How To Effectively Leverage Your Events With Facebook Ads
(This training video was originally done for etouches, so I hope they don’t mind that I’m sharing the love here too. If you don’t know about etouches event management software, make sure you check them out!)
Have you noticed your competition promoting their events with Facebook ads?
Facebook isn’t just for showing off the latest picture of your cutie kids or for posting adorable cat videos. It’s also a powerhouse for attracting and engaging your event clients.
With more than 1 billion users, do you ever wonder how to leverage your events with Facebook ads?
It may be the best social media platform to target your niche market and sell tickets to your events, but it’s important to get it right because Facebook ads can be highly effective for your event planning business.
How To Market Your Events With Facebook Ads
The problem is, most people – event planners included – use their personal page to market their business and post personal pictures and updates when the two should be separate, and they don’t know how to use Facebook to advertise to their clients and the people who are actually interested in their event services.
Is that you?
The key to doing it right: create a strategy and continually test your ads.
Watch today’s video to learn how to easily market your events with Facebook ads and find out why no one is going to find your event on Facebook (unless you do this).
I’d love to hear from you.
In the comments below, let me know if you’ve used (or tried to use) Facebook ads and how it went. Was it a disaster, a success or somewhere in between?
Your comments help the entire community, so thanks for sharing!
Have an eventful week,
P.S. If today’s episode helped you, please share it with your friends, colleagues and other event planners – anyone who could use some help promoting their events. Especially if they’re building a business!
In this episode: 00:01:47 Setting up your Facebook fan page 00:07:12 How to figure out your target market on Facebook 00:12:38 Why it’s important to drive ‘likes’ to your fan page 00:13:49 How to engage your Facebook audience 00:16:40 When to use “Boost” post 00:23:53 What is retargeting and how it drives sales 00:30:01 Why videos are effective to event marketing
Melissa: Without any further ado, Melanie, please take it away.
Melanie: Thank you, Melissa, and thanks for having me here today. I really looked forward to this Facebook training. And what we’re going to talk about today is, no one is going to find your event on Facebook unless you do this. So I’ve got some great tips for you, and a couple of strategies that you can use to promote your events and/or your event planning business. So I am just going to do a quick screen-share here, so that you can see me, quickly, and then we will get right into it. So I want to let you know what we will cover in this training today. I am going to refer back to my notes and I am also going to show you some slides–actually not slides. I am going to go right into my Facebook fan page so that I can really point out where things are and how to use them. Some of these things you might already know, but there’s probably a few in here that you just don’t know because Facebook can be quite complicated, in some ways, when you are getting into the backend side of it.
[1:05] So what we are going to talk about is setting up your Facebook fan page, figuring out your target market, which is really important, why it’s important to drive fans to your Facebook fan page, even with the current changes that have just occurred with Facebook, how to engage, and why it’s important to engage your audience, promoting your most popular posts and why you want to do that. We’re going to talk a little bit about retargeting and I’ll explain what that is, for those who don’t know. And at the very end, I am going to give you a few extra tips that are just some takeaways that you can use that you may not have thought about. So, let’s get into it. So, setting up your Facebook fan page.
[1:47] You maybe already have one, and again, I’m just going to do a quick screen-share, here. So, we can go into my Facebook fan page and you can just see, kind of, how it’s set up for those of you who don’t have one. But for the training purposes, I am going to assume that you already have a Facebook fan page. So, this is what it looks like. You can post little inspirational quotes, you can do things like blog posts, you can start promoting your events or your business, whatever it is. And—I apologize. I’m going back and forth, here. So, we’re going to get into that in just a second, but—the purpose of having a fan page is to really target specific people that you want to draw to your business, and more specifically, your event. In this case we are talking about promoting your events. So, if you’re going to run an event over and over again, you can have a separate fan page specifically for that event. It can be separate from your business fan page. You don’t have to do that, but it’s an option for you. So, there’s a couple of things that we want to go through, and each one will apply to your business and/or your event. And what I want to point out are, just give me two seconds, I’m going to do another screen-share. We are going to pop back and forth a little bit here, again, just because I do want you to see what I am talking about and what’s important. So, if you see, if you go into my Facebook fan page, here you can see messages. Now I specifically set this up so that—I’ve kind of cleaned it out a bit—but so that people can go onto my page and send me a message.
