10 Marketing Tips for Website Conversion

Elaine Slatter is a Small Business Expert, founder of XL Consulting Group and author of the popular book, “Fabulous Fempreneurship”, a complete business guide for women. XL Consulting Group helps entrepreneurs with market planning, strategy, branding, web design and social media. She has over 30 years of executive business and marketing experience and is ready to help you rocket your business to success. Elaine is passionate about mentoring women to become successful women entrepreneurs. To find out more, visit XL Consulting Group or join the Fabulous Fempreneurship mastermind.

How to use podcasting to connect with your clients, it’s easier than you think by @XLConsultingGro

March 9, 2017 by Elaine Slatter 2 Comments

by Elaine Slatter | Featured Contributor

We are overwhelmed with information. Sometimes we are tired of reading and viewing and we just want to listen to sound. One advantage of sound is all we need to do is plug in our headset and listen while we are busy completing other tasks. Sound is completely portable. You can listen while in your car, jogging, walking the kids to school or at the gym. Your business could take advantage of snapping up the audio space by podcasting.

Did you know that there are at least 24 women whose podcasts are extremely popular as rated by Entrepreneur Magazine? They cover all kinds of topics from wellness to tech, finance, and interviews with women CEO’s. Why not check them out here?

You may not be a household name like these 24 women, but you can engage a new audience and build your credibility factor by podcasting, especially if you like talking versus writing or appearing on camera.

How to get started with podcasting?

You don’t have to spend a ton of money on equipment at the beginning, especially if podcasting isn’t your main income stream.

Here are the basics for your setup:

1) A good microphone

2) A POP filter (for the ‘P’ and ‘B’ sounds so you don’t get the ‘pop’ sound!)

3) A headset

4) A Skype account

5) Recording software

6) A podcasting hosting account such as Soundcloud

Eventually, you might need audio editing equipment, but to start with, don’t invest time and energy in this area for basic podcasting. You can get excellent audio editing and audio mixing from freelancers on Fiverr. I found an excellent contractor whose service was impeccable. For a complete equipment setup, check out this list.

What kinds of podcasting could you try?

1) One of the easiest ways to get started is by interviewing people. Before you become the interviewer, why not be a guest on a podcasting interview show to get your feet wet?

2) Next, find interesting topics and speakers your audience would like to learn from and interview them (this is where Skype comes in). I was recently interviewed on a podcast about entrepreneurship by Tracy J on Power Xtra Radio for her show called “Something for the Weekend”. She was in the studio in London, UK, and I was on Skype. Although there was a difference in the audio levels between the two of us, this was fixed by the great freelancer on Fiverr, so the sound was equalized.

3) One of my entrepreneur techie friends, Stacy Maynard, has partnered with Javed Khan from Empression Marketing. Their podcast reviews technology and the engagement comes from the lively exchange between them (His Way or Her Way) as they often have opposing views. You can listen to their podcasts on Soundcloud or i-Tunes. Here is their podcast on the 2017 social media trends.

4) Teach classes via podcasting, supplementing with downloadable worksheets, e-books etc. via your website.

Understanding Soundcloud

If you are going to produce a series of podcasts, they have to live somewhere. Recorded audio files can be stored on Soundcloud. It is the audio version of YouTube. You create your own channel with your own branding and gain your own followers. This is where you upload your MP3 files. You can then link to these media files from your website page or blog through the embed code on Soundcloud.

Soundcloud has an i-Tunes app and is available in the Google Play store, too. Your podcasts can stream for mobile under a subscription service that you can monetize.

Or individual instructional podcasts can be sold directly from your website, just like ebooks. You may have to increase the bandwidth of your ISP (Internet Service Provider) if you want to store your MP3 files on your website in your media files.

Why not try podcasting as part of your social media strategy for 2017?

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You can connect with Elaine on social media at: Facebook Group | Twitter | Facebook

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The Power Of Video And 9 Ways To Use It In Your Business by @XLConsultingGro

February 14, 2017 by Elaine Slatter Leave a Comment

by Elaine Slatter | Featured Contributor

YouTube has over a billion users and each and every day, people watch hundreds of millions of videos. It is the #1 place we go, because watching a video is so much easier than reading a blog article. YouTube also goes on to say that the number of channels earning six figures a year increases 50% year over year. The power of video can’t be denied no matter where you live.

