Useful Tips

Facebook event and how to promote it

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Author - Peter Vyrupaev

When preparing and conducting events, one of the key points is the invitation to the event of the desired audience. Regardless of what exactly is being said - training, seminar, birthday celebration or flash mob, you should pay attention to social networks. If the target audience of the event is on social networks, then it’s a sin not to take the opportunity to invite them.

Most often, we are asked questions on how to work properly with events on Facebook.

Some time ago, Facebook allowed to invite all members of the group to the event created in it. Now it is only possible to invite all your friends who are in a group, but this already makes work a little easier. That’s why the tip: Create an event in a group. This is easy enough to do. Go to the group page, in the top menu click on “Events”.

The group’s events page opens, and above them is the “Create an event” button.

Event creation popup will open

The fields “Name”, “Details”, “When” are mandatory. You need to check that the checkbox “Invite all friends from the group” is checked, and the visibility of the event is marked “Available to all”. It’s better to start with the essence, since the last words may not be shown in places. For example, instead

Training seminar of Vladislav Semenovich Vyshegorodsky “Basic properties of torsion fields”

“Basic properties of torsion fields”, training seminar by Vladislav Semenovich Vyshegorodsky

then the name will be visible immediately. Another important point. If your event is announced elsewhere, for example, on the TimePad service, then add a link to the event page before starting the description.

But, in our experience, it’s quite difficult to explain to people that confirming participation in an event on Facebook does not mean registering for it. To do this, you need to spend additional effort, and sometimes write a personal message to each participant in the event with a request to register.

From the description itself, only the first paragraph is always visible on the event page. That is why try to explain in a nutshell why a person needs to attend your event. Further development of the topic can be quite long, but the first paragraph is critical.

And so the event was created and we get to its page

It is important to verify that all information is correct. If everything is right - there is only one step left - download the cover of the event. It must be prepared in advance. It’s best to immediately make it the right size: 851 pixels wide and 315 pixels high. If you upload a smaller image, it will be stretched, if larger - compressed.

Congratulations! Your event is ready. It remains only to tell about it to all interested people.

Another important point. If you want to contact all users who have confirmed their participation in the event, just write an update.

And finally, a few words about Faceboook politics. About a year ago, the possibilities of the event and communication with the members of the group were much greater. More precisely, they were. It was possible to invite all the members of the group to the event at once, it was possible to write a letter to all the members of the group, everyone in the group saw the messages, and not just those who specially checked the “track messages” box. And there were many more ways to talk about the event. There was a special button “Publish an event”, which allowed you to make an event from an event into any of the groups you are a member of.

Now all these functions are not available. Just because they are replaced by one big button “Promote the event”. This is a Facebook advertising platform. With the declared segmentation and other real charms. With a minimum cost of switching to your event in one dollar. And the saddest thing is that in fact, this advertising promotion does not work as efficiently as a simple invitation to all members of the group.

And also a bonus has been prepared for you - a book about marketing on social networks. Pick up >>>>>

Facebook Event: Increasing Efficiency

Even if your Facebook group or business page has a lot of subscribers, it’s better to advertise so that as many people as possible can see and attend your Facebook event.

Go to Ads Manager and choose a goal Engagement => Invitation Responses => Set up an advertising account.

Then choose an audience for your ads.

Think about who you want to see at your event, where these people are, how old they are, and what interests they have.

In short, try picking your ideal target audience.

Next, you need to determine the types of placement, as well as the budget and schedule.

Decide on the format (one image, one video or slide show).

Include all the necessary details about the event: add the location, date and time, how it will be useful, who will act as an expert.

By the way:follow the link , to find out everything about setting up ads on Instagram and Facebook, and to earn on it from 30,000 rubles.

Facebook Event: Custom Audience Based on Invitation Responses

You can improve your targeting options by using new, individually targeted audiences from Facebook events. It is possible to include or exclude people who answered “Interested” or “Go.”

