtags tap into very niche communities of people who are looking for a very specific type of content. Larger tradeshows have created their own hashtags, and you can follow along with the conversation, and jump right in with your own messages. Use hashtags to tap into engaged, niche communities.
• Timing. Schedule a few tweets of your blog posts, more than just one manual post. You can change the headline slightly, and most people may have missed it the first time around. Use Hootsuite, buffer or Tweetdeck and tweet away!
• Tag, You’re It. When appropriate, tag people in your Google+ shares. Many people will return the favor with a shout out (+!) for recognizing them as part of your Google+ community when you share your social media content.
• Hashtags aren’t just for Twitter! Did you know that Google+ also supports hashtags? Yes, your audience might just be using the same hashtags on Google+ that they use on Twitter. Don’t forget to research the best hashtags and discover your best audience – especially for tradeshow marketing!
• Linkedin Company Pages. Let people know about your tradeshow social media content with LinkedIn’s new targeted status update feature on your company page. You can tailor your message by industry, job title, company size and more.
• LinkedIn Groups. If you haven’t already, identify a few key groups to engage with, by searching for a particular keyword. The keyword might be industry, it might be geographical, whichever groups you think contain your targeted audience. Share your content there with them regularly, with an appropriate comment. Do NOT spam, as group managers are allowed to delete posts and remove members using their discretion. If you aren’t adding value to the group, “you’re outta here”, and could get booted.
• The pins have it. In June 2012, Pinterest generated more traffic to websites than Bing, StumbleUpon, Twitter, and Google referrals. Don’t just optimize the words you use to create the stuff you have to say, but optimize the images as “pinnable” visual elements. These might be photos, charts, and really cool infographics. Don’t miss out on an opportunity for traffic to be generated by your tradeshow content. These definitely should have really share ‘friendly’ pictures to pin and repin. Don’t forget to include your company’s logo so that your brand’s identity is spread like wildfire with ‘repin’ after ‘repin’!
• Waiter, there’s a link in my caption. Just as we said before in the Facebook section, include links in your captions. Don’t just link to the post itself through a really neat graphic. You’re missing the boat if you don’t include an extra link to your blog post in the pin caption. After all, isn’t it about generating clicks?
What’s your favorite way to post social media content for your tradeshow marketing? Is it a more visual approach that you take or are you more interested in the educational component of the trade show? Please feel free to post your comments – we’d love to hear from you!