Social Media is Time Consuming 

If you are not a natural social media marketer, someone who is instinctively able to create the kind of aesthetically appealing content that breaks through the noise of the internet and garners appreciation, then you will have to employ someone to manage your social media pages for you and generate content that is likely to be successful. 

Rule Changes Are Out of Your Control 

Facebook, Twitter, and Instagram often change their rules and update their algorithms in ways that can unexpectedly undermine even the most well-planned social media advertising campaign. People have had their Facebook ad accounts shut down by the platform, often without an explanation for how their account may have violated Facebook’s terms and conditions. Imagine that you’ve invested a ton of money in a new Facebook ad campaign, and in boosting your Facebook page, only to have your account taken away from you for a couple of weeks while you struggle to get it back. Eventually, Facebook finds that it was wrongfully suspended, and they return it to you. But in the time you didn’t have access to your account, you could have lost a big slice of profit in sales as well as seeing your ad campaign completely derailed! 

The Solution is Hybrid Marketing 

By using other forms of marketing, such as email newsletters, Google Ads, and interviews with newspapers, blogs, and podcasts, you can make sure that your business is visible all over the internet, rather than just on social media. You can still suffer damage if something goes wrong with one of your social media accounts, but it will be less severe if other avenues of marketing can pick up the slack until you get the social media side of your business sorted out. 

So, why should you diversify your marketing strategy? Because it will help you reach a wider range of customers and prevent you from running into problems in the future. You should be working with different mediums in order to expand your reach and content. This will allow your marketing strategy to become better and stronger. 

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There are so many social media platforms that businesses can use for marketing today like Twitter, Instagram, Facebook, and YouTube. Another incredibly valuable social media platform to add to this list is Snapchat. It is a widely used platform that has over 190 million daily users. In addition to an incredibly large number of daily users, Snapchat videos accumulate about 10 billion views daily. This widespread use of the app is only one reason why it can be a great tool for marketing a business. Another reason is that it is unlike all other platforms. Snapchat users do not read paragraphs on information like Facebook users do and they actually don’t even read 140 characters on a typical post like Twitter users did before the app increased the allowed character count. Instagram and Facebook have implemented features that greatly resemble Snapchat in what seems to be an attempt to take the platform down, but Snapchat has managed to retain many of its users because it still stands out from the other platforms. 

How You Should Use Snapchat

As stated before, Snapchat is different from other platforms. Because of this, it shouldn’t be used to market businesses in the same way. Ads on this app are 10 seconds or less and they appear between stories when users click through them. This means businesses have to advertise their products and services in a way that is very clear and concise. However, paying for ads on Snapchat isn’t the only way marketing happens on the platform. Businesses can build engagement and connect with their audiences on Snapchat via their own stories as well. On Snapchat stories, users can post pictures and videos that can be uploaded from the camera roll or taken directly on snapchat. In addition to these images and videos, users can add text, filters, stickers, gifs, and more to give the posts life. Some great ways to build engagement through Snapchat stories are showing behind the scenes looks at the day-to-day operations of the company and by posting about discounts that can be found exclusively on Snapchat. Showing customers how the business works behind the scenes can help them to understand what your business stands for and this can help them to connect with you and the company more. Posting exclusive discounts to users that view your story will encourage people to keep coming back to watch it. Another tip for how you should use Snapchat is to add the text, filters and more that were mentioned before. Snapchat users are not always viewing stories in a location that allows them to listen to the audio, so adding text lets them know what you are saying allows them to get the message that you posted. Stickers and drawing are also features that can make your posts look more appealing to users and they can attract the user’s eye as they are tapping through story after story. These are just a few examples of how Snapchat can be used for marketing a business and there are many more that businesses utilize every day.

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How do they use social media?

