How to Become a Thought Leader in Your Industry

Climbers approaching mountaintop

Becoming a “thought leader” is an elusive goal that many business leaders and executives strive for. While some people may think of it as just another marketing buzzword, the reality of having a positive reputation for helping others with your knowledge and insight is important for every business leader.

We’ve been sharing content on thought leadership for years. The channels might have changed, but the opportunity to become a thought leader in your industry is just as possible today. 

Can Anyone Become a Thought Leader?

Before we dive into how to become a thought leader, let’s address a common misconception we hear from people: “I don’t have the time or connections to become a thought leader in the industry.”

While becoming a thought leader takes time and intentionality, the reality is that anyone can become a thought leader in their specific industry or niche. All you need is a willingness to do the work of codifying what you know and have the patience to build momentum over time.

4 Best Practices to Become a Thought Leader in Your Industry

So how do you become a thought leader? Here are a few simple best practices we encourage our clients to consider: 

  1. Stick with Your Message

The most effective thought leaders are known because they stick to a specific message. This makes it easier for people to discern what they do and why they’re doing it. Think about the key message you want to share, one that you would want to maintain as a consistent plumbline over the years. If you’re having trouble determining your unique message, you might want to consider the next point. 

  1. Discern Your Niche 

While you’re thinking about your brand, finish this sentence: The kind of presence I want to have when helping others is ____________________. The thought leaders who make the greatest impact are those who are committed to helping others achieve their goals. Think about what makes you unique and how you can leverage that as you develop your platform.

What’s your unique personality? Are you a generous encourager who wants to champion people in their work? Or are you a disrupter of the status quo who loves to challenge assumptions?

Are you better at providing long, drawn-out explanations? Or are you good at creating quick one-liners that get people thinking? Would you be open to speaking in public, or do you shrink at the idea?

Understanding your unique gifts and strengths will help you determine the way you build your thought leadership platform.

  1. Choose the Right Platform  

If you want to get the most out of your thought leadership content, it’s important to consider how your audience consumes what you share.  To create the greatest impact, you need to meet your audience on the channels they use (social, email, etc.) with the type of content they prefer (written, audio, video). Don’t be afraid to use a mix of platforms and content types as you’re discerning this. The level of engagement you see can help you discern where your audience is and how they prefer to interact with your brand. 

  1. Share Genuine, Authentic Reflections

The thought leaders we celebrate most aren’t the ones who know it all, but the ones who show us they’re human and that they care. As you consider what to share, don’t be afraid to show your humanity by highlighting mistakes you’ve made and lessons you’ve learned. 

  1. Embrace (Effective) Storytelling 

Storytelling should be at the heart of every piece of thought leadership content you create. Telling a story engages your audience by giving them a specific example with measurable stakes. Stories also help your audience understand how your company’s products and services could help them solve a problem. It’s important to tell stories your customers actually want to hear. If your audience can’t see themselves in your brand’s story, it won’t resonate with them.  

Position Your Brand as An Industry Leader 

When it comes to becoming a thought leader, there isn’t a one-size-fits-all approach. However, these tips will help you develop a strategy you can use to reach more people. Any effort will be worth it as it gives you a chance to help others, build your audience and grow your business. For more help positioning your brand as an industry leader, reach out to us to schedule a strategy session. 

3 Action Items to include in your Holiday Marketing Plan

pen and agenda

As the weather is slowly cooling down, the holiday season is quickly approaching. It always kind of sneaks up on you, doesn’t it? This year, your company can take advantage of the seasonal magic in the air and start designing your holiday marketing plan early. We’ve shared a few ways that you and your team can stay ahead of your competition by incorporating a few new elements into your marketing plan.

Curate Email Campaigns

Email marketing is one of the best ways to keep a potential customer engaged. Email is also one of the most influential ways to drive business and earn ROI (especially with Millennials). Plan and strategize your email content including specific promotions, engaging graphics, and the timeline that these should be distributed. Be sure to create a sense of urgency to make customers act fast (and be proud of their quick decision-making skills).

Design Festive Freebies

Whether content is available to current clients or is an incentive for new subscribers, free resources are always appreciated. Who doesn’t love free, valuable information? Add some holiday cheer to the mix to make it even more captivating. Think about your goods or services and customize some themed content that will help your customers solve a pain point. 

