Using Social Networking to Market an Event
Prior to social media and its networking capabilities, event marketing played a role in business activities. Events include:
- Sales to drive foot traffic to a business;
- Book-signing events;
- Presence at trade shows;
- Conference participation;
- Professional symposia; and
- Workshops.
Events promote recognition, professional credibility and engagement of current and potential customers. Use of events as marketing tools is not limited to large businesses; small and medium-size enterprises can take advantage of this approach to create opportunities.
Social media networking encompasses a variety of tools to enhance your event marketing. You may already have a website, Facebook, Twitter and LinkedIn presence. Use these free tools in a coordinated effort. Your customers interact and converse through these networks and they provide a forum through which you can expand your business reach.
Plan the social networking of your event in a timely manner and source new customers employing these tips.
List Your Event
Your website is a prime location to begin to publicize your event. Here you can put as much information as you like. Provide a means to sign up for the event and post comments from other networks to your site by including links. This makes it easy for people to click, and you end up with additional website traffic.
Business partners, contacts, and event participants are also valuable resources for listing your event on their websites, promoting it in blogs, and joining in the conversation on Twitter. Search out and employ one or more of the free websites that list events.
Facebook and LinkedIn
Both Facebook and LinkedIn allow posting of events through special event sections. Once posted, your contacts through these networks are automatically notified, and keyword searches extend the reach. Provide links for people to sign up and direct traffic back to your website for additional information. Differentiate your messages to appeal to the different audiences of each network. Use the RSVP links to increase participation, and then publicize who is attending. People view events as a great place to meet, and information about committed attendees may drive additional participants to your event.
Use a Unique Twitter Hashtag
Your entire list of prospects should get this unique identifier and you should use it in all your tweets and marketing communications. Attendees and potential prospects can subscribe and follow build-up to the event on Twitter. Use it during the event to send out real-time updates and information. Monitor the conversation and identify active non-attendees for special attention for your next event and on-going attention of your other marketing activities.
Additional Options
YouTube and other media channels can be used for videos of the event. Posting them after the event provides additional exposure and drives potential clients to your business, services & next event.
Need more information on using social media to market an event? Schedule a complimentary Business Breakthrough Strategy Session to review your approach with Pamela Finnesand, The Business Maximizer!
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