An event is a fantastic opportunity to delight existing customers while reaching new audiences and building brand awareness at the same time.
For example, imagine the first time I came across the Southcoast Open Air Market – a local Massachusetts market filled with handcrafted goods, fresh produce, meat, and live music – by searching on Facebook for “Events Near Me.” “I was looking for.
Without an event they recently posted, I would never have found the company:
And with it the ultimate power of online events: the ability to attract new customers for your company.
Fortunately, an event doesn’t have to be expensive. You can use Facebook Live to set up virtual events and webinars for free, or create small events in your company’s physical location to encourage new local visitors.
Of course, one of the biggest challenges in hosting a Facebook event is raising awareness of the event for both new and existing audiences.
When you go to the hassle of hosting an event, you want people to show up – and better yet, you want people to keep spreading the word about your business even after the event is over.
Here we’re going to explore some creative ways you can use to promote an upcoming event on Facebook.
How to Promote an Event on Facebook
To demonstrate how to effectively promote an event on Facebook, let’s go through an example.
Let’s say I recently started a business – Carolines Cupcakes – and want to host an event to drive new traffic to my site.
But once I’ve created the event … how do I promote it? Next, let’s examine how to do that.
It is important to note that in this section we are exploring how to officially promote your event using Facebook advertising features. That means these promotions will cost money to run. If you’re looking for cheaper or free alternatives, skip to the next section in this post, the best ways to promote an event on Facebook.
Also, read Facebook’s instructions if you are new to creating a Facebook event. You need a Facebook event to continue with these steps.
1. Once you’ve created your event, Facebook will show you a popup that says “Boost Your Online Event”. Click Promote Event to introduce your event to a new audience.
Alternatively, if you clicked off the popup or created the event some time ago, just go back to your company’s page and click the “Apply” button that appears there:
Then click on the “Boost an Event” box.
2. Next, enter the ad theme you want to use to promote the event, including an event description, picture, and ad category. Here you want to use Advertising best practices to ensure that your copy and image attract new audiences when they hit your event.
3. After you have filled in the ad motif, you want to select the audience for whom you want to see your event. Include or consider using certain key audience factors related to your target audience Facebook’s lookalike function to find people similar to those who already follow, “like” and engage with your content online.
4. Finally, select the duration for which you want to promote your event. We recommend promoting a few weeks before the event so that your audience has time to plan this in their calendars and even invite friends or colleagues. Besides, you want to choose your budget here as well.
5. When you have finished your ad, click Boost Event Now to make sure your event is getting popular with new, interested audiences.
Of course, these steps can help you promote your event through advertising. However, if you are on a tight budget, you may not have the resources to officially promote it.
Fortunately, there are some alternative best practices for promoting your event – which I would recommend even after you’ve officially stepped up your event.
Let’s examine these now.
Best ways to promote an event on Facebook
1. Change your company page settings so that your events are listed first when people find your company page.
When visitors find your Company Page, they’ll see a few tabs at the top including Home, Group, Photos, and so on.
To increase traffic to your Events page, reorganize these tabs so that your Company Page has an Events tab listed first.
To do this, click the “More” drop-down list on your company page, then select “Edit tabs”:
Then drag the Events tab to the top right under Home:
This is a small detail, but it could go a long way in encouraging new site visitors to click and view upcoming events.
2. Share your event and pin it to the top of your company page.
Although you have a different page to invite you to an event, there is no reason not to broadcast the event on your company’s official Facebook page.
To do this, make a post that highlights details about your event – including where people can register, when they can, and what content you cover. Then right click on the three dots in the top right corner of your Facebook post and select “Pin to the top of the page“:
This is another easy way to promote your event. When both new and existing audiences come across your company page, they’ll see a pinned post about your upcoming event in the front and in the middle.
3. Post a status that highlights the event on your company page.
Reach out to your page followers a few days before the event with a brief reminder status. Use images, emojis, and other fun, interactive elements to remind your audience of the upcoming event and add excitement to it.
If you can, posting a short promotional video can also help increase awareness and excitement. For example, check out how the Content Marketing Virtual Summit released a short video from one of its webinar speakers, Ellie Hernaman, to remind followers of the upcoming event:
4. Optimize your events page for greater reach.
If you go to the hassle of promoting an event page, make sure that the event page itself is ready to attract and delight new viewers.
A few small details can go a long way here. For example, use a unique original image as the cover image, as The Honey Pot Company did at its Essence Wellness House Atlanta event:
Also, use tags relevant to your event, e.g. B. “Home” and “Technology” to ensure the event is being shared and viewed by the correct channels.
5. Share your event with relevant Facebook groups.
If you’ve created a Facebook group for your business, this might be a great opportunity to bring your event to an audience that has already shown interest in your brand.
If you’re a member of a Facebook group that is made up of people who you think will genuinely be interested in your event, share your event there as member post.
A word of caution: this can easily feel like advertisement and backfire, especially if members feel like you’re only sharing content related to your own business.
Instead, you want to make sure that it is authentic and helpful for the subject at hand. For example, if you’re part of a Tech Startup Facebook group and your company is hosting a webinar called “8 Awesome New Tech Startups To Look At,” you should definitely say a short “Hey Colleagues, Join This Webinar On Tuesday . “
Just be careful not to overdo it, especially if it is not relevant to the other topics discussed.
6. Copy and paste the link into an email newsletter or alternative channels to send to existing leads.
You will see a Share option on your Events page (the arrow points to the right). When you click on it, you can copy and paste a specific url link on Facebook or share it on a page or group:
If you think a lot of your prospects and customers are engaging with your brand outside of Facebook, it might be a good idea to copy and paste the URL into other channels and share it with dedicated followers on other social platforms.
In addition, you can consider opening your event to “pre-access” an exclusive email subscriber list – for example, those who bought your product or service or your blog subscribers – on a themed basis “First come first serve”. Here is an example of what this might look like in practice:
Ultimately, it’s a good idea to paste the URL into other content channels to expand your reach. For example, if you have a dedicated Instagram following, you can include the URL in your Instagram bio.
7. Ask other companies or influencers to co-host or sponsor your event so they can share your event with their audience.
A surefire way to reach new audiences is to ask another company or influencer in the industry to co-host or sponsor your event.
This can help you increase the number of people hearing about your event, and it can also add value to the event itself by including unique, original content for thought guides.
For example, M&M BBQ, a Boston-based grill restaurant, partnered with the Dorchester Brewing Company to host events like Sunday brunch and paired its grill with the popular Dorchester Brewing Company beer.
Recently the Dorchester Brewing Company reported on the event with a link directly to M&M BBQ:
Dies dient zwei Zwecken: Erstens könnten sich Facebook-Follower oder Kunden von DBC aufgrund des Facebook-Posts (oder einer persönlichen Erfahrung beim Testen des Grills) für M & M BBQ interessieren.
Und zweitens hat die Dorchester Brewing Company den Wert ihrer eigenen Veranstaltung gesteigert, indem sie ihren treuen Kunden die Möglichkeit bietet, beim Testen von Bieren köstliches Barbecue zu essen. Ein Gewinn, Gewinn.
Letztendlich müssen Sie herausfinden, welche Werbemethoden für Ihre Marke, Ihre Veranstaltung und Ihr Publikum am besten geeignet sind. Glücklicherweise ist der Himmel die Grenze, wenn es darum geht, eine Veranstaltung auf Facebook zu bewerben – sowohl im als auch außerhalb des sozialen Netzwerks.