Be seen and heard: Mastering brand visibility for venues

‍Leveraging organic marketing:

Avoid falling into the trap of expecting instant results from organic marketing. Building visibility and awareness through organic channels requires consistent effort and creativity. When creating content for your platforms, prioritise providing value and engagement with your audience. Authenticity is key to standing out in a crowded digital landscape. Keep your audience’s needs and interests at the forefront of your content creation process to ensure you are not only seen but remembered. 

"You want guests to be able to visit your social media platforms and always understand exactly what it is what your brand represents, or what it is the product is that you're offering." - Ellie, Head of Sales & Events at Exhibit Bar and Mamma Dough Restaurants.

It's a gradual process to find what resonates with your audience, so take time to experiment with different content types that work best for your business. It is important to allocate resources, time and budget to maintain quality and consistency in your content strategy.

Some content examples that can help you show your venue’s personality is through capturing behind-the-scenes and team content to help humanise your brand and forge deeper connections with your audience. For more insights and tips on content creation, check out our ebook, where we give you an overview into the basics and share expert advice on leveraging social platforms to elevate your content game.

‍Use analytical tools:

Once you have started your marketing strategy, it's crucial to leverage analytical tools to track and analyse metrics and KPIs. These data-driven insights are essential for optimising your strategy, identifying successful tactics, and making informed decisions.

Regularly monitoring KPIs allows you to track how effective each content has performed and make necessary adjustments. By identifying trends and patterns in your data, you can refine your approach to better resonate with your audience and see what type of content works best. 

Utilise the built-in analytic tools available on platforms such as Instagram and Facebook to track engagement metrics such as likes, comments, and shares. These tools provide valuable insights into audience behaviour and help you develop a better understanding of what type of audience are most engaged. Domain reputation plays a significant role in the effectiveness of your online content strategy. It's essential to ensure that your domain has a good reputation to avoid deliverability issues with your emails, which can impact your outreach efforts. By focusing on improving your domain reputation, you can enhance overall brand visibility and engagement.

“Using your statistics, understand exactly who your guest profiles are, and make sure that you're always resonating with them specifically.” - Ellie

‍Community Management:

‍51% of consumers make plans to visit a business after a positive interaction with them on social media. This shows the importance of building a community on your social platforms, interacting with people in the industry and your customers. You need to make sure you are actively engaging with your audience to build a stronger relationship with them. Encouraging discussions, asking questions, and creating interactive polls are just a few strategies to cultivate an organic and engaged community.

‍Influencer Marketing:

The recent surge in influencer marketing comes as no surprise, given its remarkable ROI compared to traditional advertising methods. In fact, studies show that influencer marketing can generate up to 11 times higher returns. This makes it an ideal strategy for brands seeking to boost awareness and attract new customers. By partnering with the right influencers, brands can build credibility, drive engagement, and reach highly targeted audiences. Moreover, with 69% of consumers placing trust in influencers' opinions and recommendations, it's clear that consumers value the authenticity and transparency inherent in influencer marketing approaches.

‍Encouraging UGC (user-generated content):

Encouraging UGC is a brilliant tactic to drive word of mouth. Having a special feature of your business or a unique product is already a good way to encourage user-generated content. 

Everyone loves a good Instagrammable moment, whether that is the classic dry ice smoke billowing around cocktail, a particularly photogenic part of your venue, or a show-stopping dish these capturable, shareable moments are great ways to gain attention from people and encourage them to talk about their experience on social media. 

‍SEO strategy:

To boost organic visibility effectively, it's essential to integrate relevant keywords into your content to enhance discoverability. Utilising tools like Google Keywords Planner can help identify trending keywords within your niche. By strategically incorporating these keywords into your content, you can optimise your online presence and ensure that your brand stands out to your target audience.

TikTok have recently released a new feature called ‘Creator Search Insights’ to allow you to search for in-demand topics that are relevant to you and also overall trending topics. 

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