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Little and Often – Social Media Marketing for #Eventprofs

By Christina Green

Who has a lot of time? Certainly not an event planner. Yes, social media marketing requires tons of time. Right? Not if you do it this way...

When I was in elementary school there was a local news channel whose commercial slogan was, “There’s that news van again.” The commercial depicted a news van that was everywhere. In the days before social media, this was quite a feat to have a news van that covered the greater Tri-State area. Of course, there was more than one but the ad made it sound as magical as Santa Claus and his deliveries.

Today, there are plenty of people who are mastering the Interwebs in a way that makes me think of that news van. They’re everywhere. They post consistently, always have fresh content and new perspectives and yet, we know that’s not all they do. But somehow they’ve mastered posting in a way that makes the rest of us feel inadequate. You might assume they have a huge staff behind them but not necessarily. You can be very present on the social hubs in just minutes a day but it takes planning. Here’s how:

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Little and Often – Social Media Marketing for #Eventprofs

Marketing Your Event in Minutes a Day

When trying to launch an effective social media marketing campaign in very little time you need to perfect two things: content creation and dissemination.

10 Shortcuts to Better Content Creation

  1. More value, less content. Don’t stress yourself with a new piece of content each day. Instead, provide more in-depth valuable pieces less often. Produce new content once a week or biweekly depending on your audience and event type. Stretch this content in all sorts of ways by repurposing it into things like pull quotes, image memes, and questions. The rest of the time you’ll…
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  3. Share others’ content. Your attendees and fans are a rich source of content. So are industry experts. You can share their content “as is” or…
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  5. Repurpose other’s content. This is not stealing so long as you give full credit and attribution but think of creative ways to repurpose something you like. For instance, a testimonial can be cut and a good line from it can be used as an image meme for your event.
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  7. Use stats. Pull interesting stats from your event or host city and slap them in one of the cool infographic templates out there. It takes minutes but looks like it took hours.
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  9. Answer questions as content. Are there questions people ask of your event all the time? Answer them as blog posts, social media posts, and/or on video. It takes minutes but can save you lots because people now have easy access to the things they’re most curious about.
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  11. Place calls to action on all blog posts, emails, and articles.
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  13. Type your event name followed by “is” and see what comes up in Google. Then use those search terms as titles of articles or blog posts. Do this even if it’s a negative (like your event is not worth the money). By writing an article and ranking for that long-tail search phrase, your content will be what people see when they type it in. Wouldn’t you rather rank higher for it than someone else?
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  15. Make sure you offer a valuable piece of content to join your email list so you can stay in touch with your audience. Link to this content throughout your article and in a final call to action. Sometimes people need to see the option several times before they act on it. Having an email list gives you super marketing power. Stay in touch with this group often even between events.
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  17. Fill out all of your social media profiles with pertinent information. Spend a few minutes each month updating these bios or listings as necessary.
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  19. Use Facebook and Instagram live to broadcast live from things you’re already doing as an event planner. For instance, go live at the venue walk-through. You’re already there so it’s not taking up any additional time plus it gets people excited about attending your event.

10 Tips for More Effective Content Dissemination

  1. Repost your content multiple times on Twitter and Facebook at different times and days with different lead-ins and questions asked. You never know what will spark someone’s attention.
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  3. Post your articles with images. On Twitter, this may mean uploading them manually but according to research, articles with images get 94% more views than those without.
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  5. Use scheduling software. This ensures consistent postings even when you’re busy. There are many schedulers that even allow you to post the same content multiple times over days, weeks, or months with a couple of quick clicks. You can schedule out the entire month’s content in a few minutes.
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  7. Keep a folder, spreadsheet, or swipe file for valuable content as you come across it. Then when you have time to schedule, you won’t be looking for content.
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  9. Repost your content on secondary sites like LinkedIn Pulse, Medium, or industry groups. Add a line that it was originally posted on your site and add your URL.
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  11. Form relationships with industry insiders so they will share your content. This may be a long- game strategy but it only takes a couple of minutes a day to connect with them and strengthen that relationship so they will share later on down the line. But DO NOT cut corners here. Introducing yourself in a formal email and then asking them to share your content is a quick way to get yourself on their naughty list.
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  13. Upload your live videos to YouTube and Vimeo. Link to your event landing page or ‘more information’ page.
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  15. Pay for it. In a couple of minutes, you can create a targeted Facebook ad that will reach your intended audience. You can even place limits on the spend so you don’t become ‘too popular.’
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  17. Encourage employees and clients to share the event content on social media. It doesn’t cost anything other than time.
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  19. Listen. Spend a few minutes a day at the beginning and end to “listen” to what people are saying about you on social media. Respond accordingly. Listen for direct mentions about you and mentions of your event as well as your cause or industry. The Del Mar Race Track’s social media team listens for mentions of people visiting San Diego during their open season and invites them to visit. If you hear someone in your event’s industry or ideal attendee base talking, invite them to learn more about your event. Keep in mind when reaching out you want to be helpful, not salesy.
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In Conclusion

Marketing your event on social media needn’t take up your whole day. Who has time for that? Instead, a little pre-planning and consistency can help you do what you need to do in only a few minutes a day, on average.

Now it’s time to put our suggestions to the test. Let us know what you think in the comments below.

Additional Resources on Marketing Your Event

Guerilla Marketing for Events: 15 Brands We Can Learn From
67 Event Marketing Tricks for Event Professionals
5 Unique Audience Segments for Hyper-targeted Event Marketing
3 Steps to Escape the Trap of Reactive Event Marketing
The Event Planner’s Guide to Experiential Marketing

about the author

Christina Green
Christina R. Green is a digital storyteller and writer for associations and businesses, including journals such as the Midwestern Society of Association Executive's magazine and industry blogs. She's a voracious reader but has been known to stop reading if there are too many exclamation points used.
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