03 Feb Plan Enough Lead Time [Social Media Tip]
Rome was not built in a day, and the same goes for any successful social media marketing campaign for an event, webinar or launch. Just like creating a website alone doesn’t ensure you’ll get tons of traffic and conversions, a single post may not be enough. When the goal isn’t to surprise and delight, lead time can help you get the most out of your social media campaign for your event.
Okay, so if you’re a huge brand or celebrity, one link can be all you need, but most of us aren’t in that position and even big brands use promotions leading up to big launches or releases. Compare the social media marketing for your event, webinar or product launch as marketing a movie. Movies don’t just pop up in the theaters and sell out millions of dollars in tickets. You see trailers months until the actual movie premieres. Lead time is key in building buzz and getting your fans excited for the reveal.
Having enough lead time lets your customers know when your webinar is, when your new product launches online, and plan accordingly. Advance notice and a few reminders will increase your chances of attendance or purchases.
Lead time allows for:
- Time to research. Precious, precious research. When you have ample lead time, you have time to put your feelers out there, gather any third party tools you may need, or see if there are any online conversations or resources that can help you.
- Lead time = time to organize. This includes creating messaging (like a library of ready to go tweets) get the creative together, post on event sites etc.
- Content gaps can get filled with different variations of content promoting your event.
- If something isn’t working, you have time to fix it, or change the strategy to reach your goals.
- Time to build your audience. For those of you starting with no social media presence or if you need to build up a specific type of audience for the promotion.
Another benefit to having lead time is having time to create great content based on your event or launch. Lead time allows for that interesting industry statistics infographic you created to make the rounds and get shared, spreading the word about your big conference. Teaser and behind the scenes content is always fun for fans to interact with and get excited over. For example you can create short sneak peek trailers to share on Vine and Instagram of behind the scenes to an upcoming show.
Sometimes you won’t be able to get the lead time you’d like – ok probably most of the time. The longer you have before your event the better – I’m not saying you need a year of promotion on all projects. As always, lead time is dependent of various factors. When I did more webinar and email based marketing we asked for 4-6 weeks lead time, where as for the company’s physical conferences we asked for several months notice.
The bottom line is lead time will help you and your brand get the most out of your social media marketing. Not only will great “event” based content generate buzz, but it will help gain visibility and reach online.