I recently attended one of the largest conferences for women-owned businesses, and the experience was nothing short of invigorating. Over three full days, I had the chance to engage in networking opportunities, meet with corporate representatives, and participate in educational sessions led by some of the country’s most influential speakers. Throughout the event, I found myself constantly exchanging LinkedIn profiles, digital business cards, capability statements, and more.
When I reviewed the Google Analytics data for our company’s website back at my desk, I discovered a significant spike in traffic, not only to our homepage but also to key service pages and inquiry forms.
While this increase in web traffic was expected, it also sheds light on a fundamental user behavior pattern. In today’s digital age, when we’re curious about someone, a brand, or a company, our instinct is to turn to the internet for information. It has become an integral part of our process for building trust in that individual or brand.
We seek answers to questions like: What sets them apart? What expertise do they offer? Do they possess substantial experience in their industry? Often, our perceptions are shaped by what we find on their online channels – their website, social media profiles, and owner bios.
This underscores the importance of keeping your digital assets updated and refreshed before attending any networking event.
Here are some key areas to focus on when updating your website:
- Certifications: Update and display all relevant certificates and licenses.
- Testimonials: Refresh your testimonials section with recent feedback.
- Team Profiles: Ensure each team member has a headshot along with their name, title, and role.
- Inquiry Forms: Test to ensure all forms function correctly and you’re receiving submitted data.
To make sure your social media platforms are ready and optimized:
- Refresh Your LinkedIn Profile: Update your bio, profile photo, and banner image to align with the conference and to reflect you.
- Drive Attendance: Share posts that you will attend the conference with information about the event and your involvement, along with relevant event hashtags.
- Connect with Attendees: Follow speakers, sponsors, and other attendees to open connections ahead of the event.
- Post Live Updates: Provide glimpses into your conference experience through photos, videos, and stories.
- Share Highlights: Post real-time insights during the conference using event hashtags.
- Encourage Engagement: Quickly respond to comments and messages to keep the conversation going and strengthen the connection.
One advantage of online marketing is that you can update and refresh your profile as often as you like, whereas print collateral requires more time and planning. By keeping your online profiles current and polished, you can trigger a strong first impression. I would strongly recommend adding these tasks to your prep steps for the conference.
