Hosting an event is always a challenge for a company, it means investing time, money and effort to succeed. But it’s worth it!
During important occasions, or even as a regular part of your marketing strategy, events would help you to connect to your customers and give them an experience that will make your brand unforgettable.
Just think that in the US 41% of Facebook users participate and interact with public events every month and, worldwide, 550M people are using Facebook events every month. Yes, 550 millions of potential customers, can you believe it?
This is relevant for your business because it means that your event has the potential to reach users that might be interested to go, and the opportunity to find the best attendees increases by advertising your event.
Learning how events work can be challenging.
That’s why we’ve created this guide on how to market your event on Facebook, including tips on how to leverage Facebook ads and Eventbrite to help you plan an event that will be not only successful but profitable as well.
Hosting an event is one of the strongest tools to engage and grow your community, and it doesn’t have to be a big expensive event. Now, you can host a virtual event and still make it great for your community.
Facebook offers you the option to create your event through their platform, share it with your community and even advertise it to reach more users. It is the best place to convince them to go!
Of course learning how events work can be challenging, but if you follow these best practices, your event is going to be both profitable and outstanding.
Let us show you how to set up and promote a successful event.
How To Set Up Your Event in 3 Steps
The first step to a successful event is creating it, and the way you do it is very important if you want the users to believe that they will be a part of the best event ever.
You have different options when creating a Facebook event that you’ll have to consider in order to improve the way your event looks like.
1. Choose the Right Event Name
Do you want to captivate everyone? Is simple, choose a short but relevant name for your event.
It will be the first thing users read so it is important to use strong and relevant words, they will remember the name if it is good and sticky enough. Create something that is at the same time informative and enticing for those you want to participate. Don’t choose long boring names, I’m sure you can come up with something better than what Echo Park Film Center did in the example below!
2. Choose the Right Cover Image for your Facebook Event Page
Not only the name matters, remember that your Facebook event cover image says more than a thousand words, so be creative! Use an original design and keep it simple and related to your event.
You don’t need to hire a design team, you can use one of these online design tools to create the perfect mage for your event.
Remember that the cover image will be the first thing they will see when they get to know about your event, it has to be related to the topic and make the users want to attend.
3. Add Important Event Details
Since you want as many people as possible to come to your event, providing clear and accurate information is important. Your possible attendees will want to know every details about the event including what is it about, the location, the line-up, and how to get there.
How To Use Facebook Ads To Boost Your Event Attendance
Good, now you are one step closer to having a sold out event. But having an additional push is always helpful when hosting an event and this time we will get that help from Facebook Ads.
There’s plenty of advantages in creating a Facebook ad campaign to advertise your event. You will reach more users that belong to the right audience, they will be aware of the event, they can interact and engage with it and even book their free seat or buy a ticket!
First of all make sure you’ve followed these 5 Tips To Get The Most Out Of Facebook Events before publishing it, then focus on what is the main message you want your users to see and also on who will be part of your perfect custom audience.
How to Boost your Facebook Event with Business Manager
If you create your ad from Facebook Ads Manager, the first step will be selecting the objective of the campaign. As we want to promote our event, the marketing objective will be “Engagement” and the option we have to select is Event Responses.
Once selected, proceed and select the audience for your ads.
Try answering some questions and be realistic about who you want at your event. You can try with: Where are those users located? Do they have a specific age range? Are there some relevant interests to add?
Think out of the box, try your best and find your perfect audience!
Continue with the bid, budget, and optimization. Set how much do you want to spend and very important, select the best option to optimize your campaigns.
Is your campaign an event promotion? Make sure you are optimizing for that!
We are almost there, now let’s work on our ad creative. If you are not sure about it yet, you are still on time to decide if you want to use animations or still images, for example, or a single image, a video or a different format.
Include as many details as you can about the relevant things that will happen at your event: add the location, date and time, shout out all the main features of your event and who will be part of it. Is an expert coming? Use Facebook mentions to increase relevance trustability and reach.
Once you are ready, remember to double check your order before you publish the campaign, just to make sure that all is set just the way you want it.
How to Promote your Facebook Event with AdEspresso
Now, we want to take advantage of AdEspresso to test our creatives and target to find the most effective ads and the best audience for our event.
Like on Facebook, if you want to promote the event, first it has to be public. Once published, create a new campaign in AdEspresso and select “Event” as the campaign Objective.
It’s time to create your ad!
Do you want to know which creativity works better? Try testing different ones, also upload different images, using automatic optimization we will help you to find the winner.
Tip: Keep an eye on the number of variations, don’t add more elements that won’t sum, focus on finding which are the best ones.
Now that our ad variations are ready, let go and select the audience we want.
There are 2 options to select the audience: Single audience or Multiple audiences.
Testing multiple audiences will let you select different details to test, like age groups for example, and will let you select more elements from the audience to split test.
Testing multiple audiences is different because you can choose more than one complete audience to test one against the other.
This kind of test is more relevant when you know your audience already, or when you are up to find among different audiences which perform better, even without testing independent options before.
Last but not least, make sure you have enough budget to reach your audience and deliver your ads, then add our secret ingredient, the Automatic Optimization, and click publish to run your campaign.
Target A Custom Audience Based on Event Responses
If you are not convinced that this is the best time for creating your event, maybe you still don’t know the latest Facebook update.
Now you can improve your targeting options using the new Custom Audiences from an Event. You can include or exclude people who had responded “Interested” or “Going” to a particular event, to any event or both from your Page.
What is so special about the audience that you will create using this targeting options?
Maybe you want to connect with people who were interested in a previous event, or you want to focus on the ones who responded “Going” and send them a special message, or you want to send a laser-targeted follow-up message after the event. Whatever reason you have, any of this options will help you get better results!
