Twitter followers grow, likeFacebook friends, LinkedIn connections, or Pinterest followers is NOT simply a numbers game. I can hear you giggling in the distance. REALLY!! It’s NOT just a numbers game!
I know, it seems counter-intuitive to hear that anyone who has just passed 15,00 followers on Twitter, is trying to play it down. Actually, I’m not trying to play it down. There is a different number, far more important to me. It’s 95%
My Twitter presence is tightly framed. It’s about WEDDING MARKETING, and connecting with wedding industry people in the English-speaking world. A while back, someone asked me, jokingly, “Why limit yourself to the English-speaking world?” Easy answer, unlike my mom and dad who spoke eight and three languages, respectively, I didn’t get the language gene. I’ve still got a lot of territory to visit in English-speaking countries.
In the headline, I reference the number, 25,000. If I retained every follower, I’d have 25,000 or more, in total. I reject about two out of three.
Here are some reasons and profiles for rejection:
No logical reason for connection: a plumber in Wichita has no reason for following me or vice versa.
No multi-level marketers or get-rich quick businesses.
Profile states a large number of unrelated interests and hobbies, but no purpose.
No headshot or company logo
No website address
No Tweetaholics: A disproportion of posts to followers. (i.e. 27,000 posts; 172 followers).
… and there are more reasons… to many to list.
Except for a scant 5%, or fewer, made up by friends, musicians, and smattering of others, the 95% are exclusively wedding and hospitality industry types, including media.
Anyone who visits my Twitter page and looks at who follows me, OR who I follow, recognizes that I’m there for a single purpose, wedding marketing.
Whether your Twitter-universe is 1000, 10,000, or 100,000, it your relationships should be concise. Otherwise you’re wasting time and dealing with lots of digital noise.
If you have a Twitter account, have a reason for being there, and focus. Focus on who you follow, who follows you, and specific interaction.
Andy Ebon Wedding Marketing Expert The Wedding Marketing Blog
This wonderful bake shop appears to have closed more than a year. The concept was great fun. Sad to see it go.
First Published, December 11, 2011:My Sunday ritual includes reading the Las Vegas Review Journal and Las Vegas Sun, cover-to-cover, accompanied by a whole wheat bagel and vanilla hazelnut coffee. Reading cover-to-cover can payoff.
Their flavors are creative concoctions, many of them, infused with booze. They don’t limit themselves to alcohol-inspiration. Also soda pop flavors, fruit creations, chocolate and more. One look at their cupcake array and you’ll want to jump on a flight to Las Vegas.
They’ve only been in business since March 2011, but they are competing, tonight, in an episode of Cupcake Wars on Food TV (check your local listing). Who knows whether they’ll use and established flavor or go off the chart and create a first-time-original-one-the-fly.
It’s people like Taryn and Robyn that make being diabetic, difficult. Maybe I can talk them into creating a one-off diabetes-friendly flavor, inspired by me. I can dream, anyway.
“Being ‘The Best’ is a passing fantasy. Being ‘Definitively Different’ is where it’s at. Pick Your Poison Bake Shop is the latter!
The Wedding Marketing Authority
The Wedding Marketing Blog
Sometimes we give thanks, without much of thought. And other times, it’s deep-seated, meaningful essay. Yesterday, I received a short email that reminded how a few sentences, out of the blue, can brighten one’s day and bring a smile to one’s face.
I received a short email from someone I barely remember, who frequented the college nightclubs where I DJ’d, more than 35 years ago.
“Andy: You may not remember me but I know you from your D.J. days in Tucson. Danced often. Point After and End Zone. Still talk to some of my friends from those days and your name came up during recent conversations reminiscing. Looked you up and was not surprised to see you successful in your chosen field.”
It resonated with me, for a number of reasons.
Those were particularly good days, and it gave me a wonderful series of flashbacks.
It felt great that the simple ‘act of playing music’ had provided Sheri and others with fun experience, then, and great memories, now.
The fact that she took the time to look me up and send a note was stunningly wonderful.
I’ve connected and reconnected with people via the Internet, through various sites and common interests. But Sheri’s note reminds me that I need to block some time, every week, to put a smile on another person’s face. Whether it’s an old friend, a peer or a mentor… whether the relationship is ancient, new, casual or formal.
I don’t plan to make this a New Year’s Resolution. I simply plan to make it a commitment and develop this ritual as a new and frequently-used habit.
There is not a threshold of success or failure for this activity. No magic pass/fail number. I’m pretty sure if can follow through on this, the impact will become clear.
