COMPASS Fall 2022 Digital_MAG_C8_FALL.22 | Page 69

PRIORITIZE QUALITY AND ENGAGEMENT OVER QUANTITY . If your follower count feels small , don ’ t be daunted — and definitely don ’ t give up . First , these techniques can help you grow it . But more importantly , it ’ s not about the number of followers as much as it is about the quality of each as a potential lead and the way you engage with them to facilitate relationship building .
“ It ’ s not about the number of followers ,” Kline says . “ It ’ s about capturing that one person who ’ s looking at that resort , maybe looking at that venue , and then showing that person that you ’ ve been there and you ’ re the expert on it .”
CLIENTS EXPECT A SOCIAL MEDIA PRESENCE — SO DELIVER IT . In the age of social media , abstaining from all the available platforms could cause potential clients to doubt your legitimacy . Having a social presence is a critical — and free ! — part of your marketing mix and a way to validate your brand to would-be clients .
Kline explains that her presence at bridal shows used to be a priority as a way to generate business . “ Now , people will just walk up and say , ‘ What ’ s your Instagram handle ?’” she says . “ They ’ ll research that first — and they don ’ t care that a live person is actually standing right there .”
If you still doubt whether social media matters , whether anyone is actually looking at it — know that , yes , they definitely are . “ After I post something , I ’ ll get an Instagram message from a bride or groom asking , ‘ Can we chat ?’ They ’ re out there creeping around your different social media platforms all the time ,” she says . “ And once you ’ ve piqued their interest [ with a particular piece of content ], you ’ re in .”
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