Thanks to the digital age, there are tons of marketing platforms and formats to choose from. In fact, B2B marketers use, on average, eight content marketing tactics to engage with their audiences, and seven of the top eight are digital tactics.
And, with so many digital options, it's easy to overlook the opportunities with face-to-face marketing.
Still, 68% of marketers use in-person events as a content marketing tactic—fourth after social media, blogs, and email newsletters.
It's time to draw attention back to a tactic that can really drive engagement and sales for your business—tradeshow marketing. Here are five ways to do it.
1. Create pre-event buzz
Too many businesses wait until the day of the tradeshow to start generating buzz about the event. If you start early, you'll be able to nurture leads even before you meet them in person at the event. Here are some ideas to create pre-event buzz.
Promote via social media
If the tradeshow has a designated hashtag (you can find out on the event website), start using it on social media. Some 11% of brands don't seem to use social media to complement their in-person efforts, but it's helpful to connect both digitally and in-person to drive conversions.
Blog about it
Build hype by blogging about the event in advance. See what speakers and sessions are scheduled, and tell your audience which ones you plan to attend. You can also offer a sneak peek of what you'll be featuring at the show.
Host a webinar or podcast
Create a webinar or podcast as a countdown to the event. Discuss expected outcomes of the event, important attendees, etc.
Distribute press releases
There are plenty of free and paid press release distribution services you can use. Also contact important bloggers in your industry to let them know your business will be at the tradeshow; they might just provide coverage of your presence.
2. Become a speaker
If you really want your brand or firm to stand out at a tradeshow, become a speaker at the event. Appearing as an expert on a topic will bring credibility, and you can mention your own booth and encourage people to visit.
Booth staff can talk to visitors about your speech, and you can use the slide deck for digital content, as interested prospects may want to refer back to it.
Regularly follow the announcements of major industry tradeshows so you can submit a speaking proposal well in advance.
3. Make your booth noticeable
The advantage of tradeshows comes from creating impactful imagery with your booth, so make the most of in-person marketing by standing out. Here are some ways to do just that.
Create signage that has impact
Signage will be your main tool for attracting interest at the tradeshow. Invest in quality signs to create a visualization of your brand message. You can use them again and again for future events.
You'll want at least two types of signage: those that attract, and those that inform.
From afar: Use simple imagery to address a pain point. This type of signage gives an impression in a flash to attract browsers.