[3:27] You can see this right here. So, it’s really important to do that, so people can contact you easily. If they have a question about your event that’s coming up, maybe it’s about pricing or dates, but if they want clarification, they can see that, and they can click on it and send you a message, right away. A couple of other things that we want to get into are the—sorry, I am just going to go through—settings, here, settings. I’m just jumping around. Into the settings. Now, these are a couple of things that you may not have thought about, but this is really important, particularly when you are starting to do Facebook ads. There’s a couple of things— This is where you can set up the messaging. So, you can enable it, or not. You just need to click on that little button there and hit “save changes.” Mine is obviously already done, so we don’t need to do that again. That will set up that little button for you on your homepage. But the other thing that’s really important, that most people don’t even realize is on here, but–country restrictions.
[4:25] So the reason this is important is, if you were setting up Facebook ads, if people are able to contact you from any country, anywhere, you may be spending and wasting a lot of money if you don’t have your country restrictions set up. So, for example, the majority of my clients are all in Canada, the U.S.–the majority of them–the United Kingdom and Australia. They are English speaking countries. So, I have set up my restrictions specifically for those countries. And I recommend that you do that as well. We’ll talk about the U.S., for example. If you’re only doing programs in the United States and all of your clients that you are targeting are in the United States, put that in there, because you will save a lot of money when it comes time to pay for paid advertisements through Facebook. So that’s one of them, you can add any other ones as well. If you are worldwide, which probably very, very few people are, and few businesses are, then it’s not relevant to you. But, for this purpose, I am pretty sure that anyone watching this is going to have some restrictions. And again, it will just save you some money. The other thing is that, age restrictions are another one.
[5:36] Again, this is really important for when you get into paid advertising. I’ve set mine up for people over 18. This also means that people under 18 cannot find my page if they are searching for it, or if they are in countries outside the United States, Canada, the United Kingdom or Australia. In my case, they can’t find my page. And in some cases, on the odd occasion, I do have a few clients in other countries, like, say, France, or Germany, and they are not able to Like my page, which is fine by me because the majority of the time, I am not advertising to them anyway, and I can just reach them through emails or other means. So this is the way I’ve set mine up. People over 18 years old. If you have anyone–this is just kind of at a side–if you have anyone on your Facebook fan page, currently, who is under 18 and you set it up this way, then you are going to lose them. They’ll be gone. This is just, if you have, if you’re targeting teenagers, then anyone over 13+, 17, you can see that the different options here, and then alcohol related, which is not what we need to talk about. Anyway, so those are just a couple of settings that I think are really important and will help you with your paid advertising later and down the road. All right, so I am going to take off my screen-share again here, just so you can see me. And we are going to—I just wanted to go through those again, just because most people don’t really know about them, but they are really important.
[7:12] The next thing you want to do is figure out who your target market is. So you can go to a website called Quantcast.com. That’s spelled Q-U-A-N-T-C-A-S-T.com, and you can even put in your own URL, your competitors’ URL. And what that will give you are the demographics for the people that you are targeting. So, for example, if you want to compete with some of your competitors in terms of the events, or even just getting the attention of the same type of people, go to QuantCast.com, type in the competitor’s URL. It will give you a whole bunch of demographic information about who hits their website. It’s a fantastic tool for you to use. And then you can take that back and use it in your Facebook advertising. And set that up. So it will come down to male or female, age, where they’re located, all those sorts of basic demographics. The other amazing thing about Facebook that—and again, they’ve been changing a lot of this around, and they’re really making it a lot easier for people to get this kind of information through their website. It used to be that you’d have to go in and do a whole bunch of different trainings to figure it out. And it was quite complicated, to be honest. But, anyway, so what you can do now, is you can go into your “Insights”
