At this point, everyone is jumping on Facebook to promote their event. It’s not surprising. Facebook’s large user base makes it ideal for marketing. And the multitude of tools to reach and retain your audience are all extremely user-friendly. You do not have to be a rocket scientist to publish a post on a Facebook page.
But are you using Facebook effectively? While it’s extremely easy to post, there are a lot of things you need to think about before you ever push that publish button.
The term “Edgerank” refers to the algorithm Facebook uses when deciding whether to publish a post in an individual’s home feed. Overall, this is something that we should all be rejoicing about, because it makes the home feed more relevant to the user and the better posts tend to rise. However, it means that you have to be better at crafting your marketing message in a post.
Every page is different in what will work and what won’t, because every audience is different. These are a few that do work on most pages:
Don’t post links: Facebook wants to keep users in Facebook, so every time you post a link outside of Facebook, the number of eyes that get to see it significantly goes down. An easy fix is to post a picture and include the link in the text of the picture. Facebook will then classify it as an image and more eyes will see it.
Use fewer characters: 140 characters isn’t just for Twitter. If you want to get people to read what you have to say, try to limit your update to less than 140 characters. And if it needs to be longer? Consider whether it might be better served as a blog post and then use Facebook to tease people to come over to your blog. This will also help your website on search engines, as you are getting more visitors!
Include a call-to-action: This does not have to be as complicated as it sounds. It can be as simple as asking people to like a status update. You can ask them a question about your event. Or have them fill-in-the-blank, i.e. “I am coming to this event because _______________.” If you don’t ask them to do something, it is likely your fans won’t interact with the post. So always include some kind of ask. And remember, when someone interacts with your post, their friends will see it. So think of the types of answers you want those networks to see when crafting those questions.
Create a Facebook group for the event. For your attendees, this is a way to network during the event and easily share information. For you, it’s another marketing tool and a way to quickly get information to those attending.
How is it a marketing tool? Whenever someone joins a group, a notice goes out in their friends’ home feeds. Their friends may want to know more about the event just from that little notice, since people are just naturally more attracted to do what their friends are already doing. So make sure when you create that Facebook group, you add a description that will help anyone not already registered to get registered.
In order to fully reach everyone that could be interested in your event, you have to use Facebook ads. It’s a cheap form of advertising that pays huge dividends.
With Facebook ads, you can ensure all of your fans see your message by advertising just to them. Or you can pick out the interests and location of your potential fans and direct an ad to just them. This is someplace where you can easily experiment with as little as $50.
But there are a couple things you should not experiment with: Use an image that is mostly text-free and make sure that the accompanying text is less than 90 characters. Facebook has had a history of rejecting any images for ads that have had more text in more than 20% of the picture. Avoid this stumble by using little to no text on the image. Also, Facebook will cut off any accompanying text that exceeds 90 characters. Keep the update focused and simple, and your potential audience will see the entire ad.
How are you using Facebook to market your event? What has worked well for you?