How Can You Use the Power of Video?

#1 – Create your own YouTube Channel for your business

Your YouTube Channel is the repository for all your videos. You can also share them to other sites such as Vimeo, but nothing is more powerful than having them on YouTube. Why? Because YouTube is owned by Google and we should be loving everything that is related to “Google”.

Once your videos are uploaded to YouTube you can share it everywhere with the YouTube ‘share’ and ‘embed’ buttons.

#2 – Put a compelling video on your website homepage

If you don’t have your own video, you can still upload and embed a related video on your front page. It helps give you that “Authority” voice. Even if you are a startup.

#3 – Share your YouTube videos across your social media channels

Videos can be posted on Facebook, Twitter, Instagram, and LinkedIn. Make sure you broadcast the right video to the right social media channel. What is perfect for Facebook, isn’t necessarily the right one for LinkedIn.

#4 – Post your videos on your Facebook business page or your Facebook group

You can also use the Facebook ‘live’ mobile app to post your video straight from your phone to your Facebook page/group for the quick 1 minute video when you have a nugget to share or at an event that you want to share with your tribe. Videos don’t always have to be professionally created to be effective and powerful. Many times we are scrolling through our Facebook feed and come across an entertaining video of someone we know and we share it right away.

#5 – Nothing is easier than watching a “how to video”

If you have a complex topic, break it down into easy instructions and post. Using screen share techniques your audience can follow your point and click instructions and re-run the video or backtrack the video until the topic is clear.

#6 – The Explainer Video

These are animated videos that hold people’s attention and help them understand complex subjects in 2 minutes or less. Websites such as Powtoons let you make your own videos for free as long as you don’t mind their advertising tags. Video production companies often offer this service as part of a videographer’s package.

#7 – The Recorded TED-EX talk

The power of Ted-Ex talks is vast. Ted-Ex talks, the intimate one to many chats, have the power to go viral because of the popularity of the Ted-Ex channels and speakers. Could you become a TED-EX speaker?

#8 – The Video with no voice track

This kind of video with a recorded music background is for visual products such as real estate listings, home staging company videos etc. The power of video, in this case, is how many different places it can be repurposed.

#9 – The introductory video

Why not use the power of video as an introductory tool. This can be used in open or closed/private/secret Facebook groups. It is much more personal than reading the text and gives the feeling that participants are attending a live event.

You don’t have to have fancy equipment to make a video. Perhaps this is why the power of video is so attractive as a marketing tool. All you need is a cell phone, or a computer with a webcam (built-in or add-on), movie making software (free). Add to this a good microphone and lighting and away you go. The biggest hurdle is getting over the fear of being on video. If that is your number one fear, because you aren’t remotely like a spokesperson, then make your product or service the highlight and downplay your own role.

Is turning on the power of video one your 2017 business goals? Will we be seeing you soon on YouTube?

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You can connect with Elaine on social media at: Facebook Group | Twitter | Facebook

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Giving Back Makes You Healthier and Happier by @XLConsultingGro

January 5, 2017 by Elaine Slatter Leave a Comment

by Elaine Slatter | Featured Contributor

Sociologists Christian Smith and Hilary Davidson in their recent book, The Paradox of Generosity surveyed over 2000 Americans over a five-year period and found that people who give are healthier and happier. But giving back is a muscle and must be exercised on a regular basis, not just randomly.

Two enterprising entrepreneurs, Sarah Boville of Barefoot Travel and Mandi Neiser of Married by Mandi exercised their ‘giving back’ muscle with a simple wish

Fill a purse with love and a woman’s heart with hope

A simple wish to make the holiday season brighter for women at risk in the Niagara area becomes an explosion of generosity from women in the community.

