While digital marketing continues to evolve, Google Business Profile (formerly Google My Business or GMB) offers a powerful yet often underutilised tool for increasing foot traffic: Event Posts. These specialised posts can significantly boost your local visibility and attract more customers to your doorstep.
Why Event Posts Matter for Local Businesses
Event Posts on your Google Business Profile serve as digital invitations that appear prominently in local search results. When potential customers search for businesses like yours or browse Google Maps, these posts can capture their attention and provide compelling reasons to visit your establishment.
Research indicates that businesses actively using GMB Event Posts experience increased visibility in local searches, with these posts appearing at the top when local customers search for things to do or places to shop. This prime positioning can dramatically improve your chances of converting online browsers into in-store visitors.
Crafting Eye-Catching Visuals
The visual component of your Event Post is crucial for capturing attention. Consider these best practices:
Use vibrant, high-quality images that clearly represent your event. Blurry or low-resolution images can damage your professional image and reduce engagement.
Create custom graphics using tools like Canva, which offers free templates specifically designed for promotional materials. These can be customised with your event details, branding elements, and eye-catching colours.
Maintain consistent branding across all your Event Posts to reinforce your visual identity and make your posts instantly recognisable to returning customers.
Consider seasonal themes for holiday promotions or special sales. For example, a “Winter Wonderland Sale” might feature festive imagery that resonates with the season.
Writing Compelling Event Descriptions
Your event description should be concise yet informative, providing all essential details while enticing readers to attend:
Front-load important information including date, time, location, and any special offers or promotions associated with the event.
Incorporate relevant local keywords such as “Manchester craft workshop” or “Birmingham summer festival” to improve your visibility in local search results.
Highlight unique selling points that differentiate your event from competitors. This might include exclusive products, special guests, or limited-time offers.
Create urgency with phrases like “limited spaces available” or “one-day only” to encourage prompt action.
Include practical details such as parking information, accessibility features, or whether booking is required.
Types of Events That Drive Foot Traffic
Different businesses can leverage various types of events to attract customers:
For Retail Stores
Seasonal Sales and Promotions
Create Event Posts for back-to-school sales, holiday promotions, or end-of-season clearances. Include specific discount information and featured products to generate excitement.
Product Launches
Announce new product arrivals with exclusive in-store previews. Offer special incentives for customers who attend the launch event, such as first access or complimentary gifts.
Workshops and Demonstrations
Host instructional sessions related to your products. A kitchenware store might offer cooking demonstrations, while a craft shop could host DIY workshops.
For Restaurants and Cafés
Special Menu Tastings
Promote limited-time menu items or seasonal offerings through tasting events that allow customers to sample new dishes.
Live Entertainment
Feature local musicians, comedy nights, or themed entertainment evenings that provide additional value beyond your regular dining experience.
Culinary Classes
Offer cooking classes or beverage pairing workshops that showcase your expertise while creating memorable experiences for participants.
For Service Businesses
Educational Seminars
Host informational sessions addressing common customer concerns or interests related to your services.
Consultation Days
Offer free or discounted consultations during special event periods to introduce potential clients to your services.
Community Partnerships
Collaborate with complementary local businesses for joint events that attract a wider audience and strengthen community connections.
Maximising the Impact of Your Event Posts
Timing and Frequency
Post in advance to build anticipation. For major events, create your first post 2-3 weeks before the event date, with reminder posts as the date approaches.
Schedule strategically based on your target audience’s online habits. Research suggests that posts published mid-week often receive higher engagement rates.
Maintain consistency without overwhelming your audience. A regular cadence of Event Posts (approximately 1-2 per week) keeps your business visible without appearing spammy.
Leveraging Local Keywords
Incorporate location-specific terms that potential customers might use when searching for local events:
Include neighbourhood names alongside your city to capture hyperlocal searches.
Reference nearby landmarks or popular areas that might help contextualise your location.
Use seasonal terms relevant to your locale, such as “summer events in Liverpool” or “Christmas markets in Edinburgh.”
Cross-Promotion Strategies
Amplify the reach of your Event Posts through integrated marketing:
Share across social platforms to reach existing followers and encourage them to attend your event.
Include in email newsletters to notify your subscriber base about upcoming events.
Create complementary blog content that provides additional information about your event, optimised for search engines to improve visibility.
Measuring Success and Optimising Performance
Key Metrics to Track
Monitor these indicators to evaluate the effectiveness of your Event Posts:
Profile views before and after posting events to measure increased visibility.
Website clicks from your Google Business Profile to assess interest in your event.
Direction requests which indicate intent to visit your physical location.
Phone calls initiated through your profile, suggesting direct engagement.
In-store visits correlated with your Event Post schedule to determine conversion rates.
Continuous Improvement
Use insights from your performance metrics to refine your approach:
A/B test different visual styles to identify which generates the most engagement.
Experiment with various event types to determine which resonates best with your audience.
Adjust posting frequency based on engagement patterns and seasonal factors.
Refine call-to-action language to improve conversion rates from views to visits.
Common Mistakes to Avoid
Even well-intentioned Event Posts can fall flat if they contain these common errors:
Outdated information that frustrates potential customers and damages trust.
Vague event descriptions that fail to communicate value or generate excitement.
Poor-quality images that create an unprofessional impression.
Missing essential details such as time, location, or registration requirements.
Lack of clear call-to-action that leaves interested customers uncertain about next steps.
Real-World Success Stories
Consider these examples of businesses effectively using Event Posts:
A local bookshop in Bristol increased weekend foot traffic by 35% by hosting author signings and promoting them through GMB Event Posts. By including phrases like “limited signed copies available” and “one-day only appearance,” they created urgency that converted online interest into physical visits.
A family-owned restaurant in Glasgow successfully launched a monthly “Taste of Scotland” event featuring regional specialities. Their Event Posts highlighted the limited-time menu and included vibrant images of signature dishes, resulting in fully booked events and a 28% increase in new customers.
Conclusion
Remember that successful Event Posts require a strategic approach: thoughtful planning, consistent execution, and ongoing optimisation based on performance data. With these elements in place, your Google Business Profile can become one of your most effective tools for connecting with local customers and encouraging them to step through your doors.
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