How to Build A Social Media Strategy - Elijah Logan Longview Texas

Блог им. RobJordan744
Social Media Expert Elijah Logan

Ask Yourself These Questions
Stahl suggests that, in developing your social media strategy, you ask yourself the following:
1. WHAT formats are we going to use? (Blogs, video, charts.)
2. WHY does anyone care about what we’re doing?
3. WHY does this provide business value?
4. HOW are we going to deliver the message? (What are the best social media platforms for reaching your audience?)
5. HOW should we say it? (Tone of voice.)
6. WHERE will we get the content?
7. WHERE can we syndicate the content?
8. WHEN will content be published?
9. WHEN will it need to be updated (and how frequently)? Set expectations. (For example, Twitter: one to two tweets per week starting six months in advance of your event, and three to four tweets per week from two months out.)
10. WHO is responsible for the content? Assign content to the appropriate parties, and assign someone to oversee the efforts.
11. WHO will maintain it over time?
Where Will We Get the Content?
An integral part of your strategy will be in determining what content you are going to post and where your social media team will get the content. Stahl suggests these areas are among the most valuable content sources:
1. Editorial: Magazine and online news.
2. Marketing and public relations: Printed pieces, website, and industry and event news.
3. Educational/learning: Session tracks and speakers.
4. Show-logistics updates.
More Hands-On Tips
1. Tweet each new speaker you book, using the speaker’s or his/her company’s Twitter handle to alert them of the tweet; Encourage all speakers to retweet your announcement (most will anyway). Also, tag them on Facebook mentions and via other social media channels you use. This can significantly expand your reach and expose your speakers’ followers to your show.
2. Tweet every exhibitor and sponsor you sign on, using the company’s Twitter handle. Same idea as above.
3. Organize Facebook chats or Twitter chats with select speakers; promote them to your audience via social media and e-mail alerts. Ensure that the chats include information your audience will find valuable.
4. Conduct Q&As with select speakers, providing information and teasing (soft-sell) the upcoming session and event. Publish it online and promote it via social media channels.
5. Conduct Q&As with select exhibitors and sponsors about emerging products and trends among their clients. Be sure these are not sales pitches.
6. Encourage your speakers and vendors to use their social media channels to promote their participation in your events. Provide them with event hashtags (e.g., #growyourshow) and industry hashtags (e.g., #expochat), as well as the event URL. Tell them how to shorten links (or better yet, provide shortened links).
7. Determine the leading tweeters (or people on other platforms) and bloggers in your industry and invite them as guests to your show to tweet and/or blog about it.

What are your thoughts? Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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How Trade Shows Can Help Launch your Business in New Industries - Elijah Logan Longview Texas

Блог им. DaniDiehl15
Elijah Logan Longview Texas

Are you a small business looking to generate more sales leads? It may be time to get vertical.
According to this recommendation of contributor and Business Refinement, LLC founder Michael Kaleikini, the best way to break into a new vertical is to begin connecting with industry partners who can help you reach decision-makers directly.

One of the fastest and most cost-effective ways to do just that is to begin sponsoring or exhibiting in industry trade shows. Trade shows allow exhibiting companies to:

Gain face-time with prospects and industry professionals: This article from www.MarketingProfs.com shows that decision-makers value face-to-face communication more than any other form of communication for fluid decision-making and purchasing processes.

Build professional relationships that will last the lifetime of your business: An EventView study reports that 62% of senior executives chose event marketing as the discipline that best accelerates and deepens relationships.

Close sales faster and spend less doing it: In addition to exhibiting being one of the most valuable assets for initiating long-lasting relationships, it’s one the most cost-effective methods of lead generation in business. A study published by the Center for Exhibition Industry Research (CEIR) shows that sales cycles that result from trade show leads close faster and cost less to close than outside sales leads; $550 and 1.4 sales calls compared to $997 and 3.6 sales calls, respectively.

Participation in trade shows provides businesses with a smooth transition into a new vertical, with the potential to achieve big results quickly.

Mark LaCour of modalpoint, a company that helps organizations sell their products to the oil and gas industry, has seen the power of trade shows first-hand. «After sponsoring a breakfast track at a trade show, I watched one of our clients go from zero dollars of revenue from the oil and gas industry to ten million dollars in twelve months.»