[8:37] and I’ll show you exactly where that is. As I mentioned, we are going to go back and forth here a bit because I want to show you exactly where they things are. So if I go to my homepage here on my fan page, you can see just at the top left side here, it’s got Messages, Notifications, Insights. So if you hit Insights, and this option bar here and go to People, you can see exactly where people are coming from for your website, so you know who to target. So in my case, I know that 56% of my fans are women, and 46% are all of Facebook, and 43% are men. I usually target women and women only when I am doing ads. This may or may not be the case for you, but this gives you information so you know who to spend money on. The other thing is, it breaks it down by country, by city, and then language. So, you can see here, the vast majority of mine are in the United States. Almost 99% of my advertising is solely based in the United States because of this. And then I may or may not decide to micro-target Chicago, Atlanta, even Toronto, and so forth. And I’ll give you all that amazing information so that you can really spend your money and get your value’s worth. So, if you want any other information, you can keep going, it will give you quite a bit. But that’s an invaluable tool that you want to use and get very familiar with in terms of Facebook, especially when you are going to start promoting your posts and/or your events. All right, so, what I am going to do—the thing with Facebook advertising is that it can—there’s a lot of moving pieces. And I know there are many people who are setting Facebook ads up and they were like “oh, it was really, really easy.” It is fairly easy to set up, that is true, however, it’s not a matter of just being easy to set up, because you can throw a lot of money at what you think you’re doing is called advertising, and you’re actually not. So, I highly recommend–we don’t have the time in this training program to go into great depth into all of the ins and outs of Facebook advertising,
[10:57] so what I would really recommend you do is get a training tool by Amy Porterfield or by Social Media Ad Genius. I actually bought Social Media Ad Genius’s training program. It’s specific to Facebook and it’s fantastic. It taught me so many things about not only the demographics of my audience, but also the psychographics of my audience, which when you’re doing advertising, is, in my opinion, more important or equally as important as the demographics, because that will tell you what kind of things they actually like doing, and how you can reach them in places you never thought you could. So, maybe your audience really loves Oprah. Or maybe they really love Carrie Underwood, and you’ve never really thought about it before. But what those training programs will do is teach you how to find that kind of information. Again, this all goes back to just using your money wisely, and not just thinking that “I can set this ad up” or “I can do a boost post and its so, so easy.” It is a little more complicated than that. So I wanted share those two options with you, just because I know they are great programs. I have used Social Media Ad Genius myself and I know Amy Porterfield has a very good reputation. I haven’t actually used her program, in all honesty, but she has a very good reputation. SO, moving on from that, I did want to mention those—we are going to get into the six steps of Facebook advertising. And I am going to try and keep this as simple as possible for you, only because I don’t want to overcomplicate, and I don’t want to overwhelm you and I really want to give you some information that you can use right away for promoting your events. [12:38] So, the biggest thing is that you want to drive ‘likes’ to your Facebook Fan page. And the reason you want to do that—I know that Facebook has been changing their algorithms and their rules a lot, lately, and in some ways, they are making it better and in some ways they are making it harder for people. And there’s a lot of talk about, is this actually important? Or, is having ‘likes’ on your Facebook fan page important anymore? Some people–a lot of people actually are saying no, they don’t even bother. However, on the flipside of that, what happens is, if you start doing your ‘like campaigns’ and you’re attracting people to your page, its really easy to target them directly. So, if they’ve liked your page, you know that they’re interested in what you have to offer, whether that’s through your business or through the event that you are trying to promote. So you’ve already got targeted people. In my opinion, I think it’s wise to get as many likes as you can still, because then you can spend your money specifically targeting those people, rather than spending more money trying to find the people that may or may not like your page. So that’s the first that you want to do, is drive likes to your fan page. [13:49] The second thing is engagement. And with engagement, it’s kind of—there’s a couple of different things that you can do. Contact really resonates with people, and it’s also key in terms of promoting your business and your services and your events. The reason you want to do content versus constantly selling things to people is because people just gloss over it now. We are so used to seeing paid ads and people trying to sell us stuff, so it’s really, really important to start a conversation on your Facebook fan page. So, asking people questions. Some things that you can do are—people really love to give their opinions. So, if you have a post where it’s like, “Do you like A or B?” or “Do you like A, B or C?” Asking the people from your page their opinion about those things will start driving engagement, which is also really important for Facebook to recognize you and for you to be starting to show up in the Newsfeed for not only your fans, your other fans, but also the friends of your fans. So it’s really important to start educating people and getting them engaged. There’s a rule that I like to follow. It’s called the 10-4-1 rule. [15:05] And it means for each week, you do 10 posts that