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It is Called Social Media Not Sales Media
It’s not just you, many marketers have in fact vowed to market more aggressively and roar more loudly in 2015. Or so it seems because you’ve possibly already passed yet another post about the importance of social media to your business on a newsfeed today. The first question that comes to the mind of a New York event planner is: what can this person actually tell me that is new, thrilling and will drive me to a million dollars, followers, or likes? Well, probably nothing.
However, there is something to be said about the well-managed social media sites that encourage customer engagement and collaboration over all else.
The first thing to consider when establishing your social media accounts is, why does your business even have a Twitter account and Facebook page? If you’re not somewhat confident, then you may want to consider whether the time you’re forcing into new updates, links, and media is really worth it. There’s no doubt that social media is an excellent marketing tool for event planners; it’s just a matter of figuring out what you’re looking to gain from it.
Most event planners in NY have two fundamental goals for their social media pages: firstly, to get more fans, and secondly to bring in new clients. Fairly basic things, right? But it’s our content and the way we present that content that will define whether we succeeded in achieving our goals or not.
There are articles and blogs circling the internet that advise organizations to distribute posts multiple times per day on their social media accounts, or they will “certainly not get their message across.” Then of course as an NYC event planner you are already used to trying to rise above the noise, so your natural instinct is to do exactly that.
The speed of marketing emails appears to have picked up, too, as event planners decide that their email list merits more attention than their social media managed addresses.
Stop. The. Madness.
Instead of spending so much time distributing messages to already deaf ears with the piles of pre-scheduled posts, instead…wait for it…be SOCIAL on SOCIAL media!
Spend more time speaking online with the guests, visitors, or fans who are already talking about you or to you (the people who are tagging you on Facebook, Twitter, LinkedIn, Instagram, etc. sharing their photos and asking questions). Not only is it time well spent, but it is way more entertaining for everyone.
The authentic voice, personality, and end point can gleam right through as you convert to a caring, approachable voice instead of one more shouting event planner trying to market their services. When it comes to social media content, you should focus on providing material about you, your business, your service or/and your product in a friendly manner. Lean towards a conversational style rather than in advertising form.
If you had an acquaintance or friend visit you at home, you wouldn’t harass them with requests to purchase your product or service. How would you like to buy now? How about now? Let me get you some coffee and along with that, well what about now? Your visitor would probably try and slip out through the doggy door, and chances are you won’t be hearing from them for quite some time.
Event planners, please remember that social media is purely another avenue for you to bond with your customer. Let potential customers or clients get to know you and your business. Talk about what motivates you about your line of work. What the current state of your industry is? Talk about one of your favored developments or a hurdle you’ve jumped to reach your goals. Let your fans know what sets you aside from the masses and make you or your business unique.
Groups of salespeople have been educated in the concept of what’s known as the “sales funnel,” the more-or-less linear passage consumers take as they advance along the path to purchase. At the highest point of the funnel is marketing from PR to paid ads which builds interest and awareness. Deeper down on the path, are things like white papers and opt-in email campaigns to help you drive leads. At some instance, the sales team kicks into high gear, courting hot leads and converting opportunities to sales. Finally, the consumer is spit back out the lowest point of the funnel to, hypothetically, begin the passage again. A decent ratio to think of for posting content on social media is 90/10. 90% of your content should be informational. 10% should be a call to action.
Before you restructure the way you look at social media, remember that it is more valuable to business owners than any other form of digital marketing. Despite articles that claim it is on the decline, there are reports that demonstrate that 64% of Facebook users alone log on daily to visit the site. That’s more visibility than any other platform out there. So be wise, personable, and calculating when lining up your posts!