Here are a few ideas to get your creative juices flowing:

  • Shareable “good to know” information
  • Holiday checklists 
  • Interactive illustrations
  • Expert advice for the season

Show Your Appreciation

There’s nothing quite like receiving a corporate token of appreciation—you feel like your business truly matters. Spend the time to learn what your customers would genuinely value (even in a virtual world) and invest in the relationship.   

The holiday season is also an incredible time to give back to your community or international nonprofits that your organization admires and supports. Utilize social media to raise awareness for the causes that your business believes in, and encourage your audience to help, strengthen and give back to others. 

Ready to Implement?

Feel like your marketing plan involves details you’re not sure how to implement? Contact us today to schedule a consultation and give your customers what they want this holiday season.

How to Turn Customer Reviews into Solid Marketing Content

african american woman typing


If you have raving fans, it’s great to let potential leads know it! Customers take online reviews seriously, and the role it plays in consumer decisions continues to increase. Research from BrightLocal shows just how seriously potential customers take online reviews. 84% percent of buyers give online reviews the same weight in decision making as personal referrals. 

Online reviews are now starting to eclipse referral-based business. as Northwestern University finds that consumers are 270% more likely to buy a product or service with 5 positive reviews than a product or service with no reviews. That’s hugely significant! In order to harness the power of these reviews, use them in your marketing efforts to increase consumer trust and boost sales.

Use Customer Reviews To Enhance Your Website SEO

There are a few ways to do this. The first is simply to embed the code for Google Reviews in your website so that Google Reviews. This is a good option if the majority of your reviews are positive. Google’s search engine algorithm will recognize the embedded rating system and is likely to rank your site more highly as a result. 

The second way to utilize customer reviews is to include them on your website, either by using parts of the review text directly or by including graphics of the positive reviews on your site. (Don’t forget to change the alt text on these images so that they’re search-engine friendly) Google and Yelp hold a high trust cache with consumers, and citing positive reviews can help your brand leverage that trust. 

Use Customer Reviews on Social Media

You may also have the advantage of. Keep an eye on videos or posts that tag your brand. If you have a social media manager, have them proactively research any posts where your product or service is tagged. They can use tools like BuzzSumo or Mention to help with this. If they come across a positive review, have your team DM the content creator to ask if the review can be used  in marketing materials. 

Some reviewers are happy to offer their thoughts gratis, while others work as part or full-time product influencers. Both types of social media reviews can be helpful to weave into your marketing strategy. Screenshots and re-posts of positive reviews can build brand awareness on multiple platforms.  

Let Negative Reviews Spur Institutional Changes

Online reviews through Yelp and Google provide business owners with what they say they want most: anonymous feedback close to the point of sale. But business owners are also human, and harsh or negative reviews can leave a bad taste in anyone’s mouth. After you take some time to feel frustrated, see if you can find the kernel of truth in their words. The frustration may be about an inefficient process, an unhelpful team member, or a product flaw. 

Rather than stew in frustration, take specific actions to address the issue. However, don’t revamp your entire process over one negative review. Reflect and ask your employees if they’ve also seen evidence of what the review mentions. If it comes up several times, it may be time to analyze and address a potential pain point. 

Be Proactive about Interacting With Reviews

If you don’t have a Google My Business account or haven’t updated the account you have, you could be missing out on major opportunities to shape how your brand is perceived. One of these ways is by interacting with online reviews. Brands that interact with customers on Google cultivate a reputation for being proactive and conscientious. Plus, interacting with reviews often can allow you to pinpoint and identify possible customer needs or frustrations before they go viral. 

In the world of online reviews, negative feedback begets negative feedback. It shouldn’t go unaddressed, or you may see more of it. Instead, if you see a review that’s unfair or lacking context, you can provide that in your response to an online review. You can also offer to make it right, which goes a long way in securing customer loyalty. It says to potential buyers, “Even if we make a mistake, we will correct our error.”

Need Help Utilizing Your Positive Reviews?

Our strategic, full-service marketing team can help you plan and deploy an innovative marketing approach to court customers and build brand loyalty. Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your marketing goals and how we can help you achieve each and every one of them.

How to Find the Angle for Your Next Marketing Campaign

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Have you planned your next marketing campaign?  Your brand’s growth is reliant on a comprehensive set of tactics to educate and engage your clients. How you plan your campaign, and how you execute that campaign, will make all the difference in your brand awareness, sales, and customer retention. But, how do you find the best angle? How will you catch your audience’s attention?  We’re here to help. When you sit down to plan your next marketing campaign, use the following tips and points to guide your strategy. 

