The mantra “If you build it, they will come” just isn’t enough 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 with little effort. No one knows this better than renowned trade show industry consultant and thought leader Traci Browne, author of “The Social Trade Show,” who offered these valuable tips for 2015 SHOT Show.
I’ll be giving away free copies of Traci’s book to the first two people who share this blog post on Twitter. Be sure to include #SHOTShow! 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 its own LinkedIn group, but do a group search on LinkedIn for “sport shooting” and you’ll see there are more than a few 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 around 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 more than 41,000 followers and the official Twitter account of USA Shooting (@USAShooting) has more than 31,000. Start connecting to their followers and share valuable information with them, as well as the companies you do business with or with which you want to begin a relationship.
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.
Don’t forget to share this blog post for a chance to receive a copy of “The Social Trade Show” by Traci Browne. Good luck!
Traci Browne Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers”; TheSocialTradeShow.com.
Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.