This is a game changer because letting people that you know are interested in your business and have already interacted with you in the past know there’s a new event, gives you a better chance to maximise the attendance!
Set up is very easy. First, go to Audiences on the Business Manager and click on Create new Custom Audience. You’ll find the Custom audience from events under the engagement audience, so once you click on “new custom audience”, make sure you select Engagement option:
Next step is selecting the Event audience:
Here we go with the important part; you can set different conditions for your event according to what past users have replied in the last interaction with your event, and you can also decide if they have to meet ANY or ALL criteria. For example, selecting “people who have responded Going” as part of the audience creation, also lets you select the number of days in the past.
Remember that you can also select people who responded to a specific event.
Besides the new targeting options, Facebook is allowing you to create your event and select its frequency. This will make things easier when you host the same event multiple times and helps you keeping control of only one event and growing your audience base.
The option is now available during the event creation below the location field:
Using both options and the steps above will guarantee the success of your event.
Remember, check the time/date when your event will be using the Frequency and improve your audience making it more relevant using Custom Audiences from your event response.
How To Sell More Tickets with Eventbrite
Does your event require tickets for admittance? Use a powerful ticketing tool like Eventbrite to help sell tickets and promote your event. Platforms like this can help keep you organized and reach more people.
It’s easy to set up an event on Eventbrite within minutes. Set your event details, create tickets, and any additional settings about the type and topic of the event, if it’s public or private, and if you want users to see the number of remaining tickets or not.
After you press the green button to “Make Event Live” the real fun begins– selling out your event!
Check out these 7 tips to help you sell more tickets:
1. Check Out the Promoted Listings Feature
Eventbrite allows users to boost an event in minutes with their built-in social sharing and event promotion tools. Similar to setting up a Facebook ad campaign with the steps above, you can promote your event on Eventbrite’s homepage and city directory pages by setting up a Promoted Listings campaign through Promote and paying for targeted placements in a few simple steps.
The Promoted Listings feature is currently available for events in larger cities. Set your target audience, specify your promotion budget and timeline, then only pay for impressions served on your event.
Setting up a Promoted Listings campaign is just the tip of the iceberg. There are so many simple ways to boost your event to sell more tickets.
2. Optimize Your Event for Search
Do you want your Facebook event and Eventbrite event to come up when people search for your event name? When you’re setting up your event, simply click the box for Public Page under Listing Privacy. This way, people searching in Google or the Eventbrite search bar can discover your event.
3. Set-Up Email Marketing for Your Event
Boost ticket sales by sending email invitations to your network. With Eventbrite, you can send invitations to up to 2,000 guests per day by importing contact lists. You’re able to customize and build contact lists and schedule multiple email messages to be delivered. Additionally, you can customize the look and message of your invitations with tools built right into the platform.
If you need more flexibility than the platform allows, you can simply integrate your MailChimp account into the platform to utilize all of the features that MailChimp has to offer.
4. Create Discount Codes
The best way to incentivize a purchase is to offer people a deal!
Create coded discounts for specific audiences (like a discount code for listeners of a specific podcast), public discount codes for children, seniors, veterans, etc., and access codes for restricted groups. Early bird discounts are particularly powerful to encourage registration.
5. Develop an Affiliate Program
Do you have fans of your brand who would love to help you promote your events? Consider creating an affiliate program that rewards promoters with a referral fee for driving attendees to your events.
Set the referral fee per ticket sold and then you can have an open call on your website for your program or you can invite specific people.
6. Utilize Tracking Links
For every promotion strategy you use, create a unique tracking URL for it to track which efforts are driving the most ticket sales. It will be key information to learn about what works well to focus your promotion efforts on future events.
7. Set Up Google Universal Analytics Integration
Lastly, set up a Google Universal Analytics account if you’re not already using it.
By integrating this powerful analytics tool with Eventbrite, you have the ability to turn on Tracking Pixels, a feature that will help you make the most of your advertising dollars by tracking how users are coming to your event page.
After your event is over, check in to the analytics that Eventbrite offers its users. There are plenty of graphs and data points to sift through to learn where your effort was best spent. Additionally, Eventbrite offers Google Analytics integration.
How to measure the results of your Facebook event
Congrats, you reached the last and most important step: check your analytics! You need to check your data reports otherwise you would never know how successful your event was or if the Facebook ad campaign was a strong support to push the event. You need to check the stats also just to know if next time you will need to invest more, or if you nailed the right budget/formula to sell out your event.
Same as with your other campaigns, CPC, CTR, Social Actions are the most relevant metrics, and you have to make sure to keep an eye on those numbers. However, the most important metric for this objective is the event responses one, that is the number of people who responded Interested or Going to your Facebook event, attributed to your ads.
This is what you really want to know and, of course, how much did it cost you.
You can track impressions and clicks to learn how users interacted with your ad. Did a lot of people click but not purchase? Maybe your event name and details weren’t clear enough. Did people scroll and click right past your ad? Maybe your listing needed a stronger, more captivating image.
Each event is unique in its own way so it’s important to gather the right data points that will help you plan your next sold-out event.
Creating an event is a great opportunity for your business. Follow the best practices we’ve covered to market your events successfully year over year. For more tips on event marketing, check our tips on how to promote your event on social media.
Are you ready to hit the publish button? First, go through this checklist to make sure you’re all set:
Creating the Event on Facebook:
- Select the right name
- Good images to be visual and invite users.
- Give relevant details of the event like locations, line up, contact numbers, where to buy tickets.
Advertising your Event:
- Publish your event.
- Select the audience you want to show your ads.
- Create visual ads with a good headline and description
- Optimize and check your reports to get the most of your ads and measure your results
Okay, now you are ready to go! Are you planning an event this coming season? Try using some of our tips and let us know your results!