are inspirational or light, or just something that’s kind of fun. Then, you do four posts that are educational, so whether that’s a blog post or maybe you have a speaker coming to your event and you want to share some information about that speaker, you do four posts of that throughout the week. And then, one post that is selling. And there’s some debate about whether or not that’s enough, and it may or may not be for you. You are going to have to do a little bit of testing, but don’t try to sell people through every post that you are posting to your Facebook fan page, because they are either going to unlike your page or they’re not even going to pay attention to you. So that’s a general rule. You’re going to want to play around with it and see what works best for you. I like to post a little bit more than once a week. So again, 10-4-1, so ten inspirational posts or light posts, four educational posts and one selling post. So the engagement, again, really, really important to get people talking about things on your Facebook page, asking them questions. Just be really true to your brand. So if your brand is conversational, if you’re light and you’re fun, then be that in your posts. If your brand is a little more corporate, maybe you have suits-and-ties or CEOs coming to your page for the types of events that you’re planning, then be true to that. Use the language that will engage your audience in that type of conversation. [16:40] So, moving on to the third point: promoting your most popular posts. And again, I am just going to share my screen with you, because I can show you exactly what this means. Promoting your posts isn’t quite as effective as it used to be, but it’s still worth doing. And so, what you do is, you go into –we are going to go back into my Facebook fan page here, and I am just going to start—everything, I’ll always just go back to the homepage so you know exactly where I am going; I want to make this really easy for you. And, we are going to go to ‘posts’ here. Just—oh, sorry, not posts. Insights. My apologies. Insights. And then go to ‘posts.’ There we go. So, you can see through this, I haven’t been doing any advertising lately on Facebook. I have been focusing on a few other things. But, we can still see that if you go to—these are all the posts that I have had in all the past couple of weeks, and then you can see how much reach they’ve had, and the engagement. You know, I am going to give you a couple of tips on how to increase this reach, because like I said, I haven’t been promoting them much. I have been posting and I haven’t promoted them much, so they are quite low at the moment. But I’ll give you some tips at the end on how to increase this. But if you go to, for example, there’s this one right here, they are actually the same one. I just posted them on two different days. So this one was a video, actually, that I did, with a friend of mine, and it had 483 engage in it. So, in that case, you can see here where it says ‘boost post.’ I actually did boost this post for three days, and I targeted people who had liked my page, so I’ll just show you how that works. So, I hit this one right here. So, people who like your page and their friends. And the reason I want their friends is because, chances are, that if they are interested in event planning or my information, then their friends are going to be interested in it. So I really want to make sure that when somebody clicks ‘like’ or they comment on my video or any other post that everybody in their newsfeed is going to see it as well, so they are more likely to come over. And that helps me build the likes on my page and it helps me build awareness of my brand and what I’m promoting and selling. And then you can do things like—you can set your budget. [19:12] The limit is $3, and that’s the lowest that you can go. And you can set it up for one day. However, I don’t recommend that you do that because, you’ll just be wasting your money. Do a minimum of three days. The reason you want to do that is because Facebook doesn’t always approve your posts right away. But, if you start paying for posts and they haven’t approved it, you’re wasting a bit of money, but then all of sudden what happens is, if they decide they aren’t approving it for whatever reason, then you’ve lost that money. So it’s best to do it over three days, get as much reach as you can. The minimum is a dollar a day, so, in this case, I always do three days, three dollars, or ten dollars depending on the post. If it’s a post where I am selling something, I usually tend to do anywhere between $10-$25 and I can promote that for up to one week. And you’ll see here, this is the reach. It’s going to reach anywhere between 1200 and 3100 people. And just, while we are in here, I’ll show you. [20:17] So if you want to set up—if your demographics are different than mine, you can set up an audience, different audiences, you can edit this audience, you can create a new audience, and then you can hit people who are not on your Facebook fan page but who you really want to target. So, it’s really important to go in just make sure that you are targeting the right people, otherwise you are just throwing your money away. So again, that just goes into Insights, and then Posts. See which ones people are responding to. If people are responding to them, then you are going to want to promote them. Great. So, let’s move on from that. Now, the other thing that I wanted to talk about, and this kind of gets into a bit more detail. They’re called dark posts. [21:07] And