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Maintain Your Marketing Goals During Canceled Trade Shows

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The year 2020 began with much promise, and trends ranging from conversational marketing to the newest digital marketing tools were well-hyped heading into the new decade. But as COVID-19 has forced event cancellations throughout the U.S. and much of the world, companies have been forced to pivot their trade show marketing efforts. Adapting to these changing circumstances quickly can boost your profitability. However, if your revised marketing efforts fall flat (or simply aren’t implemented in time), you could find it tough to make up lost ground. How can your organization maintain its marketing focus when meeting in person often isn’t possible?

Revamp Your Website

Once your website is up and running, it can be an incredible relief—so much that you may forget to employ regular updates. As time goes by, your website could be operating with outdated information, especially if COVID-19 has changed the way you do business.

Restrictions on in-person meetings and marketing events like trade shows can present a prime opportunity to revisit your website and any other projects or pages that could use a bit of extra attention. While you’re at it, set up a schedule for regular blog and social media posts or any other ongoing marketing efforts that make sense for your industry. By having a fresh website that always contains accurate information, you’ll be able to build trust among your customer base, and by scheduling engaging, topical social media posts and articles.

Focus on Search Engine Optimization

The higher your website can rise in search engine rankings, the wider your audience reach. By employing a few basic search engine optimization (SEO) principles, you’ll be able to boost your search engine ranking, ensure more clicks to your website, and follow through with your trade show marketing goals.

Some basic SEO tools include the following:

  • Google Trends, which can provide information on trending and top-performing phrases
  • Google’s Keyword Tool, which provides the same information on trending search terms and keywords
  • Programs like Moz, SEMrush, and Spyfu, which offer both free and pro versions

Using this time to explore these SEO tools and to use analytics to see which phrases are getting the most traction can help ensure that those searching for the product or service you provide will find your website.

Don’t Forget About Virtual Meetings

If you were planning on meeting with clients, suppliers, or others at a scheduled trade show, there’s no reason to let these gatherings fall by the wayside. Instead, set up virtual meetings. By seeing other attendees face-to-face, even if you can’t be in the same room, you can maintain valuable connections and provide fresh information about your products and any planned launches.

Professionalism and presentation are key to any meeting, in-person or virtual. But now that you no longer have that powerful handshake or the impressive booth display to boost client interest, what can you do to stand out through a screen? To start: try creating an engaging graphic to showcase your products and services, craft and practice a bold digital presentation, or even create a digital booth or product experience from the view of the user. They will appreciate your attention to detail even more when they know you’ve taken the time to adapt to the modern space. Using this time to build the strongest relationships over digital will make the transition back to live trade shows that much easier for you and your clients.

Whether you’re in the market for an entirely new trade show booth or your current booth just needs an update, Rockway can help you get back into the swing of trade shows once in-person gatherings resume. Visit our website to learn more about the services we offer or to get in touch with one of our experienced consultants.

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