3 Tips To Make Social Media Marketing Work For You

Megan Shallow on Harnessing the Power of Social Media and Events for Your Marketing Strategy

 

Megan Shallow CEO of BNL Media Consulting

Hi! My name is Megan Shallow, founder and CEO of BNL Media Consulting—an agency focusing on harnessing social media management and organic community building online as a marketing cornerstone for small and medium businesses. Over the past seven years of running my business, the social media landscape has transformed drastically. Today, it’s nearly impossible to find a business that isn’t on Instagram, TikTok, Facebook, Twitter, LinkedIn, and so on. Gone are the days of posting a photo and walking away.

For many organizations, events are the way to generate buzz. Whether you’re promoting an upcoming fundraiser for your charity, promoting an art exhibition at your gallery, preparing to host a webinar for business development, or simply want to hype up that BOGO sale your store has coming up, there’s nothing like an event to get people interested. And, of course, there’s no better way to promote these events than on social media.

 

For many organizations, events are the way to generate buzz. Whether you’re promoting an upcoming fundraiser for your charity, promoting an art exhibition at your gallery, preparing to host a webinar for business development, or simply want to hype up that BOGO sale your store has coming up, there’s nothing like an event to get people interested. And, of course, there’s no better way to promote these events than on social media.

But in a social media driven world that’s more saturated than ever, it can feel overwhelming to even know where to begin, let alone to plan and execute a winning social media strategy. While this is the kind of thing you could spend a lifetime learning about (I certainly have), there are a handful of simple but essential lessons that I’ve picked up over the years.

Here are three ideas for harnessing the potential of social media and event marketing, combining them into a single, powerful tool to drive growth and accelerate your marketing.

Women Influencer with Tripod - working on Social Media Strategy

1. Think Community First

At the end of the day, social media is all about building, nurturing, and growing a community. These are your followers—the people who know you, the people who are going to refer you to their friends, they care about your brand, and are interested in what you’re doing. These are the people who will buy during your sale, attend your exhibition, or donate to your fundraiser. While we should always be looking to expand this community and welcome newcomers into the fold, we also need to make sure our content caters to the people who are already here. People get so hung up on gaining new followers that they forget about their loyal brand cheerleaders. Don’t be like those people!

Prioritizing your community sounds simple, but there are many, many ways you can go about it. Perhaps you run a giveaway for your followers or put a discount code on your Instagram story, which only loyal fans will benefit from. Maybe you sell early bird tickets to your event in the same way, providing something of value to your followers and making sure they stay interested. No matter how you tackle social media, you need to think of it as a two-way street—social media marketing is like a conversation, not a billboard.

2. Focus on Engagement Goals

Engagement is probably the single most important stat for your social media presence. When we say engagement, we’re talking about any actions that your users take on your content. This includes:

  • Likes on your posts, videos, and stories
  • Comments on your content
  • Clicks on the link in your bio
  • DMs from followers
  • Users reposting your content
  • Users sharing content with others
  • Profile views and follows

The more engagement your social media has, the more likely it is that the platform will suggest your account to more people. When you’re trying to drum up excitement for an upcoming event, this boost in visibility can make a huge difference. So when planning content, make sure that engagement is at the top of your mind. Ask questions in your posts and captions. Reply to comments and DMs. Run giveaways that require participants to comment, follow, and repost. All of these can be an incredible way to grow on social media.

3. Don’t Make It All About You

Last but not least, and we can’t stress this enough: resist the urge to constantly self-advertise! Sure, you’re a brand looking to grow and see results from your marketing. But the best way to do this is by adding value for those that follow you. And since it’s always best to focus on building a local community before anything else, you should be sharing other local stuff often!

Promote other events like yours. Shout out charities doing good work in your neighbourhood. Recommend a new bar, cafe, or restaurant you’re loving lately. Write a nice rundown of your favourite walking routes in town! However you choose to do it, getting local, personal, and a little selfless with your socials can go a long way. People will engage with your content more often, growing your following and making it easier when you do market something of your own, such as an upcoming event.

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Big Ideas - Marketing

Taking the Next Step with Your Event Marketing

Still curious about the best ways to market your business and your events on social media? Ready to solve the enigma of Instagram and conquer the trials of TikTok? Ready to unlock the true potential of these platforms and start seeing real results?

You MUST attend the CDM Summit happening in 2024. This event is full of experts with a heavy focus on embracing the power of community to drive results online.

It’s an event you won’t want to miss, and we have TWO happening this year.

Here are the details:

May 23rd, you can catch myself (your Emcee) and a whole line-up of experts at UBC Okanagan in Kelowna, BC.

September 18th, you can hang out with us at Kwantlen Polytechnic University!

Get the details for both schedules (and the many other amazing speakers presenting) on the CDM Summit home page.

And, of course, if you are just rearing to get going and want to jump on the digital marketing expert train, then snag a ticket while early bird prices are still in full swing!

CDM SUMMIT