Has your organization expanded into another industry using trade shows? Share your insights. Want more information on B2B trade shows? Visit the blog at ElijahLogan.com and connect with me @EliLoganTx

Hosted Buyer Event Strategies - Elijah Logan Longview Texas

Блог им. RubyeBreshea
Hosted Buyer Event Strategies

1. Stand-alone: Create a new hosted/appointment-based event held in a unique destination environment.
2. In-show event: Create structured buyer-seller interaction in dedicated meeting spaces at your existing event, and generate additional revenue.
3. Co-located: Target a unique audience demographic by holding your hosted event at the same time and in the same city as another event. This can create crossover attendance and sponsorship opportunities.
Appointment-Based Hosted Buyer Model: A Different Value Proposition
Hosted-buyer events vary in a number of ways from traditional exhibitions:
1. Unique audience model: At a hosted-buyer event, the audience is prequalified and, typically, hosted (paid for) fully or partially.
2. Unique «supplier» model: «Supplier» vs. exhibitor. Suppliers are prequalified.
3. Unique business model: Event staff sells appointments versus booths.
4. Eliminate traditional uncertainty: A hosted-buyer event has a known quantity and quality of attendees. No «hoping» the best buyers will show up.
5. Go straight to desired result: Buyers networking face-to-face with high-quality vendors.
How to Get Participants
Because these events are usually smaller (with a limited number of buyers and sellers) than traditional shows, marketing must be done differently. Here are best practices for bringing the best buyers and sellers together:
1. Network one-to-one: Work one-on-one in a service fashion, developing relationships and learning about the specific business-development requirements of targeted attendees (buyers), and help identify solutions that your clients (sellers) can provide.
2. Use multiple contact methods: Contact individuals directly via phone and e-mail. Do not mass market.
3. Engage individuals online: Social media marketing can be used to generate brand engagement and produce additional leads.

Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

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Reading Trade Shows Report - Elijah Logan Longview Texas

Блог им. TerenceWca84
Trade Show Expert Elijah Logan of Longview Tx

Have you wondered how people work out the viability of major trade shows? How they calculate what is feasible and what is not? When it is feasible and when it is not? This is where Trade Show Reports enter the equation.

These reports are written by data analysts who forecast the future growth of the market. The information contained in the reports allows for the individualized planning of trade shows that anticipate the needs of invitees.

What information belongs in a Trade Show Report? Let us look at the following points:

Management associations coordinates (phone and address)
Location for trade shows and dates
Statistics of the show – how many square feet, how many stalls/booths, how many companies are expected
What industry segment(s) took part
Ranking of the events and shows separately and comparatively
Total market size estimate
Benchmarks
Forecasts of market vis-à-vis high ranking products

Data corresponding to the above points will be collected with the help of questionnaires, interviews, and personal discussions. The correct interpretation of data can create a report which will serve as a guide for successfully organizing the next trade show(s).

There are many other trade show reports which cover other aspects, such as:

Analysis of key industries
Possibility of the industry to hire
Whether revenue from exhibitions will rise or fall in the current year
Global, national and regional major growth strategies
Is the cyberspace killing the tradeshows – how much does it matter
Will investment be high in the current year
What growth percentage is expected in the presented this year

Trade show reports are mostly used as guides. But many times they are also used as a follow-up measure as well. There are reports which look particularly at the profile of the customers and try to organize the data captured to draw an accurate picture of the return on investment from the past trade shows, as well as forecast the future trends.

The trade shows reports are invaluable tools to understand how customer behavior, market growth, or recession rates indicate the industries which will grow best, and the demand of products.

For more trade show and marketing tips visit blog.ElijahLogan.com and connect @EliLoganTx

5 Ways to Write Emails That Sell - Elijah Logan Longview Texas

Блог им. KristyLowery
Elijah Logan
@EliLoganTx

Kait taught me five ways to write emails that sell. And she doesn’t even know it.
Kait was the sales rep with a company that had approached me about purchasing their lead-tracking service. Kait’s emails were personable, informative, and best of all, effective: between a couple of conference calls and her email communications, she closed the deal with me in one week. And im a notoriously tough sell.
So, where was the magic word in all of her emails? The one that made us putty in her hands? I was determined to find it. I never did.
Because it doesn’t exist. Her emails were a perfect balance of setting the pace without being aggressive, and positioning herself as an expert without sounding like a condescending a-hole. Most importantly: she effectively communicated her role as a problem-solver, instead of acting like a salesperson.
Here’s how she did it and you can too:
By including rapport in your opening paragraph after the first conversation.

The «first conversation» point is important here. «I hope you’re having a good week» to a cold prospect sounds insincere and wastes valuable visibility real estate on mobile devices.

