Here are our tips for implementing an effective social media experience marketing campaign.
Social media is playing an increasingly important role in the world, providing brands with platforms for finding new ways of connecting with their audience. Though the concept might be new to many, and an upgrade from simple email marketing strategies, social media marketing strategy is something that’s been around for a while on Facebook, Instagram, and Twitter. Here are our tips for implementing an effective social media experience marketing campaign.
The Importance of Customer Experiences
While new buyers imply growth, repeat buyers enable you to sustain that growth. Customer experiences determine the chances a customer would interact with your company again. Positive or personalized experiences often lead to better customer satisfaction, which, in turn, results in improved brand loyalty and more repeat customers.
Whatever your mind is thinking is what will be noticed. That is why Customer intelligence tools that you see constantly when interacting with Customers are excellent ways to prime employees’ minds to notice and hear things they wouldn’t have otherwise. – John DiJulius, The DiJulius Group
If a customer has a negative experience, your brand risks losing a lot of revenue, especially if the customer posts an online review or shares their story via their Instagram, Facebook, Twitter, LinkedIn, Snapchat, or YouTube account, or any of their other social media channels.
Using social media has placed more power in the consumers’ hands, making them influencers. Many are using their social channels as a medium to share their story, ultimately influencing buyer decision. With experiential marketing via social channels, the good news is that you can use social media to your advantage.
Experiential marketing refers to the experience marketers can create for buyers through social media. It is the result of a series of online social media events that brands and small businesses design to recognize and understand emotion to provide people with relevant and personalized events.
Benefits of Experiential Marketing
The many advantages of experiential marketing make it a phenomenal digital marketing strategy for different brands. Here are some of the benefits this social media strategy can have.
Increased Brand Awareness
Creating positive marketing experiences on platforms—such as Instagram, Facebook, LinkedIn, and Twitter—that already facilitate an exchange of engaging conversations among followers, is a convenient way of raising awareness, increasing your organic reach, and introducing your products and services to a new audience.
Increased Website Traffic
Depending on the engagement and brand experience you create through social media, potential customers could end up becoming curious about your business. A curiosity that could, eventually, drive them to your site.
Increased Conversion Rates
The more people you drive to your site, the better chances you will convert some of them into lasting customers. It is also a way of allowing buyers to have a more personal relationship with your brand. This personal relationship makes them more likely to trust your brand and choose you over other brands.
Improved Customer Satisfaction
Customer satisfaction does not only depend on a customer’s experience with your products or services. It is something determined by every form of interaction a consumer has with your business.
Social media marketing campaigns allow you to pay better attention to the experiences with which you provide your customers. This increased awareness creates an opportunity for you to show how much you value your customers and clients and is one way of increasing the chances of improved customer satisfaction.
Improved Brand Loyalty
Consumers who are satisfied with the products or services you offer will keep coming back to your website. The positive impression you make allows you to develop and strengthen the bond you have with your customers, making them more likely to choose your business.
Gives You Better Market Insights
The response you get from your event marketing allows you to understand your buyers’ thoughts and opinions better, allowing you to realign future marketing strategies more efficiently.
Though in-person engagement is still essential, the social restrictions brought on by COVID-19 have forced brands to alter their events. Implementing social media experiential marketing strategies has allowed brands to maintain effective content marketing. Using real-life examples, we’ve listed a few tips you could try adapting in your strategy:
Make Your Event and Content Relevant to Your Target Audience
Though it is important to create memorable events, relevance is also crucial. When Vans promoted the launch of its new line, it hosted pop-up events at skate parks in major cities. Being aware that their shoe line is a favorite one for many skateboarders, the company created an event that allowed their key demographic to interact with the product in a relevant way.
Pay Attention to The Message You Want the Content to Convey
Build the experience around the message you want to share with your audience. Lean Cuisine is a perfect example. The company wanted the #WeighThis campaign to encourage women to remember to celebrate their accomplishments and came up with an innovative and more impactful activation to showcase what the hashtag was all about.
The company set up “scales,” small boards that allowed women to write how they really wanted to be weighed, not by their actual weight in pounds, but by their life accomplishments. The activation was a complete success and, thanks to the hashtag and influencers, received more than 204 million impressions on social channels like Instagram, Twitter, and Facebook.
Make the Event Fun
As you focus on the message you want to convey, don’t forget to make the event or content fun and enjoyable for your followers. A fun event makes it easier for you to influence people’s behavior. In 2009, Volkswagen turned a subway staircase into a giant piano, with each step producing a different piano key sound. As a result, 66% more people chose to use the stairs instead of the escalator.
Create Anticipation and Excitement Around the Event
Use excitement, anticipation, and a little bit of suspense to make your event and content more memorable. Embracing exciting and innovative approaches can make your content and event intriguing even to the people your event or content was not initially targeting.
In 2012, the company partnered with Felix Baumgartner, an Austrian skydiver aiming to set the highest skydive record. Red Bull aired a live stream of the event and achieved the most viewing traffic of any live stream event at more than eight million viewers.
Partner with Other Brands When Possible
Create one collaborative customer experience that will result in an exchange of each brand’s service or product. Such an event would give the audience a chance to interact with both of your companies.
Google placed a cupcake truck in the streets of Austin, TX to promote its new photo app. During the event, people would take a photo with the app and receive one cupcake. In response, Zappos positioned a box-on-feet next to Google’s cupcake truck that, when fed a cupcake, would give a person either a pair of shoes or a watch.
Because Zappos and Google are in two different fields, they both came away from the event with huge wins because they both got to interact with new audiences.
Use the Event as an Opportunity to Honor Loyal Customers
Your event can also be an excellent opportunity for you to reward those who have previously interacted with your services or products. For instance, when Build-a-Bear promoted its new Doc McStuffins line in the UK, it hosted pop-up clinics.
The event allowed children to get their old bears repaired by staff members dressed like doctors. Furthermore, while children waited for a doctor to attend to their bears, there was a place where they could watch children’s TV, color, or play with Build-a-Bear toys.
Marketing Solutions with Milia Marketing Team
Social media experiential marketing can connect your brand to potential buyers in more lasting ways, driving consumer action, fortifying brand loyalty, and increasing sales. The better news is that, with Milia Marketing Team, your events can still achieve all your digital marketing goals, despite the ongoing COVID-19.
We approach your media advertising and marketing strategies with the expertise and innovation needed to make them impactful. We are invested in all the content marketing events we work on, offering you tips and closely monitoring our efforts to ensure everything is on track. Reach out and partner with Milia Marketing Team today.
Contact us at (216) 990-5250 and unlock the full potential of effective social media experiential marketing events. You can schedule a call directly on our calendar to learn more about creating social media experiences within your brands marketing campaigns.