Social Media Marketing: A Friendly Way to More Leads in Las Vegas
With over 35 million visitors, the "Entertainment Capital of the World" remains a top tourist destination. It is also home to 200,000+ people, many of whom are hyper-connected to the internet. This makes social media a powerful Las Vegas lead-generation tool.
This article offers five starting tips, including how to:
- Create gated content and lead magnets.
- Refine the audience for social media ads.
- Analyze data for comprehensive consumer insights.
Lead generation strategies should move your target audience deeper into the sales funnel until conversion. Find out how to do this with social media marketing.
Let’s go!
1. Offer Valuable Gated Content for Contact Information
Gated content refers to valuable digital content such as guides, ebooks, whitepapers, webinars, and videos behind a registration form or paywall. Visitors must provide their contact information to access or download it.
It works because gated content exchanges value for contact information. People are much more willing to share contact details in exchange for copies that they find valuable.
In addition, it provides an incentive for businesses to convert anonymous visitors into identified leads for follow-up. The registration process captures additional data beyond just email addresses. It helps segment and qualify leads.
Gated content positions your offers as premium and more exclusive than free content. Most of all, you can track the downloads to measure their returns and determine the most effective social media copy.
How do you make gated content? Suppose you are an event marketing agency hosting corporate events in Las Vegas. Here is how you do it:
- Develop an insightful topic for your target audience, such as the “2024 Las Vegas Conference and Events Trends Report.” The guide forecasts upcoming styles, venues, entertainment, and technology for corporate events.
- Create the trends report as a long-form blog post, an ebook PDF, a video presentation, or even an interactive web-based guide. Include graphics, photos, charts, and multimedia to make it visually engaging. Outline 15 well-researched trends with actionable insights that corporate planners can apply.
- Design a registration form that grants access to the content. Include fields for name, work email, company name, job title, and work phone number. Consider adding the question “What types of corporate events do you plan in Las Vegas?” to qualify leads.
- Upload the gated content behind the lead-capture form on your website. Promote it on social media. Emphasize the exclusive insights they will get on Las Vegas event trends.
- Auto-send the gated content once the lead completes the form. Nurture them further by sending additional relevant content on planning events in Las Vegas. Doing this adds value and builds the relationship.
- Track downloads and conversions to optimize the content and lead-generation process.
2. Engage Your Followers with Expert Advice
Engaging followers by positioning yourself as an industry expert is an effective lead-generation strategy for many reasons. First, it builds credibility and trust, making conversion faster and easier.
Second, consistently sharing valuable, insightful content attracts organic engagement and discussion. It expands your reach and visibility.
Third, giving expert advice often includes social proof to reinforce your niche authority. This increases goodwill. Finally, you earn the credibility to recommend your offerings as solutions when appropriate as an established leader.
Let us say a plumber serving Summerlin and The Lakes wants to use short-form videos on Instagram and TikTok to answer common plumbing questions. He makes good video content, such as the following:
- How to fix low water pressure in hillside properties.
- DIY pipe leak checks before calling a plumber.
- Clearing backyard irrigation line clogs caused by desert soils.
When followers ask for more information, he directs them to his bio page. It contains a URL to gated content, such as a landscaping or home-building guide. He also encourages them to sign up for his mailing list for more insider tips.
3. Promote Free Trials and Demos as Lead Magnets
Another excellent lead-generation idea is a lead magnet. It is a free offer enticing people to provide their contact information, typically in exchange for downloading high-value content. Common lead magnet examples include free ebooks, webinars, consultations, product samples, and guides.
Lead magnets work because they tap into reciprocity psychology: people appreciate getting something for free and are more willing to share information in return. Additionally, well-crafted ones establish your expertise and provide value upfront before asking for a sale. They also attract qualified, sales-ready leads by self-selecting those already interested in your solution.
Suppose a tour company targeting luxury travelers wants to use lead magnets as part of its email marketing sequence. The Las Vegas lead-generation team builds one using these steps:
- Create a free guide called “Experience Las Vegas in Style: A Guide to Luxury Dining, Entertainment, and Attractions.” The 30- to 40-page ebook describes and photographs top luxury experiences such as fine dining, boutique shopping, and spas. It mostly covers the company's luxury tours, including hot-air balloon rides and museum events.