The brainchild of friends Sarah Boville and Mandi Neiser, the project mushroomed from a modest goal of gathering 100 gently used purses filled with useful items. It ended up to be a mountain of over 600 purses. These purses were delivered before Christmas to the many agencies in the Niagara region that help women in crisis.

Adapting from other purse projects across the country, Sarah and Mandi, reached out through Facebook in early November to see if they could collect a few purses. Their Purse Project Niagara Facebook page became a popular place. Donors could find out what items to add to the purses and where to drop them off. But it also became a wall of generosity pictures, a wall of happy, smiling faces.

The Power of Social Media

And then Facebook took over. More posts got shared by friends and groups. Organizations like the Company of Women Niagara chapter and Fabulous Fempreneurship got on board and encouraged women entrepreneurs to donate. Drop off centres were happy to ask their customers to contribute and the snowball began.

Even the Girl Guides of Fonthill contributed to the project. And what about the guys? Yes, many were involved too. Josh at the Wine Rack in Niagara Falls, one of the drop-off points, was a willing helper. Husbands became enthusiastic packers and drivers transporting the purses to local women’s shelters. By December 20^th all the purses were delivered.

Sarah and Mandi are on board to repeat for 2017 and they have inspired many of us to start a similar project in our own areas.

A Worldwide Sisterhood of Supporters Giving Back

Worldwide, entrepreneurial women are becoming a sisterhood of supporters for other women. This can be giving employment to women in South Africa through social enterprise, building schools, educating girls. The list is endless.

Giving back is simple. Find out what is needed. Rally together a team of like-minded women who want to help and kick off your campaign. It will put a smile on your face and increase your health and happiness.

Tell us about your giving back initiatives.

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You can connect with Elaine on social media at: Facebook Group | Twitter | Facebook

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Could Writing a Book Be Your 2017 Business Card? by @XLConsultingGro

December 13, 2016 by Elaine Slatter Leave a Comment

by Elaine Slatter | Featured Contributor

Writing a book of authority in your area of expertise is a fantastic door opener and a segue to many opportunities. Cold calling is out the door if you open yourself up to writing a book. No need to find a publisher, the world of self-publishing is at your doorstep and it isn’t as expensive as you think.

Shake Off Your Self-Doubt

But first, let me get rid of your self-doubt, because I had lots of doubt before I wrote my startup guide for women entrepreneurs entitled “Fabulous Fempreneurship”.

My biggest fear was, I’m not a writer, I’m a business person, what if I don’t connect with the readers? Business topics can be a bit boring. At an author’s summit, I learned that everyone has their own “voice” and it’s best to use your own authentic voice because …well it is YOU. In my case I decided to use other experts to write sections of the book and found over 30 women contributors who were either subject matter experts or had compelling stories that helped put the expertise into context.

Anyone who is an entrepreneur can write a book. Whether you are a yoga instructor, dog obedience trainer, ladies clothing retailer, social media expert, lawyer, accountant, SEO guru, graphic illustrator or paleo food expert etc. The secret is you have expertise in your field, you are a professional and you are entrepreneurial. So clear out the doubts and get started.

What Can A Published Book Do For You?

Gets you free publicity either with the media or people who love your book and recommend it to friends.
Helps you get speaking engagements (easy for the event co-ordinator to book a speaker who is a published author)
You become a published subject matter expert and immediately you create trust with potential clients and partners
It becomes your new business card when you are making an appointment to see busy people. It is a gift nobody will refuse.
You can use your book as door prizes, gifts, giveaways for program bookings and at conventions.
Other experts can use your book to augment their offerings and help you form partnerships with other professionals.
A book is the best networking tool EVER. You can take it wherever you go. It helps open up the conversation and who knows what will happen from here.
It can help increase your social media fan base.

Writing A Book Quickly

Now the next question is “I don’t have time to write a book!” This is often the case if you are already juggling multiple roles, but there are a couple of ways to tackle this problem.

