With more than 4 billion people using social media worldwide, there’s never been a better time to engage with customers through social platforms. The benefits are obvious – increased exposure, brand awareness, access to direct customer feedback and an opportunity to get to know your customers. But with social media conversions at only 0.7% compared to email’s 5.3%, is it worth your precious time?
Social media helps personify a brand. It offers a human interface where customers and prospects can interact with customer service in a way that no other traditional marketing platform can. It also gives venues the chance to showcase ideals and values while getting to know their customers on a much more personal level.
According to HootSuite, social media users have jumped by more than 13% since this time last year. Almost 57% of the world’s population now has access to social media. These users represent a huge opportunity for marketers to target based on their online behaviour and preferences.
Social media advertising is cost-effective too. Organic reach costs nothing, yet the networks are available 24 hours a day, 7 days a week, with a potentially unlimited reach. According to WebFX, direct mail setup costs can range from $50 to $7200, depending on your criteria, and that’s before you’ve factored in the cost of media and running multiple campaigns. Social media and all other forms of digital marketing cost significantly less money and provide longer-lasting results too.
Social media in 2021 is a highly complex place full of analytics, statistics, trends and behaviours, all of which are valuable to marketers. From optimal times of engagement to likes, reactions, demographics, click through rates and referral traffic, it’s all tracked and used to increase the effectiveness of digital campaigns.
So how can you use social platforms to promote your venue?
Social media makes it easy to engage and interact with your audience, establishing a 2-way relationship between your venue and customers. This builds trust, and trust can produce conversions. But which social media platform is best? According to HubSpot’s 2021 State of Marketing report, Facebook is the social media channel that offers marketers the highest ROI.
And what sort of content should you be sharing?
In 2021, it’s still all about the video. Yes, product-related social media videos go hand-in-hand with increasing conversion rates. According to Animoto, 93% of brands have reported acquiring new customers through social media videos. Additionally, one in four consumers is convinced to purchase after seeing a video on Instagram Stories. And your videos don’t need to be big-budget promotions either. It just needs to be something that catches your customers’ eye and stops them from scrolling.
Video content, blogs and the like can be shared via social media and help establish your venue as an industry thought-leader. Instead of just sharing links to your venue’s event space or booking page, offer your customers content they’ll find valuable to boost your relationship. This inbound marketing approach will generate interest and trust amongst your audience, making them more likely to convert.
Did you know that 99% of users access social media from a mobile device? And around 78% solely access social media via mobile? A customer’s mobile screen and personal social media habits are associated with personal space, even being called an extension of self. This means advertising has never been closer to its audience.
Meanwhile, despite some privacy concerns, customers are increasingly engaged by personalised marketing. Adobe found that 78% like personalised adverts, while Yahoo said that consumers find them more engaging (54%), educational (52%), time-saving (49%) and memorable (45%) than non-targeted adverts.
Personalisation can also relate to customer service, which creates ongoing relationships and improves customer lifetime value. According to disruptiveadvertising.com, 77% of Twitter users appreciate a brand more when their tweet receives a response. This single statistic underlines the importance of social media as a method for engaging with customers on an individual level.
Regularly sharing unique, good quality social media posts can increase brand awareness simply because people interact with your content. Each post that is shared introduces a new network of potential customers. In fact, 93% of marketers claim that social media marketing significantly increases exposure for their business.
Social media posts and adverts are an effective way to drive traffic to your venue’s website. When you share quality content such as a video or blog, readers are likely to click through to your website and even share it on their own social media pages.
Open a conversation with your audience. Direct questions at them within your social media posts to encourage a response. Rather than focusing on promotional messages all of the time, adding a ‘social’ element to your posts and offering your audience valuable content can go a long way in encouraging them to visit your website and make a purchase.
Make sure that your website address is visible on all of your social media bios so potential customers can learn more about you with a single click.
And don’t forget – for visitors to convert, your venue website must be fully optimised for mobile and offer an enjoyable customer journey. Integrate your venue website with the Rezcomm Marketplace to boost conversions with a seamless, responsive, brand-matched and fully secure online booking system. With Rezcomm on your side, clicks will quickly become conversions.
What’s more, you’ll have the tools at your fingertips to capture valuable customer data and incrementally increase revenue potential in the long term. Your customers benefit from a smoother booking experience, and you benefit from increased data capture and greater selling opportunities. It’s a win-win.
Most of you will be familiar with the term ‘influencer’ by now. An influencer is essentially a person who has built a reputation for their knowledge and expertise in a particular field. This person posts regularly about a topic and has a lot of followers and high engagement levels. Audiences look to this person for recommendations – the next big thing. They create trends and encourage their followers to buy the products they promote.
The majority of influencers are celebrities, bloggers, content creators, industry experts and micro-influencers – the latter being particularly important. While celebrities were the ‘original’ influencers, their influence is waning.
Did you know that 49% of consumers depend on influencer recommendations on social media to inform their purchasing decisions? Bloggers and social media influencers have an authentic and active relationship with their fans, which brands seek to harness. Research by Nielsen, Carat and YouTube found that partnering with an influencer has the potential to offer your brand four times more lift in brand awareness than simply collaborating with a celebrity.
Remember, word of mouth drives between 20% and 50% of purchasing decisions. When people start talking about your products, services or venue on social media, you set yourself up for more sales.
While social media conversion rates are lower than email marketing, they still account for 1 in every 10 online purchases. What’s more, 78% of consumers say that a brand’s social media posts influence their purchase. For these reasons, a massive 97% of Fortune 500 Companies use social media.
Social media marketing requires creativity, thought, time and effort to achieve results. It’s a real case of “you get out what you put in“.
No time to be social? Schedule your social media posts across your networks in just a few clicks. Our Social Media Scheduler is offered as part of the Rezcomm Marketplace and comes with a simple calendar view so you can plan, review and publish your content with ease.
What’s more, our in-house team of talented marketers will work as an extension of your team, helping you create an effective social media strategy for your venue to boost brand awareness, customer engagement and conversions.