Find Your Audience’s Pain Points

When you put yourself in your audience’s shoes, you can begin to determine what their pain points are. Try to identify what motivates them to buy your product or service and what problem of theirs you’re trying to solve.  At the foundation, your campaign should speak to those pain points to show your audience that: 
  • You understand their issue
  • You’re here to solve it, and 
  • You can do it better than your competitors. 
Before you can present yourself this way, you must first thoroughly understand how your audience is feeling. If you’re having trouble putting yourself in your customers’ shoes, try building a customer profile with these 20 questions. 

Lean on Your Analytics

The numbers don’t lie! Your analytics can serve as a guide as you build your campaign. Review your numbers across all tactics (e.g., email marketing, blogging, website visits, social media, etc.) to analyze what is working, what isn’t, and where there are untapped opportunities.  From these numbers, you can see which topics and conversations garnered the most interest from your audience and what fell flat. Are your customers most interested in a certain area more than others? Maybe that’s a good place to start when planning your next campaign. 

Talk to Your Audience

Market research is now easier than ever, thanks to social media platforms and survey strategies. When planning your campaign, look to your audience to learn what they want to see from you and what they would benefit from. Depending on your social media platform of choice, this will look different. For example, if your audience frequents Instagram, you can easily set up a series of stories that poll your followers. However, on LinkedIn or Facebook, that may look more like starting a conversation with those in your industry. 

Take a Look at Your Competitors

Though you don’t want to emulate your competitors, you do want to make sure that you have a good understanding of what they’re offering your audience. This analysis helps you see what you can improve upon and how you can take your offering a step further. 

Put Your Differentiators at the Forefront

Your brand’s differentiators are what sets you apart from the crowd. It’s crucial that they’re at the forefront of your campaign, as these are your primary selling points. No matter how this campaign takes shape, ensure that your audience is always aware of what makes you different and how those differences serve them. 

Have Fun with It

Create a campaign that they’ll love! Your customers have enough of the mundane in their lives. By creating a marketing campaign with an element of surprise and delight, you can engage your audience and make them excited about the customer experience—and set them up to look forward to what they can expect from your brand in the future. 

Need Help Planning and Executing Your Next Marketing Campaign?

Are you looking for a strategic, full-service marketing firm to plan and execute your next campaign? Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

How B2B Companies Can Refresh Their Marketing

woman-holding-phone-with-pause-and-reset-message


It’s that time of year again! Spring is beginning to bloom, prompting us all to reach for the  “refresh” button on both our personal and professional home pages. After a year of learning and growth from our successes and failures, now is the time to regroup and refocus our efforts. What better way to initiate this process other than an annual marketing refresh? It’s time to change with the seasons!

Aside from the restlessness of Spring, how do you know it might be time for a marketing refresh for your B2B company? Declining or plateaued rates of white paper downloads, social media engagement, and webinar signups are all telltale signs that it’s time to reevaluate your approach to client engagement. 

In this article, we will outline specific strategies to include within your marketing refresh that can lead to successful client engagement and clear brand representation.

(Re)Examine your Audience

It’s important to remember that your client base consists of living, thinking, and changing beings, rather than a stagnant population you can define in only general terms. Your initial evaluation and definition of your client base may have started out as something that is wholly different than the reality of people you now serve. This is why it is vital to your company’s success to reevaluate your audience every 3-5 years. 

Great methods to reevaluate your audience include the following:

  • Conduct customer interviews
  • Interview your sales teams
  • Conduct thorough buyer research

Mind your Messaging House

There are two important elements to updating your marketing messaging: core messaging and a brand guide. Your company’s core messaging includes how you talk about your company; your brand guide encompasses all elements of how your company looks to others—fonts, colors, logos, etc.

An important note on updating your company’s look: it’s important to stay current with aesthetic trends and to ensure that the way your company looks accurately reflects your messaging; however, it is important to try and only change the company aesthetic every 3-5 years. Changing the look of your company too often makes it nearly impossible for your branding to become synonymous with your name.

Reuse and Repurpose

Recycling and repurposing is an important part of Spring cleaning! Just because you are revamping your content does not mean you have to abandon all the content you’ve previously published. After all, research has shown that SEO can take time to “mature.”

