Quick Tip: Personally Connect to Make Your Social Media Marketing More Effective.
Want to make your social media marketing more effective? Personally connect with people.
A few months ago, I got a DM from a soon-to-open restaurant I follow. They were having a free demo that day and slid into my DMs to invite me.
Needless to say, I went. And I invited friends! Why? I don't recall having ever interacted with the restaurant prior to this, and they didn't follow me, but they took the time to personally reach out and invite me.
(Was it a cut and paste down the list of every Fort Worth follower they had? Maybe. And ya know what? I don't care. Because that still takes time and effort, and I'm here for it. They also personally reached out to me - and I'm assuming everyone else - that answered a poll they posted later on. Needless to say, I think their SM person is doing a great job!)
One of the fabulous things about using social media for your marketing is the personal connection it gives us.
Too often, performing arts (especially classical music) can have a stuffy image. Plus, it's easy to have a certain disconnect from our audience.
It's interesting how personal and yet impersonal it can all feel.
Social media gives us a place to connect with our audience all the time.
(Post show receptions are super-beneficial for closing that gap as well, but they're limited to, you know, after a show.)
Connection increases the know, like, and trust factor.
From the quote: All things being equal, people do business with, and refer business to people they know, like and trust.”~ Bob Burg, networking and referral expert.
Connection is what keeps people coming back for more, as well as donating, subscribing, and telling their friends.
And how we create that connection is with personalized interaction:
sending DMs inviting to events
sending DMs to those who participate in social media polls
replying to comments
replying to stories
Pro Tip: This doesn't have to take a lot of time, and you definitely don't have to spend all day on social media to accomplish it. Set aside a little time each day to interact and you won't find yourself overloaded. It'll also keep you in practice of checking so that if any customer service issues come up, you'll see and respond in a timely manner.
It takes quite a bit of effort to get people past the inertia of binge watching TV on the couch.
Plus, when we're talking about buying tickets to a show, the audience member is likely to be spending much more money than only that ticket cost.
Audience members are also most likely going to spend money on: dinner and drinks before the show, dessert and drinks after the show, drinks and snacks during the show, perhaps a new outfit or blowout, a sitter if they have kids, transportation, maybe a hotel room to make it a weekend getaway. We don't know what all they will spend around the show, but there is always additional cost to the ticket price...as well as the most important thing of all - time.
Reaching out personally to people in your social media makes them feel appreciated, needed, on the team, and part of the art.
Most importantly - it makes them feel SEEN.
That personal touch can be just the thing that gives them enough reason to overcome all the inertia and take action.
Pro Tip: It works in non-social media ways too. How many times have you heard good things just because someone sent a handwritten thank you note. I got into the habit when I was a dance instructor, and would send them after a student bought lessons. I’ll admit, I got out of the habit for a long time, but I’m back in again and there’s definitely a difference.
(Though admittedly they aren’t hand-written now thanks to a fabulous service/app called Bond! Buy your card, “write” your note - and choose handwriting-style fonts! - and mail all in one easy-to-use site. One of my clients loved her card so much she now uses Bond to send cards to her clients and is getting a wonderful response!
[EDITOR’S UPDATE] Unfortunately Bond went out of business. #whompwhomp However, I found something I like even better! Greetabl! Custom gifts that are both adorable and fabulousAF. I’ve sent them to clients as thank yous, friends for pick-me-ups, and even my Mom for Mother’s Day.
P.S. - My mother is impossible to shop for and she absolutely ADORED her Greetabl…so yeah, this company is a WINNER.)
Social media marketing is perfect for creating and maintaining regular connection with your audience. Personally interacting with those who connect with you can be just the extra oomph it takes to help them make the leap from connected online to engaged in person.
Are you personally interacting with people in your social media? If so, how have you seen it benefit you? If you’re not, why not? Share with us in the comments below!
P.S. - Need help? Click the “Let’s Work Together” button below and let’s make things work better for you! I look forward to chatting with you soon!