MeetUp hacks for publishers

Most publishers use  META, X and LinkedIn to help build audiences.  MeetUp, however, has unique strengths publishers often overlook:

• The MeetUp platform is a  master at discoverability.  Meetup users are not casually wasting time looking at their phones, but actively looking for specific activities. For a niche looking for a “needle in the haystack,” the platform is a game-changer. Users find them.
•  Email harvesting is a plus other social media do not offer.  Unlike Facebook groups,  the group admin can download the emails that their group members used when they signed-up on the platform, unless they have opted-out.  That means when you have built a list of 500 members or RSVPs,  you may also own a downloadable list of 300 self-entered new emails.

Here are some options to take advantage of MeetUp’s promotional superpowers:

1. Promote owned local events that are already planned

The first thing to do for local publications that produce events is start a MeetUp channel and promote them under their own brand.  Just upload your logo and statement of purpose, and start posting events. Its free for one city.

Any kind of social or business event, including fairs, parenting shows, book clubs, business awards banquets, best-of parties, business socials,  can attract now a new market simply by posting – and the media company can harvest most of the emails.  You can download RSVPs by event or for your channel.

It  makes no sense NOT to add this platform for the e-mail gathering resources alone.

You can also link to a page where subscribers get a discount or offer a discount to an RSVP list at the door.

For B2B publications, MeetUp attendees tend to be more entrepreneurial and younger, attracting a community that may be harder to reach.

2. Plan a new informal social hour or other small get together

People who follow the same local media have similar interests. Young business professional love to meet each other and sports participants are always looking to connect with others to go on a hike or bike ride. You don’t even have to organize, just say where you will be!

Creating a regular MeetUp is a great way to cross-promote with Facebook – and one that captures the emails!

For some groups, venues will even negotiate a time to open early in return for the attendees who pay at the bar; they may even throw in the hors d’oeuvres for a larger group, and it’s a great way to reward venues that are also advertisers.

You can invite your group to a new restaurant or other per-opening to support the business and let our readers be “in the know.”

3. Cross-promote advertiser events 

Once your media has an active and engaged MeetUp group, they can point that group to any advertiser event as a value add or upsell.

However, these cross-promotes can also harvest emails. There are a few ways to do this. First, you can put the ticketing  URL in the location field. You’ll still get most of the emails.  You can also mark it as “online” but be clear that it is in-person in the description. Put the Ticketing URL in the location field instead of a zoom link.

You can also arrange a co-promote where your group has a VIP area, pre-party, or discount that requires an RSVP, and in return, the advertiser receives emails from people who responded.

At Gay Pride events and other large festivals, creating an area of the event where subscribers can meet is another way to capture the RSVP – and the email.

4. Cross-promote MeetUp events in your media

Another option for email list building is to offer a page of Meetup events in a newsletter format in return for the a cross promotion on those events. If the goal is email capture, opportunities are there for creative local publishers to partner with MeetUp group leaders to help build their brands.

More questions? Contact Alisa@nichemediainsider.com