Attending tradeshows has been a mainstay for businesses for years. In the last ten years attendance at business-to-business tradeshows has declined. The recent economic situation has made it harder for some companies to exhibit at the most popular shows. Even if you are not going to attend or exhibit at a tradeshow you can still benefit from the fact that many people will attend the show and will be looking online for information about the show.
I have successfully used the fact that tradeshows drive awareness which drives searches in order to help my clients. One of my clients still ranks in the top five search results for a tradeshow, specific to their target audience and they haven’t attended this show in two years. I have other clients that use search marketing (Adwords) to target attendees of a given tradeshow.
The reason tradeshows provide a source of relevant search traffic is that the attendees for a given show are your intended audience. The purpose of a exhibiting at a tradeshow is to attract attendees to your booth. This is the same reason you have a website. You want your target audience to visit your website. What better way to attract your target audience to your website than to provide information about a relevant tradeshow.
Here are five ways to drive traffic to your site based on an upcoming tradeshow:
- Provide links to floor plans
- Provide details about the location
- Provide details about when the tradeshow takes place
- Become a speaker and have your bio link back to your site
- Use search marketing to target traffic looking for exhibitors at the show
A well execute search strategy built around tradeshows can drive highly targeted traffic to your website. The way to make this tactic work is by providing meaningful, timely information about the show.
The tips mentioned above apply whether or not you are exhibiting at a given tradeshow. There are additional steps you can take if you are exhibiting in order to fully maximize the time and cost of attending the show. One thing any exhibitor can do is leverage their listing on the tradeshow website to get a quality backlink to their site. In my opinion you should never exhibit at a tradeshow that doesn’t provide a quality backlink.