The Business Show 2024
January 12, 2024 : The Business Show Team is familiar with implementing changes, trends, and technology into the marketing strategy for their events. They recently had to employ their best digital marketing strategies to aid with their global expansion.
The Business Show’s digital marketing in their global expansion
Taking the leap and going global with their portfolio, the team had to work out how best to reach their target audience within the overseas markets. Although launching a whole new show in a different country can prove to be a challenge, The Business Show group overcame the obstacles in their way.
The marketing team started with planning how best to generate awareness for the US events, through countless meetings and spreadsheets, they decided that the best approach would be building a consistent social media campaign and collaborating with US partners familiar with the territory. Relying on their UK database to spread the word also contributed slightly to the growth of the US database. Through partners promoting the event to their audiences, The Business Show LA took place last September 2023 and was met with great success. This made it easier for The Business Show Miami as there was already traction with the US event and a larger demographic gained from those who had attended and enjoyed the California show. The organisations that the team had worked with were eager to continue their partnerships for the Miami show and beyond. By utilising the digital marketing that could also be employed with collaborators, many people in the US who were entrepreneurs or small business owners could learn about the show taking place and register for their ticket.
The team behind the show has always been very passionate about making their events accessible to everyone. This is to support SMEs, entrepreneurs, and startup owners who may not have the products, resources, and access to knowledge that others may have. In order to motivate, uplift, and educate, tickets for the events hosted by Business Show Media have always been free of charge. In that regard, the group have been innovators in the industry, especially carrying this trend into the US where other events charge for entry. This is another example of how the team has adapted to digital marketing but has also carved their own path in the industry.
Trends considered by The Business Show
When investigating what the trends were within the digital marketing, content, and social media world, the team found different strategies that could help them grow their presence. Score.org found that 77% of small businesses use social media to connect with their customers, hence why The Business Show uses their social and content campaigns to connect with potential exhibitors and visitors. Below are just a few of the trends:
Short-form videos
According to SproutSocial, this type of content is found to generate more engagement and drive more conversions to leads. Typically these are less than a minute long and can capture the attention of 66% of consumers.
Interactive content
This can include polls, quizzes, or even just encouraging users to share their thoughts in the comments below.
Educational content
From blogs to infographics, or quick-fire facts, this type of content helps inform your audience while also demonstrating your expert status in the industry. This makes you a more reputable source and helps instil trust in your organisation.
The Business Show implemented each and every one of these social media trends into their schedule and used this as part of their digital marketing campaign to attract visitors and exhibitors alike for their US launch in LA. This demonstrates how the team has adapted to some of the latest trends and overcame obstacles in the way of their global success.
