Are you planning and/or organizing an upcoming event? Here are some helpful tips on how to maximize your Facebook marketing efforts.
Your Macro Goal: Get More Attendees
Often times, people get this wrong when marketing their events on Facebook. Let’s take a moment to look at the big picture… You want more attendance than you had last year. Or maybe you want 1,000+ people to attend for example. Sure enough, setting a measurable, realistic, SMART goal (Specific, Measurable, Achievable, Realistic, and Time-bound) is important to know and be clear on. However, there is one thing that is even more important… Getting people to RSVP to your event.
Your Micro Goal: Get More RSVPs
Did you know that people are WAY more likely to attend an event if they RSVP to it ahead of time? It totally make sense…right? It gives the potential attendee a feeling of obligation when they’ve already said they plan to attend. Although RSVPing to someone you know’s wedding is usually more personal, making this feeling of obligation much larger, it is still there when RSVPing to other bigger scale events. This leads us to my next point… Make your Facebook Campaign Objective to be to get more RSVPs!
How to Advertise Your Upcoming Event on Facebook: Your Facebook Campaign Objective
I repeat… Make your Facebook Campaign Objective to be to get more RSVP’s! This is like getting someone to say “Yes” ahead of time. It will also help you get a better idea of how many people will show up the day of your event. I see so many businesses every week throwing money on an advertisement that is a post they did from their Facebook page with just a link to their event page. No text, no call-to-action. Simply sharing the event does nothing to the people who saw it in their timeline. You literally have to tell people to RSVP, or else they won’t! I know it’s dumb, but it’s the truth! If you can get someone to yes early on, and then continue to market ads to those people from now until time for the event, don’t you think it would be a lot more affective?
- Create an Event by going to the Facebook Events Manager: https://www.facebook.com/events/upcoming
- Make sure that you’ve filled out the Title, the Start time & Date, the End time & Date, a Description, and a good Event Cover Photo. If you’ve had the event before in the past, you could use a quality photo from that event. If have not yet, you could use another relative image. If you’re having a festival for the first time, consider finding an image online of festival goers that look like it could be at your upcoming event. For the description, list things that event attendees will get. People want to know what’s in it for them. Tell them. They don’t care what you get, it’s all about what they get. About what amazing experience they can expect they’ll have.
- Invite all your friends to the event before you start running advertising on this. This will allow there to be some what of a baseline (5+ people have RSVP’d) so that when people begin to see your ad, there will be proof that people are in fact planning on attending. If you feel like it would be helpful, send a message to your closest friends, and ask them to click “Attending” to help you out. Setting this baseline can save you some money… which make it important.
- Go to Manage Ads > Create Campaign
- Choose the “Raise Attendance at Your Event” objective.
- Find your event, or paste the URL of the event into this field.
- Choose your targeting. Make sure to specify locations when promoting local event. You can either choose by People Living in Zip Codes, People living in City Names, Everyone Living in the Location, or Everyone Near there. I like to add the zip codes of my city. Then choose your age range & gender (if applicable).
- For events in small towns & small cities, I recommend not using any Interest targeting. Simply choosing the location, age, and gender should be enough since you’re in a small town. If you know that you live in a big city and you’re holding a BBQ festival or something… you could target people that show interest in pages relating to BBQ in that area, but it will narrow down the potential reach dramatically.
- Set your Daily Budget.
My Ads are Running… Now What?
Next, you’ll want to keep people that visit your event page engaged. What this means is that once to twice per week, you’ll want to post something to the wall of your event. A great example of a successful Event Campaign is the Rock Hill Tawba Fest in 2015. Check the event page out. They branded their event and stayed consistent, posting weekly. They posted clever, funny, and outdoorsy posts that kept people wanting to interact & engage with the post. Not only were they engaging, they all carried the same branding to help push that this was indeed a big, legitimate festival. The real deal. Professional.
For more marketing tips, check out the rest of our blog: http://aycockdesigns.com/category/digital-marketing/