Category: Internet Marketing

trade-show-social-mediaAlmost all businesses jump head first into setting up their social media profiles. They brand them, make them look perfect, put the obligatory social media icons across the top of their website and then… ummmmm wonder what now? Hand it off to the young intern I guess?

This is an all too common, short-sighted mistake made by many businesses in today’s digital age to try and keep current with marketing trends. Using social media to market and network your business can prove to be a challenging task. However, a company event such as a tradeshow can be a boon to your Facebook, Twitter and LinkedIn marketing efforts.

Let’s start with your overall corporate image. For a small business owner, exhibiting at a professional, industry tradeshow can help boost your overall corporate image due to something called the “Halo Effect.” The halo effect occurs when one positive characteristic of a business affects the way that business is viewed by others. For example, if you see a person walking down the street who is well dressed and wearing glasses, studies show that in addition to noticing their nice appearance you will automatically assume that person is also smart and successful.

Signs of growth, expansion and/or appearing on a public stage within the leaders of your industry bring with it connotations of a successful and competent business. So let’s utilize this event, all of it’s accompanying ulterior benefits and social media to let as many people know about your event and make it as big a success as possible.

Before The Event. This is the prime time to log on to your social media networks and begin networking and inviting potential clients your event. Your LinkedIn and Facebook profiles should at this point be populated with many of your contacts already. These networks do an amazing job of locating people within your contact lists as well as other people closely related to those in your contact lists. If not, be sure to check those inboxes on those accounts and accept and approve these networking requests!

Once these networks are established begin posting announcement about your upcoming exhibit. Furthermore, aside from these broad, general messages find those prime, prospects and personally invite them to your booth via private message. These prospects could be those suspects whom you already know and have unable to successfully nail down yet, or even people you may not know as well or at all who live or work close to your upcoming event.

In addition to the above tactics for Facebook and LinkedIn, Twitter is an amazing tool that will also help you find those people not already in your network attending or thinking about attending your event.

San Diego Comic Con is a personal favorite of mine of which I’ve both attended and exhibited at. Months before the convention begins you can utilize the search term #SDCC and find literally thousands of people talking about the tradeshow in real time. Attendees, fellow exhibitors, distributors and/or sales reps are just the beginning.

Your tradeshow marketing efforts begin NOW! While some may see this as daunting, true marketers will see this as an opportunity to begin networking with others at the event, months before the event, during the off-time, not those precious, often hectic eight hour days of the tradeshow.

By simply searching for people “tweeting” utilizing the hashtag #SDCC I can:

    • Find attendees that might be potentially interested in my product, similar products, complimentary products or even (gasp) interested in my competitors’ offerings.
    • Locate fellow attendees and form strategic relationships and share the load of the pre-show effort marketing tasks. This can include sharing lists or mentioning each other within other marketing efforts (newsletters etc).
    • Locate my tradeshow neighbors and begin a relationship well before the show, not in those rare downtimes during the show. Tradeshow neighbors are ALWAYS helpful to have.
    • Locate businesses, distributors and or sales representatives attending the show. Invite these FRESH prospects to my booth to talk further.

Regardless of semantics you can see how using these simple networking tools can lead to endless new prospects before the doors of the tradeshow even open for setup. Check with your tradeshow administrator to see if they have a designated hashtag for their event. If not, no problem! You can start the trend and make one up yourself and pass it along to fellow exhibitors. After a few emails you will be surprised how quickly your efforts will be picked up and appreciated.

Click here for Part 2 of 3 – Using Social Media to Market Your Tradeshow Appearance – DURING YOUR EVENT

Often referred to as a “video-sharing website,” YouTube was created by three former PayPal employees in 2005. Since Google bought it in 2006, YouTube has become a wildly successful medium through which information is exchanged and products are marketed.

YouTube draws more than a billion monthly visitors. Consumers watch 6 billion hours of video every month via YouTube, and 40 percent of YouTube’s traffic comes from mobile devices.

What does this mean for those who wish to publish information or market goods and services?


YouTube Statistics
Mobile device use to access YouTube has risen. In 2012, 25% of YouTube’s traffic came from mobile devices. The year before, only 6% of its traffic was garnered through mobile use.

With the sale of tablets and smartphones growing, this increasing prevalence isn’t surprising.

Mobile use Of YouTube: Personal And professional significance
The numbers are important on both personal and professional levels. Those who upload and share videos for entertainment or discussion of an issue about which they are passionate should note that more and more people will be view their data via a smartphone or tablet.

