7 Ways To Improve Social Media Marketing In Your Events, Wedding Or Hospitality Business. By Black and White Marketing
Social media can make (or break) your catering, events or hospitality business. When it comes to social media marketing for your Melbourne events or wedding business, there are a few key things that you can start (and stop!) doing right now to lift your game and deliver social media campaigns that are en pointe.
Allow multiple administrators to post on your pages.
Unless you have a standardised set of brand guidelines including use of language, you should not be allocating multiple staff to manage your pages. In using multiple managers you are using multiple voices which will present as inconsistencies. A professional marketing team can manage company pages ‘in the one voice’. An unqualified group of staff cannot. Allocate one person to your social media accounts and ensure that person has the correct skill sets to manage the page effectively.
If you have unlimited levels of content that is interesting, by all means post several times per day. If you are doing this, ensure that you are using your analytics tools to understand if people are engaging and to ensure that you are not getting any unlikes or limited reach as a result. If you are seeing negative patterns in your analytics, you are posting too much of the wrong thing! If you feel you have enough amazing content to post multiple times per day, ensure that you have enough to provide a consistent pattern ongoing – rather than posting several times in one day, then leaving your page lay dormant for weeks.
Use overly promotional posts.
Most business owners do not understand the purpose of Facebook and want to see direct and immediate leads which in turn leads to overly promotional sales pitches. This goes against what Facebook is intended for, and recently Facebook has made changes to ensure this style of post will be blocked from obtaining reach.
Use the Facebook call to action button.
Hover over the button and go into Edit mode to choose your call to action and to link back to the relevant part of your website. Calls to action can include ‘watch video’, ‘sign up’ and ‘book now’. This button is a great, in your face call to action to get your target market to sign up for your newsletter, click through to your latest video etc.
Create your own content.
Provide value to your followers by creating relevant, engaging content. This might be in the form of blog articles showcasing DIY tips in your specialised area or perhaps a behind the scenes video with your Chef or Creative Director talking about what’s in season or what’s hot. Engage, delight and educate your followers with content that showcases your brand.
A hashtag is a label that helps define and categorise your content. It is there for the purpose of people searching for content that they are interested in. Therefore it is important to include several hashtags that are relevant to the type of people you are hoping to attract to your post or page.
Be social, every day.
There is no point setting up a company page if you are not going to be social by liking, tagging, sharing and commenting on other pages (for example, your venue partners, your clients, chosen charity etc.). This is a critical task for the page administrator.
Social media is rapidly becoming the cornerstone to most events, weddings and hospitality businesses marketing strategies and should be budgeted for and resourced accordingly. If you do not have the correct resources in house that have the time and expertise to manage your pages, it’s time to look at outsourcing this function, leaving your team to focus on what they are best at!
Black and White Marketing is a Melbourne based marketing agency that specialise in helping hospitality, wedding and events businesses grow. Click here to enquire about our consulting, marketing and business development services.