Social media is great for any marketing strategies across all types of industries because of its great exposure in a cost-effective way, how it helps increase engagement for business and because it is a great tool to growing customer base.
The success of social media strategies is nothing new in the events industries. However, there are some tips to consider ensuring their effectiveness:
- Research your customer’s use of social media
It is important to identify is your customers prefer to use Facebook, Twitter or another platform. Find out if your customers are more likely to use social media on a smartphone, tablet or computer as this could influence the type of content you decide to share. Make sure your content is mobile friendly and keep in mind that each platform requires a specific strategy
- Choose your channels wisely
If you have a big organization, you are probably able to manage multiple channels. However, if your resources are more limited, stick to communicating on the top three channels your customers prefer. You can also manage your presence on ranking sites about experiences such as TripAdvisor.
- Have a strategy plan
You cannot start posting without a strategy. Remember the “If you fail to plan, then you plan to fail”? This applies to anything, including marketing for venues. Develop your plan carefully including what type of content you will use, how many times a day/week. Every post is important to create value for your venue and raise expectations, so try to be creative. Share what is new in your venue, how it differentiates from others and the experience you offer.
- Create expectations
Venues depend on the expectation you create, consider posting photos in real-time or show the preparative for the event or tell your customers you have a special announcement. You can also create an expectation for guests through the storytelling photos you post online.
Take a look at how the big players use their social media. Festivals like Lollapalooza, Ultra Music Festival, Coachella and others occur every year and they have managed to attract customers in the real world and on social media because they know how to create expectation and how to share experiences that attract their targeted personas. Big brands like Marriott Hotels also use social media to communicate how they offer more than a venue, an experience. They have linked their brand with the idea of pleasant traveling. Focus on what you’d like your brand to be remembered for.
- Be authentic
Your content should be consistent with your identity brand, its aesthetics and the message you promote. Make sure your blogs, photos, videos and in general, all your content is authentic and can differentiate from others. The more people feel like they are seeing content from a human being and not just a brand, the more they’ll be likely to stick with you.
Instead of only using your venue’s social media platforms to promote your businesses, you should also focus on interacting, conversing and engaging your followers.
