One of the most effective ways to promote your upcoming event nowadays is through the use of social media. With the broad variety of platforms now available, it is much easier to get the word out about your event and target a wider audience online. Nevertheless, in order to maximise your social media advertising efforts, it is recommended to implement a campaign strategy. Here is our step-by-step plan on how to advertise an event on social media successfully.
How to Advertise an Event On Social Media: Step-by-Step Guide
Ultimately, the purpose of your social media campaign is to entice your audience into attending the event. For this to occur, though, you need to engage with potential guests. Having your audience simply liking your content won’t be enough. Advertising on social media can create a real interest from the public into what you are promoting; it is the best way to reach your target market. Facebook, Twitter, LinkedIn, Instagram and Snapchat are all social media platforms that, if utilised effectively, can help publicise your event successfully.
Step 1: Choosing the right social networks
Depending on the type of event you are hosting, the industry you belong to and your target audience, you may need to carefully think about which social media platforms are going to be more successful to you specifically. There are elements of all the social media networks that are going to be more useful to you than others. Here is an overview of how each of these networks can help to advertise an event online:
2.20 billion people across the world use this platform as of March 2018. On Facebook, you can create event pages that can be made public or private where you have the ability to invite specific individuals. If your event is based on the sale of tickets, you can use the paid promotion feature whereby you can target content to specific demographics. It is easy to engage with followers and share event updates.
You can create a page and update it regularly with stunning images and easy-to-read information. You can now also use the ‘Story’ feature which allows you to add further content that will disappear after 24 hours. This is a great component for boosting the buzz about your event. Take full advantage of the paid posts which allows you to directly target specific audiences based on age, gender and location.
This platform is essential for business-to-business and industry networking. If your event is strictly corporate, advertising it on LinkedIn is crucial. Linkedin is a professional social media platform used for promoting business news and announcing event information. You can target a lot more industry related individuals through using Linkedin.
Twitter is a platform you can use to post engaging information about your event for a broad audience to see. You can create your own event hashtag to make the event tweets unique and memorable to the target audience. Choose a hashtag that is catchy and is easy to remember. It is also essential to use it consistently throughout the run-up to your event. Ask your followers or people interested in the event also to use your hashtag. This will help to increase exposure of your Twitter page and ultimately, your event. You could also consider using hashtag printing entertainment on the night of your event, to further engage with your attendees and allow them to spread the word about your business, following your event.
This network is used by the majority of younger audiences but is slowly making its way into the lives of older individuals. Depending on the age of your audience, and type of event you are hosting, Snapchat can be an extremely effect promotion method. You can now also choose to create a Snapchat GeoFilter for your attendees. This will allow you to engage with your guests and spread the word to potential ticket-buyers. Snapchat is a platform that event organisers can no longer afford to ignore.
Step 2: Selling Tickets through Facebook
Research has found those event organisers who decided to sell tickets directly on Facebook drove two times more sales on average than those events that solely redirected potential buyers to a ticketing page. Evidently, this shows that selling your event tickets through Facebook is important. Make sure that when you are creating your Facebook Event to be specific about the location, time, and category so that Facebook can help to promote you. Craft a compelling description about your event and ensure the ticket link is made obvious to users.
Step 3: Streamlining Processes
Investing in social media tools to streamline the process of your campaign is imperative. Planning and posting your content efficiently and all of the time is not easy, especially if you have a job to do and an event to plan. Luckily, there are a lot of online tools now that will help you to plan, organise and schedule posts on a variety of different platforms. You can also sign up to content curation platforms allowing you to find interesting and relevant content. Youtube, Pinterest and Trapit are just some of the main providers of content curation services.
Step 4: Working With Influencers
Building relationships with key individuals in your industry can not only help to increase the exposure of your event but also for future events you may organise. If the rapport between you and the influencer and the role they play in your promotion is successful, then it is likely they will be willing to work with you again. Making connections with influencers may also come in handy when it comes to targetting other individuals based in your industry.
Step 5: Measuring Activity
Finally, it is important to measure your overall social media activity to give you a sense of what worked during the campaign and what was less successful. This will help for prospective events and allow you to alter the way you go about your strategy in the future. It is important to measure your engagement rate; are your followers actually interested in and responding to the content you upload? It is also imperative that you measure the number of clicks you are receiving to your ticketing page. Lastly, make sure to measure your return on investment, especially if you have used paid advertisements throughout the campaign. Ensure the amount you have spent on social media tools, apps and advertising, has paid off.