Facebook events pages are an excellent way to promote either an online or in-person event for your small business.
According to Facebook, 700 million people use a Facebook event to market their events a year, while 35 million people view a public event each month.
What Are Facebook Events?
Facebook event pages are a great way to invite people to upcoming events that you are hosting. This could be anything from ticket sales, to a concert or party, to an online event, like a webinar. You can also use Facebook events to promote things like flash sales, or new product launches.
Creating a Facebook event is free, and you can use online advertising through Facebook ads to promote the Facebook event page to a larger audience with little effort.
Facebook events also work well with other marketing efforts, such as email marketing campaigns that point to your event on Facebook.
3 Reasons Why You Should Use Facebook Events?
Here are 3 reasons why you should consider using Facebook events to promote your small business:
Ease of use: Most people have a Facebook account. (40% of the world's population use Facebook a least once a month.) This means that by creating an event on Facebook you don't have to onboard attendees onto a new platform.
Flexible format: You can use Facebook events to promote both online and offline events. This makes it a versatile tool that can be used for a variety of marketing efforts.
Free to use: Facebook events are free to create, so you don’t have to worry about any upfront costs or subscription fees.
Create The Perfect Facebook Events Page
Now that you know the benefits of using Facebook events, it’s time to create a Facebook event page that will get people excited about your upcoming event.
Here are a few tips on how to create a perfect Facebook event page:
1. Use attractive visuals
Make sure your event page has an eye-catching cover photo or video. This is the first thing people will see when they visit your event page, so you want to make sure it’s something that will grab their attention and make them want to learn more about your event.
2. Use keyword-rich descriptions
When writing the description for your event, be sure to include relevant keywords so that people can easily find your event when they are searching on Facebook. For example, your city name or best guess at an event category.
3. Include all the important event details
Make sure to include all the important details about your event, such as the date, time, location, and what event attendees can expect.
4. Create a call-to-action
Include a call-to-action on your event page, such as “Buy tickets now” or “Register for the webinar.” This will help encourage people to take action and sign up for your event.
5. Add co-hosts
If you have Facebook friends that are event co-hosts add these people to the event on Facebook.
Promote Your Event On Facebook
When it comes to promoting your Facebook event, there are two types of audience members you can promote to, your existing audience members or potential new customers.
The easiest way to reach your existing audience is through emails and SMS. You can also post this on your other social media platforms to increase your reach or personally invite friends.
To reach new customers feel free to use outside 3rd party sources to help bring awareness to your Facebook event. This could include a partnership with a similar brand who mentions your event or if you run local events a flyer that points to your event page.
If you decide to reach new customers using Facebook advertising. Facebook provides you with two options Facebook ads and boosted posts.
Increase Event Attendance With Facebook Event Ads
Facebook event ads are an excellent way to increase your potential attendees.
To promote your event we are going to use Facebook engagement ads. These ads are designed to increase engagement with your event by showing your ads to people who have engaged with similar events.
To create an engagement ad for your event, you will first need to create a business page for your business on Facebook.
Once you have created a business page, you can then create an event and select “Engagement” as the objective for your ad campaigns in the Facebook ads manager.
You will then need to select your target audience. When choosing your conversion location choose, "On your ad".
For engagement type select event responses.
When creating your target audience you can use Facebook’s “Lookalike Audiences” to target people who are similar to a custom audience, of people who have already shown an interest in your event. This is a great way to find similar audiences of people who may be interested in your Facebook event.
For more information on how to create Facebook lookalike audiences, you can read our blog post.
When adding your ad creative be sure to add a link to your upcoming event.
Also, include a strong call-to-action that encourages people to attend your event.
Lastly, if this is an offline Facebook event be sure to check both the website events and offline events tracking options. The offline event allows you to track engagement and see if this is converting to offline sales.
You can read our blog post on setting up offline events if you have not set up offline events yet.
If you are just getting started with Facebook ads and haven't installed your Meta pixel, you can read our getting started blog posts.
Other Facebook Campaign Objectives
In addition to the engagement objective, you can also choose to run traffic, lead, and sales objectives to your Facebook event.
When you get to the ad creation you would then have the ability to select a Facebook event as the destination for your ad.
The only drawback to using an objective that is not the engagement objective is that the conversion location for your audience will not be event responses.
Feel free however to test out using these objectives to increase event attendance if you don't see success with Facebook engagement ads.
How To Boost Your Facebook Event
The second way you can increase your event attendance is through boosting.
Boosting is a type of Facebook event promotion on Facebook that allows you to reach a larger audience with your Facebook event, using your organic posts from your Facebook page.
When you boost your event, the post you are boosting should come from your Facebook business page, not your personal page. Be sure that this organic post has a link to your actual event page.
You will need to select your target audience and set a budget for your ad campaign. You can then create your ad and choose to “boost” your event.
Boosting your event is a great way to reach a larger audience and increase attendance at your event.
Facebook Ads Are An Excellent Way To Increase Event Attendance
Facebook event promotion can be a great way to boost your event attendance.
When setting your ad budget for your Facebook ads be sure to think through the following questions.
How many ticket sales or product sales do you expect?
If you run Facebook ads how much will each event attendee bring to your business?
Do you have previous events that you can use as a measure of success?
What is your average order value?
If your Facebook ads increased event attendance by 10% how would that affect your bottom line?
Knowing the answers to these questions can help you effectively set a budget and goal for your Facebook event promotion.
If you found this helpful and would like to brainstorm some of these questions. Feel free to book a call with me.
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