Map out your book, then write for just 30 minutes every day without worrying about your grammar, syntax etc. (that’s for your editor to correct). In no time you will have your book written. By chunking it into manageable bites you are more likely to finish your book because you are focusing on the journey of writing, not the end result.
No time to write? There are companies that take the hard work out of book writing. How do they do it? Journalists interview you over a five day period. You provide your expertise and they write the book. The author credit is still yours. Yes, this method is more expensive than self-publishing, but look at this cost as your marketing budget. The payback is well worth it. A US professor I work with is doing just that to augment his online university course on the Coursera platform. He was able to get a grant to offset the cost.

Finding Your Audience

There is an audience for your book, believe me. It is less than a year since I wrote my book and I have received many comments and recommendations from readers when I attend networking events. I’m introduced as the author of “Fabulous Fempreneurship” everywhere I go. Accountants and banks are using my book for potential clients as their “starter” book for entrepreneurs as it saves them endless time explaining the steps to becoming an entrepreneur. A women’s incubator used the book as a graduation present for their first cohort. Many of the women featured as subject matter experts are also my biggest fans, because the book also highlights their own work. It has opened up so many opportunities and sales are strong.

Add your Say

What do you think? How many of you have thought about writing a book but keep pushing the idea aside? There are so many uses for your book of authority, why not make it a priority for 2017.

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You can connect with Elaine on social media at: Facebook Group | Twitter | Facebook

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Do You Want To Be A Successful Business Owner? by @XLConsultingGro

November 17, 2016 by Elaine Slatter Leave a Comment

by Elaine Slatter | Featured Contributor

Of course you do, but sometimes you just don’t know the right path to success. From my experience of many years of privately coaching and mentoring women in business, here are the top 5 tips for becoming a successful business owner.

Understand your Numbers

Not the favourite topic for many of us, but essential to understanding your whole business. At the beginning, when you are looking for investors/loans, the first questions will be about your business numbers.

Did you know the whole business health is in your profit and loss statement? If you don’t understand what goes into a P&L statement, your accountant can help you interpret accounting terms such as: gross profit, fixed and variable expenses and net profit.

Market Your Business and Fill the Sales Funnel

Along with understanding your numbers this is the next important part of business success. Yes, there is a cost to customer acquisition, but without customers, where would you be?

See what millionaire and celebrity Shark, Robert Herjavec, has to say in his video about these two key steps to success.

Find a Business Mentor

Many organizations, including our own Fabulous Fempreneurship community, recognize the importance of having someone help you and run free mentorship programmes. Mentors don’t operate your business, they listen to your questions & concerns and help guide you to the right solutions. Mentors have a wealth of experience, why not tap into their knowledge. Asking for help isn’t a weakness, it shows how determined you are to be the best.

Have The Right Structure for Growth

This includes putting in place systems and processes as your business grows. When you are ready to hire additional employees, this will help with the on-boarding of new members of your team. Even if you are using contractors to help you, systems and processes will shorten their learning curve.

Be Ready to Pivot for Success

Your first business idea doesn’t always work out. Entrepreneurs usually have many ideas before one takes off. Just read the story of Haute Chocolate and how they changed their focus away from chocolate to inventing a stock photography site for women entrepreneurs! Talk about pivoting your business, this is a classic example of completely changing your business and finding the magic.

7 Ways to Rock the Google Ranking by @XLConsultingGro

October 5, 2016 by Elaine Slatter Leave a Comment

by Elaine Slatter | Featured Contributor

Everyone would love to be on the first page of Google, but if you are a new business, it is a little harder to be on page one, up front and center. Here are seven easy ways to help you rock the Google ranking and you don’t have to be a techie or spend thousands of dollars using an search engine optimization service.

Content is King

Content is the main key to improving your Google ranking. Google is looking for:

Variety of content
Content quality without grammar errors
Video content
Content with images

If you are having a problem dreaming up content, Copyblogger has you covered.

Like this infographic? Get more content marketing tips from Copyblogger.

Post your Content on Google+

You might have forgotten about Google+ because it doesn’t have the same following as Facebook, but the key is Google loves Google, so we should love Google too. That means everything Google owns. It places your content higher if you first post it to Google+

Create Live video on YouTube

Facebook ‘live’ is very popular, but did you know you can create live streaming and events from YouTube? Social Examiner has an excellent tutorial to get you started. Click here to see how it works. And, because Google owns YouTube, it is doubly important to create your videos using this medium rather than say Vimeo.