We recommend that you spend some dedicated time and resources strategically updating old blog and social media posts. Be certain to study new keyword rankings and incorporate them into your content to improve search algorithm ranks. Additionally, it is worth the time and effort to spend time link building—replacing old links with more relevant and current information. This will prove to your potential clients that you are abreast of the most current industry technology and trends.

Create a Current Value Proposition

Every B2B company needs an easy and effective way to quickly communicate why they would greatly benefit a potential client. A value proposition is a marketing content tool used to quickly win over your clients. Research shows that, on average, you have seven seconds to make an impression that will seal the deal with a new client. 

A successful value proposition will include the following:

  • Clear communication of specific results your company can provide
  • Explains how your company differs (and improves upon) the competition 
  • Can be read and understood in about seven seconds

While crafting your company’s value proposition, consider what sets you apart in the industry. Use the information you have previously gathered from customer interviews; consider their complaints and qualms with competition and how you worked to alleviate these concerns.

Refreshing your marketing strategy might seem like an overwhelming project, but we are here to guide you through the process, and dare we say, make it fun? You have put a lot of heart and passion into your business, let’s work together to make certain that this is obvious to your audience.

Are you planning a marketing refresh for your business? Contact Green Apple Strategy today to schedule a consultation.

How to Identify & Fix the Broken Parts of Your Marketing Funnel

person holding paper with data
If the goal of marketing is to guide people from discovering your brand for the first time to becoming a qualified potential customer, then understanding every part of that journey is essential. Most people refer to that process as the marketing funnel. In most of the conversations I have, it’s easy for business leaders and marketing professionals to know if their marketing funnel is broken. The more difficult task is identifying which part is broken and how to fix it. Your sales team might think you have a lead generation problem, but what is actually preventing them from hitting business development goals is that the leads they’re following aren’t ready to buy. This would be more of a lead nurturing issue. In this post, we highlight a few areas of the marketing funnel, share specific ways you can identify the problem area, and, more importantly, tell you how to fix it.

How to Identify & Fix the Broken Parts of Your Marketing Funnel

Brand Awareness
How can you tell if your “top of the funnel” marketing efforts aren’t working? The signs of a brand awareness problem are easy to see—if you’re looking. Most awareness problems fall into this category: Your brand can’t capture its target audience. Analyzing metrics such as website traffic or foot traffic (if you’re a local shop or retail store) can be a great way to determine if enough people know who you are. Fixing this issue could include more digitally-oriented marketing tactics such as social media, SEO, or SEM.
Lead Generation
Maybe you’re getting a decent amount of traffic to your website, but you have a hard time identifying who is visiting and if they could be a potential customer. Many factors make generating leads difficult. Are you offering a lead generation that people care about? Are you asking for the right information? Are you making it easy for people to find your lead generation resources and take action? Never underestimate the power of addressing your lead generation challenge; leads are the lifeblood of your marketing funnel.
Lead Qualification
The biggest challenge I hear from business leaders isn’t about lead quantity; it’s lead quality. To convert marketing leads to customers, you need to make sure you’re talking with the right people. Alongside your sales team, you should make sure you understand who you’re trying to reach. If you’re struggling to generate quality leads, it’s important to define buyer personas. This strategy helps you establish a compelling value proposition that educates people about how you can help them right now.
Lead Nurturing
What do we do with the leads that might be qualified but aren’t ready to buy? Many business development professionals toss these leads to the side—neglecting them until the person raises their hand again and expresses interest. If you’re struggling to convert qualified marketing leads (those with the power to make a purchase decision), then you might rethink how you’re nurturing them throughout the buying process. Many potential customers are exploring your brand, but they might not be ready to buy. This doesn’t mean you should ignore them.
Lead Hand-Off to Sales
The hand-off between marketing and sales is one of the easiest tasks to ruin in the demand generation process. As in a relay race, the lead hand-off should be an actual hand-off, not a toss. If you feel like your sales team isn’t following up with quality leads, it’s crucial to have a documented process that is agreed upon by both sales and marketing. Just as a doctor diagnoses which system in your body is causing illness, it’s vital to determine which areas of your marketing funnel are causing your lead issue. Without identifying the specific area that needs attention, you can’t create a truly healthy funnel.

4 Factors for Creating a Customer-Centric Culture

“Customer experience” has become one of the hottest marketing buzzwords of 2020. And for good reason…

  • 84% of companies who prioritize customer experience are reporting an increase in revenue. (Source)
  • 73% of consumers say a good experience is key in influencing their brand loyalties.
  • Customers switching companies due to poor service costs U.S. companies a total of $1.6 trillion. (Source)

The bottom line is that customer experience impacts your bottom line.

