With the trade show season upon us, exhibitors are working to maximize their presence at events to generate new business leads and partnerships.

Trade shows are the modern day market bazaar for both B2B and B2C companies. Attendees and business exhibitors are there to network with an agenda in mind, either to seek new products or to sell to a new audience. Trade shows are a great way to keep in touch with colleagues, learn about new competition, and get in front of potential customers.

They are also an excellent way to ramp up your company’s SEO efforts. According to a study by the Center for Exhibition Industry Research, “about 40 percent of B2B companies surveyed allocated at least 10 percent of their trade show budget to digital marketing efforts.”

In addition to SEO, here are four key points to maximize your next trade show presence.

1. Create a custom trade show landing page: One of the primary reasons to participate in a trade show is to increase your new leads to add to the existing sales funnel. Having a custom trade show landing page allows you to monitor where your leads are coming from. You should also insert a tab to collect email addresses from the visitors to keep in touch.

2. Make promotional materials social media friendly: When people think of trade shows, one of the first things that comes to mind is the free promotional materials that companies hand out. This is to be expected at many exhibitions where businesses are trying to get their voices heard. Why not stand out by creating social media friendly materials by adding hashtags and badges?

3. Prepare your staff: Having a great looking booth may not always be enough to garner attention from attendees. Your staff still has to do the legwork to interact and demo your products to customers. It is vital to fully train your team on your products and to have an upbeat attitude. Staff your booth accordingly with the exhibit’s size. Keep in mind that unless your product is one of the main attractions at the show, people still need to promote and sell it to attendees.

4. Have a follow-up process in place: The post show follow up is the best time to establish a relationship with the new leads you’ve built during the show. Sending a thank you email, Tweet, or Facebook message can go a long way. Continue following up with the attendees you’ve established a connection with for weeks and even months down the line. Keep them in the loop with your company’s newer products and future appearances at trade shows.

Trade shows are substantial company investments. Make sure you’re maximizing your presence both during and after the show.

To get you started, download our free “10 Tips for a Successful Trade Show” eBook. It will help you cover all the important angles when planning your next big event.