ARE YOU GETTING YOUR MONEY BACK FROM TRADE SHOWS?

The scene at an exhibition booths

No matter what industry your business is in, there are trade shows that allow you to gain new customers. When you’re going to these shows it’s crucial for your company to stand out from the crowd. Part of how to do that is making sure that you’re prepared ahead of time.

1. Get a Customized Booth

What better way to stand out from a crowd than to have a customized, branded booth? There are companies that create custom booths using your own artwork. Get podiums, tables, backdrops all customized with your message the way you want it to look. Before you start designing, make sure that you know the dimensions of your space at the show.

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2. Generate Pre-Show Buzz

Let prospective customers know that you’ll be there! Post on social media, send out pre-show mailers giving out your booth number and what to expect when they visit you. You can even give a pre-show discount as an incentive to visit you.

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3. Design Post Cards & Mailers

Speaking of pre-show mailers, make sure to leave enough time, but not too much so as prospects have enough time to plan their calandars but not too much that they forget. Have flyers, brochures, postcards designed for at the show as well. Be sure to include your landing page URL and possibly add a QR code so they can easily access it. You aren’t going to have time to talk to everyone, so make sure that there is enough information for people to know about what you’re offering and feel compelled to contact you.

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4. Create Targeted Landing Pages

When people visit your booth, make sure that you direct them to a website that is relevant to what you are talking about. If you want them to find out more about a specific product or service create a landing page specific to that. Create a page that is mobile responsive since most visitors will be viewing it from a phone or tablet at the event. Be sure to include a contact form so that you can keep track of and follow up with who is interested in your company. By sending only trade show attendees to the landing page you can get a better idea of how effective your trade show efforts were.

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5. Make Promo Items & Giveaways

Like every other tradeshow booth, make sure that you have promotional itemsthat visitors can take with them. For those you do get a chance to talk to, make sure that they have a little reminder of your brand and your product or service after they leave. For those you didn’t get face time with, have something that they have a reminder of your business and a way to contact you.

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Although this isn’t an exhaustive list of pre-show preparation, at least you have an idea of some of the things to prepare. Just remember that the work isn’t done after the show, there’s a lot of post-show marketing to do as well. Check back next week to see some ideas on post show marketing to use to get the most out of your trade show leads.

GOOGLE’S MADE CHANGES: WHY SHOULD YOU CARE?

April 21st marks yet another big day for SEOs. Google is doing another one of its famous updates that will shake what we know about search engine optimization and page ranking. In case you’re curious, Moz put together a definitive list previous Google updates brush up on what’s been happening to the Google algorithm in the past. But now let’s get down to the important stuff – what can we expect before the end of the month? Although Google hasn’t released all of the information, we do know that this update will affect more people than the Panda and Penguin updates in the past so you better have your website ready.

Google-Update-2015

GOOGLE UPDATE 2015 – MOBILE FRIENDLY

MORE MOBILE WEBSITES IN SEARCH RESULTS

More and more people are doing their Google searches on mobile devices, approximately 50% of all Google searches are done on mobile. To compensate for that, after the Google update you will be seeing more mobile-friendly content in the top of search engine results pages (SERPs). Although the ranking will only affect mobile SERPs, we can predict that this change will also hit desktop searches in the near future.

If you’re website and landing pages aren’t optimized for mobile, you’re basically saying goodbye to 50% of your traffic. Google created a Mobile-Friendly Test that you can use to test specific page URLs and make sure that they are optimized for mobile. If they aren’t, you have time to update them.

What about responsive design? If your website is built around a responsive design, you’re in the clear and will not likely see a change in your rankings. Google has said in the past that responsive is their preferred website design and we can expect that these types of sites will be favored by the search engine in the future.

MORE APPS IN SEARCH RESULTS

Google now uses App Indexing as a part of its algorithm. They will be using this tool as a factor to rank apps in SERPs after the update. So now you’re not only competing with other websites for ranking, you’re also competing with apps. App Packs will be displayed for certain keywords, meaning a group of related apps that are similarly ranked will show up in the organic section of the results page, similar to how local results appear now.

If you have an app it is about to have the potential to gain a lot more visibility on mobile devices. If you don’t have an app, you don’t need to develop one if the budget is tight. For most businesses, a mobile website is a necessity especially after the latest Google update. Although it is beneficial to have both a mobile site and a mobile app, you need to make the decision what is best for your business. Can you include an added value in a mobile app that makes it different than a mobile site? Then consider starting app development.

GET A WEBSITE ANALYSIS TODAY

Not sure how this update will affect your presence online? Contact SCM Marketing Solutions or fill out the form below. We can help you determine what changes you need in order to stay on top after the update takes place on April 21st.

WHAT MATTERS MOST FOR YOUR BUSINESS, PEOPLE OR PROCESS?

what matters most for your businessThe answer is variable and seems to depend on who you ask. It is like the chicken and the egg. What is your end game?  Do you thrive on creativity or require consistency and quality?

It seems there are 2 divided views on if it is people or process that gets you what you need with regards to solving business problems, or producing creativity and innovation.  What’s more critical to producing a breakthrough innovation – finding creative people or finding creative ideas? This is a question Pixar head Ed Catmull has asked a great many people, and he says they tend to be pretty much split on it 50/50.

This astonished Catmull. Fresh off eight blockbuster successes in a row in 2008, he was arguing in his article “How Pixar Fosters Collective Creativity” that people exaggerate the importance of the initial idea, whereas, as he put it simply, “talent is rare.”

Ok, so it’s not that surprising that companies full of motion picture, fashion, product designers, or even graphics and web designers should feel comfortable with the notion that innovation depends on talent.

Oh yes, this approach doesn’t sit as well with the more engineering-oriented thinkers whose work forms a parallel stream of thinking and perhaps represent the other half of the crowd in Catmull’s polls. Engineer based industries like manufacturing leans more on the process as opposed to the people.

Let’s call this the “In my ideal world, great ideas are generated through a process anyone can follow” camp. At the most technical end, arguably, is Intel, whose innovation process, based on the precise exchange of information, is described in meticulous detail by Steven Eppinger in “Innovation at the Speed of Information.”

Sales pro’s have likely felt this same diametrically opposed viewpoint.  Some organizations still see sales as part art and seek naturally talented sales people and loose processes to allow them to innovate, create and work their magic.  Others have worked hard to move the human element and define the process as a tightly woven path to sales success. Which is better?

In the end, the answer to the people or process question is probably “both”:  people matter, process matters. Talented people can be hobbled by poor processes; hesitant people can be uplifted by smart processes. In the best of all possible worlds, extraordinary people pursue innovative ideas through processes that are perfectly suited to their talents. In the real world, less-than-perfect people are wise to use all the help they can get.

 

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