March 19, 2014
This is a guest post by Hanna Leerink, a marketing professional with several years experience in events and B2B marketing. Hanna gave us her tips on how to use Twitter for business, with a particular events-industry slant. Thanks Hanna!
When you run an event you bring groups of people together with similar interests. They can also be found on social networks. One of the biggest platforms to reach your prospects and customers is Twitter.
How do you go about leveraging the value of a network like Twitter?
Here are my top 10 tips for promoting events using Twitter.
1. Have a goal.
The aim of using Twitter as a marketing channel should be to move people down the customer funnel. Your main aim is likely to be revenue generation from people buying tickets for your event. Sub goals can include increased brand awareness and newsletter subscribers.
Quick tip – if you’re starting from scratch, leave yourself enough time to build a big enough Twitter following and presence so you get better results.
2. How do you know if it works?
You need to ensure you are engaging, interacting, and pushing your Twitter audience to find out more. Make your links trackable so you can monitor and review what’s working using Google Analytics.
3. Be relevant and focussed.
With over 645 million users on Twitter, growing at a rate of 135,000 per day, that’s a lot of opportunity. Stick to your subject in your niche. It is better to make a big noise in a small space than a small noise in a big space.
For example, say you’re promoting an indie music festival with a fashion twist in South West UK. Your activities should be linked to this. They should not be linked to something unrelated like deep space exploration or funny cat videos. There’s a time and a place.
4. Follow people you know.
For example, your network of customers, suppliers and media partners. Get them to follow you back as this will show up in their news feed and expand your reach.
5. Spread the word.
Inform prospects and customers that you’re on Twitter. For example, include the Twitter logo and a link to your Twitter handle across your promotions such as e-mails, website, tickets and posters.
Another way to spread the words is including a link in ticket confirmation for your buyer to tweet about it. For example ‘I just got tickets to [Festival Name] at [link to page]. You can encourage them to tweet with a chance to win free tickets to another concert. Cost of free ticket vs. the PR? #nobrainer.
6. Follow and interact with influencers.
A good place to begin is looking at these by highest engagement and followers. Using the example earlier, the most popular bands, fashion labels and media companies related to your festival are a good place to start. Get them to follow you back and start tweeting about your event.
7. Follow your follower’s followers (only if they are relevant).
It really works. My work mate and her pod pal challenged each other to see who could get the most followers on Twitter by the end of the week. They cited this as the reason for increasing their followers.
8. Tweet and Retweet relevant news.
This could include interviews, festival updates, ticket availability, accommodation information, and relevant news from your news feed. Include hastags so it is easier for people to find you when they search by keyword in Twitter. For example #festival #southwest #yourfestivalname.
The more interaction you have on Twitter, the greater your reach and the more likely you are to drive traffic to where you want it to go. Tweet to your new followers, reply to tweets, use #FF #Follow Friday, #TT #ThowbackThursday. Why not make up your own hastag? Start a revolution. Change the world. #FestivalFriday. Well, it’s a start.
10. Link images and videos in your tweets.
This is guaranteed to boost your interaction and expand your reach. Tweets with pictures are retweeted 35% more than text tweets, and tweets with video links have a 28% increase in retweets.
Finally, remember your goal(s) and take a holistic approach to this. Proritise different activities that best support your individual campaigns. For example, if you are just starting out, then spend the majority of your time building your followers. If you are already well established, use the time to increase interaction and encourage click-throughs to your website.
Hanna Leerink is a strategic, creative and entrepreneurial marketer with a track record over 7 years. London-based, she’s worked with a diverse range of people, products and organisations. She shares her insights on multichannel marketing in her blog. Visit and say hello, Tweet with me and connect with me on LinkedIn.