Social media has become such a powerful and integral tool that individuals, businesses and organizations utilize in all their day-to-day and big picture activities. So when it comes to event marketing, using the different social media platforms can help boost the attendance, ticket sales, engagement with the audience and the hype around the event.
Let’s show you how as an event organizer, you can make the best out of social media to promote your event and drive the ticket sales.
Selling tickets and promoting events on Facebook
Facebook is your main tool for ticket sales, that’s why you need to utilize all of its features:
- Facebook Live
- relevant Facebook groups
- a mix of professional, personal, emotional and helpful content to attract your audience using the AIDA method.
- different types of content: blog posts, images, videos, polls, questions
- Facebook ads
Link your ticketing page onto Facebook
You can add the link to your ticketing page to your event’s Facebook description so people can buy event tickets with a simple click without having to stop their social media session. Making the purchase journey as simple and as disruptive as possible makes it more appealing.
Target people in the process of buying something
A new feature of Facebook’s targeting algorithm is the “behaviours” section where you can target people who are in the process of buying a certain item. Let’s say someone has been browsing websites looking to buy a new games console. Using cookies on their browser, Facebook would know that they’ve been looking for a new console. So if you are hosting a gaming event, you would be targeting exactly the right audience for your event through this feature.
Focus on graphics, images and dynamic content over text
Visuals create a stronger impact, because when people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
Create bite-size content
Due to people’s declining attention span sharing short content pieces have more of a chance of being seen and remembered. According to a study from Microsoft, the average consumer attention span lasts for about 8 seconds. Keep most of your content short and get straight to the point, so that you don’t lose your audience halfway through.
Mention everyone involved
Whenever you share a piece of content that has other people, always make sure to mention them. You can mention your speakers, sponsors, venue, caterers, or anyone with a social media account that is relevant to your post. This will give you a wider exposure and help with your organic reach.
Feature VIPs in your content
Whether it’s a prominent speaker or a sought after sponsor, leverage these partners by always featuring them in your content. You can drive from them quotes, testimonials or general informative content. You can also use their pictures, social media handles and their sharing powers to give your event a boost.
Create your own hashtag
Having a catchy hashtag for your event is more valuable than you would think. Your hashtag is there to:
- Group together all the online conversation and media,
- Let your audience easily connect with one another,
- Prompt other users to join in on the conversation or find out more about your event,
- Increase the online exposure of your brand and event.
Hijack other hashtags
Even though we recommend using your hashtag with everything you post, we would also recommend that you leverage other hashtags for a wider reach. Try to limit yourself to only 3 or 4 hashtags per post since using more can affect your reach negatively.
Create your own geo-filter
Geographical filters are a fun way to showcase where you are through a filter overlay. You can customize your own exclusive event geo-filter on Facebook, Instagram or Snapchat. This type of ad is great as it creates an interactive nature and encourages people to make their own self-produced content. Ask your attendees to use the geo-filter before and during your event, and add it to their stories in order to create some buzz through user-generated content.
Generate video content
Your video content will be used across all platforms and will probably drive the highest traffic and conversion rates. Over half a billion internet users watch videos on Facebook; that’s why investing in a teaser video for your event can be the single most effective piece of content you produce since it can also be used in your landing page, email campaign, social media.
Have “Humans of your event”
People love human interest stories; so instead of just having quotes and testimonials from your previous attendees, try to package it in the form of stories like the “Humans of New York” pieces. Make it more about what they learned from your event, why they attended and why would they recommend it. This type of content “testimonials” is already effective at driving sales, and this type of packaging “Humans of” is shareable and interesting enough to engage your audience.
Try a pre-event event
To give people a taste of what will be waiting for them in your event, try an online live chat event where you showcase some of your speakers, activities and general overall event experience. You can use your pre-event to build anticipation, answer questions and even gather feedback to make the main event better. Your pre-event is there to create hype and momentum for the real event.
Selling tickets and promoting events on Instagram
Instagram is your visual sharing tool. Ditch all those long content pieces and use instagram for the strong emotional bonds you can make through images and videos. When it comes to instagram you can use as many hashtags as you want on your posts. You can also now use IGTV to upload longer video content on your accounts.
Here are some ideas to make the best out of your Instagram account:
- Insert your event’s registration URL in your account’s bio so that it could be easily accessible
- Showcase pictures from prior events
- Mention influencers and speakers from prior events in your stories, which could encourage them to reshare it on their accounts, giving you more exposure
- Host a live chat with a featured speaker
- Release a video trailer to excite people about your event
- Create daily teaser clips for stories, keeping it short, interesting and engaging
- Include behind the scenes photos and stories of all the preparations
- Utilize the polling feature to collect the audience’s opinions
- Host contests, encouraging people to post photos mentioning you with your event’s hashtag in order to receive a special prize
Selling tickets and promoting events on Twitter
- Create engaging and cool hashtags that would encourage people to retweet you. Using hashtags increases engagement by 50% for companies.
- Respond to your audience’s mentions and replies to your tweets. Make it a conversation instead of a one-way communication.
- Live tweet during your event
- Host a contest, specific for your Twitter audience, with a special discount to your event tickets as a prize
- Use visual content inspired by current trends to engage everyone
- Have a countdown for your event
- Share short but useful tips
Selling tickets and promoting events on LinkedIn
LinkedIn is perfect for your B2B events. It has a strong database of professionals across various fields. With this platform make sure that you use its groups features, and to share all of your blogs and informative content on Linkedin.
- Post about the event in relevant LinkedIn groups
- Target first-level connections through InMail
- Share a company status update
- Upload teaser videos about your event
- LinkedIn ads
- Posts with partners and sponsors
Selling tickets and promoting events using Google Ads
If you are willing to invest a bit of money into your advertising. It should be noted that 91.5% of all digital searches are conducted on Google. So what better platform to advertise for your event other than google ads? Investing in this will provide your with an extra layer of visibility. It’s easy, really all you need is to know your target audience and keywords, choose a channel and set a budget.
Using ads where they matter
When you are choosing where to place your ads, keep in mind that In 2016, 36% of event tickets were purchased on mobile versus 64% on desktop. That doesn’t mean you shouldn’t spread ads on mobile phones but make sure that all of your actionable ads target desktop devices, while your awareness ads target mobiles.
Use “what’s in it for them” visuals
Highlight what your attendee will gain if they attended your events. Use infographics about last years attendee’s experience from reviews, to star-ratings, success stories or any valuable connections made.
Tap into current trends
See what everyone seems to be talking about on all social media platforms and figure out a way to make it a part of your content. If the hot trend right now is “Carpool Karaoke” consider making a bunch of videos with your speakers and host singing in a car. Hacking the trend helps your content rank higher and will make your event more shareable.
Answer questions as content
A valuable content piece would be answering the frequently asked questions people have about your event. This type of content would take you minutes, fill up slots in your content calendar, keep your name and brand in your audience’s feed without compromising value and would save your message response team a lot of time.
Use current Google searches to your advantage
Try typing your event name/industry keywords on Google followed by “is” and see what comes up. The google autocomplete can help you understand what types of content are your audience already searching for. You can then generate content, preferably blog articles, from these search results to make sure that you rank higher when people search for these phrases.
Choose the right tools
Using the right platforms and tools to market for your content is an essential part of any content strategy. Your tools are your means of visibility, if you have great content that is not visible to your target audience then all of this would have been a huge waste of resources.
To start planning for your event, find out your best performing channels that you’re going to utilize to promote your event and invest in them.
These steps should give you a head-start, so make it a point to incorporate all of the above tips! Reach out to us to discuss together how our event tech solutions could help you in your hunt for sponsors.