Every email, regardless of placement in the sales cycle, included names. If not in the greeting, then in the copy. Personalize every message.

She ditched stuffy formality while still conveying expertise: Are you clinging to perfect grammar and style? Hold on loosely. Extremely informal speech, that in cases is stylistically and grammatically incorrect, is just a blip on the radar when surrounded by specific terms and solution-based statements. Write the way you talk, keep sentences short, start sentences with ‘and.’

She chose a simple phrase that accurately depicted her service’s benefit and never lost it. «Help you guys make money» and «help you guys capture more sales» were two very memorable ones. Include the benefit, where it makes sense, in every email you send.

She used «if» in the beginning of closes to let us know that we weren’t going to get steamrolled. But she never got lazy with it and started using phrases like «if you’re interested.» The key is to be specific and value-focused: "…if you would like to save money and increase sales...", "…if you would like to compare providers for one investment…"
These small changes can transform the way you communicate with prospects through email, give you the power to control the pace of the sales cycle, and make your emails a powerful tool towards increasing sales.

Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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If You Invite Them They Will Come - Elijah Logan Longview Texas

Блог им. MarkoWov1934
Elijah Logan Longview Texas

It’s undeniable that exhibitors who notify their potential customers of their presence at trade shows experience greater success. Not only is their booth crowded with pre-qualified buyers, exhibitors are able to build on previous sales efforts in an environment that is conducive to deal-making:
Neutral turf:That’s one of the most under-recognized benefits of a trade show space; that it’s neutral territory where both parties can speak and deal openly and comfortably.

An exciting atmosphere: Don’t squander the excitement of the trade show atmosphere by performing the introduction during the show. Make the introduction long before the show begins and let the electric atmosphere of the trade show floor lend itself to closing to the deal instead.
Face-to-face relationship building: While it’s definitely possible to make a sale using the «Send» key, it’s more likely that you’ll begin building a relationship with a hand shake. Meaningful professional relationships create success for those who nurture them. Referrals, repeat business or recommendations are all invaluable assets of maintaining and developing meaningful professional relationships. How better to kick one off than with a hand shake and a personal introduction?

Below are a few tips that can help you create your own effective invites:

Email: Do not put your subject line in ALL CAPS. It’s part of a long list of spam filter magnets.

Direct Mail: Sounds simple, but always address your invite to a specific person. It always helps to follow up by phone right before the show to remind them that you’ll be there and potentially set-up an appointment to speak during the show or at an ancillary event.

Social Media: Connect with your invitees prior to the show and post information about products or services you’ll be featuring in your booth. Your posts will continuously show up in their feed (which gives you top of the mind awareness) and you’ll create excitement about your booth and the show itself.

What’s the best trade-show invite you’ve ever received from an exhibitor or sent as an exhibitor? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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How Trade Shows Can Help Launch your Business in New Industries - Elijah Logan Longview Texas

Блог им. ChastityCorn
Elijah Logan Longview Texas

Are you a small business looking to generate more sales leads? It may be time to get vertical.
According to this recommendation of contributor and Business Refinement, LLC founder Michael Kaleikini, the best way to break into a new vertical is to begin connecting with industry partners who can help you reach decision-makers directly.

One of the fastest and most cost-effective ways to do just that is to begin sponsoring or exhibiting in industry trade shows. Trade shows allow exhibiting companies to:

Gain face-time with prospects and industry professionals: This article from www.MarketingProfs.com shows that decision-makers value face-to-face communication more than any other form of communication for fluid decision-making and purchasing processes.

Build professional relationships that will last the lifetime of your business: An EventView study reports that 62% of senior executives chose event marketing as the discipline that best accelerates and deepens relationships.

Close sales faster and spend less doing it: In addition to exhibiting being one of the most valuable assets for initiating long-lasting relationships, it’s one the most cost-effective methods of lead generation in business. A study published by the Center for Exhibition Industry Research (CEIR) shows that sales cycles that result from trade show leads close faster and cost less to close than outside sales leads; $550 and 1.4 sales calls compared to $997 and 3.6 sales calls, respectively.

Participation in trade shows provides businesses with a smooth transition into a new vertical, with the potential to achieve big results quickly.

Mark LaCour of modalpoint, a company that helps organizations sell their products to the oil and gas industry, has seen the power of trade shows first-hand. «After sponsoring a breakfast track at a trade show, I watched one of our clients go from zero dollars of revenue from the oil and gas industry to ten million dollars in twelve months.»

