P.T. Barnum said it best: “Without promotion, something terrible happens… nothing!” That’s the case with the circus, and it’s certainly the case with your Facebook event page. Luckily, Facebook has a variety of tools that make event promotion a user-friendly process that can lead to sizable opportunities and results.
Here’s a step-by-step guide on how to promote your event page effectively. First, it’s important to understand the two main tactics for promoting Facebook events – organic promotion and paid advertising.
Organic Facebook Promotion
Promoting your Facebook event organically involves leveraging your network to drive traffic to your event page. This can include straightforward efforts like inviting all your “Friends,” asking your network to share your event on their feed, posting updates on your various other social media pages (LinkedIn, Twitter, etc.), and/or sending direct messages. An effective best practice is to set up a calendar with posts and relevant hashtags that ensures your event is always a mainstay on your Facebook feed (posting every other day is a great cadence to start with – just make sure you’re mixing posts to include content and topics that AREN’T just your event!).
There are also a number of more creative, no-cost ways to drive traffic to your event. Here’s a list of some of our favorites:
Post an Engagement Video
Videos get a ton of engagement on Facebook. They’re a dynamic, personal way of communicating the value of your event and enticing people to attend.
Include Your Facebook Event in Your Email Signature
You send dozens of emails a day to people who are likely in your target audience but may not directly engage with your event page. Adding your event page’s link to your signature is a subtle way of promoting your event to these key prospects.
Post Behind-The-Scenes & Countdown Photos
People love to get the “inside scoop” on events. Turn your event promotion into a gossip magazine of sorts by posting photos that show your team preparing for the event, wearing event t-shirts and being active in the community.
In addition, nothing creates urgency and drives action better than time limits. Creating this immediacy with personal photos and engaging visuals only adds to the effectiveness of having an impending deadline.
Hold Giveaways and Competitions
People want to win things – it’s as simple as that. If you tell people there’s something to gain (even better – something to gain that’s free) by going to your event, they’ll be much more likely to engage with your campaign.
Post on a Local Website
Check out local websites and online networks (especially if you’re in a big metropolitan area). These channels give you a great opportunity to generate interest in your event and make valuable connections in the community.
Here are some local networking options:
Event Paid Advertising
If you have the budget to leverage paid advertising to promote your event page, Facebook gives you a couple of great options. The benefit of paid promotion is that you can be much more strategic about who sees your ad, targeting specific people and groups.
On your event page, go to “Promote” to use the two paid tactics. After selecting one, you’ll be able to define your audience based on demographic information like location, age, gender and interests as well as target people who are connected with you in some way – maybe they “Liked” your page or are a friend of someone in your network. You’ll also be able to set your targeting based on more implicit information, such as specific behaviors like “running” or “yoga.”
Promote Your Facebook Event Page Now
Billions of people are on Facebook at any given time. The more strategic you can be about getting your Facebook event in front of all those captive audiences, the better opportunity you have to capitalize on your promotional efforts and investments.
You can optimize your promotional investments even more by taking your campaign beyond Facebook. If you’re in a B2B market, try advertising on LinkedIn to gain more clicks and generate more leads.