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ED November 2017

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ED Magazine November 2017 79 www.theEDexpo.com Facebook fans, Twitter mentions, Instagram engagement and Yelp visitors are all numbers worth measuring. Numbers, however, tell only half of the story. There's also the question of sentiment: what percentage of the comments about your club are overwhelmingly positive? Are your social media marketing efforts pushing that sentiment needle in a positive direction? Are you creating loyal, higher spending guests? These are all things that should be considered. ED: What avenues will get them (potentially) the most bang for their buck, and why? JENNA GROSS: Two things that are often overlooked are video and email marketing. Videos are a great way to improve organic reach on social media. Keep them short and focused, at 90 seconds or less, with a compelling hook in the first three seconds. It's advantageous to post several shorter videos than one long video. Upload them directly as opposed to posting a link, as native videos have become the strongest performer in the news feed. Monitoring your analytics will allow you to optimize your videos and further captivate your audience. Email marketing, while it may be considered passé, is still an extremely effective way to generate traffic in your club. While social media is more in the moment, email allows guests a behind the scenes glimpse of your entertainers, upcoming events, specials, VIP packages, etc., building rapport with your guests. Leverage Facebook's Lead Gen Ads and optimize your profiles so guests can easily signup. Another perk, the email list is yours—regardless of what happens with any social media site's policies or new platforms that emerge, a direct line of communication to your guests remains. ED: What are the most common complaints you hear from people in this industry about social media and smart phone marketing? JENNA GROSS: In addition to accounts being flagged or disabled, frustration seems to be derived from a lack of overall marketing strategy. The failure to implement a systemized, integrated marketing strategy can result in lack of positive outcomes and/or are difficult to repeat on a consistent basis. If you're inconsistent with your marketing, fans subconsciously may think the same about your club and you risk losing fans and guests. It's hard to knock it out of the park if you're not sure where the park is. ED: What do you tell people when they say, social media marketing won't work for me? JENNA GROSS: According to Small Business Trends, 62% of small business owners say that ads on Facebook don't work for them. With all the buzz, success stories and data substantiating the perks of social marketing, it begs the question, are you using the platform accurately? How are you tracking success? What are your key performance indicators? Because there are so many components involved in marketing campaign, if any aspect is off, it causes disconnect, and results can be abysmal. Ultimately, the key is to create interest in your club and your entertainers in enticing and conversational ways. By engaging your target market without coming across as overly salesy, you'll build a strong base of loyal customers. For more information on Moving Targets, email jenna@movingtargets.com, visit Movingtargets.com or call (800) 926-2451. www. MissionMobile.net • info@MissionMobile.net "SMS drives the most traffic to our club by far. Better than social and email." Tony Buttitta – Blackjacks Elgin, Illinois Drive traffic to your club and increase sales with text messaging. Text Alerts / Mobile Club · Special Offers, Promotions · Event Alerts · Picture Messages (MMS) Mobile Coupons · Text Message Coupons · Picture Coupons · Works with Print, Web & Social Media Loyalty · Reward Loyalty · Engage with your customers · Build your Brand Call or text us today to find out how EASY it is for you to use text message marketing to Call or Text 877-473-5461 Drive more traffic into your club! Text Messaging Services: WORKS! UR now joined to our mobile club & will receive exclusive offers! Show this message for FREE admission. Exp. 12/31/18 CLUB

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