Category Archives: Branding

Top tips for increasing your ROI from trade shows

Coming home from an exhibition with a healthy ROI is a fantastic feeling. After all that careful planning, organising and let’s be honest – fretting, it’s a relief to know that you’ve made more money than you’ve spent.

Once you’ve taken the plunge to exhibit a few times, you’ll probably want to start refining your strategy to increase your ROI. Here are a few tips to help you do that:

1. Set your goals.

Although many exhibitors will go to a trade show with a goal in mind such as to generate leads and sales, as to what this looks like in numbers and figures may not be well known. Work out how much ROI you’re after and what this means in terms of leads needed to help your sales team to strive toward these goals.

2. Choose the right event.

Not all events were created equal and each exhibition will cost a different amount with a specific audience and an expected footfall. It’s likely that a number of events will match your criteria for target audience, so make sure that you know the key differences between them using your knowledge from previous shows as well as information such as cost.

It’s worth bearing in mind that all outgoing costs will affect your take home ROI such as travel and overnight accommodation so there’s a lot to consider when you’re trying to choose the right event for your business.

3. Choose lasting displays.

Thinking of each exhibition you attend as part of a bigger, ongoing picture can really help your ROI. Choose designs on your displays that can be used at multiple events such as a simple branded banner. This will mean that you can reuse your displays, reducing your overheads and increasing your ROI.

In order to reuse your displays, you’ll want to look for a supplier that can provide high quality stands on a budget such as Express Exhibition Displays. When you are ready to replace your design, you could choose options such as replacing your graphics which is much cheaper than replacing the whole display, but is subject to the type of display you have purchased.

4. Rank your leads.

At the event, it’s a good strategy to rank the leads that you take on the day in priority for following up. Those ranked as A are usually top priority either due to having a potential high spend or quick turnaround. B second priority and so on. The method that you choose to adopt is completely up to you – as long as it makes sense to you as a business and helps to prioritise your workload when you get back to the office for follow up is all that matters.

Just make sure that you wait until the potential customer has left before you add their ranking as it can be off-putting from a customer point of view to know that the business sees you as a C priority!

5. Follow up your leads FAST

Time is of the essence after an exhibition to follow up on your leads. The best case scenario is that you have an email waiting to be sent after the event that only needs data adding to send off to thank people for visiting the stand and to say when you’ll be in touch.

For telephone follow up, add this as a priority for your sales team as soon as they’re back in the office.

The quicker you can follow up on the leads – the more chance that you get in there first before your competitors.

How to Get Positive Reviews on Google

How to Get Positive Reviews on Google 

If you run an online business or use online resources to market your offline business, you should be aware of how important it is to maintain positive reviews from your customers. In both online and offline marketing, positive reviews do matter. Many people who visit Amazon will scroll down to read customer reviews even before they read about the features of the reviewed product. The same is also true to people who visit hotel review websites, traveling websites, movie and game review websites, and other websites that feature customer reviews. In fact, even search engine users prefer to click on Google snippets that exhibit five full stars because they believe that the stars represent positive reviews.

Positive reviews on Google become even more important as Google has made clear that its latest search algorithms since Pigeon without a doubt put priority on local businesses. The latest design modification of SERP elements, especially the local map packs with business info that also exhibits 5-star review rating system, also give a clear clue of how important positive reviews are for your online marketing campaign.

Generating positive customer reviews is important for your marketing campaign. Here you will read about the reasons why they are important and what are the best strategies to generate them.

Reasons to Generate Positive Reviews on Google

The following are three reasons why positive customer reviews on Google can be very essential for your marketing campaign.

  1. Internet users faithfully believe that positive reviews on Google are genuine.

Google is known for its scrupulosity and watchfulness. This company has been known for its tenacity in fighting internet marketing scams. As review is an important element of internet marketing, Google constantly monitors the originality of customer reviews that it exhibits on its SERPs. The majority of internet users believe beyond a doubt that the exhibited reviews are genuine and free from any kinds of unfair manipulation.

  1. ReviewsonGoogle appear on the first SERP.

Most internet users use Google search engine to search for products and services. When they perform a search, the first SERP that appears will display on the right column local map packs, local business information and customer reviews. Those elements are so obvious that their effectiveness to attract search engine users is often similar to or even more powerful than that of paid Google ads.

  1. Positivereviews given by your customers determine the real strength of your business.

As reviews on Google are guaranteed to be genuine, they can be used as a standard to gauge how strong your business actually is. Your customers can easily decide whether you are a reliable partner by simply reading those reviews. If you successfully strive to get positive reviews on Google, you can boost the reputation of your business and gain more trust from your customers. Positive review is a great means to attract more loyal customers and to achieve a longer-term online marketing success.

How to Get Positive Reviews on Google

Now that you know the reasons why positive reviews are essential for your business, it’s time for you to know how to get positive reviews on Google and to harness their marketing power. Google has actually provided an official instruction of how to get positive reviews that Google will show on its SERP. Basically, Google recommends that you encourage your customers to write reviews, reply on every written review to gain your customers’ trust, and verify your business to make sure that the reviews appear on Google’s local map packs. Besides what Google has instructed to you, there are actually other strategies that you can use to get more positive reviews for your business and to have Google display them on its SERP. Here they are.

  1. Know what it means by replying customer reviews.

As Google has said, reply on every review that your customers write, even if it is a negative review. Remember that even a negative review can be beneficial for your business if you know how to respond to it properly. A negative review helps you fill gaps that you may have overlooked before and improve the quality of your business. If you give proper reply to negative reviews, their marketing power can be even better than that of positive reviews as customers also love to read your replies.

  1. Never rely on fake or paid reviews.

Fake reviews are quite similar to black-hat SEO schemes: they are effective only for a short while before they ruin your business. There are hundreds of people who are willing to forge reviews for you if you want to pay them. Google is smart and swift in crushing black-hat SEO. It is also quite smart in detecting fake reviews and punishing the perpetrators.

  1. Serve your customers well.

Positive reviews will pop up naturally if you serve your customers well. Provide the best possible product and service to them, establish a fully functional customer service system, and create a user-friendly feedback system. Your customers will gladly write positive reviews if you serve them well.

With those three basic strategies, you should be able to get positive reviews from your customers. Keep generating those reviews because when Google see them, the reviews will naturally pop up on Google’s search result page.