Our Marketing Specialist, Samantha Cuellar gave a presentation on Selling Through Social Media at the 2017 Texas Festivals and Events Association Conference on July 28th, 2017. Here’s the rundown.
As a ticketing company, we see events of all sizes and of all kinds. One channel that a lot of people underutilize is social media. We can help. In my presentation today, I talked about how you can make sure your social channels are the best 24/7 ambassadors for your event.
Social media is a great online marketing tool to reach your audience at a very affordable price and there are stats to prove it. If you leverage social media correctly, you can reach hundreds, thousands, even millions of fans who could potentially buy a ticket to your event. Check out these stats on where social media stands today:
- There are currently 2.8 billion active social media users worldwide. This is a 22% increase from last year… And the number continue to rise everyday. - Rocks Digital
- The average social user has 7 social accounts. - Rocks Digital
- It takes 6-8 touches to convert a lead into a sale. - SalesForce
So this raises the question, how many social sites does your business have a presence in?
Define Your Goal for Social
First, we need to set a goal to work towards. Sell tickets, newsletter signups, generate leads, recruit volunteers? Once you identify your goal, you’re ready to focus on a strategy to attain that goal. We’re going to talk about 5 ways to sell on social media. There are so many social networks out there that it’s hard to keep up. In this presentation we’ll review Facebook and Twitter.
5 Ways to Sell
1. Engaging Content:
Successful event marketers are engaging with their audience. When you engage your audience, you build rapport with them that makes them more likely to buy from you. Here’s the kind of posts that social users engage with most:
- Anticipation - Entice anticipation among your crowd to get them excited about your upcoming event. Remind them it’s coming up and make it easy for them to purchase tickets.
- FOMO - Utilizing the “fear of missing out” will encourage fans to act. No one wants to miss out on all the fun.
- Ticket promotions - If you have an upcoming promotion, make it easy and fun for fans to find and purchase tickets.
- Early bird discounts - Hype up your event, give some helpful information and remind them that they can save money if they BUY NOW!
- What you need for the event - Who doesn’t appreciate helpful information that makes their experience more enjoyable? Let your fans know what they need so they’ll be prepared for your event.
- Event announcements - Don’t you love being one of the first to know the newest details? Keep your fans informed and surprise them with the latest information about your event. Announce BIG news.
Behind the scenes - People love to get ahold of exclusive insights. Do a Facebook Live video of your team preparing for the event or post “behind the scenes” footage to get people excited Giving your audience more to look forward to makes them want to buy tickets - if they haven’t already.
ExtremeTix collected data on our own ticket contests compared to our regular posts. The stats were mind-blowing:
Facebook Contest Stats:
Impressions - 16x more
Engagement - 24x more
Shares - 15x more
Likes - 8x more
Comments - 16x more
URL Clicks - 20x more
Twitter Contest Stats:
Impressions - 48% increase
Engagement - 267% increase
Retweets - 11x more
Likes - 121% increase
Replies - 10x more
URL Clicks - 104% increase
- Hashtags - Last but not least, create and nurture hashtags to engage with your audience. Share this hashtag everywhere so fans will use it in their posts too. Be consistent so that when someone clicks your hashtag, they’ll be directed to a feed of entertaining and informative posts by you and other fans. Don’t forget to retweet / share valuable posts by fans and partners.
I suggest creating a social media calendar (Google Sheets works great for collaborating!) with these topics so that you’ll have an organized social media schedule full of engaging posts that focus on the goal that you are trying to achieve.
2. Optimize your Facebook Page for Conversions:
There are two ways to optimize your page for conversions that I’ll talk about: Including your purchase link EVERYWHERE and optimizing an event page.
Make sure you have your purchase link in all relevant areas of your page. Here are areas to sell on Facebook and Twitter.
Create & Nurture an Event Page
Recent studies show that 550 million people use Facebook events each month, 41% of Facebook users in the US engage with public events each month, and 35 million view a public event each day. Woah.
What does this mean for your event?
This means that you can leverage this exposure to your advantage! All you need to do is create and maintain an entertaining and informative event page.
- Make sure you answer all FAQs here
- Include high quality images, hashtags, and engaging posts
- Include the link to your purchase page in various places
- Once your event page is ready, have your entire team “invite” all of their Facebook friends to the event page to generate an audience
Not only will your event page be searchable on Facebook, it will also appear in people’s feeds and notifications as their Facebook friends interact with it.
Your audience is looking to the internet to get fast answers about you. Make sure what they find is accurate and up to date so you can optimize your chances of selling.
3. Invest in Paid Ads
Where is your audience? You’ll want to be there too.
Ads are now a common aspect of online activity. You almost can’t avoid seeing ads as a consumer, but you can definitely tailor who sees your ads as an advertiser. Advertisers can tailor the audience so that only people who are interested in your event will see your ad. Save money and get your ad in front of the right people - the people who will buy.
A general place to start advertising is with Facebook because so many people use it. I recommend using Facebook Ads Manager to manage your Facebook ads because it gives you the autonomy to choose a more specific audience and gives you better ad format options.
You can promote a well rounded Facebook post or create a brand new one from scratch.
It’s impressive how specific and narrow you can make your audience. Choose a segment such as people who Like your competitors on Facebook or target people and their friends who have responded to your event or any event from your Page. You can also exclude people who have already responded to your event. Segment, segment, segment. The more you narrow your audience, the cheaper your ad campaign will be.
Now let’s talk a little about creating Twitter Ads to sell.
- Pick a well-rounded tweet to promote and target a specific audience
- Don’t have distracting hashtags. You don’t want someone to click a hashtag that leads them away from the purchase process
- Create urgency and display value in your tweet
- Keep it under 120 characters so others have space to add a comment when they retweet
- Include the purchase link, a nice image and one relevant hashtag to get people’s attention
4. Jump in the Conversation
Staying on top of what your audience is saying and asking on social is a short but sweet way to find selling opportunities. When you’re there for those small moments, you’re creating an opportunity to sell.
Another great way to stir up more conversation on social channels is to have your partners, vendors, employees, family and friends repost your content to give it more reach.
5. Dig into Data
Data helps you build a strategic marketing plan. Use your social media data to help you craft the perfect posts that will help you sell more tickets.
Here is a list of gems you can uncover in your analytics:
- Conversion Rates
- Popular Traffic Hours
- Top Performing Posts
- Page Unlikes
- Competition Information
- Profile Visits
- Website Clicks
- User Source
- Mobile vs Desktop
- And so much more
When you know this information, you have a better idea of your audience, what they like and what they respond to. This information is the research you need to reach your goal.
BONUS! Social Media Tools
Here is a list of tools I recommend to help you boost your social media activity...
- Social Jukebox for Twitter - Create a list of “evergreen” tweets and Social Jukebox will auto schedule these posts in a schedule you set
- HootSuite - Is a social media management tool that allows users to schedule and post updates to any page or profile for Facebook, Twitter, LinkedIn, Google+, Instagram, WordPress and other platforms from one place
- Pablo by Buffer - Makes it easier for Buffer users to create images for social media sharing
- Canva - Is a free graphic-design tool website to easily create graphics for your posts
- Google Analytics - Is a freemium web analytics service offered by Google that tracks and reports website traffic
- Google Tags - Is a free tool that makes it easy for marketers to add and update website tags -- including conversion tracking, site analytics, remarketing, and more—with just a few clicks, and without needing to edit your website code
If you would more information on how to utilize social media to sell, find me at the conference or reach out to me on LinkedIn!