Do your marketing events need to reach the next level in terms of attendance and engagement? Maybe you are promoting your event, but you aren’t reaching enough people, or the right people. With a strong social media marketing strategy, you can generate buzz around your event while hyper-targeting the right audience. Not only does this improve attendance and engagement, but it grows your social media presence. And in building your social media reach, you are better able to engage audiences after the event and convert attendees into customers.
How to Use Social Media Marketing to Boost Event Performance
Creating a buzz-worthy event requires a strategic approach, but by utilizing some simple tools you can find success. A social media event marketing strategy requires that you have a plan in place to connect with attendees before, during, and after the event. Let’s take a look at some social media marketing components that you can utilize to amplify the reach of your next event.
Use multiple social media platforms.
Facebook is a popular place to post events, but it isn’t the only platform that can reach a wide audience. Create a distribution and promotion strategy for a variety of platforms like Instagram and Twitter, too. There are other platforms you can use as well, but these are a great starting place.
Create an event on Facebook. Utilize keywords, input relevant links, and share pertinent information. People who are searching events in your area will be able to view your event (make sure it is set to public!) and join if they are interested. Another plus: people in their networks will be able to see that they are interested in your event, which could spark their curiosity as well.
This is a place to “sell yourself”. Pump up the enthusiasm about what’s in store for attendees at the event. Tell them how it will benefit them and create FOMO (the fear of missing out). Keep everyone updated by posting to the event timeline leading up to the event, and leave a call to action afterwards.
The focus of Instagram is images and hashtags. Create a unique event hashtag that you can use before, during, and after the event across all social media platforms. Curate a line-up of images that showcase the very best aspects of your event, and share them with your audience. Your audience can grow with the use of proper hashtags that pertain to the event, so do your research and use the hashtags that will get you the most exposure with the right people.
Twitter allows just 140 characters per tweet, so use them wisely. This is a great place to share a shortened event link, provide information about different aspects of your event, and get people excited. You can communicate using social media influencers within your same niche, and build relationships with those that are passionate about the event. Be sure to include the location, date, time, event hashtag, and any other essential info in your posts.
When you share exciting and useful information, others will be more inclined to share it as well. The more shares you get, the more exposure your event receives.
Influencers: I scratch your back, you scratch mine.
In the world of social media marketing, a powerful way to grow relationships (and your brand) is to give. A lot. Say you have found the perfect influencer that has a huge following of people that you would like to attend your event. However, unless you are part of a large brand that already has significant name recognition, it might not be a good idea to reach out directly without a prior relationship.
If you want an influencer to take notice of you in a positive way, follow them, like their posts, share their words, and comment on their activity. The more you share their hard work, the more likely they will take notice of you. You can also see if you can find a mutual connection for an introduction. When you do engage them, make sure you provide them with incentives to share your brand message. These can include product samples, exclusive discounts for their audience, and more.
Upload several types of content.
Some people prefer to watch videos, some people love funny memes, and some people just want straight, bulleted facts. By using different types of content, you can reach a larger audience in a more authentic way. Make sure to add your event hashtag and relevant links to all social media marketing uploads.
Video is a powerful tool for connecting with an audience. People get to see the people behind the company. There are tons of video editing options out there, many of them free, so making quality video is accessible to all companies. Videos create energy. Energy drives success. Post videos that introduce event elements, speakers, and more. Inspire viewers by talking about and demonstrating the mission of the brand. You can even upload videos after the event showcasing what a great time it was.[Tweet “Energy drives success. #eventmarketing”]
Opt for targeted Facebook ads.
Facebook allows users to create targeted Facebook ads with a few simple clicks. You can choose a general ad, or you can get extremely specific, narrowing to users in a small, localized area, age range, and with very particular interests. You can choose to boost an existing post, or create an ad that allows the audience to click and learn more about your event. Even better, Facebook ads are relatively low cost, making them a potentially worthwhile addition to your social media marketing strategy, depending on your audience.
Generate event buzz with a giveaway.
Everyone loves free stuff, and people especially love free stuff that is useful. Get people excited about the event by running a contest or giveaway. Reach out to different media outlets to try and get them in on the action. Reach out to your influencers to share the awesome promotion that could benefit them or their audience.
In conclusion, social media marketing is nuanced and requires a solid strategy to give your event the best chance for success. When you combine these techniques with an authentic experience for your audience, your attendees are more likely to engage after the event. This can build momentum and increased attendance in the future, as well as aid in increasing short and long term revenue. In summary, engagement, enthusiasm, and preparedness are the key ingredients for social media marketing success for your event.
Social media marketing can boost exposure for any event, including street teams. If you are planning on, or interested in, executing a street team event, download our guide below. We have taken best practices from our 18 years of street team staffing and execution experience, and put them in a clear, easy-to-understand format. Don’t miss out!