People who previously attended your events know exactly about you and your product / service and are likely to be interested in another Facebook event (of course, if last time everything was OK,)).

The setup is very simple.

First go to The audience => Create an audience => Create a custom audience => Engagement.

After press Event.

Choose people who answered only Going or Interesting or all together.

Also the number of days that interest you.

It is possible to adjust the frequency of the event.

This will simplify the process when you invite people to the same event on Facebook several times and help to control it and increase the audience.

If everything is done correctly, the success of the event is guaranteed.

How to measure the results of your facebook event

This is the most important step: check the analytics! If you do not, then you will never know how successful your Facebook event was, like any other advertising campaign.

CPC (cost-per-click), CTR (ratio of clicks to impressions), etc. Are important indicators, and you should keep track of these numbers.

But the most important metric is response to events, that is, the number of people who responded to your Facebook event (Going or Interested).

This is what you really need to know, and, of course, how much it cost you.

You can track impressions and clicks to see how users interact with your ad.

How many clicked, but did not buy?

Your name and event details may not be clear enough.

Maybe they ignored your ad altogether.

Perhaps you need a better image.

In short, there are many options.

Each event is unique in its own way, so it is important to collect the necessary data to help you plan your next event.

Creating an event is a great opportunity for your business. Here is a checklist to make sure everything is OK:

Create an event on Facebook:

  • Choose the correct name
  • Images must be of high quality and appropriate.
  • Provide the most relevant information about the event.

We advertise the event on Facebook.

  • Publish your event.
  • Select the audience you want to show it to.
  • Create ads with a good headline and description.
  • Optimize and test your analytics to get the most out of your ads and track your results.

It was useful, true? Unsubscribe, please, in comments about their events, how they created, what mistakes were made and what successes they achieved.

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6 main steps to promote an event

Suppose you decide to organize a conference, training, webinar or, for example, an evening of authors and want as many people as possible to take part in your event. But where to start? Here are 6 essential steps without which Facebook promotion is not possible:

1. Create an event.
2. Filling out the event page.
3. Adding posts.
4. Creating a list of subscribers.
5. Analysis of statistics.
6. Advertising (optional paid).

Further in the article we will discuss each step in detail. Therefore, in order not to spend a lot of time, let's go directly to the point.

Step 1. Create an event

The first thing you need to advance is to create an event page.

On Facebook, for any event (online or offline), you can create a separate page that will be displayed in the "Events" column. What is it for? The fact is, Facebook provides convenient tools for promoting events. By creating a separate event page, all its participants and organizers will be able to invite friends. In response to the invitation, the user can view the page and indicate the status “Go” or “Interested”.

The good news is that your event will automatically appear in the new Facebook Local application, which is integrated into Facebook.

You can create an event on Facebook:

To decide which method suits you best, you should decide who you want to invite. Tell me what your goal is: whether you want to attract new participants or rather hold a meeting in a narrow friendly circle. On each of these pages, events are created according to one principle, only an event from a business page has more opportunities: you can advertise, add tags and invite subscribers to the page, add several dates and different times for the event, redirect users directly to the ticket purchase page.

Creating an event in a profile or on a business page

Creating an event in your personal profile or on a business page looks like this:

1. In the left menu, select Events → Create event.

2. Select the type of meeting: closed (option is available only in your personal profile) or open.
3. Fill in the basic information (more about this in the next step).
4. Click Create.

How to create an event through a group?

Creating an event in a group looks like:
1. Go to the group.
2. Press the button Still and choose Create event.


3. Enter information (see Step 2.)

So, you already know how to create an event page. But there is another important question, namely, when should this be done? A year, a month or a week before the event? It would seem that it all depends on the type of event, but no. The rule is one for all - we create a page immediately after the date is approved. Once you have decided on the date, we begin promotion in social networks, even if, apart from the day and the general idea, nothing is ready for you.

