Is social media the equaliser for small businesses?
Social media provides opportunities for small businesses to compete
with global brands. Any business can choose to register a Facebook or
Twitter account and promote their products and services. Social media
enables customers to define a brand’s reputation by choosing to follow,
publicise or interact with an organisation and ‘share’ their services.
No matter how large or small your business, the overall goal remains
the same: to sell products and to publicise and expand the brand. To
achieve this, engagement with your target audiences is essential. In
today’s digital era, engagement relies upon a brand’s online presence.
Depending on a business’s use of social media, a small business can
easily get more exposure then a multi-billion dollar organisation.
Live marketing events (ie exhibitions and conferences) provide a
great platform for engagement and digital media has transformed the
event industry by allowing exhibitions to reach a larger target
audience. According to Exhibitor Magazine, the number of companies
integrating social media to their exhibits had risen by more than 80 per
cent in 2012.
A web interface on your exhibition stand allows customers to
experience and engage with your brand first hand, creating debates
across the social media sphere and enhancing the brand’s online
presence. Let’s examine the key social media tools an exhibitor can
use.
LinkedIn
is a business community that brings professionals together. It also
provides the opportunity to follow other companies and participate in
group discussions. Building genuine relationships and sharing knowledge
is a great way to make new connections and nurture your relationships.
Companies attending exhibitions often use the group discussions
feature to share their products and services, generating an interest in
the product before, during and after the show. During the exhibition
business cards are traded, and later connected on LinkedIn.
A large portion of any customer base are likely to be Twitter
users, who could choose to follow your brand. Businesses can use the
hashtag (#) to keep their products trending and create a buzz around
their brands. Updates on your products or services will connect with
your customers. Many exhibitors give out free samples in exchange for a
follow or re-tweet. Outreaching new customers has to be a primary
business objective, ensuring you leave the exhibition with more
connections that could well lead to face-to-face meetings.
A Facebook fan page
provides an opportunity for customers to interact with your business
and comment on your news. At exhibitions, companies offer incentives for
users to ‘Like’ the fan page, which stands out on their newsfeed.
Creating a live brand experience at an exhibition can generate many hits
very quickly, so businesses will often try to entice the public to
their stand with a USP. This is a cost-effective method for large brand
exposure.
Pinterest
is growing in use in the social media field and there were some 27m
active users on the site in 2012. Exhibitors have used the tool to pin
stands and products. Inspiring technology is present at most commercial
exhibitions and when shared, it entices online communities. This
provides invaluable social exposure for brands products.
Blogging
is the heart of a digital marketing strategy. Social media draws
traffic to the page where a company is able to describe its services in
more detail. Simultaneously blogging during live events provides
excellent exposure for your brand and unique insights to your company.
Search engines such as Google recognise high quality content as a key
ranking factor and it is important to write on your company blog to
increase your sites visible presence rankings and engage your existing
readership.
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