4 Factors Every Business Needs to Create a Customer-Centric Culture

So, how do you go about creating a culture within your business or organization that values the customer experience? While the specific tactics or strategies may evolve, here are four key factors that you need to create a customer-centric culture:

1. Leadership Buy-In Across the Organization

You can’t simply silo customer experience to your customer support or client success department. Why? Because every department in your organization has a role in creating the experience customers have with your brand.

If you want to create a customer-centric culture, you must get buy-in from the leaders and stakeholders across every department. Your CFO should recognize the impact that his or her team has on customer experience. Your marketing leader should push his or her team to think creatively about the ways they can impact customer experience.

Leaders across your organization should embrace the importance of customer experience and constantly be thinking about how their departments can lead customers into a deeper, more meaningful relationship with your brand.

2. Compelling Brand Values that Are Lived Out

Saying you value customer experience as a core value is one thing. Creating systems and structures within your organization that support customer experience is another. One of my favorite examples of this is the way Zappos tries to stay away from strict policies and ask their reps to do whatever they feel is the right thing to do for the customer and the company.

If you say you value customer experience, make sure you’re doing everything you can to keep that promise.

3. Engaged Employees Who Care About Their Work

It might sound counter-intuitive, but if you want to improve customer experience, you might want to start investing more in your employees. Engaged employees are more likely to work hard, care about your brand’s reputation, and make recommendations for improving the overall customer experience.

4. An Understanding of What Customers Want

If you want to improve your customer experience, taking time to gather insights about what customers care about and desire from your brand should be a priority. Take time to listen to customers. Be intentional about the customer journey and onboarding experience you’re creating. Find ways to create emotional connections with customers. Have a clear set of customers in mind when you’re making important business decisions.

Every company likes to think (and say) that they’re customer-centric. Considering how to embrace these four factors will help you create a customer-centric culture and ensure you deliver on your brand promises.

How to Pivot Your Marketing without Abandoning Your Entire Strategy

a pair of black one way street signs pointing in a city

As the owner of a marketing agency, I’m constantly getting emails from frustrated business leaders asking for help. They’re discouraged because their marketing isn’t working. But, they also want to know what adjustments they could make to start gaining traction again. We also see this with our own clients—when certain tactics take time to pay off or other strategies don’t produce the results we thought would happen.

Most businesses can’t throw out their entire marketing strategy and start over from scratch. They’ve invested a lot of time, energy, and resources into their long-term plan. And, most of the time, I encourage them NOT to throw the baby out with the bath water. What they need involves finding a way to course-correct and stay on track to meet their goals.

How to Pivot Your Marketing Strategy

So, how do you balance the short-term course corrections without abandoning your long-term strategy and larger objectives? Here are a few principles I’ve seen work really well for our clients at Green Apple:

1. Build short-term adjustments into your long-term plan.

One reason course corrections can be so frustrating is because we don’t plan for them. But, if you’ve been in marketing for more than five minutes, you know things don’t always go according to plan. You can do all the due diligence, and a strategy might still fall flat.

One way to avoid the frustration of course-corrections is to proactively plan for them. Recognize there will be three to four course corrections you must make each year, and build margin into your strategy. Actually include them in part of your annual planning process. When you assume the worst and recognize there will be marketing campaigns that fall flat, you can be more proactive about building in short-term adjustments into your long-term plan.

2. Set aside a portion of your budget for testing new ideas and tactics.

Marketing is always evolving and changing. If you rely on the same strategies year after year, you’ll pay for it down the road. Therefore, it’s important to constantly test new ideas and tactics that help you reach potential customers.

A good rule of thumb is to reserve at least 5-10% of your budget for testing and learning. Whatever number you land on, it’s important to reserve funds for testing marketing tactics that could improve short-term results and provide insights for future campaigns.

3. Make it a priority to constantly measure performance and leverage data in your decision-making.

Creating a data-driven culture where everyone understands the value of data is a crucial aspect of marketing. Constantly measuring the performance of each campaign will help you know when to pivot before it’s too late. As you gather data over time, you should be able to develop a more effective long-term strategy. Ideating around strategy is fun, but measuring results leads to growth. With discipline, you can deliver both.

