Google My Business is often underestimated when it comes to promoting an event. Yet this free Google tool can play a key role in improving the visibility of your event, strengthening your local image and attracting participants who didn’t know you before.
In this article, we share all the tips you need to make the most of Google My Business and turn this channel into an effective promotional tool for your event.
Summary
1. Create or claim your Google My Business listing
First and foremost, you need to have a verified Google My Business listing. If you don’t already have one, create or claim yours via google.com/business. It’s free, quick and essential if you want to appear in local search engine results or on Google Maps when users search for an event, shop or establishment near you.
Once your listing has been validated, carefully fill in the essential information: the name of your business or event, the exact address of the venue, the opening times (or those specific to the event), and your full contact details (telephone number, e-mail, website). These elements will determine your visibility, the quality of your local referencing (SEO) and the reliability perceived by your prospects.
2. Add your event to the ‘Posts’ section
Google My Business offers a very useful feature for promoting events: ‘Posts’. This is where you can publish news that is directly visible in your Google listing, such as an event announcement. These publications, visible directly on your page, allow you to announce your offers, share a video or an attractive visual, and redirect to a registration or purchase page. This functionality, which is often underestimated, is a real communication lever for publicising your event to a local audience who are already looking for it.
Create a post of the ‘Event’ type:
- A clear title: ‘Craft market on 15 June’ or ‘Special Mother’s Day floral workshop’
- The start and end date and time
- An engaging photo
- A short, precise and inciting description
- A call-to-action button: ‘Find out more’, “Book”, ‘Buy a ticket’
This is a free showcase that appears on Google when someone searches for your name or a similar event in your geographical area.
3. Optimise the information on your listing
Your Google My Business listing is more than just a directory: it acts as a genuine online showcase for your event, business or organisation. It’s a direct point of contact between you and your potential customers, much more effective than a traditional social network for local searches.
To maximise its impact, take care of it as you would your website: add several representative photos (venue, atmosphere, entertainment, products), write a clear and complete description of your services or programme, and select the right attributes (accessible for PRM, parking, children’s facilities, etc.). This type of content helps users to project themselves and builds confidence.
And don’t forget to mention any special measures relating to the event, such as compulsory booking or limited capacity. By being transparent and precise, you can meet your prospects’ expectations while optimising your presence in the relevant search engine categories.
It is this level of detail that gives your brand and your event greater visibility.
4. Encourage positive reviews
Google reviews play a central role in the way an event is perceived. When an Internet user discovers your listing for the first time, it is often the comments that guide their decision. A well-reviewed event, with authentic feedback, instantly gains credibility.
To reap the benefits naturally, remember to incorporate this request into your communications strategy. A thank-you email sent just after the event can include a direct link to your Google My Business page. On site, a clearly visible QR code allows participants to leave a review in just a few seconds, without any friction. You can also ask your exhibitors, speakers or volunteers to share their experiences in the form of spontaneous testimonials.
There’s no need to force the issue or promise anything in return. Sincerity is your best ally. And to build trust, always take the time to respond to comments, whether enthusiastic or more critical. This shows that you’re listening and that the relationship doesn’t end once the doors to the event close.
5. Measure your results with the statistics
One of the major advantages of Google My Business, over and above local visibility, is access to a comprehensive dashboard containing invaluable data. You can see, for example, the number of views of your listing, the search queries used to find you, and the actions taken by visitors: clicks to your site, route requests, calls or bookings.
These statistics give you concrete feedback on how your business is perceived online. They give you a better understanding of your audience and enable you to adjust your next communication actions: strengthening your presence during sales, highlighting a specific cause, updating your information or adapting your descriptions to the most frequent requests.
It’s a real management tool for the digital life of your event or establishment, halfway between an activity report and a marketing dashboard. It’s also a good way of identifying any shortcomings in your communications… and remedying them quickly.
6. Conclusion
Google My Business is a simple, free and highly effective tool for giving your event local visibility. Used properly, it becomes a fully-fledged information, conversion and participant relations channel.
Do you offer ticketing, registration or a limited number of places? Link your Google listing to a solution like Weezevent to create a direct link to your registration form and easily manage your participants.
You now have all the keys to optimising your presence on Google before, during and after your event!
Before promoting your event, you must first organise it well. With Weezevent, you can set up online ticketing, plan the reception or even offer a paperless payment system with Weezpay.
