Views: 0 Author: Site Editor Publish Time: 2022-01-04 Origin: Site
Currently, exhibitions are still an essential channel for B2B companies to acquire customers.With the successful conclusion of the first online Canton Fair, the offline-to-online model has gradually been accepted by the public.However, as the world enters the post-epidemic period, the online + offline exhibition model will still be the mainstream in the future.Online social media marketing and promotion continues to be popular in overseas circles.According to surveys, among numerous social operations, more than 80% of inquiries come from LinkedIn, and more than 90% of B2B marketers agree that LinkedIn is an effective platform for obtaining customer inquiries.And how to organically combine LinkedIn with the exhibition, get in touch with customers in advance at the exhibition, and effectively transfer the customers discovered online to help place orders? A precision electromechanical equipment company received 1 million orders on site through LinkedIn layout before the exhibition. Compared with the previous transaction volume, it doubled. Is it pure luck?Ultimately, it did three things: LinkedIn finds new customers online; Engage customers through early content marketing; At the right time, invite customers to participate in the exhibition via email and complete on-site transactions. So you might say, everyone knows the truth, but how to implement it in practice?Today I will take you to find out! 1. Cleverly use LinkedIn to create an exclusive 'fish pond' to help companies efficiently discover new customers before exhibitions. 1. Take the initiative to capture potential target groups and recruit high-quality customers through the LinkedIn search function There are generally three ways to find customers on LinkedIn, namely searching for groups, searching for individuals, and searching for companies.Customers in LinkedIn groups are more precise and concentrated, and finding high-quality groups is the first step in developing customers.Generally speaking, when we search for Group, we need to focus on three major keywords, namely 'product keywords', 'industry association keywords' and 'exhibition keywords' that serve the current exhibition. As the exhibition is approaching and we want to quickly contact a group of exhibition customers in advance, we can search and layout 15 days to 30 months in advance. Let's take electromechanical as an example.For example, the 19th Czech Brno Industrial Electromechanical Exhibition MECHA-TRONIKA will be held from December 02 to December 4, 2020. As an exhibitor, you can search for exhibition-related activities and groups. After joining the group, you can use product keywords, such as entering 'Electromechanical' in the group, to filter customers related to the product and actively add them. 2. Use LinkedIn auxiliary tools to add potential user groups in batches So how to search in batches and add accurately more efficiently?Here we recommend LinkedIn’s official auxiliary tool - LinkedIn Assistant (www.linkedines.com).One-click association, sending messages in batches, adding friends, group management, etc. help companies dig deeper into customers. How to do it? The first step is to register/log in to your account, just register/log in with your mobile phone; Note: LinkedIn Assistant gives priority to 360 Secure Browser and Google Chrome. It is particularly emphasized that you cannot connect to the external network during registration. In the second step, after logging in, you must first perform the 'LinkedIn Authorization' operation, that is, enter your LinkedIn 'Email' and 'Password' and click Authorize. Note: A LinkedIn Assistant is authorized for one LinkedIn account. Do not submit different LinkedIn account authorizations on the LinkedIn Assistant. The third step is official use. The fourth step is to enter the homepage and start adding users in batches, and you can filter products and countries.For more precision, click 'Expand more precise search and filter', and also select 'Connections' and 'Position Title'.As this electromechanical equipment company, its target market is concentrated in Europe and the United States, then you can select 'Electrical Equipment', 'United States', '1 degree, 2 degrees', 'manager' when filtering, and then click 'Search'. There will be a personal homepage and an Add Now button to the right of the relevant user. To ensure accuracy, you can click on the LinkedIn homepage to confirm again. What should I do if I want to add them in batches?Click 'Friends', click 'Batch Add Friends' in the upper left corner, the 'Edit message content sent by added contacts' page will pop up, we must click 'Insert Name Variable', in this way, we send Messages sent to anyone will be automatically replaced with the other person’s name, making users feel unique and respected, increasing the adoption rate. 2. Content marketing maniacs 'trick' users, cultivate customer loyalty, and let subsequent invitations flow naturally. 