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Social Media Promotion Strategy: Tips to Reach Your Audience

Rebecca Twomey
May 26, 2020 6:00 AM

Do you have a social media promotion strategy for your family entertainment center? Are you wondering how to reach the right audience for your business?

It’s all about figuring out who is interested in your business, and who is not.

Consider this: you have a business with a specific vibe, certain colors and smells. You offer a variety of food options, and you have a number of attractions for your customers to choose from. All of these items with your unique touch as the business owner, your employees, and thee way business is carried out—factor into your customer base.

Think Whole Foods, or Trader Joe’s, or The North Face. Each of these businesses attracts buyers that are interested in the vibe of that business, the feel of the business once they’re inside, a specific type of food or product, and so forth.

How you market yourself as a family entertainment center matters too. As a bowling alley, your target audience might differ quite a bit from a trampoline park; but your customer base might also overlap in areas like birthday parties and events.

Tips to Creating a Social Media Promotion Strategy

So, what is your vibe? What types of families typically visit your facility? Now, think about which guests will be behind a computer screen or a smartphone—what are they like?

If you haven’t built out buyer personas (or it’s been a while), it’s an incredibly helpful exercise, especially as you build your social media promotion strategy.

Here are some ideas to consider as you build your strategy.

Tip #1: Hire or Nominate a Social Media Manager

If you can afford to hire full-time marketing staff, go for it! It’s nearly impossible to grow a business without interacting with your prospects and customers—it takes some type of marketing or sales effort (or both!). Having someone on the front lines of your social media accounts on a full-time basis will allow your business to have meaningful interactions with your audience.

If you can’t afford to pay someone full-time for marketing only job functions, that’s okay too! Social media promotion is still possible! You’ll just need to think within.

That’s right… you already have someone, even multiple people, that are great at social media. Yes, they’re already working at your facility!

It’s all about tapping in and this is a fantastic opportunity to offer professional development to your staff. Your staff member will gain experience in an area they’re interested in, and perhaps could pursue full time in the future. It’s a win-win.

So, have your team nominate a social media manager! Consider running “auditions” for the role at your facility. Encourage employees to join, especially those looking to grow professionally and gain experience in social media, marketing, or both. Then, provide some sort of objective, like, “build a sample Instagram grid of our facility.” Then, have other team members vote (or, keep the process up to management—your choice!).

Tip #2: Document Your Processes

Planning is critical when it comes to social media. It’s nearly impossible to stay ahead of the curve when you constantly feel like you’re catching up.

It’s also important to remember that when it comes to social media, being present can help you. Posting helpful content, engaging with others—these lead to positive things! The first step is to start by pre-scheduling posts and videos. This will help save time for more engagement with others

But planning is just the tip of the iceberg. Your process is one level deeper. When it comes to your social media promotion strategy this should include things like:

  • Your social media promotion goal
  • The social media accounts you’ll manage daily
  • The type of content you’ll share (original & curated)
  • Who your ideal audience is
  • Your editorial/content calendar
    • When content is posted
    • What content is needed

Documenting your marketing processes every step of the way will provide visibility for you as thee business owner, education for your employee, and a system to use with any new employees down the road.

Tip #3: Use Video in Creative Ways

There have been so many incredible videos circulating over the last few months. One that’s particularly touching can be found on YouTube: The Office Cast Reunites for Zoom Wedding: Some Good News with John Krasinski (Ep. 7). What a tearjerker!

In the FEC community, we’ve loved the creative videos put out by Dennis & Melinda King, owners of KING Family Fun Center and Skate Tiffany’s in Washington. They started hosting Live video sessions on Facebook to build engagement and we are huge fans!

Using video in creative ways goes a long way. And if you’re not creative, or don’t like shooting or being on video, refer back to Tip #2! I have a feeling you already have someone on your team that you could tap for help!

Whether you decide to tackle some videos yourself or nominate a team member, remember: practice makes perfect. The more videos you make, the better you’ll get at shooting footage and editing!

Tip #4: Share Value in Unexpected Ways

“It’s the little things,” is a common phrase for a reason—it’s true! The little things can mean a whole lot.

If you offer bowling at your facility you might also offer the option for customers to choose the bowling mentor or “tips” on their monitor. This is a great way to add value—now—how might you take that a step further? What can you do to provide value in a new or unexpected way?

  • Perhaps you have an expert that comes through and shares tips during birthday parties and events, or every certain period of time (2 hours, for example).
  • What about step-by-step videos to teach someone how to become a better bowler—sent straight to their smartphone!
  • Use an unconventional platform to teach, like TikTok! Quick lessons with a little creativity!

As you build your social media promotion strategy, consider how you can implement value!

Putting the Pieces Together

We began with people, we discussed building and documenting the build, the importance of video and value—now, let’s put it all together.

Your social media promotion strategy will take effort on your team, but if you build it and follow a schedule, if you interact and focus on building a community that supports your brand, if you share information and content that provides value to your current and future customers—then, you will find success.

Want more on social media promotion? Join our next webinar (live on May 28th or On-Demand after), The Reality of Social Media With a Spotlight on Facebook

Register Now: The Reality of Social Media with a Spotlight on Facebook

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