Effective Facebook event marketing for a sold-out event was the topic of focus at the 13th edition of Backstage Pass, a community event by Peatix for organisers. With an increasingly limited organic reach on Facebook, how can you manage your Facebook page to attract and engage the audience you want at your event?
Mark Thompson, a serial entrepreneur of four businesses and successful marketer of sold-out events for Street Smart University and Twenty+Free, had five steps you can follow to craft the best ad copy that will catch the attention of your target audience on Facebook.
5 steps to crafting effective ads on Facebook
1. Know your audience
Interview at least five people you’ve identified as those who would lie within your target audience. Ask about their frustrations, fears, wants, and aspirations. What they say reveals how they feel and think about their current and future situation. It’s a powerful psychological tool you can use to craft your Facebook ads.
2. Pick an image that resonates with your audience
Never use stock images. Choose high resolution images, and hire a photographer if need be. Why is this important? Think about what first grabs your attention when looking at a post on Facebook – that’s right, the image. So invest the time and effort into having a strong image that reflects your target audience’s frustrations, fears, wants or aspirations.
3. Craft copy that speaks to your audience
Remember the interviews conducted earlier? Use the exact words your target audience mentions in the headline copy of your ads, because more likely than not, it’s a reflection of what others amongst your target audience would think and feel. Having poignant copy that speaks directly to their hearts and minds will surely grab their attention in the information rich world of Facebook.
4. Be hyper-targeted with ads
Define every detail. Facebook allows you to do that so by all means make use of it! In this way, your ad is served to the exact people you want for you to get the most bang out of your buck, particularly when the ad is written with them in mind.
5. Review and refine
Your ad is up, but that’s not all there is to it. Keep reviewing them. If an ad is performing poorly, you could experiment with tweaking the image, headline, target interests and so on. Each time you change something in your ad, let it run for at least a day to determine if it’s made a significant impact on click-through rates. Identify ads that perform well too to put more of your marketing budget into those ads.
Note that the point of the Facebook ad is to ultimately catch the attention of your target audience to entice them to click-through to your ticketing page to find out more about your event. Hence, your ad will need to reach the right people, with the right image and headline, and at the right time. Fit these pieces of the puzzle together, and you’ll get a well performing Facebook ad that directs people to your ticketing page, every time.