5 Strategies To Optimize Attendee Engagement And Drive Organic Online and In-Person Traffic

November 8, 2023

Greg Walthour

Greg Walthour is co-CEO of Intero Digital, a 350-person Columbus SEO Company that offers comprehensive, results-driven marketing solutions. With more than 20 years of experience directing paid media strategies, optimizing SEO and building solutions-oriented content and PR, he leads a team of experts in web design and development, Amazon marketing, social media, video and graphic design.

Standing out and getting noticed at a trade show can be tough. With fleeting attention spans, the key is to captivate your audience through effective online strategies. How can you make your presence not only noticed but also remembered? That’s where the magic of optimizing online traffic engagement at trade shows comes in – your ticket to capturing attention and igniting a lasting digital buzz.

Here are the top five strategies to elevate your trade show game into a digital sensation, especially if you want to promote organic traffic.

1. Pre-Event Buzz with Social Media

Utilize the power of social media to create anticipation and excitement. Craft engaging posts with glimpses of your booth setup, exclusive offerings and interactive elements. Encourage users to share, like and comment to increase the reach of your content. Creating pre-event buzz will help spark attendees’ interest and entice them to visit your booth.

2. Compelling Content and SEO

Creating effective event-specific landing pages is crucial for boosting your online visibility and attracting potential attendees to your booth. By crafting keyword-rich content that aligns with the trade show’s theme and purpose, you can significantly enhance your search engine optimization (SEO) efforts. When developing these landing pages, seamlessly integrate relevant keywords within the content. This strategic placement will help your landing pages rank higher in organic search results, making it easier for individuals seeking event-related information to discover your booth.

3. Engaging Video Content

Use video to showcase your products, services or demonstrations. Create captivating video content and share it across your social media platforms and website. Videos have a higher chance of going viral and attracting attention, allowing you to tap into a wider online audience.

4. Interactive Online Demos

Host live video demonstrations or webinars that showcase your offerings. Engage your online audience with interactive sessions highlighting the value of your products or services. Encourage attendees to participate, ask questions and share their experiences, driving organic engagement and interest.

5. Influencer Collaborations

Partner with industry influencers or bloggers with a relevant and engaged online following. Collaborate with them to create content, share insights about your booth and promote your presence at the trade show. Their endorsement can amplify your online reach and draw interested attendees to your booth.

Optimizing online traffic engagement at trade shows is essential for businesses that want to stand out and get noticed. By creating a pre-event buzz on social media, crafting compelling content and SEO-rich landing pages, using engaging video content, hosting interactive online demos and collaborating with industry influencers, businesses can generate excitement and interest in their booth, driving organic traffic and generating leads.

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HERE, EVENTS HELP YOUR COMPANY AND THE COMMUNITY

MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy. Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative. Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates. The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities. MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025. MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.

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