Although Google Plus was officially discontinued in April 2019, many of its features provided valuable lessons for event marketing and promotion on social media. The principles and tactics that were effective on Google Plus can still be applied to various platforms like Facebook, LinkedIn, Instagram, and Twitter today. This guide will explore how to effectively market and promote events using social media, drawing from the strategies that worked well on Google Plus.
1. Create a Dedicated Event Page
On Google Plus, creating a dedicated event page allowed users to provide specific details about the event, invite attendees, and share updates. While Google Plus no longer exists, this strategy remains relevant across current social media platforms.
a) Select the Right Platform
Choose the platform that aligns best with your audience and event type. Facebook, for instance, is excellent for community events, while LinkedIn may be more appropriate for corporate events.
b) Include Key Event Details
When creating your event page, ensure you include:
- Event Title: A catchy and descriptive title that captures attention.
- Date and Time: Clearly state when the event will take place.
- Location: Provide the venue details or a link to join online.
- Description: Offer a detailed overview of the event, including the agenda, speakers, and any unique features.
c) Visual Appeal
Use engaging visuals, such as event posters, images of past events, or promotional videos, to capture attention. High-quality visuals can make your event page more inviting and informative.
2. Leverage Google Plus Events Feature (Before Closure)
Before its discontinuation, Google Plus offered an “Events” feature that allowed users to create and promote events easily. The same functionality is now found on platforms like Facebook and LinkedIn.
a) Utilize the Events Feature
When creating an event, utilize the platform’s built-in event feature, which allows users to RSVP, share the event, and receive updates. This feature encourages attendees to engage with your event page and keeps them informed.
b) Send Invites
Use the invitation tools available on the platform to reach out to potential attendees. On Facebook, for example, you can invite friends and followers directly, which can increase your event’s visibility.
3. Build Buzz with Content
Creating engaging content around your event was a strategy that worked well on Google Plus. The same applies today: content marketing can generate excitement and keep potential attendees informed.
a) Share Updates and Teasers
Regularly post updates leading up to the event, including teasers about speakers, topics, and activities. This helps keep the event on attendees’ minds and encourages them to share the information.
b) Engage with Your Audience
Encourage discussion by asking questions related to the event’s theme. This can help generate interest and foster a sense of community around the event. Consider polls or surveys to gauge interest in specific topics or speakers.
c) Use Hashtags
Incorporate relevant hashtags to increase the visibility of your posts. Research popular event-related hashtags or create a unique branded hashtag for your event to help attendees engage and share their experiences.
4. Collaborate with Influencers and Partners
Partnering with industry influencers or organizations can amplify your event’s reach. On Google Plus, collaboration was key to expanding visibility; the same principle applies across current platforms.
a) Identify Influencers
Find influencers or thought leaders in your industry who resonate with your target audience. Engaging with them can help promote your event to their followers.
b) Offer Value
When reaching out, highlight what’s in it for them, whether it’s exposure, networking opportunities, or a chance to share their expertise.
c) Co-Create Content
Collaborate on content related to your event, such as blog posts, videos, or podcasts, to create buzz and provide valuable insights leading up to the event.
5. Utilize Event Reminders and Notifications
One of the features that helped promote events on Google Plus was its ability to send reminders and notifications. Current platforms offer similar functionalities.
a) Set Up Reminders
Encourage attendees to set reminders for your event. On Facebook, for instance, users can select “Get Reminder” for events, ensuring they receive notifications as the date approaches.
b) Follow-Up Reminders
As the event date nears, send out follow-up reminders to keep the event fresh in attendees’ minds. Use countdowns or reminders to build excitement.
6. Engage During the Event
During the event, engagement is crucial to creating a memorable experience and encouraging attendees to share their experiences on social media.
a) Live Updates
Share live updates, quotes from speakers, and highlights from sessions in real-time. Use stories on Instagram or Facebook Live to create an interactive experience for those who couldn’t attend.
b) Encourage Social Sharing
Prompt attendees to share their experiences on social media using your event hashtag. Consider having photo booths or interactive stations that encourage sharing.
c) Engage Online Participants
If your event has a virtual component, engage with online attendees through live chats or Q&A sessions, allowing them to feel part of the event.
7. Post-Event Follow-Up
Once the event is over, it’s essential to maintain engagement and gather feedback.
a) Share Highlights
Post-event, share highlights, photos, and videos from the event. This not only keeps the conversation going but also provides valuable content for those who couldn’t attend.
b) Gather Feedback
Solicit feedback from attendees through surveys or polls to understand what worked well and what can be improved for future events. This shows attendees that their opinions matter and helps you enhance future events.
c) Continue Engagement
Stay connected with attendees through follow-up emails or messages. Share relevant content, updates about upcoming events, or additional resources related to the event topics discussed.
8. Measure Success
Analyzing the success of your event marketing efforts helps you refine your strategies for future events.
a) Track Key Metrics
Evaluate engagement metrics such as attendance rates, social media shares, and interactions during the event. This data helps you understand what resonated with your audience.
b) Analyze Feedback
Review feedback collected from attendees to identify strengths and weaknesses. Use this information to improve future events and marketing efforts.
c) Adjust Your Strategy
Based on your analysis, make adjustments to your event marketing strategy for future events. This continuous improvement approach can help you increase engagement and drive attendance.
Conclusion
While Google Plus is no longer an option for event marketing, the strategies learned from its features can still be applied to today’s social media platforms. By creating dedicated event pages, leveraging engaging content, collaborating with influencers, and actively engaging before, during, and after the event, you can effectively promote and market your events across various platforms. The key is to create a compelling experience that resonates with your audience and encourages them to participate and share.