Smart Use of keywords and tags

Keywords and tags are what Google looks for when searching for information.

Key words or phrases are what people type into Google when looking for information. For example, you might be typing in something like “comfortable yoga clothes”, or “trendy yoga clothes”. You may get the same, or different websites results, depending on what key words were used in the description of the product by the yoga manufacturers.

The most important tag is the Title Tag (H1 in wordpress lingo). This is your page or blog post title. If it matches something a person searches for, then Google will show the site.

The meta tags are the other tags that are used when describing the title of the page. For example on page one of Google if I type in “Successful Women Entrepreneurs” a top listing goes to an article that has “Successful Women Entrepeneurs” both in the Title Tag and in the Meta tag description of the title of the page.

Tags can be used for naming pictures, your videos as well as your content. This means Google will find you wherever you are!

Don’t be tempted to “stuff” keywords 20 times in your blog or on your page, that doesn’t work. Google is on to you and will penalize you for trying to ‘game’ their search algorithm.

Use Hashtags (#)

Hashtags aren’t only for Twitter. Use them for your postings in Google+, Facebook and everywhere else in media that uses a search function.

Linking

If your content is great and people find it useful, they will link back to your content when writing their own. You can also link out to websites that clarify your content. Both kinds of links gradually help your Google ranking.

Use a Search Engine Optimization (SEO) tool on your website

For WordPress users, the Yoast SEO plugin helps you with all the tips and tricks to help you optimize your pages and blog posts for SEO and Google rankings. This is a free plugin and easy to use, even for beginners. It also helps with your keywords, metatags, analyzes the length of your content, your links, your images and even tells you whether your content is easy or difficult to read.

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You can connect with Elaine on social media at: Facebook Group | Twitter | Facebook

12 Bookkeeping Tips To Help Your Business Stay On Track And Flourish by @XLConsultingGro

September 19, 2016 by Elaine Slatter 4 Comments

by Elaine Slatter | Featured Contributor

Being an entrepreneur means wearing many hats, but one aspect of your business that you may want to leave to a professional is your bookkeeping. Knowing the financial status of your enterprise at any time is a key component of your success. It helps provide you with the basis on which to make sound decisions for your future. We have put together 12 bookkeeping tips to help your organize your finances.

Find a good bookkeeper

A professional bookkeeper can train you on your software, answer any questions and fix any mistakes that might have been made. Ask for help when it comes to running your business in the best way possible. Your business can only benefit when your financial affairs are all in order.

Invest in technology

Accounting/bookkeeping software will make it easy to be efficient, accurate and up to date. More and more business owners are turning toward cloud software and other accounting solutions that allow them and their accountants to access financial information from any electronic device. Popular bookkeeping software solutions are: QuickBooks, Sage, Fresh Books and Xero. Each one has unique functions, ranging on the depth of reporting, payroll modules and inventory control.

Keep personal and business finances separate

Never mix the two, it will make your accounting much more difficult to handle. It’s a lot easier to keep accurate records if there is only one type of account. There will not be any guessing as to whether it’s a personal or business expense. A lot of time will be saved by keeping these accounts separate.

Plan for major expenditure

Set aside money for major expenses like large inventory purchases, marketing, repairs and maintenance. By budgeting for these types of expenses, the funds will be available when you are ready not when you can afford it.

Set aside money for taxes

Setting aside money each month towards paying your businesses taxes and remittances will mean your taxes and any government remittances will always be met on time.

Keep an eye on your Creditor Invoices

Late and unpaid bills can affect your businesses credit. Keep your bills organized and always pay on time. And if you can’t pay of time, keep an open line of communication with your vendors.

Reconcile bank accounts monthly

It is important to do bank reconciliations for all your bank accounts, credit cards and petty cash. You will have accurate and up to date information including profit and loss and be able to manage cash flow. Another reason is that it will cut down the amount of time needed by your external accountant in preparing your year-end figures for tax and statutory compliance.

