Month: February 2012

How to promote an event with a blog post

There are number of great reasons to create a post about an upcoming event.  Whether you are posting about a charity close to your heart, a business event, or a live music concert- there are somethings to keep in mind.  You don’t want to go through all the trouble of writing it and have no one read it, right?
Here are the steps I take to make sure my bases are covered when it comes to effectively promoting an event for myself or a client.
  1. See if there is a press kit related to the event.
  2. Do they need video production for the event?  JenChats are video interviews and are a quick and easy way to talk about the event highlights. Of course, video weighs heavily in Google search results.
  3. Ask yourself what is special about this event?  What’s the hook?
  4. Trouble getting started?  Will an inspirational quote or startling statistic help grab the reader’s interest?
  5. Who would the event be good for?  Who is expected to be there?
  6. Is there a charity involved?  What’s their website?  What are they about?
  7. How much are tickets?  Can they bought at the door?  What comes with the ticket price?
  8. Do keyword research and incorporate those words in the post
  9. Link back to yourself when possible.  (ie: Your YouTube channel page, your Linkedin profile)
  10. Look for a relevent photo and, or video.  Make sure it looks visually appealing and is easy to read.  Use the “Preview” function.
  11. Are you going to the event?  If you are- consider mentioning that in your post.  It could be a great time to put a face with a Twitter handle.
  12. TAG, TAG, TAG.  Use those keywords again and make sure the title and description are optimized for search.
  13. Preview before you publish and read it OUT LOUD.  Make flow and voice corrections.  Don’t cheat.
  14. Post or schedule a variety of tweets to share the link with your audience.  Think about the day and time your post would be most relevant and schedule.  (ie: I share my Taxi Cab Lost and Found post on Mondays after people lose things over the weekend.)
  15. Read the post and make sure that the words or phrases of interest are linked (charity site, where to buy tickets, venue site, map, eventbrite…)
  16. Tweet the people, businesses and brands involved and ask them to share it with their community.  Make sure you linked to them in the post.
  17. Post on relevant Facebook Pages.  Choose the best thumbnails.

PS:  Strategically promoting events is an authentic guerilla marketing type tactic that you can leverage to grow your audience, credibility and influence.


How to begin managing a social media community

Once you have a client or boss that agrees to let you “handle it and do a good job”, it’s all downhill…

What’s next?  Here are 3 ways to get started.

1.  Ask for log-ins to their existing networking sites.  Some common ones are:

  • Facebook Profile:  *If they want you to invite all of their friends to their fan page- you’ll need access to share it from the owner’s account.
  • Facebook Fan Page:  They need to make you an administrator.
  • Twitter
  • Flickr
  • YouTube
  • Yelp
  • Google +
  • Email client
  • Foursquare (if location business)
  • Website

I would also recommend that you start them a new Gmail account to use as the master log-in for all the social networks you join.  Then just have all their emails forwarded to you.  Share the calendar with relevant people and/or on the website with a WordPress widget.

2.  Gather any logos, fonts, sales and marketing copy.

3.  Create a Google Spreadsheet to manage information about the accounts while giving various levels of access to viewers.  This is a living document, so you don’t have 5,000 versions of the same charts flying around.  Some of my tabs usually are:

  • LOG-INS:  if someone else is paying you to manage their account, this level of transparency is only reasonable.  If they get in there and start squirreling around- that’s another story, but mostly they just like to know they can, if they want.
  • KEYWORDS: common tags, keywords from SEO research
  • COPY: bios, tweets
  • LINKS:  useful bookmarks and common promotional links
  • CONTACTS:  specialty contacts, related to the business like website designers…
  • UPCOMING: events, specials, contests
  • TASKS: what needs to be done, by whom

4. For the accounts, they don’t have- start signing up.  Remember to think strategically about the Twitter handle or channel name.  It would be great if you could have the same handle access all the networks, but the party started a while ago, so you might have to go by your middle name or Bob8575.  While you are in there- fill everything out completely.  This is going to take some time, but you gotta do it right.  Make sure you put any relevant information in your spreadsheet, so the next time you have to fill out the company profile.

*Tip: take the time to optimally size each of the profile pictures.  If you have to edit the logo- do it.  If you want to try to do it yourself- it’s not too hard.  Or collect all the variety of sizes you need and offer some dude on Craigslist $100 to give you all the versions you need.  Or if you got the disposable dough- get it done right.  In any case- get the pictures in jpg, png and psd files, if possible.

5.  Start looking for connections, relevant influencers and mutually beneficial promotions.  This is an ongoing process.

  • TWITTER: Search lists, follow the people that the people you respect follow.  Follow the followers of the Twitter people you’d like to connect with.  (Make sense?)
  • FACEBOOK PAGE: “Use Facebook as a Page” and make friends with other pages (like mine) and comment.  It’s one of your only sources of free leverage on Facebook.
  • FACEBOOK PROFILE: invite business owner’s friends to their page and only invite your friends if you would otherwise.  It doesn’t do anyone any good to have “false fans”.

That’s it for now.  Unless, of course, you are ready to create your library.