When it comes to marketing your event, social media is your hidden tool to create the right buzz. Eventbrite has found that a fifth of traffic to ticketing and registration pages comes from social media. But new social media platforms are popping up every day, and it’s increasingly difficult to stand out amongst the noise on Facebook and Twitter.
That’s why you need a social media strategy that takes advantage of the networks where you can drive the most ticket and registration sales. Here we summarized in this 7 steps guide the key fators to balance in order to make a great buzz of your event.
1. Focus on where you can best reach potential attendees & choose a social network
To understand the potential of each network for your event, it’s worth researching how other events like yours use the platforms to reach their audiences. Tim Grahl at Out:Think has a simple list of questions to ask when deciding where to invest social marketing resources. Adapted for events, they are:
Does this network make sense for the content I’m producing? Consider the content you’ll be producing and sharing. Wheter it could be articles, images, videos, etc.. For example, if your promotion strategy is focused on pictures and videos from last year’s music festival, Instagram could be the perfect fit.
Do your potential attendees spend time there? To answer the second question, you need to understand your audience. What is the average age of your attendees? Do they skew to one gender? Based on your ticket or registration price, make an educated guess about their income level.
Does it make sense for me? It’s the answer to this final question that could be the most telling argument for or against a social network. If you’ve done your research already and are still on the fence, it’s time to consider your personal bandwidth. This will include also answering questions as, Is it something I can easily fit into my responsibilities? Do I have time to do it? After doing some research and observation, do I “get” how it works?
2. Upgrade & adapt your social media profiles
Your profile on each social network is an overlooked part of your social presence. Optimize your bio copy its an essential part to transmit your message. The short snippet of copy featured in your bio or “about” section is one of the first things people will see in your social media profile.
Because social networking sites are established and trusted by Google, it’s likely your social profile will show up high in search results for your event. Your copy should reflect your event’s personality, while staying short and to the point:
- A short, one-sentence description of your event
- The date of your next event
- Your event location
- Your ticketing or registration link
Check also your profile image sizes Images, which are going to be an essential part of social media marketing. No picture is more prominent than your profile picture.
3. Brainstorm & elaborate a variety of content for your posts
In a study of 25 million tweets about events, Eventbrite found that 40% of posts take place before the event happens. This anticipation creates a lot of excitement, and can be used in advantage to drive ticket and registration sales.
But you also want to be careful not to annoy your audience with a huge amount of promotional posts to attract attention. So the key is to strike the balance between promotional posts and conversational posts. One strategy to achieve balance is to follow the “4:1:1 rule” of social media:
For every promotional post, you should retweet or share one relevant post, and post four pieces of relevant content written by others.
The balance for your account may vary week to week and month to month. For example, as the event gets closer, you may share more promotional posts. But when tickets and registrations aren’t on sale, you might share only relevant posts to keep up the conversation.
4. Tailor your content to each social media network
Distinct audiences will engage with different types of content — and be convinced to buy tickets or register by different types of posts.
At this stage you should Experiment to see what kinds of posts your audience responds best to on each social network. Buffer has learned that their Facebook audience tends to like a bit more context around a blog post, whereas their Twitter followers tend to engage with straightforward tweets that contain awesome visuals.
5. Learn the best length and time for your posts
Solid research exists to show the value of writing, tweeting, and posting at certain times of day, and at certain lengths. Besides most of the existing research has been done on Facebook and Twitter, the insights are helpful for posts on all networks. Other platforms like Buffer reviewed numerous studies and found the ideal lengths for posts for each platform, based on average engagement with posts:
Be sure to keep in mind time zones when you’re planning posts as well. If your event is a destination adventure, or appeals to tourists and travellers, keep those hours in mind to stagger posts appropriately. Check your ticket buyers and registrants by geography chart in your ticketing dashboard to understand where the majority of your audience lives.
6. Incorporate images in your posts and focus on mobile experience
Why do images perform so well on social media? because they’re easily digestible on mobile phones and tablets — which is where the majority of users are interacting on these networks.
Twitter found that posts with images are a third more likely to get retweeted than posts without. Similarly, Buzzsumo discovered that Facebook posts with images see 2.3X more engagement than those without images.12. Adding images is one of the fastest ways to increase engagement, clicks, retweets, replies, and more with your posts.
When it comes to social media, think with a mobile-first mindset. Be sure to choose a ticketing or registration partner that has a 100% mobile-optimized site.
7. Measure and adjust your strategy to drive ticket and registration sales
When using your social media primarily for event marketing, the most important number isn’t views or likes — it’s usually registrations or ticket sales. With free promotion like social media, you might consider your ROI as the dollar value of tickets or registrations sold compared to the value of the time you put into posts.
Using your ticketing or registration partner’s built-in reporting: If you use a partner like Eventbrite, your ticket and registration sales are automatically tracked in accessible 24/7 online reports.
Also consider to set up tracking links for your posts. Tracking links are the best way to see which specific networks or posts are driving the most sales. (A tracking link is a unique URL for each promotion you do for your event.) You can generate these links using UTM codes (little snippets of code at the end of a URL to understand how many people click on each link), or your ticketing or registration provider’s tracking link generator to build them automatically.
Sources from Eventbrite and Buffer
By mastering your marketing strategy on social, you can increase traffic to your ticketing or registration page.This will help you turn more of those views into sales. At Indratek Technologies we can guide you through the ideal marketing strategy for promoting your events.