Has your organization expanded into another industry using trade shows? Share your insights. Want more information on B2B trade shows? Visit the blog at ElijahLogan.com and connect with me @EliLoganTx

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Improve Your Trade Show Results By Writing Articles Elijah Logan Longview Texas

Блог им. Eve15P331867
It is well-known among internet marketers that writing and distributing articles is one of the best and least expensive ways to promote products and services to a very wide audience. If you are involved in trade show or event marketing, you can use this technique to very effectively support your event marketing efforts.

**Supporting your trade show marketing with articles**

Let's say you are a wedding photographer who shoots weddings within a radius of about 150 miles of your office or home. You are selective about which weddings you will shoot because, quite frankly, some pay better than others. So you are interested in reinforcing your carefully developed image. Your image is of a photographer who does work that is more creative and of higher quality than what you get from the average wedding photographer.

One of the successful methods you use to promote your services is to enter two or three specialty wedding trade shows held every year in different cities within your target area. Because these shows are geared specifically towards couples who want «something special» (that is, they are prepared to spend more money), they help you reach the «better than average» clientele you are after.

**A perfect opportunity to reinforce your special image**

This is a perfect scenario for reinforcing your image by writing and publishing articles about wedding photography. Of course you have to be careful that your articles don't sound blatantly self-promoting. Most article marketers suggest your articles contain interesting, general information that can stand apart from the fact that you just happen to be providing the services you are writing about.

For instance, you might write an article called «Do Something Different with Your Wedding Photos», where you describe some different techniques and locations that might be used. Or «Wedding Photography Over the Last 50 Years», or «Should Your Photographer Choose Your Wedding Outfits?», or «5 Secret Locations to Shoot Your Wedding Photos», or «Perils of a Wedding Photographer».

There is really no limit to the number of original and interesting stories you could can come up with if you just use your imagination.

A good article marketing campaign will consist of at least three or four articles written and distributed just before the peak periods in your marketing cycle. If you are trying to reinforce your trade show marketing, make sure you prepare your articles well before the trade shows you are entering.

**How to distribute your articles**

Your objective is to use these articles to create an identity for yourself at the same time as getting yourself lots of free publicity. The more places you distribute your articles, the more prospective customers you will reach, so don't be timid about getting your articles out there.

The obvious place to start is by posting them on your own website. Create an article section and mix in articles from other (non-competing) writers. This will make your website a more valuable resource for your prospective customers, and it will enhance your image in their eyes.

Second, consider distributing your article to the local print media. If it is interesting enough — and not just a self-promotion — some of them will very likely publish it. The important thing is to find an interesting angle. Think in terms of their readers and write for them. Some media will even have special sections — weddings, home renovations, automobiles, outdoor, sports — that you can contribute to.

Third, if you are entering trade shows, send your material to the trade show organizers. They may publish a show program and may be looking for interesting material that helps make their program appear more substantial.

**Distribution on the internet**

If you are catering to local customers you may think the internet is overkill. But you would be wrong. If you are trying to reach prospects in, say, the Lexington area, make sure you write your article so the search engines know your service focuses on the Lexington area. They will do a great job getting you exposure for searches like «wedding photography Lexington», «Lexington auto detailing», or «kitchen renovators in Lexington».

Distribute your articles to as many key article websites on the internet as you can find. This will do three things for you. First, a lot of people will read your articles on these sites. Second, other sites interested in your subject matter will republish your article, exposing it to an even wider audience. And third, the major search engines will analyse and index your article and it will start appearing in searches.

**Using a professional article writing service**

You may not feel comfortable writing your own articles, and you may think it is much too time consuming to do your own distribution. That's when you should look for a reliable service to do both of these things for you. You might be surprised to find out how many writers and promoters there are out there ready to go to work for you.

Look for a service that has a solid track record. They should be able to show you writing examples, and they should be able to give you a very good idea where they intend to distribute your articles. As with most other specialized services you will probably find it is a lot more efficient to let a professional do it for you than to try to do it yourself.

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Drive More Customers to Your Booth Through Better Email-Invite Open Rates - Elijah Logan Longview Texas

Блог им. DebbraCavine
Elijah Logan Longview Texas
@EliLoganTx

A customer/ potential customer email list is a valuable resource when it comes to promoting your presence at a trade show. But with most decision-makers receiving up to 400 emails a day, how do you ensure your message stands out enough to be opened and read?

