3 Ways to Stand out On Social Media at Security Industry Trade Shows

It wasn’t long ago that having a social media presence for your security brand was not seen as a necessity for most organizations. Now that we have gotten a sense of just how powerful this tool can be, it has transformed into much more than just a part-time project. Social media has provided a forum in which both small and large-scale companies can engage with their audiences on an easy-to-use and familiar interface. With what seems to be a never-ending supply of content at their disposal, consumers are becoming more informed, more analytical, and more conscious than ever. You may be asking yourself, “So what can I do to stand out in this congested tradeshow environment?” Here are three easy ways you can help your brand standout on social media during security trade shows.

1. Allow your Brand to Come Alive

One of the greatest advantages of social media is the opportunity to become more personable with your audience. Being active on social media allows your brand to adopt its own persona that reflects the mission statement and values of your organization. Additionally, utilizing social networking in the right way can humanize your brand image, giving it its own personality and making it easier for you to disseminate a message to your audience. Instead of advertising, present your content as if simply sharing something interesting with a friend who has similar interests. The more people feel they know and understand your brand, the more likely they are to trust in your product, service, or cause. This is how you capitalize on brand integrity, and leverage it to increase ROI.

2. Give the People What they Want

Instead of writing a post with the thought of, “what information do I want to share?” ask yourself, “What carries value for my audience?” With so much information available today online (especially during trade shows), users are looking at a multidude of content all at once, and it should be your first objective to garner their attention and get them interacting.

People want their thoughts to be heard, and they want to listen to what others have to say. This is especially true when it comes to conducting product research prior to purchasing. Nowadays, when consumers visit a company’s website or enter a distributor store, they are more aware of the traditional marketing techniques used by advertisers to get their money. However, seeing a testimony from a satisfied customer or informed thought leader, appeals to potential buyers. They feel they are bypassing the corporate trickery and going straight to the source that will inform them of actual benefits or flaws of the product. With this in mind, although not easy, it is extremely important to create a platform where customers and booth visitors are compelled to share their experiences, while still maintaining some sort of quality control system.

3. Keep it simple

With a limited amount of time during tradeshows for live messaging that is effective, brevity and clarity are crucial components. According to BlitzLocal, “longer posts typically generate less interaction”; according to their research, the ideal post ranges from 100 to 119 characters. Aesthetic appeal is vitally important as well. Whether it be the amount of text, image quality, or the way text is displayed with attractive colors and fonts. The liquidity and quality of a post can positively or negatively affect how people assess the credibility of your brand. It’s far too easy in today’s digital world to scroll past something without even noticing it. Audiences need to be captivated before they will take interest in your message. However, when social media is used correctly, it can serve as the perfect buffer between users and your company website. With an exceptional tradeshow campaign, audiences will be wanting more when it comes to a particular product or service, and they will be able to get it from your site.

An effective social campaign can provide a company with incredible ROI and exposure, with the potential to gain even more publicity than other more costly tactics (advertising, sponsorships, etc.). No matter how large or small your brand, social media can assist in establishing the connection between your brand and your your audience.

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