Event planning is a competitive profession. It’s a crowded market where event planners are constantly competing for clients. The importance of standing out and extending your reach cannot be overstated. In today’s digitally connected world, a great way to connect with people and build relationships is to utilize social selling.
This strategic tool uses social media platforms to connect with potential clients with the hope of driving future bookings. Moreover, event planning is an industry where personal connections are at the forefront, and building a positive reputation is imperative to your business’s success. Social selling is a way to create an authentic bond with people while distinguishing your business from your competitors.
What is Social Selling?
If you have an event planning business, it’s more than likely you’ve already established a social media presence on various platforms. Although certain social selling strategies can be more in-depth, at its core, social selling is about connecting with people on social media, developing that connection in a meaningful way, and exploring potential leads for the future. It’s about building trust and loyalty, providing quality content, and not bombarding users with spam. Social selling is about developing a more authentic relationship with people and focusing on a less transactional experience for social media users.
The Social Selling Index
LinkedIn developed the Social Selling Index (SSI) to measure a business’s effectiveness in using social selling over numerous social media platforms. It’s a great tool to see where you stand and how to improve going forward. SSI provides a score that measures how effective your event business is at establishing your brand, finding the right audience, engaging with them, and building relationships. Find out what your SSI score is and see how your business can grow just by using this tool.
Stay Competitive with Various Social Media Platforms
Of course, you know the value of social media for your events and business. And the best channels for you will depend on your event niche factors. This might include details about your target audience, what types of events you specialize in, and what the overall marketing strategy is for closing sales and landing new event clients.
- Instagram is great for sharing visually appealing content and providing real-time updates throughout an event. Share event photos, create behind-the-scenes stories, make highlight reels, and more! Event planners can utilize this platform in numerous ways to maximize engagement.
- LinkedIn is an important networking tool for connecting with other professionals in the event planning industry to stay up on trends and connect with potential collaborators on future events. LinkedIn also offers numerous tools that help generate leads and formulate your social selling strategies.
- Twitter/X helps event planners and users to engage with one another in an organic way. The use of chats and polls can be an effective way to spark interest and conversations surrounding your specific events.
- Facebook has such a large user base that it makes reaching a wide audience that much easier. You’ll be able to create individual events with event pages, engage with followers through posts and comments, and promote events to a large audience while facilitating RSVPs and additional communication.
- Pinterest is where followers are able to see your creative process and take a peek into your event inspiration and aesthetic. Create themed boards with decor ideas for various events to show what you can offer potential clients.
Maximize Engagement with Followers
One of the best ways to grab followers’ attention is by establishing yourself as an expert in the event planning industry. Share content means something to your event clients or guests – think about what is engaging and interesting to them. When you crack that code, users will want to share it on their pages, thereby helping you to reach a wider audience. Show the users what you can offer instead of trying to “get something” from them. Solve their event planning problems.
Key in on shared interests and personalize comments to the individual. Form connections from a genuine place and your followers will feel like you care more deeply. And most importantly, don’t give up if you don’t get instant results. Do regular check-ins, follow up with new leads, and maintain relationships that may not have an immediate return. You never know what the future holds and what partnerships may organically happen through mutual connections.
Join Other Groups and Be a Part of the Larger Community
Creating and posting great content across multiple social media platforms is just the start. In order to have a larger social media presence and maximize your social selling, it’s important to join other groups and communities. This allows you to position yourself as an active member of the larger community of event planners. Wherever the conversations are happening regarding event planning and the industry as a whole, that’s where you want to be engaging. Be a good friend in your community, and future collaborations and networking opportunities could come your way.
Start Social Selling Today!
The success of social selling on multiple platforms will be based on your commitment and consistency with it. Setting up the accounts is just the start. Be prepared to share valuable content, like successful event stories and conversation starters, listen to users closely, follow the comment sections, and try to be a helpful voice in the community. This builds trust, shows your character, and helps build a positive reputation for you and your business.
Networking is the Name of the Game at The Event Planner Expo!
Social selling is just one of the many topics to share and discuss with industry professionals at this year’s Event Planner Expo 2024. This three-day event is happening right here in New York City from October 15th to 17th, 2024. The trade show floor this year will be bustling with over 150 exhibitors who will showcase the latest venues and services, making it a perfect opportunity to network with potential partners for all your upcoming events. Get your tickets today!