Review your statements once a month

Did you know the whole story of your business is in your profit and loss statement? Review this statement on a monthly basis to determine how your business is doing. Are your gross profit margins where you think they should be? If they are not, how can you change your costs to improve your profit, or should you be raising your prices?

The cash flow for most small businesses is constantly fluctuating, which means it needs to be regularly monitored. If you are using an online bookkeeping software program, it will be easy to generate and review your cash flow statement from anywhere. This way you can avoid insufficient fund charges by researching financing options in advance and making sure all of your debts are covered.

Avoid cash

If cash is used, it is hard to keep track of spending. By using a debit or credit card you can keep track of amount spent, where it was spent and when it was spent. This makes tracking your expenses much, much easier.

Schedule a set time each week to enter all invoices

Make sure that there is a portion of your weekly agenda designated specifically on managing your finances and updating your records. Depending on the volume of invoices you receive, this could be easily accomplished in 30-90 minutes per week, especially if you are using an accounting system with quick entry fields and handy drop-down toolbars.

Regularly check up on your debtors

Make sure you stay on top of your accounts receivable so that you are receiving payments from clients when they are due. Regularly running an accounts receivable report and issuing monthly statements to clients will help you stay on top of monies that you are owed. It will also assist with your cash flow.

Good filing system

Maintaining a good filing system is imperative in keeping your paperwork organized. You will always be able to find ‘that piece of paper’ when you need it. This can be as simple as a file organizer, or go one step further and create an electronic filing system and do away with ‘that piece of paper’ altogether. Remember to keep all your business receipts and file them monthly.

By keeping your records in check, you will be able to spend less time on business finances and more time on growing your business.

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You can connect with Elaine on social media at: Facebook Group | Twitter | Facebook

The Branding of You : Learn the 5 Secrets of Successful Branding by @XLConsultingGro

August 4, 2016 by Elaine Slatter Leave a Comment

by Elaine Slatter | Featured Contributor

Whether you are using a personal brand (think Mary Forleo) or corporate branding for your business is up to you, but here are the first three key questions to ask for establishing the framework for your brand messaging.

1) Who are you and what do you do?

2) Why do you matter?

3) What makes you unique?

Once you have established these basics, you can then move on to establish your key messaging:

Brand Promise

Can you describe what you do for your customers in ten words or less? This is your brand promise. We often see a brand promise in the tagline associated with a logo. Ones that come quickly to mind are Nike – “Just Do It,” Subway – “Eat Fresh,” Walmart – “Save money, live better,” Adidas – “Impossible is nothing.” The tagline is your brand promise, but brand messaging is more than that.

Brand Positioning

Your messaging should be customer-centric, meaning understand how your customers think. From here you can then create messages that will solve their pain points, through the key features and benefits of your goods/services.

A great deal of time is spent understanding your customers. Where do they hang out, what motivates them, what do they care about? Knowing as much about the demographics of your customers as you can will help you with this messaging. When you put your business plan together, market research was a big part of the plan. This initial market research will help you craft messages that are important to the prospects that will want to buy your products/services.

For example, if you are a “Marylou’s Fresh Food Market,” your audience includes people who want to eat healthy foods as a central part to their lifestyle. Your research may have indicated that the demographic profile of this type of customer is, say:

Between 20-40
70% female/30% male
Earns $40K-$100+K annually
Exercises 3x per week
Eats a low carbohydrate diet
Has a dog
Wears casual clothes
Follows sports
Has 2 children under 10.

This research then helps you direct your sales and marketing messages around these buyer demographics. This applies to both your online messages through social media and your print messaging.

Tone of Your Brand Messaging

Based on your customer demographics, what is the tone you want to use for your brand? Are you aiming for nurturing, fun, sassy, or more serious? A tone development trick for copy writing is comparing your business to a celebrity: ”If my brand was a celebrity, it would be Taylor Swift,” or “If my brand was a celebrity, it would be Richard Branson.”

Time to Establish the Pillars of Your Brand

Brand Pillars describe the key selling points of your product/service. Each of these brand pillars will be supported by a key benefit statement and supporting examples. These become the focal points of your marketing content.