Of the 6 generations living in America, Gen Z is the only one that grew up with social media. Since they are the only group of people to start using it as children, they tend to use it differently than everyone else. In order to market to them, it is important to understand how they use each platform. Gen Zers use Instagram and Snapchat to showcase their lives while they use Facebook and Twitter to gather information. However, Instagram is where 45% of Gen Z goes to find out about new products. To break this down a little more, Instagram is for showing off your life in a way that is desirable to others, Snapchat is for displaying your life as it is, Twitter is for gathering information about current topics in the world, and Facebook is also used to gather new information, but Gen Z Facebook use is on the decline. A report from Marketo showed that 52% of Gen Z looks to social media educate themselves, with a lot of them turning to YouTube for this. About 95% of Gen Z uses YouTube, according to AdWeek, and it is typically the go-to site for entertainment.

What can you do to attract them?

By looking at the ways that Gen Z uses social media, you can learn about what it is that attracts them so that they click the follow button on your profile. With Youtube being used by 95% of Gen Z, it is clear that they like videos. It was also stated earlier that they like to use social media to educate themselves. By combining these two elements and creating informative videos, a brand could gain a larger following from people who want to learn about the industry. Although a lot of Gen Z uses YouTube, these videos could be posted on any social media platform such as Instagram via stories or IGTV. For example, your business could post a weekly update video about your industry or things like helpful tips for the interview process and resume writing. Another way that you could attract a Gen Z following is by making your posts relevant to current pop culture trends. This could be captioning a photo with song lyrics or a reference to current trends. For example, Megan Thee Stallion’s phrase, “Hot Girl Summer” was used by many different companies in their social media marketing campaigns.

As Gen Z gets older and more of them become financially independent, it is important that your business takes the time to try to attract this latest generation in order to gain more clientele.

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Historically, one of business owners’ favorite ways to reach people has been through retargeting lists. Retargeting email lists are created when you upload an email list to Facebook and they match it up with the profiles of both Instagram and Facebook users. This process is quick and painless. (Instructions here.) This allows you to target only the people who are familiar with your brand and therefore, most likely to take action on your ad. In fact, the engagement rate is 3x higherwith Facebook retargeting than a regular Facebook ad. Once you’ve selected your audience  on Facebook or Instagram, you can begin creating your ad. We recommend that you keep your ad copy current and relevant.  For example, “Nice to meet you at the (insert the Wedding Expo name)! Congratulations on getting engaged. Be sure to follow our blog for (insert wedding colors) wedding inspiration.” This ad copy would work well with a related, high-quality carousel photo. If you know a client’s wedding colors are cranberry and cream, show photos of your recent work with

For example, “Nice to meet you at the (insert the Wedding Expo name)! Congratulations on getting engaged. Be sure to follow our blog for (insert wedding colors) wedding inspiration.” This ad copy would work well with a related, high-quality carousel photo. If you know a client’s wedding colors are cranberry and cream, show photos of your recent work with

Click the photo for the tutorial.

This ad copy would work well with a related, high-quality carousel photo. If you know a client’s wedding colors are cranberry and cream, show photos of your recent work with similar colors. The link and description should lead back to a custom landing page on your website.  Your event planning company can run ads year round with this retargeting list, as your client travels through the planning journey.

We’ve found that retargeting advertising works best when paired with follow-up emails. However, we must warn you to limit emails to those who have expressly given you permission to do so, either via a subscriber list or a check of approval on an event registration or confirmation email. Directly following your event, you should send out a “Thank You” email, complete with high-quality photos of previous affairs that you’ve put on, and that you believe display your best work. Every great email list should have the date of the event along with email, name, and colors. Group emails by dates or colors to give each couple a personalized approach.

Here is a sample email:

Hey Amber,

It was great meeting you at the Tutera Wedding Expo Saturday. We loved hearing about your plans for your Fall 2017 wedding. Here are few services that we offer that can help you along the planning process. (List services)

We know  this process can be overwhelming, so follow us online to get wedding hacks and wedding inspiration to help you plan for the big day! We would also love to feature your wedding on social media for Wedding Wednesdays, so let us know if you’re interested! Thanks for your time, and congratulations!

Brandy Lane

www.WillUParty.com

Every ad should lead to a landing page that is as customized as possible. To maintain personalization, you should also include as many details as are available about the event and/or prospective client. For instance, in the example above, you could include the colors, or the month of the wedding, depending on how you split your email list up. In addition, every landing page should include a call to action or pop up to get clients to call your business for an actual consultation.

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