When you’re not actively selling tickets, it’s easy to let your digital platforms idle. But this in-between period is the perfect time to strengthen your digital assets & marketing foundation, and set yourself up for stronger results when you’re next in market.
Grow Your B2B Community
If business-to-business forms any part of your model — whether through corporate bookings, partnerships, or funders — LinkedIn is a powerful platform to nurture relationships and drive brand visibility.
- Create a LinkedIn Company Page for your brand
- Encourage your team to link their profiles to your company
- Join relevant LinkedIn Groups and participate in discussions
- Share insight-led, behind-the-scenes content that builds thought leadership
Remember: LinkedIn is 277% more effective for lead generation than Facebook or Twitter (Rob Stokes, eMarketing).
Review Your Analytics
Audience insight is your most valuable asset. Use the data already at your fingertips to refine your strategy and future-proof your campaigns.
- Facebook and Instagram Insights
- YouTube and Twitter Analytics
- LinkedIn Performance metrics
- Google Analytics and website engagement data
Identify who your most engaged audience segments are, where they’re coming from, and what content they care about most.
Grow Your Subscriptions
Your email list remains one of your highest-ROI assets — and you don’t need to wait for a show to build it. Strengthen your database now by:
- Offering exclusive content or early booking perks for sign-ups
- Prominently placing opt-in CTAs across your site and blog
- Adding a sign-up CTA to your email signature and social bios
- Running low-cost lead generation campaigns on social media
Blue Key frequently runs Meta leads generation campaigns post-production targeting social media users who have engaged with organic or paid production content (or who have visited relevant websites including ticketing agencies) but are not already subscribed.
Create Engaging Content
Move beyond the hard sell. Use downtime to create content that deepens connection and reflects your brand story.
- Behind-the-scenes video clips or process footage
- Audience testimonials and artist interviews
- Infographics showcasing show production timelines or fun facts
- “Top 5 Nearby Restaurants” or neighbourhood guides for show nights
Think about how content can be repurposed across your website, newsletters, and socials.
Increase Your Following
Your followers today are your ticket buyers tomorrow — but not all engagement converts unless nurtured.
- Invite users who’ve engaged with your posts and paid ads to follow your page
- Pin your strongest content to the top of your feed before doing outreach
- Use Instagram Highlights to showcase content newcomers may have missed
Quality > quantity — focus on building an audience who cares about what you do.
Analyse Buying Trends
Use past sales data to identify patterns and optimise your future campaigns.
- Pull ticket sales per week reports from previous shows
- Calculate average ticket sales per week as a percentage of total sales
- Use that data to forecast and set benchmarks for your next campaign
Google & Ipsos MediaCT report that 69% of audiences buy tickets in the month leading up to the event — but most research their options earlier.
Optimise for Mobile
South Africa’s internet users are overwhelmingly mobile-first — with 78% browsing on smartphones versus 21% on desktop (source). Your content needs to meet them where they are.
- Test your website, emails and social content on multiple devices
- Check how easy it is for users to take action (e.g. book, sign up, contact)
- Fix any broken links or long load times
- Ensure email templates are responsive and CTA buttons are thumb-friendly
Ready to Turn Your Downtime into Growth Time? Strengthen Your Digital Assets Today
Let’s talk about how to strengthen your digital assets — so they’re always working for you, even between shows. Get in touch.