Using social media tools to help plan your client events will not only help you run a better event today, says Sara Gilbert, founder of Strategist, in Montreal. It will also help you lay the foundation for successful events in the future.
“Everyone forgets about the ‘after’ part of events,” Gilbert says. “But they are crucial for setting the stage for future interactions and building relationships.”
Your Facebook event page, for example, can act as a contact hub, on which you can continue to post information about follow-up details, or even plug your next event.
So, even if some of your clients or prospects were unable to attend this go-around, they can learn about your next gathering.
Gilbert offers more advice on ways social media can help you prepare for future events:
> Continue the discussion
In many cases, Gilbert says, a client event can be just the beginning of a broader discussion you want to have with your clients.
For example, if you met several “snowbird” prospects at your event who are thinking about purchasing a second home in Florida, then you should try to connect with them over social media. Forward some articles on the cross-border tax issues you think they should know about.
> Post content
While your client event might have taken place last evening, that doesn’t mean you should stop posting content for your audience.
For example, upload to your event page copies of your slide presentation or other documents you think your audience might want to review.
As well, include a way for clients to reach you — such as your email address, your Twitter handle or your LinkedIn username — in case they want to get a copy of your presentation or other information from your event.
Also, adding content on social media after the fact is a good way to draw attention to your next event and to rekindle your clients’ interest.
> Post pictures
In addition to posting good-quality content, look for ways to highlight the kind of client experience you would offer as an advisor.
So, post, with your clients’ permission, some photos or a video from your event. As well, try to get a few client testimonials from satisfied attendees.
“You want people [who didn’t attend] to feel like they have missed something,” says Gilbert. “Highlighting the ‘experience’ you offer is a great way to make sure those people will come out next time.”
> Say “thanks”
After your event, Gilbert says, send each person who attended a quick, personalized thank-you note. A simple, short message will suffice.
In that note, but sure to repeat how you can be reached and include the basic information about your next event.
Next: Become a video star.