Industrial Marketing Q&A with Expert Kyle Milan | Trade Show Marketing & Industrial Advertising
Another Monday, another valuable Q&A time with Kyle. In this video, we will be going over trade show marketing,

Question 1: 

Trade shows can be a valuable resource for potential clients, as long as you’re not going about the “traditional way” of setting up a booth and waiting for attendees to just walk in. Instead, it needs to be done in a more engaging and interactive way prior to, during, and after the trade show. Create an organic, SEO-optimized landing page for attendees to land at least three to four months before the trade show. Sometimes your own landing page can rank close to or even outrank the tradeshows website itself on search engines and bring a vast amount of traffic to your brand. Post at least once a week something about the trade show to continue engagement. When it’s show time, engage with attendees that come into your booth, do not just stand or sit there. The more people that are entering and hanging around the booth, the more interest it creates to draw others in. Market your appearance at the show through email, LinkedIn, Instagram, and any other social presence available to you to keep brand awareness fresh.

Question 2: 

Even if you’re not a national company, all it takes is connecting with people outside your region to get your journey started. Change your filters to find and cover the geographic areas you’d like to expand to. One way to do this is by signing up for a database service, however, this can prove to be expensive. Another way is by simply connecting with people through LinkedIn via the Sales Navigator. Keep posting daily content and engage with the community to build brand awareness with that region’s circle. Get yourself on the platforms your desired prospects are using. Optimize your website for organic SEO in your desired region, for example, if you’re looking to sell to machine shops in Charlotte, make sure that’s set up to grab traffic in that region.

Question 3: 

When you get to the point of asking when you need to hire an agency, chances are you’re already getting overwhelmed and it is time to find one. Producing and posting content should be a daily exercise and the strategy going forward as the goal when marketing yourself, or having an agency do it for you. However, not any agency is fit for your needs and budget, choose one that has a well-rounded understanding of your industry as well as a partner for your company, not just a background element. Outsourcing to an agency that can produce professional content, communicates well and knows your industry will prove beneficial.

Question 4: 

Google is going to be less expensive than LinkedIn due to the difference in audience. Google can cost about $1 per click, while LinkedIn can range from $4 to $12. A good budget to spend should be around $1K to $1.5K a month on clicks. Google’s advertising is far broader when targeting as it is mostly covering search phrases rather than specific people you are looking to target. Through LinkedIn, your optimization can be more strategic as to the exact sort of companies and employees you are looking to connect with. 

#tradeshowmarketing #industrialadvertising #industrialmarketing 

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