Content creation for promoting events social media
Promoting on social media is not as easy as you might think. There is a reason why marketers spend months, learning and testing each social platform and use general market research techniques.
Promoting events on social media requires strategy and creativity but most importantly knowledge of your brand. Before you start anything on social media, you must figure out the way you will be communicating with your audience.
Provided you have already researched your customer personas, you are now ready to move to the next stage of your social media strategy. We are sharing our best advice on promoting your events on social media.
THERE ARE 4 MAIN PARTS YOU MUST FOCUS ON, BEFORE CREATING ANY CONTENT TO PROMOTE EVENTS ONLINE
- Social media design style guide
- Social media Policy
- Social media Budget
- Social media Strategy (with clear objectives and metrics to measure).
1. Social Media Style Guide
It’s a document you create and share, showing the right voice, tone, colours, words, and visuals that make your brand (or your event) - you.
The tone of voice of the messages , that you communicate on social media is crucial. Fun, serious, informative, evoking trust? You need to decide on it now! You can highlight various words that adhere to your brand/event like " Energetic " " Motivational ", "New Technology". Allow that to guide you when posting.
Colour palette. This is also really important and often omitted. Try to choose colours that reflect your mission and tone of voice. If your event is about sustainability your colour palette should be the various shades of green for example. You get the picture :)
2. Social Media Policy
A social media policy is a crucial tool for any organisation/company that uses social media. A social media policy isn’t just a set of rules. It guides, advises and inspires in best and worst-case scenarios.
A good social media policy is a living document that provides guidelines for your organization’s social media use. It covers your brand’s official channels, as well as how your team members or employees use social media
(Both personally and professionally).
What is acceptable, how to post, what to post, who will post what, how to respond to comments, how to conduct yourself on social and more.
3. Social Media Budget
Budgeting will ensure that you will have the funds to achieve your goals, whether promoting a new event or driving ticket sales on a current event.
Without your accurate social media marketing budget, it’s impossible to know the true ROI of your event promotional work.
4. Social Media Strategy
A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media.
Set S.M.A.R.T. goals: Specific, Measurable, Attainable, Relevant, Time-bound.
Create specific goals/objectives and metrics to measure to see if you are achieving these goals
* Goal 1= Grow brand/event awareness
Metrics to measure 1 = Nr of new followers on your event pages
* Goal 2 = Turn clients into event advocates
Metrics to measure 2 = Nr of Reshares and @mentions
* Goal 3 = Drive leads and ticket sales for your events
Metrics to measure 3 = Website link clicks, email sign-ups, ticket purchase
CONTENT: POSTING A LITTLE OR A LOT?
Once you have these 4 main points figured out and aligned, you can decide on the content you will be creating.
Should you post a lot or a little? We would suggest to initially post a lot of different content in order to see what works.
MEASURE RESULTS and analytics and see what messages work.
Of course, there is a lot of information online available about the right time of posting, the right size and colours of images, the right number of words so on... But to be honest, you should take it only as a guide and do your own research. You will be able to carry it out only by posting a lot and testing.
Only then you will be able to decide what works for your audience.
****AND OUR BEST ADVICE IS TO ALWAYS CREATE A KILLER EVENT VIDEO AND PROMOTE IT ON ALL OF YOUR CHANNELS. THE VIDEO SHOULD BE SHORT AND ENERGETIC***
- One of really great event promotional videos for 2019 is WEB SUMMIT LISOB. This is one of our favourites. Watch it till the end, or you will regret it !!!