you may or may not have heard this term. Again, I am not going to get into the real fine details about this because really, it can kind of complicated and we just don’t have that time. But just go and check out Amy Porterfield’s program or Social Media Ad Genius. I don’t get any money for them. I do have an affiliate link for Social Media Ad Genius but I am not even including it because, who knows where it is? That’s not really the point of this, so check those ones out. But dark posts are really important. A dark post is an unpublished ad. So, it won’t show up. It’s not something that you’re actually going to post on your actual newsfeed, or sorry, on your actual Facebook fan page. It’s a way of going into ads manager, which is—if you go into chrome, it usually only works in chrome, go into ads manager, which is on the left-hand side, and that’s where you are going to set up all your posts. In order to—If you want to set up some dark posts to target specific people so that you’re not constantly bombarding the people in your Facebook fan page with ads and with information, just go onto YouTube and type in ‘How to Set up Dark Posts on Facebook’ and it will walk you through, step by step. But that one is a really, really important one and I highly recommend you learn how to do that. Again, we just don’t have the time to do that here today but if you just go to YouTube and YouTube it, it will walk you through all the steps. It’s really easy to set up, and it is so, so effective. So, dark posts—really important. And then, moving on from that, the other tip that I wanted to give you is why your ads need to look like advertorials. [22:58] So, if you set up your ads so that it’s just a picture, that is often good. Facebook actually has a rule where you can only have 20% of text in that ad or in that picture, and people respond much more to pictures. So you want to look at, like, magazines. Look at newspapers for how they set up their ads and their newsfeeds and stuff, because they do it really well. And you’ll get far more engagement and you’ll have far more shares and people reading what you’re posting if you set them up in terms of looking like an ad-tutorial. There’s some variations, but they say it’s like four times more likely that you’ll be shared if you set it up that way. All right? The last thing I wanted to talk about before I get into some of the tips is retargeting [23:53]. Now, what retargeting means is, let’s say you go to a website like Zappos, or you go to Amazon, and you’re looking up something like—I love Zappos. I love to go and look at shoes and clothes on there and buy things when I travel to the U.S., I get things shipped to the hotel. So I’m on there, I am looking up dresses and I find this fantastic dress, and maybe I put it in my favorites. Maybe I’ve even bought it, doesn’t really matter. But then I go back onto Facebook, and then I see—oh, there’s that exact same dress on the right-hand side of the Facebook fan page. And I’m like, “oh, how’d that happen?” And I know it’s happened to everybody because retargeting is very popular now. But that’s what they call retargeting or remarketing. Two different terms, same meaning. So what they’ve done is they’ve taken what’s called a pixel, and they’ve taken it from Facebook and put it onto their website. So, you can do the same thing. So, between doing dark posts and remarketing, you can really hit people in a very, kind of, gentle way, but it’s super-targeted. And that’s really, really, really important for selling your events and promoting your events. And, it also gets people back to your website. So, if you’re promoting your events—say I go to your website, and you have a gala event coming up in a couple of weeks, and I’m like, oh I might go, I might not go, I am going back and forth with some friends or family—should we go to this, shouldn’t we go? And then all of a sudden, you just are like, I’ll make the decision later and then you forgot about. Well, you’ve lost that person if you haven’t done any retargeting. Chances are, they may or may not remember, but if you do some retargeting, you’re constantly reminding them that this event is coming up. But, in kind of a gentle way. So, what you can do is—again you can just go to YouTube, and this is really easy. I am not a technical person and I learned how to do this, and I actually did it myself. It was so, so easy. [25:26] So, if you go onto YouTube and you just type in, “how to put a Facebook pixel on my website,” it will, again, walk you through, step-by-step. There might even be some posts directly from Facebook that pop up, and it will walk you through step by step. If you really aren’t comfortable with doing that, then find somebody who is. I really, highly recommend that you do retargeting. It is one of the most important things that you can possibly do for any of your promotions for whether that’s business or your event. And, again, so this is just like, it’s a strategy that’s highly effective and used all the time. You can’t really capture, to my knowledge, you can’t capture any information. I know some people get freaked out about it, like, “oh my god, they’re following me.” They aren’t actually following you, they just know some of your movements in terms of what you’re interested in. And that’s what you—it’s just a really important in terms of marketing, because if you don’t know what your audience is interested in, you’re going to have a harder time selling to them. So, again, setting up those dark posts and setting up that retargeting pixel on