Step 2. Filling out the event page

After creating an event, the page looks blank and not very attractive. At first glance, filling out the event page is a simple task. But do not underestimate the significance of this step. The information that users see when they get to the page will be your business card. Write briefly, but clearly. Remember that if you complicate the life of the client, he will never return to you. This means that if the user does not quickly find the date, place and time of the event, then he will most likely not want to participate in it. Respect someone else’s time, no one should look at several pages to find the necessary information.

First, fill in the basic data and information about the event. These are especially important points, since it is this information that the user will see in his feed.

Image / Video

Usually in the feed we do not stop at one post for more than 3 seconds. Therefore, a picture or video for an event should make a person linger, attract his attention.

Facebook recommends this photo / video resolution: 1.9: 1 or 1200: 628. The Canva service is great for creating graphics. Click Create design and select a template Facebook Ads. Thanks to this, you can not worry about the size settings. In addition, you can see how professional graphics look, and some templates can be used for free. Also consider the tastes of your target group. Think about which photos or videos will trigger a positive association.

event title

Based on key criteria, the name of the event should be:

  • short - no one remembers long phrases,
  • readable - if the name is in a foreign language, many may not read it correctly,
  • easy to pronounce - no one should strain to pronounce it,
  • unique - it will be bad if the festival with the same name already exists.

If your event is held regularly, then this option will be very useful, since you will no longer need to create a new page for the event each time, look for participants and spend money on advertising. This method helps to extend the time of the event and prevent users from forgetting about you.

Imagine the situation - a friend invites you to some event on Facebook, you go to the meeting page, look for a description, and there are 3 pages of text about everything, but not about the essence of the event. The description may even be very well written, but even this will not add a desire to participate if you did not find the basic information in the text:

  • what will happen
  • what is the benefit for the participant (learning something new / listening to great music / meeting with his favorite author),
  • what will be needed for participation (some kind of tool for the master class).

It is worth repeating the following information:

  • participation price and a link to the page where you can buy a ticket. If participation is free, write about it,
  • location,
  • date and time,
  • link to the page where you can register (if necessary),
  • limit of places (if any).

Here is an example of a good description:

Keywords

Facebook algorithms analyze user preferences. Thanks to keywords, he will show your event to people who may be interested in it. Enter the words that are truly related to the event, as this will help get into the feed of your target audience.

Filling out the rest of the information is very intuitive and does not require much effort.

What to write about?

About the event 🙂 Tell about the guests, speakers, surprise that you prepared for the participants, show how you are preparing for the event. Do everything to intrigue the audience, but most importantly, write about the event. At the end of the post, it will be nice to ask a question so that readers want to comment on what you wrote.

Users like video posts more. The most popular option is a short clip lasting up to a minute. In second place are posts with pictures and photographs. The most inconspicuous are exclusively textual publications, since it is difficult for our attention to catch them among hundreds of other publications in the tape.

Interestingly, Facebook prefers posts that are published on mobile. It is important that posts are also published in real time (metadata is checked).

There are no rules. The length of the post depends on how much we want to tell. The decision is yours.

When to post?

Users are more active in several spaces:

  • from 7 to 9
  • about 12
  • about 15
  • from 20 to 22

However, the nature of the post should be taken into account. If it concerns a working topic, then it is better to insert it in the morning, since in the evening most already want to take a break from work. But entertaining notes will be popular in the evening.

Remember that the post will be relevant only one day, so try not to delay the publication.

As soon as you have something important or interesting. A good scheme is 1-2 posts per day, but regularly.

Step 4. Create a list of subscribers

Пока вы еще не начали продвижение по полной, пригласите на свой ивент знакомых или участников группы.

Для этого на странице мероприятия следует нажать на “Пригласить” и выбрать пункт “Выбрать друзей”. You can send an invitation to a specific person or use the “Select All” function.

This is really important, since it is much easier to convince a friend to press a button so that he confirms his interest in the event than someone who does not know you. And then such a stranger will look at the page of your event and see that someone is still going to this conference / festival / webinar. In his eyes, this will be a confirmation that the meeting is worthwhile, since others also want to get there.