- Promote it on social media. Boost posts as ads targeted to affluent Las Vegas visitors and jetsetters. Retarget visitors who engaged with posts but did not convert with special offers. Partner with influencers, bloggers, and accounts related to luxury travel to expand reach.
- Upload the guide to the website behind a lead-capture form. Offer it in exchange for their name, email, phone number, and planned Las Vegas travel dates.
- Set up an automated follow-up sequence that delivers luxury travel tips and special offers after opting in. Provide more tips and recommendations. Depending on your leads’ next steps, push for deals to convert.
Improve the lead magnet’s success with these dos and don’ts:
| Dos | Don’ts |
|---|---|
| Highly relevant and valuable content A clear call to action Low barrier to access Strong marketing and promotion Seamless user experience |
Request for too much information upfront Overpromised value Hidden costs or catches Low-quality or unoriginal content Poor follow-up and lead nurturing |
4. Refine Your Ad Targeting
Social media has made it easy to quickly reach your target audience with ads. However, unless the audience finds and resonates with them, the ads will only become costly expenses.
A Las Vegas generation agency deploys at least three social media ad strategies to refine the copy and align them with your target audience, marketing goals, and messaging:
- Narrow down the audience to highly specific demographics.
- Match the ads with the location.
- Run them at certain times of the day.
We have Luigi’s Italian Bistro as an example. It is a popular family-owned Italian restaurant on the Las Vegas Strip. While it is busy from 8:00 p.m. to midnight, the early evening hours are slow. It hires a social media agency to promote the restaurant’s happy hour specials.
To refine the audience, the team analyzes the restaurant’s target market, actual customers, and consumer trends. They learned that Luigi’s should focus on adults ages 25 to 44. They further target users interested in Italian cuisine, Las Vegas attractions, and casual dining.
Using location-based targeting, Luigi’s ads are shown only to users within a three-mile radius of its location. These include those already on the road, probably looking for the nearest Italian dining place.
Lastly, knowing the target audience is most active on social media in the evenings, Luigi’s schedules its ads between 5:00 and 7:00 p.m. to maximize visibility.
The ads highlight Luigi’s happy hour deals, such as half-priced appetizers and drinks. They also use eye-catching visuals.
Overall, this tactic results in higher engagement rates and increased happy hour business from social media campaigns.
Note: Social media channels usually have strict regulations on certain ad types. Read the fine print before you run campaigns. For example, you must ask Meta’s permission and submit license proof before you can run online gambling ads. Certain terms and conditions also apply.
5. Analyze Followers for Customer Insights
Marketing and consumer trends change, which means your engagement methods must also adapt. Be more proactive and respond accordingly and quickly through comprehensive analysis.
Begin by gathering data from multiple sources. These include first-, second-, and third-party data. Each has its benefits:
| Data Type | Benefits |
|---|---|
| First party | - Uses direct customer feedback so that the data is the most accurate and relevant. - Is the safest data type because it requires permission. |
| Second party | - Tap into data shared from partnerships with non-competing yet complementary brands to get additional consumer context. - It helps identify potential customer segments to target. |
| Third party | - Has an expansive reach from compiled data across many sources. - Helps fill gaps by providing demographic, behavioral, and geographic information. - Enhances targeting capabilities for social ad campaigns beyond your own followers. - Offers benchmarking against broader industry trends and standards. |
Then, analyze this multifaceted data for consumer and market changes:
- Look for changes in audience demographics and psychographics over time. These include age, gender, location, interests, values, and lifestyles.
- Track engagement metrics across social platforms.
- Leverage sentiment analysis to gauge changes in attitudes, emotions, and needs.
- Use topic modeling to detect emerging ideas and conversations.
- Compare brand lift and awareness metrics over a certain period.
- Benchmark against competitors and industry standards.
Continuously test and optimize your social media campaigns based on the latest insights. Adapt creatives, messaging, content formats, and placement to align with the changing landscape.
Summing Up
This article reveals that social media is just as effective in Las Vegas lead generation as in demand generation. Plus, many techniques deliver positive outcomes, but only when done right.
Do you need to see better results from your social media marketing efforts? Contact Digital Authority Partners (DAP) to schedule a free consultation.
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