With every best, on your Thanksgiving…
Andy Ebon Speaker – Writer – Problem Solver The Wedding Marketing Blog
Windy City Wedding Show serves brides and wedding professionals in Greater Chicagoland, Milwaukee and Madison, Wisconsin. 2014 is just the fourth year in business, and they are producing almost 20 shows, annually.
The business is operated by Keith ‘KC’ Kokoruz, a Chicago native. KC earned his wedding industry experience in the DJ Entertainment industry, operating two DJ Entertainment companies, Spinnin’ Discs, and now Keith Christopher Entertainment. Several years ago, he recognized some untapped potential for another bridal show production in the area, and set about making it happen.
Having a background as a wedding professional was helpful, from the point of understanding what wedding businesses want from a producer; however, it brought its own set of challenges, too. Being a ‘new producer’ draws both interest and skepticism from wedding businesses. This was particularly true in the Wedding DJ category, where some companies were skeptical that KC would take advantage of his bridal show producer role, in dealing with lead distribution. They would learn, in time, to believe in his ethics.
Some businesses jumped into KC’s first few shows and others waited to see results. In simple terms, results means drawing brides to each show, and managing the bridal show, from check-in to fashion to the show floor with, delivering all aspects, as promised.
Marketing is the Catalyst
Marketing options in the wedding industry are endless. Potentially, one’s promotions are seen by interested brides, wedding professionals (both prospects and current exhibitors), and media.
As well as traditional media, Windy City Wedding Showmade a commitment to social media. Not a dozen different social media platforms, but a few specific ones which KC, and staff member, Dena Wickland, felt confident would reach and engage brides, plus draw attention by professionals. One of their staples is Facebook.
Developing a voice and content strategy should be specific to every company. But in execution, consistency is key. Audiences develop an expectation for the frequency and timing of your updates.
The timeless advertising adage is “Repetition builds reputation,”
For Windy City Wedding Show, updates occur daily, and the content strategy includes both elements of specific, local interest, and the out-of-the-ordinary; both original content and shared content.
Their relentless execution has yielded a number spikes in the last year, in several cases reaching several million views. The main Facebook user activity is called Engagement: meaning Likes, Comments, and Shares. These three items that demonstrate INTERACTION, resulting from interesting, entertaining content.
The item was served (reached) to over 21 million views
Garnered over 20,000 comments
Received over 230,00 likes
Was shared over 152,000 times
… and countless new followers of the fan page
What do these results demonstrate and mean?
The post struck a creative nerve with brides, spontaneously triggering engagement.
Constantly reviewing which previous posts excelled, using Facebook analytics, creates a greater likelihood of success, going forward.
The 21 million people that were reached by the post is IMPRESSIVE. But what’s really important are the number representing is engagement: comments, likes, and shares… and the followers of the page.
It’s not being skeptical to note that Chicagoland brides number about 100,000 (1% of 10 million). It follows that Facebook engagement numbers for locals are a small percentage of the totals. On the upside, it’s reasonable to suggest that ALL the tracking is likely to be higher for Chicagoland, because the business local.
As a local Chicago Wedding Business, what should this mean to me?
It’s easy to dismiss this as ‘just dumb luck’. My evaluation is this:
Windy City Wedding Show‘s Facebook practices demonstrate consistency, fueling readership and engagement; occasionally with incredible success. I believe local wedding businesses who observe the ongoing activity will recognize a show producer’s overall marketing effort, not just the occasional grand slam.
If I were an exhibitor, I’d make sure my contracts for the year’s show commitment were signed and sent in. If I were a prospect, and wasn’t sold out, I’d be looking at the show schedule, and become an exhibitor.
What’s truly amazing is this success is being accomplished in direct opposition to Facebook’s latest algorithms (filters) which only serve your updates/posts to 6-7% of your followers. That is the ORGANIC REACH.
Any additional audience is achieved by spending money with Facebook to BOOST YOUR POST or…
ORGANIC ENGAGEMENT through LIKES, SHARE, COMMENTS.
This 21 million+ monster post reached those numbers WITHOUT SPENDING MONEY on BOOSTING THE POST.
OPINION and RECOMMENDATION: Don’t be confused… this isn’t a post about Facebook, specifically, or one bridal show producer or all bridal show producers. It’s a post about marketing decision making, consistent execution, and ongoing reevaluation by every wedding business.
Look outward at the companies you ask to help market your business, and look inward to develop and execute your plan. Part of your success-mission is to maintain constant awareness of the businesses that deliver your audience… your customers; like Windy City Wedding Show.
Andy Ebon The Wedding Marketing Authority The Wedding Marketing Blog