02 Jan How to Improve Your Social Media Presence with Face-to-Face Interactions
No matter what your crafty business, you need social media presence to be competitive in today’s world. With so many people utilizing a wide range of platforms, it’s never been easier to engage with your audience. Whether you’re a blogger, a business owner, or a marketer, having a strong social media strategy is crucial for success.
However, when most people think about the best way to build an audience online, they assume that they have to utilize the tools offered by these platforms. After all, how can you grow your social media following without using the internet to do so?
While digital marketing tools are essential, most people forget that digital tools can’t replace the value of face-to-face interactions. In fact, in person interaction may be more vital to your brand than anything you’re doing online.
With that in mind, we want to take a look at how you can build your social media presence through personal interactions, especially at trade shows and other festivals and events. If you’re not using these gatherings to meet your customers, then you’re missing out on a lot of potential.
Create Viral Marketing Opportunities
When you’re at a trade show or event, you want to create an atmosphere that put people you meet at ease, so they share their experiences with you, your products and your brand across social platforms.
Here are a few fun ideas to get you started.
Photo Booth or Props
Who doesn’t love taking pictures in a photo booth? Add some flair to the occasion by incorporating props or costumes. People will be excited to take photos at your booth (or with you) and to share them to social media. Better yet, you can take and upload the pictures to your social platforms to further build buzz. Several companies rent these types of booths for short-term events at affordable prices.
Usually, trade show booths are pretty straightforward and boring. However, if you’re able to add some spectacle to the experience, then people are much more likely to take pictures or record videos and share them online. Stitchcraft client Delicious Yarns created a fantastic display of their dessert-themed yarns in a “pastry shop” booth. Our friend Kristy Glass recorded a tour you can view her display here: https://www.youtube.com/watch?v=AhDrj5rJp4M
We also loved this display by Pink Chalk Fabrics at the Houston Quilt Market many years ago which resulted in many shareable images on social media.
Whether it’s eccentric decor or a presentation that wows spectators, you can create a viral marketing tool that will build interest both in person and online.
Follow Up With Leads
At trade shows, everyone exchanges business cards. By the end of the show everyone has a stack of cards and hopefully some specific memories associated with each card. Many people are overwhelmed by the stack though, and don’t reach out to follow up with their new contacts.
One way to solidify the interaction with your new contacts is to follow up quickly afterward. An easy way to enhance your message is to take notes on the person’s business card so that you can create a personalized response. For example, if the person was interested in one particular product or service you offer, you can send an email with an offer for that product.
When following up with leads, you’ll want to categorize and rank them. Not only will this help you save time by eliminating anyone who didn’t show much interest, but it can help you focus your attention on the people who can make the most impact for your business.
Even better, if you follow up with people on social media, then it’s much easier to get them to follow you in return or sign up for your newsletter.
Consider reaching out to highly qualified leads with a hand-written note which has a standout impact in today’s digital-only marketing atmosphere.
Create a Specific Page for the Event
While you could interact with people and send them to your standard social pages, it’s best to build a unique landing page targeted to the people you meet at an event instead. There are several benefits to this.
First, it helps you measure the responses you get from the event for targeted analytics.
Second, it allows you to focus your message for the show itself. If you’re trying to highlight specific products or services, you can build your landing page around those specific items rather than a more generic page about your company.
Finally, it makes it easier for people to tag and connect with your social marketing. They can leave comments, like content, and interact with your page much more easily.
Attend Networking Events:
Most trade shows offer the opportunity to network with other attendees. Even though another party is the last thing you might want to do at the end of a long day, these can be fantastic events to help you grow your social network. Meet new people, hand out business cards and try to connect with at least a few people with whom you can continue a professional relationship with after the show.
Engage and Listen to Your Audience
At trade shows and other events, it’s so easy to promote your business and bombard visitors with information. However, you have to remember that everyone is getting spiels from dozens of different vendors and attendees, which means that it’s really easy for your message to get lost in the shuffle.
While creating buzz around your booth and your company can help boost your social media marketing, you also want to be sure that you’re focusing on engagement. Here are some tips.
- Ask attendees why they’re at the show and what they hope to get from it.
- Find out more about each attendee’s business and personal interests, and see if your product or service aligns with them.
- Ask them about highlights of the show and what they enjoyed the most. This question will help you see what stood out and whether you are one of the more memorable encounters of the show.
Overall, you want to find out information about each person you meet. This way, you can determine which people are the most qualified leads and how you can approach them in the future.
If you just give your pitch to everyone, then it’s impossible to know whether it had any effect unless they come up to you afterward and ask more questions. Engagement means that you’re more proactive, not reactive.
We hope these suggestions will help you create more meaningful face-to-face interactions with your customers. If you’re struggling with how to grow your social presence for your crafty business, Stitchcraft Marketing can help. Reach out to us on our contact page and give us a shout!