?? Would You Read Your Own Content? Here’s the Truth
Anders Boulanger
Founder and CEO of Engagify ?? Engagement Expert ?? Speaker ?? Infotainer ??Podcast Host?? ??Barefoot Runner?? Author of "Engage First - How to Capture Attention to Tell, Sell and Sway"
Making an impact isn’t about spending more—it’s about working smarter. This edition explores how to turn trade show leads into real opportunities, craft content that connects, and measure what truly matters in social media.
?? Why traditional lead capture might be costing you big bucks (and what to do instead)
?? The secret for creating a brand that turns heads
?? How startups can make a splash without breaking the bank
All these and more! Keep reading! ??
Ever wonder if your marketing content actually hits the mark? It's time to take a hard look at whether you'd read your own stuff. Many marketers miss the boat on what real personalization means.
Marketing consultant and author Scott Murray shares his insights on creating content that truly resonates with audiences.
With over 20 years of experience in content strategy, he highlights how many marketers unknowingly produce uninspired, generic content due to outdated habits.
His STAMP framework—Self-awareness, Two-way communication, Adaptability, Meaningful language, and Predictive intelligence—offers a solution to making content more engaging and human-centered.
Why It Matters: Creating content that truly resonates can transform your marketing from forgettable to unforgettable, driving real results for your business.
Ready to turn heads at your next trade show?
Stand Out and Connect: Master Trade Show Engagement
Trade shows are your stage to shine. Capturing attention in a bustling environment can be challenging. That's where Engagify steps in.
Transform your trade show exhibiting into a deeper and richer booth experience.
Trade shows present a prime opportunity to connect with potential customers and generate high-quality leads. To maximize results, businesses need a structured approach that covers pre-show preparation, engaging attendees effectively, and strategic post-show follow-ups.
Step 1: Pre-Show Preparation Success starts before the event. Identifying the target audience, tailoring messaging, and leveraging social media help create excitement. Booth design should be eye-catching and functional, incorporating interactive elements and lead capture tools like digital business cards. Staffing plans should ensure that knowledgeable team members are always available to engage visitors.
Step 2: Engaging and Capturing Leads On the trade show floor, making meaningful connections is key. Staff should proactively engage attendees with open-ended questions and personalized pitches. Interactive elements such as games, contests, and QR codes can keep visitors engaged while capturing valuable lead data. Offering incentives like exclusive deals and premium content encourages attendees to share their contact details.
Step 3: Post-Show Follow-Up Following up promptly ensures leads don’t go cold. Sending personalized messages within 24-48 hours strengthens relationships, while providing valuable content like case studies or tailored recommendations keeps prospects engaged. Automation tools integrated with CRM systems can streamline communication and track lead progress effectively. Why It Matters: Trade shows can be a major investment, and without a structured lead generation strategy, businesses risk missing out on valuable opportunities. A well-planned approach ensures businesses maximize engagement, capture qualified leads, and nurture them into long-term customers—turning trade shows into a powerful growth tool.
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Startups can make a powerful impact at trade shows without outspending bigger competitors by focusing on experience over expense. A clear, bold booth message, human-driven engagement, creative giveaways, and a strong social media push help level the playing field. With preparation, creativity, and hustle, startups can turn trade shows into growth opportunities.
Key Points:
Why It Matters: Trade shows can be overwhelming for startups, but success isn’t about having the biggest budget—it’s about making the smartest impact. By focusing on engagement, storytelling, and strategic execution, startups can turn a small presence into a powerful advantage, gaining leads, credibility, and long-term brand awareness.
ABB Group enhances its trade show success by partnering with Engagify to implement engaging infotainment strategies.
This has significantly increased booth traffic and lead generation, with 32% of all booth leads attributed to the product display where attendees were handed off to ABB specialists for further qualification.
ABB's innovative tactics, including live performances and interactive displays, have distinguished it from competitors and maximized its "Return on Opportunity" at trade shows.
Key Points:
Why It Matters: ABB's innovative approach demonstrates the effectiveness of combining entertainment with informative content to engage attendees.
By creating memorable experiences and facilitating deeper interactions, businesses can maximize their "Return on Opportunity" and achieve greater success at trade shows.
Focusing exclusively on quick sales can boost certain marketing metrics but often harms long-term growth. Neglecting brand development and customer relationships in favor of immediate revenue may lead to higher costs and reduced customer loyalty. A balanced approach that integrates short-term tactics with long-term brand-building strategies is essential for sustainable success.
Why It Matters: While immediate sales are tempting, an overemphasis can compromise a company's future. Building a strong brand and nurturing customer relationships are crucial for long-term profitability and market presence. A strategic balance ensures that businesses not only achieve short-term targets but also establish a foundation for sustained success.
Measuring social media success requires more than tracking follower counts and likes. Marketers should focus on setting measurable objectives aligned with business goals, assessing audience quality, selecting appropriate platforms, utilizing analytics tools, monitoring website traffic, and calculating ROI.
This comprehensive approach enables a deeper understanding of campaign effectiveness and supports strategic decision-making.
Effective social media measurement helps you optimize your efforts, allocate resources wisely, and prove the value of your digital marketing initiatives.
By adopting a comprehensive measurement approach, marketers can gain valuable insights into their campaigns' true impact, allowing for data-driven decisions that enhance engagement, drive conversions, and contribute to business success.