There are countless tactics you can use to promote your event using Facebook. In this article, we will go through a step by step guide on how to use Facebook events to get more attendees for your next event. Enter, Facebook Event response ads.
PS: Step 4 is the most important. Read on to learn what makes Event response ads so STRONG!
What are Facebook Event Response Ads?
Facebook Event Response ads help to get more people through the door for your event, including conferences, concerts, festivals, educational workshops, boot camps and more. As any reputable event marketing consultant will tell you, it allows you to create an event, add all the details needed to convince someone to attend, and then target your desired audience directly from your Facebook event page and promote it with photo or video.
How to do it. A step by step guide
Step 1 - Create a Facebook Event
Go to your Facebook page, and in the left-hand column, select events. Click the “Create Event” button and follow the instructions. Simply fill in all the relevant details, invite your collaborators as hosts, and publish the event.
Step 2 - Invite all your employees, industry friends and people you know will attend the event.
This part is important, as it helps build credibility. You want to get as many people to click “interested” or “going” to your event. The more people you have here, the higher the degree of social proof there is.
Step 3 - Launch Facebook Event Response Ads
After you have created the event and invited as many people as you can, it’s time to get ads going. It’s simple, just go into your ads manager and select “engagement” as your objective. Here you can select “Event Responses” as your desired campaign objective.
Go ahead and create a campaign, choose your targeting, create your ad copy (with image or video) and launch the campaign.
Event Responses - How it works!
For these campaigns, Facebook searches for users who are most willing to click the “interested” or “going” button. Keep in mind for event response ads; an event RSVP is a much higher intent action than a click or a video view.
If a user clicks the event RSVP they are committing to attend instead of watching a 15-second video. So, CPM matters less, CTR (click-through rate) is what matters more. Another important metric to keep in check is the Cost per Event Response (spent / event responses received since this determines how much an ad costs.)
Step 4 - Create an Event Response Nurture Funnel
This is the most important part of the whole process. Facebook events differ from Facebook pages in one very significant way. Why is it significant you ask? Because Facebook Events have a huge organic reach. Each time you post in the event, the users who have clicked interested, receive a notification. Compared with your Facebook page, where only a small fraction of your followers receive a notification.
It’s important to not post too much, but timely updates about the event, new content, speakers, performers, ticket price increases can be very effective in driving sales.
We recommend posting at least once a week, with relevant and high-value content. The kind that convinces potential ticket buyers to take action.
Bonus Step - Create a Lookalike from your Event Responses
If you want to take your event marketing another step forward, this is for you. Once you have an acceptable number of event responses (500 to 1000), it’s time to go into your Facebook ads manager and create a Lookalike audience of users who have responded to your event.
Because this audience is highly relevant and launching ads to a Lookalike of this audience can reap many rewards.
Check out our blog post about a 3 step process to utilize Facebook ads to promote your event.
In this article, we went through a step by step guide on how to use Facebook events tips to get more attendees for your next event. Because there was a lot of information covered above, here's a concise summary of what we covered.
- Create a Facebook Event
- Organically invite as many relevant people as possible (friends, family, colleagues and ask them to invite more)
- Launch Event responses campaigns on Facebook ads
- Create content and share it in the event so users get notifications of the event
- Create Custom & Lookalike audiences to reach similar people as well as run retargeting campaigns.
As part of our Facebook advertising service, we cover all the factors mentioned above. While managing Facebook events is pretty straight forward, but if you feel like its too much for you, let Orion take care of it.
On the other hand Google Ads also offers a lot of ways to promote online events. Check out our in-depth guide on how you can use Google Ads to promote online events.
As always, we like to provide value to our subscribers. If you are interested to learn more about event marketing, we suggest you explore LinkedIn events. After all, Facebook isn't the only platform to take advantage of when promoting events.