1. Use the corporate homepage 'fish farming' According to an official survey, potential customers refer to 8 pieces of content before making a purchase decision.Properly combine upper-funnel and lower-funnel content, including white papers, e-books and case studies, to obtain more and better sales leads.On Linkedin, establish a corporate page and avoid treating the homepage as the company's official website. Use content marketing to attract users so that subsequent invitations to exhibitions/activities will be more logical and the success rate will be improved. The weight of articles on the LinkedIn homepage is relatively low, and videos occupy the priority text in news updates. LinkedIn is even trying to compete with YouTube, which shows the importance of videos on the platform.The content that videos can carry is also richer. New product reviews, product function and appearance demonstrations, and even the company's exhibition information over the years and cases of cooperation with customers can all be presented in the form of videos. In homepage content marketing, in addition to regularly publishing relevant works, creating topics and activities to guide users to interact can instantly bring them closer.Of course, it is indispensable to adjust the content theme in a timely manner by observing real-time background data. Tips: If you have clear marketing promotion goals, you can also create LinkedIn ads.As the exhibition approaches, it is recommended to set up ad groups specifically to promote exhibition-related content. The promotion goal is actually more like increasing brand exposure, so single CPM (thousand impressions) optimization can be used. 2. Establish an associated homepage to conduct targeted publicity and promotion specifically for the exhibition. Of course, in addition to establishing an official homepage and conducting product marketing and promotion on the homepage, you can also create a key homepage and place it on the homepage. This associated homepage can be designed just for the exhibition.For example, the avatar logo, homepage introduction, and top spot image can all be designed to be related to the exhibition or just for our main products participating in the exhibition.In the dynamic column, reviews, detailed videos, pictures, etc. of new products on display are also regularly posted in an effort to maximize attraction. 3. Make appointments with customers online to participate in exhibitions at the right time to facilitate offline transactions We have 'fattened' our customers, how do we 'seduce' them to come to us offline and complete the transaction?On the one hand, it is the most direct way to invite customers to participate in the exhibition by sending emails. On the other hand, you can also warm up the exhibition activities online in advance, allowing customers to complete their registration online. 1. Invite customers to participate in exhibitions by email Notification via email is a relatively operational method.But if you just use a simple notification with a simple time, location, and booth number, imagine that everyone is not that familiar with it, and it does not seem to be very attractive. Moreover, this notification method is more suitable for some well-known companies, and everyone rushes to them. .If you are a small or medium-sized enterprise, it is recommended to be 'cautious'! We suggest that you can use two methods, namely, directly address the interests of users and speak with facts to create a sense of urgency. 1) What does it mean to directly address users’ pain points? In fact, it is about whether what we have is what customers need, and how to make customers feel that they are needed?Take the 'New Product Attraction Method', which is the most practical and fastest-effective method, and follows the 'FABE' principle, that is, Features, Advantages, Benefits and Evidence.Take electromechanical equipment as an example. If we launch a new 'mobile jib crane', then following the above principles, you can mention the 'features--smaller size, saving installation space, and more flexible design' in the email. ', 'Advantages - new products on the market, larger rotation angle, 20% off for orders placed at the exhibition', 'Evidence-certificate has been obtained, product pictures provided' and so on. 2) How to speak with facts and create a sense of urgency Leverage data to create a sense of urgency.For example, use the industry report of the Siluzan Independent Station AI intelligent system to check the current international import and export status of products.Divide our customers into key customers, potential customers, completed customers, etc., and then use Google Trends and Global Business Opportunities to find out the product trends in these countries, export volume, transaction volume on local websites, and the participation of local companies in exhibitions Wait, and then send an in-depth email, and the data in the email is also written for different customers. 2. Create LinkedIn Event application scenarios to complete exhibition warm-up and notification directly online The Event function launched by LinkedIn is more suitable for the three major scenarios of exhibition marketing, new product launches and event invitations. It is an effective way to activate users and carry out effective activities.It is more natural than email.How to use it? Go to the LinkedIn homepage, find 'Events' on the left, click '+' to create an event, and then enter the name, activity, and participation conditions.For example, if the above-mentioned electromechanical company wants to invite everyone to participate in this year's industrial electromechanical exhibition in Brno, Czech Republic, then the conditions can be set in sequence as 'MECHA-TRONIKA, the 19th Industrial Electromechanical Exhibition in Brno, Czech Republic', 'Mechanical and Electrical Equipment Exhibition' ', 'Attend the exhibition on December 2-04'. If you have already determined your booth or have exhibition pictures and product pictures from previous exhibitions, you can still place them.Through event updates, if customers are interested, I believe they will go and find out! 3. How to invite old customers? In fact, in the LinkedIn backend, there is also a one-on-one invitation function for old customers.How to do it?Find the LinkedIn messaging group chat, directly send the new product release content or even some new product testing live broadcast links, and invite customers to visit the exhibition site. I believe you can directly more than double the transaction rate.
