Social Media Spotlight: Third of a Four-part Series
The mantra “If you build it, they will come” just won’t cut it these days. The good news is that the mileage potential on your marketing effort has grown exponentially in recent years and you can now reach hundreds, thousands, millions of customers from the sitting position. No one knows this better than renowned trade-show industry consultant and thought leader Traci Browne.
The author of “The Social Trade Show” has graciously provided us with a series of blog posts that we’ll be posting right here — and in the Exhibitor Resource Center at shotshow.org — each week for the next four weeks in advance of the 2013 SHOT Show.
I’ll also be giving away free copies of Traci’s book each week. The first six exhibitors (and you need to be a SHOT Show exhibitor to qualify) to send me an email (be sure to include your mailing address) requesting a copy will receive one. Ready. Set. Go!
How To Find Potential Customers On Social Media
Before you can decide which tools you are going to use in your social media strategy, you have to find out where your customers are and what tools they are using. Where are they going to be receptive to your messages? And by messages, we don’t just mean advertising and product pitches. Your customers are looking for support and helpful information.
Facebook – The SHOT Show has a very active Facebook page where they post, not just news about the show, but valuable industry information. This is a great place to meet members of your community and see what they are interested in. Just remember, you want to participate in the conversation…not force your marketing messages on the community.
LinkedIn – If Facebook is a casual party, LinkedIn is all about business. The SHOT Show has their own LinkedIn group but do a group search on LinkedIn for “sport shooting” and you’ll see there are 14 different groups. Some have just a few members and others have thousands.
Start by observing what members are discussing and jump in when you can offer information people are looking for. This is a great place to bounce new ideas for products and services off enthusiasts.
Twitter – Do you think Twitter is just a place for Justin Bieber fans? Think again. The SHOT Show (@nssfshotshow) has over 10,000 followers and the official Twitter account of USA Shooting (@USAShooting) has over 12,000 followers. Start connecting to their followers and share valuable information with them.
Remember, on Twitter you want to practice the 80/20 rule. Spend 80 percent of your time talking about others and 20 percent talking about yourself. In no time word will get around and you’ll develop a good following of your own. Also be sure to stay up-to-date with show information by following the SHOT Show hashtag #SHOTshow. Twitter is great during the show because it’s quick and easy to use when you are on the move.
What’s in it for you?
It’s important to remember that it’s not only potential customers that are part of your community. The media is spending a lot of time in these online communities as well and they are on the lookout for a good story and/or experts to interview.
Social media gives a voice to many who would never have been heard from before. Someone in your company could be the next industry thought leader just by participating in these social media communities and putting people in touch with valuable educational information.
When the SHOT Show rolls around attendees will know you as more than just a brand, but a provider of valuable information.
Traci Browne
Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers
www.TheSocialTradeShow.com