3 Step process to Promote Events, Conferences & Trade shows with Facebook Ads
We all know Facebook Ads can be very effective for many different niches out there. Events is one niche in particular that can benefit from the power of Facebook more effectively than others (speaking from experience). At Orion, we specialize in events and believe in the power of educating to be at the forefront of future marketing initiatives.
In this blog, we have decided to write about a simple 3 step process to get your event ads up and running. In truth it is more complicated than just 3 steps but today we will outline the 3 main things required to run an events campaign of this type, on Facebook. There are many different ways to do it but this is one strategy we have seen work over the years for multiple events, regardless of the type of event.
Step 1: Create a Good Trailer Video
We’ve all heard that Video ads is the future of marketing. This is 100% correct, both in cost effectiveness and in generating results.
Action Item: In simple words, create a 1 minute video showcasing the look & feel of an event, immersing the user in how it would be like to be present at the event, and highlighting what their biggest takeaways will be from attending said event.
Step 2: Create multiple SMART Audiences on Facebook
Facebook has a plethora of options when it comes to targeting. Facebook is also the best platform at automatically optimizing your targeting to reach the correct people. However, in order to make the best use of Facebook targeting, believe it or not, one should work with it and help the Facebook algorithm on its way to finding the right people.
Step 1 involved creating a video. Step 2 involves pushing this video out to a different number of SMART audiences. I use the word smart here to emphasize the fact that, with just a little bit of thinking and extra preparation, you can essentially give your ads a boost which they would not have otherwise had.
Examples of smart audiences in this case could include:
- Lookalike Audience of past attendees
- Lookalike Audience of email subscribers
- Custom audience of everyone who has engaged with any of your contact in the past.
Action Item: Run a video views campaign to these audiences, with the goal to identify as many people as possible that watch more than 75% of your video from step 1.
If you watch more than 75% of a 1 minute video, you are more than likely to actually be interested in the video and that is the only reason you decided to watch more than 45 seconds of it. This is a great indicator for intent and interest in your product. Before moving on to step 3, create a custom audience of all people that watched more than 75% of your video. Think of this as your warm audience at the consideration stage of the funnel and these are the people you will focus on to convert into buyers.
Step 3: Retarget 75% Video Viewers with a lead magnet
Following up from creating a video and running it to SMART audiences, it’s now time to really push your event. Something that works well for events is a good lead magnet such as a Free Ticket for the event in return for the email and details of a user. Everyone loves freebies and would gladly sign up for your lead magnet.
Action Item: Launch a weekly free ticket giveaway, and get people to sign up to your list. Once signed up, announce a winner via email each week, and send an email to everyone who did not win, informing them that they have not won this week, however, they are still part of the draw for next week. At the same time, keep sending them valuable content about your event including updates, speaker announcements and don’t forget to include a coupon code for a slightly discounted ticket.
This is a trick that Orion has found to work in most cases when it comes to events. This not only involves a good Facebook funnel, but also requires a great Email funnel with content that is built to make users convert. Once again, in a nutshell, you give away a few free tickets, get the free ticket winners to invite their friends to buy tickets, and at the same time identify the highly likely to convert people, by getting them to sign up for a free ticket, and use a good email funnel to convert them into buyers.