Revamping Social Media Strategy for InEvent

Project Description

InEvent, a B2B SaaS all-in-one event tech company, was primarily recognized as a virtual event platform during the COVID-19 pandemic. As the company aimed to transition into a global brand with a base in the US, I took on the role of Social Media Analyst for InEvent's global pages. The primary objective was to enhance brand visibility, grow our follower base, connect with the right audience, and convert them into paying clients.

Key Stakeholders

The project involved collaboration with various key stakeholders, including:

Chief Revenue Officer (CRO)

Product Marketing Manager

Design Team

Creative Team

Event Marketing Team

Problem-Solving

The main challenges included:

Rebranding the company as an all-in-one event management platform, especially as the demand for in-person events surged after the pandemic.

Addressing low engagement and conversion rates across our social media channels.

Approach and Solution

To tackle these challenges, I implemented a comprehensive rebranding strategy that included:

Content Creation: Developed how-to videos, product announcements, and case studies. I also collaborated with podcasts to discuss the platform's all-in-one capabilities.

Engagement Strategies: Engaged heavily with industry hashtags related to tradeshows and events, both attended and not attended.

Content Calendar: Created a robust content calendar to ensure consistent and relevant content delivery.

Omnichannel Approach: Adopted an omnichannel strategy to reach our audience across multiple platforms.

Influencer Partnerships: Partnered with industry influencers like Julius Solaris to boost credibility and visibility.

SEO Mindset: Integrated SEO best practices across all social channels to maximize visibility and engagement.

Testing and Optimization: Tested various content types and formats, focusing on those that performed well and discarding less effective ones.

Conversion Strategies: Integrated bottom-of-funnel (BoFu) content such as lead magnets to drive conversions.

Learnings

This project taught me the importance of being data-driven in all marketing efforts. I gained insights into effective audience engagement and the value of leveraging analytics to inform decisions.

Reflection

If I were to embark on this project again, I would prioritize collaboration even more, ensuring that all teams are aligned and contributing to a cohesive strategy.

Tools Used

Throughout the project, I utilized several tools to enhance our efforts:

Podcast Hosting: Anchor

Content Management: Sprout Social, Buffer, Hootsuite

Project Management: Trello

Keyword Research: Semrush

Copywriting: Grammarly

Live Event Management: LinkedIn, InEvent App, Instagram