There is nothing to be ashamed of, just write a personal message to your friends with a request to share a link to the event page. For them, this will not be something difficult, but for you - plus a few people at the event. And if the interest in the event grows, then the number of new customers also.

Start your adventure with webinars. Create a free account in the MyOwnConference webinar service and test all the features.

Step 5. Analysis of statistics

When the content was created, and the first participants began to visit the event page - it's time to check and analyze the statistics. Any activity to promote events should be measured in order to understand which methods should be used in the future and which ones should be discarded. This step will help you understand what your audience likes, what content works well, and what goes unnoticed. Since you are creating an event not for yourself, but for people, then you need to adapt to their needs. Strive to ensure that participants are 100% satisfied with what you offer them.

Here you will find instructions for analyzing statistics.

On Facebook, you can view statistics on current and past events. In the Statistics section


The following information will be displayed there:

  • the number of people who were shown the news about the event,
  • number of page views
  • how many people answered “Interested” or “Go” to the invitation from your page.

Step 6. Advertising (optionally paid)

You can get even more participants for your event through advertising. You can configure it through an advertising account on Facebook. We need advertising in order to tell our audience about our event and convince them to take part in it. First, we’ll talk about paid promotion tools on Facebook, and later we will move on to the methods for which you do not need to open a wallet.

How to create an event advertisement?

On the event page, click Promote eventthen the advertising manager will open.

The basis of creating an advertising campaign is choosing the goal that you want to achieve. Facebook offers a variety of goals to choose from. But for those who are creating ads for the first time, this choice may seem difficult. If you are also in this situation, click Help → goal selection and read the tips on the right, the authors of which tried to clearly explain and help with choosing a goal. In addition, at each stage of creating advertising, you can read additional information about each of the options. To do this, just hover over it.

The following steps are:

  • setting up an advertising account,
  • choosing an audience and places for showing ads, choosing a budget and filling out schedules (here the information obtained from statistics is useful to you),
  • creating an advertising post.

No-Pay Advertising

The page with the event itself will not bring the desired result. To get more participants, it needs to be promoted.

This can be done in 2 ways:

  • Make a post with a link to the event.
  • Go to the event page and click on “Invite”. You can invite your friends, members of certain groups and past events.

Promote the event at every opportunity. In your personal profile, inspire potential participants, look for new contacts and invite to participate in the event. On the business page, share knowledge and “sell” the event. Do not forget about the publications on the event page, because all this works as an advertisement, for which you still do not need to pay.

If this is not your first event, then you probably have some photos from the last time. Share them and tag participants. So these photos will appear in their news feed, and you will reach a large audience. If this is your debut, you can apply the trick with photos already during the event. It is important that the photos are laid out immediately, even if they have not yet been retouched. And, of course, remember that after the event we also certainly share our impressions, add photos and mark people.

If you have a working newsletter or blog, be sure to tell there about the upcoming event. Suggest leaving comments and invite to your live broadcasts.

Facebook opinion leaders

There are people on Facebook who have earned credibility with a certain audience. They are able to influence public opinion, and therefore they are called opinion leaders.

Find opinion leaders on the topics you need and ask them to spread the word about your event.

Use their resources and the pages of your speakers. Some companies even indicate in cooperation agreements that these people should, for example, publish several posts about the event. In any case, you can always just ask for it. Surely several fans of such an opinion leader will want to meet with him.

The secret to successful Facebook promotion is catchy content. Give people what they need, and they will respond with activity under the posts and participation in the event. Talk about your event everywhere, loudly and with passion! For promotion, actively use social networks.

There are several ways to promote an event on Facebook: distribute information among friends, launch targeted advertising, arrange publications with opinion leaders. But the most effective way to combine these methods is to get more coverage and more participants at the event.

Also in continuation of the topic, we prepared 15 tips for promoting events on Facebook.

Good luck with your webinars!

Webinar Service Blog MyOwnConference. We write about webinars, distance education, online conferences.

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