Are you wondering how to use social media to promote those events?
Social media is a powerful tool to gain exposure, whether you’re hosting a physical conference or an online event.
In this article, I’ll show you few tips to increase awareness, engagement, and sales for your event.
Use Facebook Ads to Remarket to Prospects
Facebook custom audiences allow you to show ads to people who have already visited your website. This is called remarketing (also known as retargeting). Advertisers can show event ads to Facebook users who left the website before purchasing a ticket.
Remarketing can be a very effective strategy because people rarely buy the first time they hear of an event or see an offer. This is especially true for big-ticket items like conferences and conventions.
Create a Highlight Reel From Prior Events
Video provides a unique opportunity to convey the energy and excitement of a live event. Great visuals and catchy audio are a potent combination that drives registration. It also creates engagement opportunities as the video is shared with friends.
Create a video that conveys the excitement and fun of your event.
Things to keep in mind when creating a video:
- Remember your intended audience. Your video should convey the value of your event to prospective attendees. Make the benefits of attending crystal-clear.
- Host on both YouTube and Vimeo. Each platform has different strengths, so take advantage of that. YouTube is the #2 search engine in the world and the most used video platform on the Internet. Vimeo, though smaller, offers more control over your brand and no distracting banner advertisements.
- Leverage it everywhere. Video can be shared almost everywhere: your website and/or event landing page, in your newsletter, in articles, with affiliates and on social media, including 15-second clips on Instagram. Click here to see how we used video on our Facebook event page.
- Facebook loves the video. Uploading native video maximizes your exposure in the news feed. In fact, Socialbakers reported that “Facebook videos achieved 10 times higher viral reach than YouTube links did.” You can also set your video as Featured for maximum visibility on your Facebook page.
Harness the Power of Visual Testimonials
Do you have great comments in the exit surveys from previous events? Maybe you’ve interviewed attendees or speakers and captured statements of excitement about specific sessions, speakers or your event in general. Don’t let those nuggets go to waste!
Create simple graphic images with these quotes and comments. Share these visuals in your email marketing campaign, social platforms, blog posts and email signatures.
Be sure to give attribution to the commenter. People love to see their comments used and they often share this type of graphic. Also, having these third-party statements lends credibility because they provide positive word of mouth about your speakers, sessions and event.
Bonus: Create a testimonial video. The video is an extremely effective medium to showcase the passion and enthusiasm your event inspires. A well-done testimonial video builds trust by allowing viewers to see and hear words of praise, rather than simply read them.
Empower Affiliates, Fans and Attendees With Shareable Assets
Make it easy to share your event. Provide a web page with branded downloadable resources that fit any platform.
For attendees: Capitalize on their excitement! Provide a button to immediately share a tweet or post when they land on your thank-you page after registering.
Tip: ClickToTweet makes it super-easy to create a simple, pre-crafted tweet.
For affiliates/fans: Make it easy for them to share your event by providing a variety of downloadable content: audio, video, an article, graphics, updates (Twitter/Facebook/LinkedIn/Google+), email/blog posts and blurbs/newsletter updates.
Provide options to accommodate different posting styles as well as the image requirements of the various social networks. For example, rectangular images work best on Twitter, while square images look best on Instagram.
Use Photos of Attendees in Social Updates
If you have a repeat event, leverage those fun photos you took at previous events. Even better, share user-generated content on your social accounts.
Take a flattering, fun picture of some of your attendees and create a status update. Identify the people in the picture and be sure to tag them if you can. This gives people an opportunity to comment and talk about how much they learned or what a great time they had and how much they’re looking forward to attending again.
Create One Unified Hashtag for Use Across All Social Channels
This tip may seem like a no-brainer, but you would be surprised how many events skip this vital step. Create, use and market your event-specific hashtag. You should be using this hashtag well in advance of your event dates and it should be included on EVERYTHING. Every digital image you create, every piece of collateral, your email signature… Anywhere you can think of—share it!
Mention Your Event and Hashtag in All of Your Bios
Now that you’ve created your hashtag, don’t forget to add it to the Bio (About) section of each of your social accounts. An event hashtag in the Bio section is an often-underused tactic, but it has the potential for big gains. Once you have a link to your event, update your Bio section, and then people have a very simple way to find out more. They just need to click the link!
Not only does this create an easy way for people to see the event, it also ties that event directly to YOU. Ultimately, people connect to people and this is one way to give authenticity and transparency to you personally, not just the event.
Share Behind-the-Scenes Visual Content
A LOT of work goes into pulling off a fantastic event. Give a glimpse into this exciting and sometimes chaotic experience by sharing images and videos of the preparations going on.
Share stories of how you’re pulling everything together and don’t forget, mistakes and challenges happen. Be authentic and share the challenges you face and what steps you took to resolve them. It humanizes your brand and makes you more relatable.
Posting behind-the-scenes photos and videos is also a great way to generate buzz and boost engagement. It builds an emotional connection by fostering a sense of being an insider to the event, a “glimpse behind the curtain.”
Welcome New Instagram Followers With a Video Invitation to Your Event
Instagram has made it very easy to offer a warm welcome: direct messages with video. You have 15 seconds to say thank you to your new followers and invite them to your event. This is especially effective if the person making the video will also be at the event to greet attendees. Who doesn’t like to see a familiar face when in unfamiliar surroundings?
Add Your Event to Your Email Signature
Have you considered how many emails you send and receive on any given day? Each one of those is an opportunity to spread awareness for your event. Simply add a hyperlink and/or graphic to your signature line.