Just because your club may be closed doesn’t mean you have to abandon your social media platforms. Now more than ever, when you can’t count on physical bodies and hard cash, maintaining an active social media is a means of keeping business running in some capacity.
ED welcomed Jenna Gross of Moving Targets and Adella of Forward Approach Marketing to the latest Webcon on April 21 for their advice on revamping your social media and maximizing your downtime.
Both will be speaking at the Facebook & Instagram Marketing ED University Training Certification Seminar at the EXPO 2020.
Curry, who focused on Instagram, pointed out the photo and video-sharing platform is a visual medium.
“When you’re creating content for Instagram, it’s important to consider that,” she said. She then screen-shared Instagram pages from Vixen (a clothing subsidiary of the Vixen adult entertainment group) and the Rabbit Company (a manufacturer of vibrators).
“This is an example of an Instagram page that is sexy in nature,” said Curry speaking of Vixen’s page, “and that is visual, strictly visual. They’re not doing any marketing, promo advertising in the first photograph shown on their feed.”
When directing participants to the Rabbit Company’s Instagram page, Curry was quick to highlight how active the company was on the platform and how the company adopts a more marketing-first approach toward its Instagram feed.
“You’ll want to think of five words to describe your brand—maybe ‘classy,’ ‘sexy,’ ‘erotic,’ ‘fine dining,’ ‘customer service’—and when you’re creating content, make sure each one of your posts reflects those five words,” Curry said.
In an age of endless hashtags (#), Curry broke those down into three categories: local (#Cincinnati), global (#gentlemen’s club), and specific (#entertainer’s name).
“Using house dancers and feature dancers to take over your page is a great way to get your content out to new viewers and new followers,” she said. “If you have relationships with your DJs or dancers, ask them to take over your Instagram page for a day.”
A point of contention has been the legality of using celebrity or model images. Curry cited a recent court case over copyright infringement that safeguarded the use of images originally posted to Instagram and/or Facebook by means of third-party consent.
“You’ll want to think of five words to describe your brand—maybe ‘classy,’ ‘sexy,’ ‘erotic,’ ‘fine dining,’ ‘customer service’—and when you’re creating content, make sure each one of your posts reflects those five words.” — Adella Curry
Curry encouraged club owners/executives to have posts ready-made in advance, even sharing a template calendar.
Gross took the floor to discuss the opportunity the pandemic presents club owners/execs to re-evaluate “what’s been going on with your marketing and with business as a whole.”
“Develop a strategy for moving forward, play the offensive,” she said.
Examining marketing tactics hopefully includes taking a microscope to social media.
“You want to look back to see what’s working if you can correlate events to sales,” Gross said. “Go back through your Insights on Facebook and on your platforms. See what got the most interaction in terms of people clicking your website, getting directions, calling. See what people are reacting to instead of basing it off of ‘Likes’ or comments on the post.” (Editor’s note: Facebook Insights are only available on business pages, not individual pages)
Gross stressed now is a time to ensure the perception you’re communicating on social media is in line with your club’s goals.
“Are the pictures in line with what you want to present? Is it the right impression that you’re giving on your posts as a whole?” Gross said. “Often when we’re doing this on the fly, you don’t see the comprehensive picture. That’s what outsiders look at.”
Now is also an opportune time to tighten up administrative settings (you can remove Crystal, who hasn’t worked at your club in six months), declutter your feed from obsolete content, or correct outdated business info.
“Make things as easy for people as possible,” she said. “You want to reduce friction as much as you can online. That just means people aren’t going to click on a tab and get bad information or have something not work properly.”
“Are the pictures in line with what you want to present? Is it the right impression that you’re giving on your posts as a whole? Often when we’re doing this on the fly, you don’t see the comprehensive picture. That’s what outsiders look at.” – Jenna Gross
Now, when the only certainty is uncertainty, Gross signaled social media as a means to keep customers in the loop of what’s going on with your club during this time.
While content may be hard to come by, Gross echoed Curry’s point to enlist the aid of club staff/entertainers to help spice up your social media. Club owners can also utilize social media contests/challenges or gift cards.
“There are little things you can do to remain relevant and keep your name in front of people,” she said. “You want to keep in communication with your customers. You don’t want to ghost them. You spent time building the relationship with your customers, so you want to make sure you continue that relationship.”