Bottom line: Long-term planning and short-term course corrections are both essential when it comes to effective marketing. If you are frustrated because your marketing isn’t working, make sure to evaluate which short-term methods can be executed quickly and are proven to have an immediate impact.

Here’s Why Your Marketing Probably Isn’t Working

close up of hanging warm lit light bulb
As the leader of a marketing agency, I have the opportunity to constantly meet business leaders who have questions about marketing or curious about our work. Almost every conversation starts with… “Our marketing strategy isn’t working…” or “We need a new marketing strategy that will help us reach more customers.” Once we dig a little deeper, there’s nearly one common reason why most companies struggle to generate success through their marketing efforts — they define marketing by thinking about tactics instead of strategy. Marketing Tactics vs. Marketing Strategy Let’s take a step back and look at the difference between strategy and tactics. In marketing terms…
  • Strategy = defining the space where the business decides to engage, and how it plans to win in the market.
  • Tactics = identifying the tools and executions deployed in order to deliver on that strategy.
A strategy is an overall framework that is filled in by the tactics you use. It is essential for determining which tactics will be most effective. When most businesses say their marketing strategy isn’t working, what they typically mean is that the tactics aren’t effective. When this happens, it’s likely an indicator that they didn’t take the time to develop a strategy in the first place. The reason their marketing strategy isn’t really working is that there wasn’t really a strategy to begin with. How to Develop a Marketing Strategy At Green Apple, there are a few key components we encourage brands to consider when developing a marketing strategy:
  • Define your target market and buyer personas. If you want your marketing tactics to work, you need to have absolute clarity about your ideal buyer and how they operate. You need to know their challenges and pain points. Defining your target audience and evaluating the buyer’s journey are essential for an effective marketing strategy.
  • Identify your unique value proposition. What makes you better than your competitors? Answering this question is imperative for your marketing strategy. Your value proposition is a unique value that a buyer desires and will receive from your company, product, or service. Think of the word “only” and how you can apply it to your business, products, and services.
  • Determine how marketing will support your larger business objectives. In order to develop and implement an effective marketing strategy, you need to be absolutely clear on what you’re trying to achieve. What are the larger business objectives your marketing strategy is supposed to support?
Once you’ve addressed each of the issues above, you need to start asking which tactics you should use to reach customers. It’s only after your target market and buyer personas have been defined that you can decide which kinds of tools and processes might be deployed to reach them.

3 Strategies to Take Your Trade Show Marketing to the Next Level

attendees of tradeshow sitting in a row taking notes
Marketers have a love-hate relationship with conferences and trade shows. On one hand, conferences and trade shows are a lot of work. There are logistical challenges that seem to happen at every single event. Determining the ROI of having a booth in the exhibit hall or advertising in the event guide can seem impossible. Despite the challenges, having a presence at trade shows and conferences is still one of the best ways to connect with your target accounts’ key decision-makers. According to a recent study, 82% of trade show attendees are directly involved in their teams’ purchasing decisions. The question becomes…how do you maximize the opportunity of each trade show or event to generate some truly meaningful traction for your sales and marketing efforts? 3 Strategies to Take Your Trade Show Marketing to the Next Level Here are three strategies and mentalities to consider as you prepare for the trade shows or conferences you’re attending this year:
  1. Promote an experience, not your product or service. The best way to stand out in a noisy exhibit hall is to create an experience that makes people want to stop and spend time at your booth. Creating an experience that surprises or delights attendees enables you to make much more of an emotional impact than selling them a product ever would. These experiences also make for a great word-of-mouth marketing opportunity since visitors will be more likely to tell other attendees to stop by.
  2. Treat everyone as if they’re already a customer. Your brand will make hundreds of new first impressions during a trade show or conference. One of the best ways to make sure it’s a positive one is to consider every person you meet as someone who’s already a customer of yours. This mindset will transform the way you interact with attendees and help create impressions that lead to connection. You never know when a seemingly unqualified prospect could get a new job and turn into a coveted lead. And, you’ll never get the chance to make another first impression with them.
  3. Find creative ways to grab the attention of companies in attendance. If you know a particular company or decision-maker will be at the trade show, consider how you can create intrigue with them. Whether it’s reaching out to them beforehand to stop by the booth to pick up an exclusive gift or grabbing their attention by mentioning how your service can help their specific brand, there are a lot of creative ways you can design your booth to attract specific target accounts in attendance.
If you’re looking to take your trade show or conference marketing strategies to the next level, we hope these ideas can spark some creative ideas.