A branding framework

This is a great exercise for your business. You can lay out your framework in a simple spreadsheet and refer to it as a reminder when branding you or your business.

Brand Framework for Marylous Fresh Food Market

Brand Promise: Fresh food you and your family will love

Positioning Statement: Marylous is the first fresh food company in your community

Tone of Voice: Light, bouncy, empowering

Elevator Pitch: Fresh food you and your family can easily prepare for a healthy lifestyle. A selection of premade, fresh dishes for those on the run or the fussy members of your family who want something different than the rest of the family!

Marylous Three Brand Pillars:

Easy

Fresh

Variety

Marylous store layout makes it easy to select your items

Store restocked night with produce from local food terminal

Unique items added, not the same boring items

Quick meal items at front of store

Quick meals made every day

Food from all over the world & we welcome suggestions

Deli has hot meals ready to go

Fresh fruits packaged daily

Use our website to give us feedback about new items

Fresh snack items at checkout

In season variety not found in other supermarkets

Use website or at checkout suggest new items

Now that your branding framework is complete, you have all the core details to develop successful marketing messaging. This can be online through social engagement on Pinterest, Twitter, Instagram & Facebook or print advertisements. Branding takes time. Remember Nike was just a swoosh logo at the beginning, until they developed their branding framework and key messaging.

Remember to switch up your messaging, commonly known as A/B testing. Use video and images, a few key call to action messages and keep it low on the word count. We only have a few seconds to engage our prospective clients, make every second count.

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You can connect with Elaine on social media at: Facebook Group | Twitter | Facebook

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Are Trade Shows A Waste of Time? 3 Unconventional Tactics to Try by @XLConsultingGro

July 25, 2016 by Elaine Slatter Leave a Comment

MILAN, ITALY - FEBRUARY 22: Pocket watch on display at Mipap, international presentation of women's pret-a-porter and accessories on FEBRUARY 22, 2014 in Milan.

Courtesy of Deposit Photos.

by Elaine Slatter | Featured Contributor

We’ve all done it, stood around at a trade show and wondered, “why am I here?”

Attending and exhibiting at trade shows can be very expensive by the time you create your marketing materials, order your pull up banner and rent your space. Add in the supplemental costs of booth space, hotel accommodation and meals and it soon adds up. Before you know it, your budget for the year has been spent and the results may not be tangible.

Here are 3 strategies that can make attending a trade show worthwhile.

1. Exhibit At A Trade show That Has Nothing To Do With The Product You Sell

When a friend, who is a Stella and Dot stylist, announced she was exhibiting at a 5 day International Plowing Match, at first I was extremely surprised. But then I understood. Farming is a family business, the whole family attends the 5 day farming event in our local rural community. Attendance is usually around 100,000. The men and boys are attracted to all the cool farm equipment, but what do the Moms and girls do? They wander aimlessly along trying not to be too bored by all this “guy stuff”.

Enter the Stella and Dot display. Wow, an instant magnet for the ladies. A chance to win a free giveaway and look at great products that have nothing to do with farming. Result: Large retail sales at the show and several new team members added to the Stella and Dot team of stylists.

2. Link Giving Back to the Community

Some hospitals have “Vendor Days”. This is a great opportunity if your product fits with the nursing community and visitors to hospitals. For a small donation by the vendor to the hospital, you can set up a booth in a high traffic area designated for the vendor show. Check this out ahead of time to make sure that the event is not being held in the basement, which would be a much lower traffic area.

3. Have a Sales Table at a Street Festival

Summer is a relaxing time and families escape to fun events in their local communities that are engaging for all ages. If you have pet products, sports equipment, clothing, food or plants, street festivals could be a smart alternative to a traditional tradeshow. When people are relaxed they are often in a buying mood. For outdoor events, investing in a tent is a must because the one thing you can’t count on is the weather!

So before you think tradeshows are a bust, why not re-think your plans and invest in some unconventional strategies over the summer and fall.

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You can connect with Elaine on social media at: Facebook Group | Twitter | Facebook