Master Guide

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Close to half the world’s population (more than 3 billion people) are on some type of social media. These platforms have changed the way people engage with each other both personally and professionally. So, it’s easy to see why businesses, particularly places that host private events, are using these online tools to amp up their marketing strategy and reach new audiences.

You may wonder which social channels event coordinators are using to improve their digital marketing strategy, increase awareness of their private events program, and bring in new clients. In this white paper, we break down the five most popular platforms, and how event pros are using them to increase their client base and grow their bottom line.

Facebook

Facebook is arguably the most popular social media platform for event managers. So, how can you set up your Facebook profile for success? Start by making sure your business’ Facebook page looks flawless. That means adding an eye-catching profile photo and cover photo (we suggest using a high-quality photo from a past event that showcases your space), and filling out any information you want clients and prospects to know, like your phone number, website, parking details, email address, and a little bit of information about your space.

Another pro tip

Don’t be afraid to try Facebook advertising. Facebook allows you to advertise your space to a very targeted audience for a small budget (Facebook advertising costs on average, $0.27 per click). For example, if you’re a wedding venue, you can target engaged couples within a certain mile radius from your space.

How many times should you be posting on your Facebook profile a day?

According to Hubspot, it depends on your number of followers. If you have less than 10,000, it’s recommended to post 1 or fewer times per day. If you have more than 10,000, 1-2 times a day is ideal. And it’s wise to mix up the topics of your posts. Include third-party content that you think your audience would enjoy reading so fans and followers know you’re not just there to selfpromote. You could even host “like and share” competitions to increase followers. Of course, if people post on your profile or send your company a Facebook message, respond to them as quickly as you can.

Twitter

With only 280 characters allowed in each Twitter post, you have to be direct and to the point when it comes to engaging with your audience. It’s usually good to post current news around the event industry and photos of your space on Twitter. Tweets that include videos or photos are preferred, as they typically see higher engagement than just text posts.

How often should you tweet to your audience? Try starting with around 5-7 posts per day and then look at your results. This may seem like a lot, but once you start getting used to posting this much, it’ll come naturally. If you don’t have time every day to post on Twitter, use a social media scheduling tool, like Hootsuite, to schedule posts days or weeks in advance.

Twitter also provides a great opportunity to jump into conversations and engage with prospective clients and other similar companies. You can simply search hashtags that are relevant to your industry, like #weddings, #eventprofs or #Atlantaevents, and respond to people who are talking about these topics. It can help increase awareness for your event space and solidify your brand’s reputation.

54% of clients we surveyed said they use paid social ads to promote their events business.

LinkedIn

LinkedIn is a secret sales weapon — if you know how to use it properly. Unlike Facebook or Instagram, LinkedIn is mainly focused on building professional relationships. It’s a great network to find new leads and reach out to them. If you’re not directly connected to them, you can use InMail, LinkedIn’s private messaging service that allows you to contact individuals directly, even if you don’t have a mutual connection in common. This is a lot more effective than just sending an email — 3 times more effective. How often should you be posting on LinkedIn? Twice a week is recommended.

77% of clients we surveyed said their venue has a presence on 3 or more social media platforms.

An added benefit that LinkedIn provides to event pros are groups. What better way to grow in your events career than to swap ideas and expertise with other professionals in your field? While you can’t join a LinkedIn group using your company page, you can contribute to a discussion or group via your personal profile. Groups are a great way to build trust and create awareness for your company. Once you do that, you can invite other event pros to follow your company page for regular updates.

Instagram

As an event pro, you likely spend a lot of your time managing picture-perfect soirees. From visually appealing weddings to corporate parties to offsite catering, Instagram is an ideal marketing platform to promote events programs. What sets Instagram apart from other social media channels? Not only is it solely focused on photos and videos, but it’s mobile-based and it’s used by over 500 million people every day.

Your Instagram profile is a chance for you to give a little personality to your brand and engage with younger generations. After all, over 60% of all Instagram users are aged 18- 24. Have professional photos of your event space or photos from past events you want to share with prospects? Now is the time. Don’t forget to add in any relevant hashtags to your photos — it’s a great way to alert others of your event space and potentially garner new followers. Try to post one Instagram photo a day if possible.

A unique aspect of Instagram is the rising trend of using social influencers in your digital marketing strategy. Some spaces that host events (particularly restaurants) are partnering with Instagram influencers to raise awareness for their brand. It’s a win-win for both restaurants and influencers.

The most common platform for restaurant advertising in 2018 is social media and it’s leveraged by 63% of restaurateurs.

Pinterest

Pinterest is another social media platform that is purely visual. Pinterest benefits businesses that host private events, especially weddings. According to AdWeek, 40 million people incorporate Pinterest into their wedding planning each year. It’s a great avenue to reach brides-to-be, as well as individuals looking to plan events. Re-pinning other people’s posts or posting your own pins about 5 times a day is suggested.

So, how does it work? You create boards dedicated to showing off your event space. How you organize them is up to you. A few options to get you started: you can organize boards by types of events you host in your space (like weddings or birthdays) or by season, so your guest can visualize what your venue looks like throughout the year.

Now you can start uploading your own photos. Every pin is linked to a URL, so make sure your pins link back to your website or blog. This will help you reach a whole new audience and allow you to discover emerging trends in the private events industry.