How to Promote Your Small Business Event on Social Media
Social media can be a great way to build anticipation about your small business event. If you use an effective strategy and the right platforms, you’ll get your event in front of your ideal audience!
Here are seven steps you can take to promote your small business event on social media.
Step 1: Choose Which Social Media Sites You’ll Use
First, choose which social media platforms you’ll use.
If you already have a presence on a site, then it would make a lot of sense to use that one. If you don’t, then you’ll have to consult your buyer personas and think about which platforms your ideal prospects use.
Here is how different demographics used social media in 2018 (in the U.S.) according to the Pew Research Center.
- Facebook is used by the majority (68 percent) of adults.
- LinkedIn is popular with college grads and high-income households.
- Snapchat and Instagram are popular with those aged 18 to 24.
- Pinterest is significantly more popular with women than men.
Step 2: Create Event Pages
Once you have decided which sites you’ll promote your event on, you have to create the material that will be used in your campaign. If you’re using Facebook, the first step will be creating a Facebook event page. Here you can provide info about your event, sell tickets, and directly invite people.
You may also want to create a dedicated web page for your event that contains all the information people need to know. This will be particularly useful if you plan to use social media sites such as LinkedIn and Instagram that don’t allow you to create dedicated event pages through your profile.
If you plan to sell tickets to your event, include buying instructions on your event pages.
Step 3: Use Deals to Entice People to Buy Tickets Early
Offering a deal to people who buy tickets in advance can help you sell out before the event. If people have invested money, they are much more likely to attend than if they just click like on Facebook. Some examples of deals you could use to drive sales include:
- Buy one get one free offer (can also encourage people to bring friends)
- Free food or drinks
- VIP access (such as no queuing)
Step 4: Begin to Spread the Word
Once you have all the practical details set up, it’s time to share your event across the social platforms you chose in step one.
If you created a Facebook event, invite people directly. Start with those who have liked your page, or with people you know have an interest in your business. Inviting friends and family can also be a good way to build your audience.
Where possible, use personal invites—especially if your event is going to be a small one. A trick you can use to increase attendants is to ask people who have said they will attend to invite friends and share your event pages.
Step 5: Consider Creating Paid Ads
Using paid ads can be a useful way to get your event page in front of a many highly targeted people. While it will cost money, if you sell tickets and have effective, well-targeted adverts, you may be able to avoid making a loss.
A particularly useful Facebook ad tactic can be to retarget ads at people who have visited your site/event page but not yet clicked going. Perhaps target these people with a new offer.
Step 6: Continue to Post Relevant Content
After your initial round of invites, you can keep interest high by posting content about your event. Do this in both the Facebook event page and on your other profiles. Types of content you could post include:
- Pictures from previous events (tag people so they get a reminder).
- Information about performers/speakers/people attending your event (again, tag these people so they are more likely to share the content.
- Informative content (blog posts, videos) about the types of things people will learn at the event.
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