Promoting events on Facebook – Why creating an events page is just the beginning
Posted on 21.05.2013
by Unknown User
I would venture to say that every Facebook user, whether they are the social media manager of an international event management company or simply your aunty Olivia, will be aware of Facebook events pages. However when it comes to promoting your event on Facebook the real value comes not from simply creating an events page, but from how you raise awareness of this event page, interact with potential attendees and engage them with interesting content.
The importance of resources
Your first step should involve taking time to consider the resources you have available when it comes to running the event page you have created. The most successful brand Facebook accounts are the ones who are able to interact quickly and directly with their customers and this strategy is equally applicable to event pages.
Having someone in your team on-hand to answer the queries of potential attendees could be the difference between a ticket sale and a missed opportunity.
Brand and event page connection
If you have taken time to cultivate a branded Facebook page for your company, with a good number of followers likely to be interested in your event then it is vital to work on engaging with them as a priority. The route from your company page to your event page is an important one and by enticing your followers to investigate the event page you will be making good strides towards turning your captive audience of followers into would-be attendees. One good way of doing this is updating the Facebook banner on your company page to include information or promotional images related to your event. Alongside this it is vital to include prominent calls-to-action in any event related content on your brand page, encouraging people to visit your event page.
A screenshot from the ‘brand’ page of Online Marketing Agency Distilled – with information about their upcoming events in their brand page banner
Engage through content
Whether featured on your event page itself, or on your main company page, a regular drip-feed of event related content is essential for keeping your audience interested. This content could come in the form of images of your event location, retrospectives on similar events you have held or detailed run-downs of what attendees can expect at the event.
If you have guest speakers appearing at your event, perhaps encourage them to write a blog for your website about what they are looking forward to about your event – which you can then link to from your event page.
One of the best ways to increase engagement with your audience is to offer an incentive for them to do so. For example you could offer a ‘Facebook only’ discount for attendees who share information about your event on their profile, improving the reach of your event promotion not only to your followers but also the friends of your followers.
You may also wish consider running a competition with the prize being a free ticket to your event. One way of doing this, which has the added bonus of encouraging conversation around the event, could be by challenging potential attendees to post a question for your guest speaker onto the event page wall; with the best one awarded a free ticket to the event.
Social media cross-promotion
For the most effective promotion of your event it is important to use all the social media sites at your disposal. So whether this involves pushing people towards your event page using your Twitter account, or creating an interesting video on Youtube in the run-up to your event, it is vital to cross-promote your event between your accounts for maximum visibility. We have a great guide to promoting events on social media which will give you great tips on how to effectively promote your events with a variety of social media channels.
One final option to consider is employing a small campaign of paid Facebook ads, as a booster to the ‘free’ promotional work you will be doing. Whilst this might not be a cost effective solution for smaller events, it is certainly worth considering for lager events. The Facebook ads setup allows you to target these ads at users with specific interests, so you will be able to specify the demographic most likely to convert for you.
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