How to leverage Google Plus for event promotion and registration

Author:

While Google+ was active, it offered several useful tools for promoting events and facilitating registration. Although the platform has been discontinued, the strategies for event promotion on Google+ can still be adapted to current platforms like LinkedIn, Facebook, Instagram, and even Eventbrite.

Here’s a guide on how you could have leveraged Google+ for event promotion and registration, as well as how to translate these tactics to modern social media platforms:

1. Create a Google+ Event Page (or Equivalent)

When Google+ was operational, it allowed users to create events directly on the platform. Modern equivalents like Facebook Events or Eventbrite work similarly, providing an excellent way to promote events and handle registrations.

How to Do This:

  • Create an Event Page: Use platforms like Facebook, LinkedIn, or Eventbrite to create a detailed event page.
  • Include Important Information: Ensure that the event page contains all essential details, such as:
    • Event name
    • Date, time, and time zone
    • Location (including links for virtual events)
    • Event description
    • Registration link (if applicable)
    • Contact information

Optimizing the Event Page:

  • Add High-Quality Visuals: Use eye-catching banners and images to make the event stand out. Visuals help grab attention and make the event more shareable.
  • Compelling Event Title: Craft a clear and engaging title that explains the event’s purpose or value. Avoid generic titles, and opt for something attention-grabbing like “Unlocking SEO Strategies for 2024.”
  • Concise Description: The event description should explain what attendees will gain from the event. Include key points or topics covered, potential speakers, and any relevant call-to-action (CTA) like “Register Now.”

2. Promote the Event in Google+ Circles (or Modern Platforms)

In Google+, Circles allowed you to categorize your audience and share relevant content. Today, platforms like LinkedIn Groups, Twitter Communities, and Facebook Groups serve as the modern equivalent.

How to Leverage This:

  • Share with Relevant Circles or Groups: Join and participate in groups or communities that are related to your event’s theme. Promote your event in those groups by tailoring the message to the group’s interests.
  • Personalized Invitations: For important attendees or collaborators, send personalized messages or invitations to people within your network. This makes the invitation more intimate and increases the likelihood of engagement.

Example Tactic:

  • If you’re hosting a marketing workshop, share your event in relevant LinkedIn or Facebook groups dedicated to digital marketing, SEO, or content creation. Tailor your post to highlight the specific value these groups would gain from attending your event.

3. Create a Content Calendar to Promote the Event

Google+ supported a regular posting schedule that could be used for long-term event promotion. While promoting an event, having a consistent content calendar across your social media platforms helps generate buzz.

How to Implement This:

  • Pre-Event Content: Begin promoting the event 4–6 weeks in advance. Share content that builds excitement, such as speaker announcements, sneak peeks of the agenda, or event countdowns.
  • Tease the Content: Use teaser posts with sneak peeks of the key content or experiences at the event. For example, if you’re hosting a conference with keynote speakers, you could release short interview clips or quotes from those speakers.
  • Weekly Updates: Post updates weekly leading up to the event. Include any exciting developments, changes to the event program, or reminders about registration deadlines.
  • Post-Event Content: Share follow-up content after the event, such as photos, videos, key takeaways, or quotes from speakers. This not only keeps attendees engaged but also serves as a promotional tool for future events.

Example Content Calendar:

  • Week 1: Event announcement and link to registration page.
  • Week 2: Highlight of speakers or agenda topics.
  • Week 3: Post testimonials from past events or similar sessions.
  • Week 4: Reminder post and registration deadline countdown.
  • Post-event: Share event highlights, photos, and testimonials from attendees.

4. Encourage Sharing and Engagement

One of the advantages of Google+ was its ease of sharing posts within the platform and across other Google services. You can apply similar strategies today to encourage sharing on modern platforms.

How to Encourage Sharing:

  • Create Shareable Content: Post visually appealing content such as infographics, quote cards, and videos that are easy to share. Include a clear call-to-action asking your followers to share the event with their own networks.
  • Incentivize Sharing: Consider offering incentives for people who share your event. You could run a giveaway where users who share the event post are entered into a raffle for a prize. This adds a fun, interactive element while boosting visibility.
  • Branded Hashtags: Create a unique event hashtag and encourage attendees and followers to use it when they post about the event. This helps track conversations and spreads the word.

Examples of Incentives:

  • Early Bird Tickets: Offer early bird pricing for those who register within a certain timeframe. Promote this offer heavily and emphasize the urgency.
  • Referral Discount: Provide a discount to users who share the event and refer their friends to register.

5. Use Google+ Communities (or Modern Groups) for Discussions

Google+ Communities were effective for engaging like-minded individuals around specific topics. Today, platforms like LinkedIn Groups, Reddit, and Facebook Groups can serve a similar purpose for fostering discussions about your event.

How to Use Groups for Event Promotion:

  • Engage in Discussions: Start discussions in relevant online communities that can lead naturally into promoting your event. For example, if you’re hosting a workshop on digital marketing, you could initiate a discussion in LinkedIn groups focused on marketing strategies. This engagement can naturally segue into a mention of your upcoming event.
  • Host Pre-Event Webinars or Q&A Sessions: Encourage more sign-ups by hosting smaller, free events like webinars or Q&A sessions in advance. Promote these events within groups, which can serve as a teaser for your main event.

6. Leverage Google+ Hangouts for Webinars (or Modern Alternatives)

Google+ Hangouts provided an easy way to host live discussions and webinars, which were excellent for generating buzz around an event. Today, you can use similar tools like Zoom, Facebook Live, or LinkedIn Live to engage with your audience before and during the event.

How to Use Webinars for Promotion:

  • Host Pre-Event Webinars: Consider hosting a free webinar leading up to your event. This can introduce people to the topic, provide value upfront, and serve as a promotion for the main event.
  • Incorporate Q&A Sessions: Use live streams or webinars to answer common questions about the event. This interaction can encourage viewers to register and attend the event.

7. Promote Registration Links Everywhere

Google+ posts allowed for clickable links that directed users to external pages. Make sure to apply this tactic on modern platforms by strategically placing your event registration link in key places:

Where to Include Registration Links:

  • Pinned Posts: Pin the event announcement post with the registration link to the top of your profile or page.
  • Bio Links: Update your social media bios with the event registration link. Use tools like Linktree to consolidate all your important event links in one place.
  • Email Marketing: Incorporate the registration link in your email signature and send dedicated email campaigns to promote the event.
  • Paid Ads: Run targeted social media ads with the event link. Platforms like Facebook, LinkedIn, and Instagram allow you to set up event-specific ads aimed at audiences who are more likely to attend.

8. Track and Analyze Performance

Even though Google+ didn’t have as robust analytics as modern platforms, tracking the performance of your event promotions is key to improving future strategies.

Metrics to Track:

  • Event Page Views: Monitor how many people visit your event page, how long they stay, and whether they click on the registration link.
  • Registration Numbers: Keep an eye on how many people are registering as a result of your social media promotion.
  • Engagement: Measure the likes, shares, comments, and overall interaction with your event-related posts.

By analyzing these metrics, you can optimize your future event promotion strategies, fine-tune your messaging, and improve your outreach efforts.

Conclusion

Though Google+ is no longer available, its event promotion features can easily be translated to modern social media platforms. Creating a dedicated event page, posting consistently, engaging with relevant groups, encouraging sharing, leveraging webinars, and tracking performance are still effective strategies today. By taking these steps, you can boost visibility for your events, encourage registrations, and foster greater engagement on platforms like Facebook, LinkedIn, and Eventbrite.

Categories: Digital Marketing