Videos must be optimized for a mobile device’s unique visual settings. This goes for business use, too. Effectively marketing must take into account the device’s small screen.

Other Implications
The prevalence of YouTube use via mobile devices might have implications with respect to the appropriation of fiber optic internet sources offered through providers such as Verizon and AT&T Mobility.

Increased use of mobile devices to access YouTube might cause service providers to make significant changes to the way their wireless packages are marketed, and prices charged. Mobile users could search for the highest quality and most competitively priced wireless services.

This shift will likely parallel the general movement away from laptops and PCs as the primary medium through which individuals access the internet.

Technological advancement for the Internet and social media, and the changes it will bring, are inevitable. Those who want to appropriate Internet technology to exchange ideas or expand business should recognize that responding to trends can help facilitate success.

Those who regularly upload data to YouTube should ensure videos are mobile friendly. Statistics regarding the mobile use of YouTube indicate that to get the most out of the sharing site, we must acknowledge and adapt to the trends that affect the way it is accessed and explored.

Post written by: Michelle Smith is a freelance writer with a focus on social media and marketing. She can be found typing away on her laptop in sunny Boca Raton, Florida. Michelle welcomes your feedback at [email protected]

The top brands of the world all have 7 things in common…

#1 is: An Origin Story

All beliefs have an origin. And we all want our clients to believe in us. How we originated fulfills the primal human desire to understand how we all came to be.

The best brands in the world know this. Do you?

Whether you know the full story or not, most people can muster up some details about how Steve Jobs and Woz started off in their garage before becoming one of the highest valued companies in the world. Google and Facebook were started by roommates in a dorm room at a college.

Your creation story is a crucial first step in providing answers to why people should care about you.


It’s often the first question we ask someone new, reflecting our primal need to identify and classify. Without that information, we find it hard to connect. The same is true of your brand. A creation story is not a strategy, it is the way you tell your audience who you are, and more importantly, WHY you are. It is the first step toward developing emotional engagement and customer loyalty. Put succinctly, origin is the foundation of trust. Without it, you cannot form a relationship, with a person, or a product.


james_gandolfini2-238x300This week it is our pleasure to present a great blog from one of co-conspirators Jack Signorelli of Soundview Advice. Jack plays an integral part in helping build the back end side of things here at GB, but also has a great mind for marketing. Here is his take on the unfortunate death of James Gandolfini.

James Gandolfini passed away suddenly last week at only 51 years of age. Known mostly for his role as Tony Soprano, while tragic, isn’t the public reaction to his death interesting?

Why is it that an actor can command such attention and adulation for playing a role they didn’t create or write? The Governor showing up at his funeral mass? All of the flags in NJ at half staff? Why?

Here are some of my observations:


  • Lesson #1: Video is so powerful that people who have never met you will think they know you.
  • Lesson #2: Video connects with people emotionally.
  • Lesson #3: Video portrays a “trust factor” that the written word can’t match.
  • Lesson #4: Video can even create the feeling of “Love”!

As Business Owners how can we use this knowledge to our benefit? If your new business clients come mostly from referrals than you know that a referral is simply a recommendation from a trusted source. That most of your prospects become clients only after they have met you, looked into your face, and shaken your hand. If you’re like most of us you only have time to do that, at most, just a few times a day.

Studies show that within 15 seconds of meeting someone we decide if we are going to do business with them. Since the beginning of time we have relied on our vision to assess situations. Risk, friend or foe, fight or flight. Why should we expect marketing to be any different?

But what if you could create an “electronic handshake”? Think about the power of a vision. If you could create a video that was seen by your prospects many more times a day. A video that touches people emotionally, creating trust, just like a referral, how many more clients would you have? Then add video testimonials!

If you sell by developing trust then get all that verbiage out of your marketing. Newsflash: No one reads it! Look to photo’s and video to brand yourself as a trusted source and watch your marketing $ start to give you a real ROI!

jack Jack Signorelli is a Certified Business Coach. His career spanned 27 years in Corporate America with companies like Xerox, Wang, and culminating as VP of Sales and then President of Konica Office Products, (now Konica Minolta), an $Billion International Fortune 200 manufacturer and distributer of office products and services with more than 1200 employees. Jack retired at age 50 and now owns two businesses. He has been providing practical advice to business leaders and companies, in all industry segments, throughout the U.S.. Visit Soundview Advice at