How to Leverage LinkedIn to Boost ROI of your Exhibition Stand
With 500 Million users, LinkedIn is currently the fastest growing professional social network in the world. Out of the total monthly users, over 40% are accessing it on a daily basis. This means you could be targeting over 100 million professionals every single day. According to the LinkedIn’s Marketing solution blog, 61 million LinkedIn users are senior-level influencers and 40 Million are decision-makers. With such impressive statistics and the higher conversion rates that LinkedIn marketing gets, it would be downright silly not to integrate LinkedIn marketing strategy into your exhibition marketing checklist.
If you haven’t yet planned a strong LinkedIn strategy to get the most from your next exhibition show then you now know what you would be missing out on. But don’t worry because this article will help you out in mapping the right marketing strategy to land more meeting before you set your exhibition stand for the show, increase traffic during the show and gain quality leads post-event.
Spreading the News!
The very first thing to do to broadcast among your LinkedIn connections about your participation. This would be a big help in spreading awareness about the event. It is recommended that you share the news at least three months in advance depending upon your marketing plan. This announcement could be done through LinkedIn headline section which will enable you briefly talk about your participation. Don’t beat around the bush and keep it simple and precise such as ‘Visit us at the Euro Attraction Show Amsterdam 2019’ along with show details link.
To further multiply your contacts and create company awareness, it is essential to join industry-related groups that are on LinkedIn. These groups can be easily found through the search tab at the top of the page. Once you join the group that matches your company interests, start participating in group discussions, share valuable info related to the industry regularly and watch your conversions soar. You can create a LinkedIn group for your company and invite your prospects to carry our exhibition related discussions and pre-exhibition networking. You can also share different exhibition ideas that you are planning for the event and the latest exhibition happening. Also, check if the show you’re participating in is listed in the LinkedIn Events and make sure you RSVP for it. Checking the list of those who have RSVP’d for it will help you connect with them through LinkedIn as well as other social media platforms. This provides more opportunities to build strong connections.
Using the LinkedIn’s InMailThe most amazing thing about LinkedIn is that it allows you to connect one-to-one with anyone around the world. You can connect with people who are in your network through direct messages, but to connect with people who are not in your network, you can send them an “In mail”. It has been observed that using an InMail triples the email response rate compared to a regular email. . The InMail feature is only accessible to premium and sales navigator users. Based on your plan, you will be credited a specific amount of InMails every month. Plus, the competition is less as very few B2B companies use it. Through Inmails, you can send a personalized message to your key connections highlighting why it is beneficial for them to visit your exhibition stand, and also share with them the various exhibition stand design ideas that you have planned for the event. According to the research, 35% of recipients open the mail based on the subject line alone. Therefore, make sure you have a catchy subject line. You can also carry out a contest before the event to engage your potential customers and then send a personalized invitation through InMail.
Here are a few tips to remember while sending InMails
Keep it simple and straightforward
Start a Conversation
Explain how they will benefit from attending the show
LinkedIn AdsLinkedIn Ads is one of the best ways to reach out to your prospects. LinkedIn ads allow you to target by age, gender, location, industry, and more. Suppose you manufacture anti-ageing cosmetics products. Now, if you want to target businesses that are known for selling cosmetic products and ask them visit your exhibition stand to check out your product range, LinkedIn will make it happen for you. All you got to do is place sponsored updates on LinkedIn using carousal images and text which talks about the activities that will be taking place at your exhibition stand. You can also share a link to the landing page which will include detailed information on what, where and when the event would take place. You could also send LinkedIn ads directly to the mailbox of your target audience which will ensure that your prospects see what you have to offer at the event.
Nurture Valuable ContentOver the years, content has been constantly making its mark in the industry. We understand the potential of a powerful content strategy. As per the studies, it is found that LinkedIn is the go-to place for decision-makers to get valuable content. Therefore, every exhibitor needs to create relevant and informative content on their LinkedIn page. One of the best ways to do is through blogging. You could post a LinkedIn blog talking about the benefits of attending the exhibition as well as benefits of your exhibition stand. You could also have a blog on the success of your previous year’s show and update your readers about the latest industry trends. The LinkedIn “Native Video” is something that is in trend now. So, make the most of it throughout the event. Just like other social media platforms, you can film it through your mobile phones or your tabs too. You can create spontaneous videos which are low on budget, easy to create and can get enough attention free of cost. You can share a small teaser of pre-event to create buzz among your audience as well as share native videos showing live demos at your exhibition stand or the on-going activities in your stand. Ask your booth staff to like, comment and follow whatever you post to make sure it reaches the maximum audience. Once the event is over, make sure you conduct the lead follow up activities and send personalized message, thanking your visitors for making time to visit your exhibition booth. This will make sure that your company is always on the top of their mind. By using the above tips, you are definite to create an effective LinkedIn marketing strategy to drive traffic at your exhibition stand and result in higher conversion rates.
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