Welcome to our new blog series ‘The Experts Guide to Events’. In this series of articles our expert team, from our central London venue, will be sharing their specific talents and inside expertise of the events industry with you.
Our social media expert and Marketing Manager, Chloe Brack, begins with her insights into an effective social media marketing strategy. Chloe will provide top tips on how to elevate your online presence.
1. USE A SOCIAL MEDIA MANAGEMENT PLATFORM
It is imperative that you have interactive and engaging content feeding out from each social media channel daily. Maintaining an effective social media presence can, therefore, seem like a continuous task which will dominate your workload. However, with some careful planning and assistance from a managing tool, valuable time can be saved.
Popular platforms such as ‘Meet Edgar’ or ‘Hootsuite’ are used regularly at our central London venue. Tools such as this allow you to map out your posts for the forthcoming weeks, enabling you to have a strong account without the need to micromanage.
Taking a couple of hours out of your schedule each week will allow you to forward plan your posts to keep in line with trending topics, therefore, ensuring that your accounts are relevant.
2. DISTRIBUTE CAPTIVATING CONTENT
Once you have put a time management system in place the content that you post on these channels must be educational, offering expert advice surrounding your industry.
Different to when using social media on a personal basis; companies will find increased engagement from having articles which offer new information, tips or entertainment. But what makes content captivating?
Firstly, you must establish your ‘voice’ as this is what will come to be synonymous with your company. Furthermore, each day must have a new topic in order to grab the attention of at least one section of your audience. Seasonal themes, topical issues or global and nationwide news are always a good place to start.
3. ADAPT TO YOUR DIFFERENT AUDIENCES
Each social media channel from Twitter, Facebook, Instagram and even LinkedIn will have different users, all with different motivations and interests. For example, Instagram users want to be inspired by imagery, or Twitter (due to its word restrictions) takes on a more relaxed tone compared to LinkedIn’s serious corporate format.
Due to this, you will have different viewers on each channel. Tailor the distribution of content accordingly.
4. FOCUS ON INSTAGRAM
If it is interaction with your audience that you are after, then Instagram should be your primary focus.
A staggering 80% of users follow at least one business, with 30% going on to buy the product. Due to its focus on imagery and the 21st Century decomposition towards instant information, Instagram is a great way to quickly get direct engagement and results. This crowns it as the most popular social media channel.
On top of its popularity, the platform allows you to build up a personality and image of your brand through your photos. This means that your brand will become recognisable.
We have seen the benefits of this first hand. In the last year alone, our events venue received three direct enquiries from Instagram; compared to none in the previous year.
5. USE VIDEO AS MUCH AS POSSIBLE
To take visual content one step further, use videos as much as possible. One beautiful video of 10-30 seconds (depending on the channel) with a gripping opening can be twice as effective as any post.
Adding text on top of the video also adds to the accessibility of the material, allowing viewers to ‘read’ the video without even having to click on it. This technology will develop into the next trend of augmented reality, providing the opportunity for marketing to become ever more immersive and experiential.
For some inspiration follow us on social media!
Or for your next event contact the events team who will be happy to help with your enquiry.