Using Facebook Events to Promote Your Business
Facebook is currently the most visited website on the planet, so if you're not using Facebook to promote your business then you're missing out on a massive audience.
However, if you're paying for ads, you need to be careful. It's all too easy to waste hundreds or even thousands of dollars. And even worse, it's easy to waste hundreds or thousands of dollars and not even get any responses!
If you haven't read it yet, I recommend that you read my article on Are Facebook Ads Really Worth It?
If you're going to advertise on Facebook, one of the best ways is through Facebook Events. The great thing about events is that they maximize the power of viral marketing. Every time someone clicks "going" or "interested" on an event, then their friends see that in their own feed. This means that they too will have the chance to show their interest.
Now, no matter what your industry, if you run a service business then you can almost always set up some kind of an event as either a marketing strategy or as a paid event.
For example, if you run a yoga studio you might run a yin yoga workshop. If you're a personal trainer, you might run a special boot camp. If you're a coach, you might give a group workshop. If you're a therapist, you might give a talk on a particular topic that your audience will find useful.
THE MARKETING FUNNEL
If you know anything at all about marketing, you've hopefully heard of the marketing funnel.
It looks a little like this:
At the top of the funnel, you have people who have not even heard of you becoming aware of your business. They can do this a number of ways, including:
- Word of mouth
- Searching in a search engine
- An ad on a website or offline
- A blog post on social media
- An event on social media
- A special offer on social media
- Another type of ad on social media
Given that today I'm writing about Facebook, we're going to have a look at the bottom four.
Once people have become aware of you, they reach the next stage in the funnel. This is where you capture their email address or get them to "like" your Facebook page or click "interested" in an event you're running so you can slowly start to nurture them into becoming a customer.
Most people WON'T buy from you the first time they visit your website, so you need to find a way to make them come back (usually multiple times).
Here's a step by step guide to using Facebook events to achive that:
STEP 1: SET UP YOUR EVENT ON YOUR WEBSITE
If you already have a website with a built in booking system, then great! All you need to do is add your special event to your booking system.
Even if it's a free event, I still recommend setting it up on your website and getting people to book in. This way you can capture their contact details and market to them afterwards.
If it's a paid event, you'll definitely need to set it up on your website so people can pre-purchase.
If you don't already have a website with a booking system, then NOW is the time to get one! Bookible can provide you with a free website with integrated booking system!
Watch the following video to see how easy it is to set up an event on a Bookible website (you can skip this video if you're not interested in seeing how awesome our system is!)
STEP 2: CREATE THE EVENT ON FACEBOOK AND START ADVERTISING IT
I've created a video for this step as well, so just follow the instructions in the video!
STEP 3: MONITOR YOUR CAMPAIGN
If you haven't already read my blog post on how to set up the Facebook tracking pixel to measure the success of your ad campaigns, then you can FIND IT HERE
Always keep an eye on your campaign to see how it's performing. There are many ways you can check the performance of your campaign in order to improve future campaigns. There are also ways that you can narrow down your audience to achieve a better result, and also create a number of different ads to see which one works best.
There are a many other ways to promote your business through Facebook, and it's also super important to keep an eye on all your campaigns and do proper conversion tracking so you know which ones are actually being effective and which ones are simply a waste of money.
I wish I could give you the perfect formula, but the only way to find the right combination of marketing strategies for your business is through trial and error. You have to be prepared to lose a bit of money so that in the end you can find what works for your business.
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