Make sure your subject line is succinct and clear about what’s contained in the email:
Come See [Insert Company Name] in [BOOTH#] at the 20xx Expo

[Insert New Product/ Service/ Location] to [Launch/ Premier] at the 20xx Expo

Don’t write it in all CAPS; most recipients see all CAPS and think SPAM

Ensure that your company name is prevalent and visible in the «From» area; this will help your recipients recognize and remember you. It will also make it less likely for your company to receive SPAM complaints.
Make sure your email content is clear, concise, informative and to-the-point
Once you’ve come up with some good subject lines, figure which ones work best by engaging in A/B testing:

Take a predetermined number of email addresses and break them into List A and List B. Pick a small round number, like 50 addresses for each list for a total sample size of 100 recipients.
Use a different subject line for each email.
Send both emails and after a certain amount of time (an hour or maybe an hour and a half, stop the email blast.
Look to see which email is receiving more opens. Take the most successful subject line and send it to the remainder of your list.
Once the blast is completed and your analytics are in, change your subject line and send the blast again, minus the opens. Repeat this process until you’ve seen an acceptable open rate for that message.
Sounds spammy, doesn’t it? As long as you’re removing the email addresses of the contacts that have opened your message with each new send, you’re in the clear. Remember: contacts that have not opened your email have no idea they’re receiving the same content because they’ve never laid eyes on your original message.

Looking for more information on what an acceptable open rate is for your industry/ email list size? Or need recommendations on which email marketing service would work best for your company? Check us out on Twitter (@EliLoganTx) Be sure to check out the blog at ElijahLogan.com, and connect.

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Five Sharp Ways To Write Emails That Can Get Your Sales Cycle Moving - Elijah Logan Longview Texas

Блог им. KayleighWing
Elijah Logan Longview
@EliLoganTx

Kait. Bill. Nick. All sales email gurus in their own right. All sales reps who taught me the secrets behind emails that convert without even knowing it.
To read ‘Five Ways to Write Emails that Sell’ which is inspired by Kait’s awesomeness, check out the blog at EliLogan.com. To find out how Bill’s and Nick’s sales emails jarred decision-makers out of inattention and into response, stick with me.

Bill’s press release distribution service email achieved the incredible: I received it, noticed it, opened it, and read it. ALL OF IT. So, how did Bill’s email grab his attention and keep it, until the very end?
He didn’t waste a moment getting to the benefit. After briefly covering how his service could help us save money and get free press, he included an early call to action. When you start with a hard-hitting value prop, it makes sense to close early. Folks on mobile devices will also appreciate not having to scroll through an entire email to act.

After Bill’s first call to action, he included three more. How did he create an email that continuously closed without being off-putting? Through structure: he launched into the benefit immediately then closed with a call to action. Below that first close was a bulleted list of the value proposition, further translated into additional benefits. Then close number two. Below that, testimonials with the hard numbers bolded. Then the final close.

He avoided confusion by choosing one method of response for the entire email and sticking with it. All of those calls to action asked us to do the same thing: click. If you have more than one call to action in your email, pick one way you want them to react and stay consistent.

Nick was a sales rep for a marketing automation company who had reached out to me several times and never received a response. He got one with this email.
Subject Line: Curious Silence?
«I reached out to you a few times about *Company Name Here* but haven’t heard back.
Curious if this silence is because you’re currently tied up with other projects or have no interest in evaluating marketing automation for your team.
Would love to hear from you either way.
Have a great day!»
I adopted a version to send to my clients and saw open and response rates skyrocket from prospects who seemed dead in the water. Nine times out of ten, this email generates momentum from even the coldest leads. Here’s why:
This subject line is effective because it’s short, intriguing, and presented in the form of a question, which automatically engages the prospect.
The humor is clever, but not edgy. The copy stays value-based, direct, short, and the low-pressure outro takes a little bit of the edge off. It’s perfect.
The stark choice in his email is easy to spot. It boils the whole situation down to an A or B scenario, which facilitates decision-making like a dream. Spoil your prospects with more than two choices and they’re forced into evaluation mode, which turns talking to you into a task that requires time they probably don’t have.
The stark choice has the power to spur your prospects to action, but can be disastrous if you make the mistake of getting pushy or going for shock value here. End that sentence with something like «saving your business» or «doing the right thing» and just like that, you sound aggressive and hostile. If you’re going to use the stark choice, plainly and objectively state what moving forward with your company looks like for them. Remain informative and objective.
Thoughts? Tips? Share them with me. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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