Using Social Media to Promote Events Tied to Launches & Announcements
This email originally appeared in the September 7th edition of The Scribble, KYC's weekly marketing newsletter. You can subscribe to The Scribble at the bottom of this page.
We’ve talked before about how to incorporate social media into your company’s presence at industry events and conferences. But what about incorporating it into other events related to product launches, rebrands or new partnerships? These events can have a larger and farther-reaching audience because they aren’t tied to a conference at a specific time and location. As with any other social media campaign, it can be very impactful if you plan it right. Including these aspects in your campaign will help make your promotions successful.
- Start posting once you have a solid plan for the event. As soon as you have the logistical, technical and behind the scenes details worked out you should launch your social media campaign. The more lead time you have, the better. Your posts will have more time to live online, which means more time for them to be seen, shared and reposted.
- Create a fun and unique (and well researched) hashtag to include in your posts if Twitter or Instagram are part of your strategy. It may seem like hashtags have infiltrated all parts of social media and are overdone, but they still serve a purpose. They help connect posts that are on the same topic and also help your target audience find your content.
- Plan and budget for sponsoring content. This is most beneficial for new product launches. Putting paid spend behind your content will help your posts reach your target audience because of the numerous targeting filters that are offered by Facebook, LinkedIn, Instagram, Twitter, etc. You will be more likely to have your ads seen by the people you want to see them.
- Create posts that are visually appealing and interesting, which will make your audience want to share your posts on their own pages. Getting your audience to spread your message for you ensures that you are reaching more people than you could on your own.
- Share behind the scenes pictures and videos. When your fans and audience feel like they are in the know, they feel more connected to your brand. When you pull the curtain back and give them a glimpse of the operations behind your business, it fosters an emotional connection to your company and thus more brand loyalty. As you already know, brand loyalty is the key to sales.
- Host contests or giveaways that are connected to your event. When you offer free stuff, you greatly increase your chances of gaining online engagement. Be sure to include a specific call to action that will benefit your brand. Getting people to share your posts or sign up for your email list is more impactful than simply getting a like on a post.
Social media can do a lot of the heavy lifting to promote events that are milestones for your company. Building the hype with your audience through a well-planned social media campaign will increase the odds that your event will be a success.