your website from Facebook is really, really important. And then, let me just refer to my notes so that I make sure that I get everything, because for those two in particular, I really don’t want to miss anything, and I think we’re good. And I know that you can ask some questions, so if you do have any questions, please feel free. I am happy to answer anything that I can, or if I don’t know the answer, then I’ll refer to somebody who does or I’ll find out for you. So, let’s just get into, kind of, the last of this. So, when you start your campaign, there’s three main funnels or strategies that you want to consider [27:41]. And, I know I talked a little bit about this, but I just want to recap them again. So the first one is targeting your new leads, and why that’s important. So, going onto Facebook, making sure that you do a Facebook ‘like campaign’ and getting the relevant and the appropriate people to your Facebook fan page so that they’re interested in what you are doing. And then focusing on educating them. That is really, really important. And then, the next step is selling them. So you don’t want to skip that order. You don’t want to sell them and then educate them. You might have a couple of people that will buy because they know you, or they know your event, or they’re like, “oh, that’s really cool.” But with the majority of people and the amount of content that’s out there these days, the amount that we just don’t pay attention to any of it because there is so much, make sure you follow: targeting your leads, focusing on educating them through blog posts or any other videos, anything like that, and then selling them on the event. So, you can even subtly sell them through educating them, as well. You can mention your event in your blog post or in your video, and then at the end you can have a link to it, which I would definitely recommend. Because, you don’t want people to be like, “okay, great, you mentioned it, but now what? Where do I get it?” And then they have to go through another step. Make it really easy for people. And then, I think I wanted to actually mention one more thing about the pixels. And again, just going back to what I said earlier that people really get caught up in this low cost—like, “oh, I set up a Facebook ad and I only paid 3 cents per click.” You know what? That’s great. But who cares? It actually doesn’t matter if people aren’t buying from you. That is far more important than how much you paid. And then the cost of acquiring those people do that. So, just, don’t—when you’re setting this up, don’t get caught up in “yay, it wasn’t that expensive.” Really focus on how am I going to give the most value to my audience? And how am I going to sell my tickets? You want to sell tickets at the end of the day. You want to sell your events, give them a good promo, and make sure there is value there for them. All right? [30:01] And then, the last bit that I wanted to just get into. These are just some bullet points that I want to share with you. So, one of them is, make sure you upload—if you have any videos that you’re doing, and I highly recommend everybody getting into video promotions because they are far more engaging and that’s just the way things are going, so have face-to-face time. You can see me, I have shared my screen with you. Whenever I am doing my videos for Event Planning Blueprint, I always try to keep it as interactive as possible. But keep that within your brand. If it’s not appropriate to your brand, then don’t do it. It is for me and it is for my brand, so you’ve got to work with what suits your brand. But, videos—no matter how you set up the video, they are extremely effective. So, but when you’re setting up your video and you’re going to promote it—[30:55] so you’ve got a video from your event from last year, and it’s got music and it’s really exciting and fun, you don’t want to actually post the link in the post. You actually want to upload the video itself. And the reason you want to do that is because in some of the changes that Facebook has integrated into their algorithms and if you do that, more people are more likely to see it, even without promoting or a paid ad. So make sure that you do that, all right? So upload it. There’s a link there that says ‘Upload Video.’ You can do it right on there. And then it also keeps it in the archives for you so people can go back and look. So that’s one. When you’re going through and you’re setting up different buttons, you can do things like ‘buy now,’ ‘learn more’ those types of things. [31:48] I just wanted to mention that the ‘learn more’ button is really, really effective and it’s actually one of the most popular ones. Now, having said that, make sure you test it for you audience and for what you are selling. Overall, it tends to be the most popular but it may or may not work for what you’re doing. So, just one point. [32:05] The 10-4-1 rule, I just want to tell you about that again even though I talked about it. So, for every week, you are going to do ten posts that are light. They’re engaging, they’re inspirational. Maybe it’s a quote from a speaker that you have coming up, with their picture on it, something like that. And then the four is four educational posts, so blog posts, or video trainings, and then one—I am going to actually say two, if not three posts where you are selling, and you can spread those out. You can also find out when you’re audience is engaged, again just going in through Insights. You can see what time of the day, and what days they are most engaged with you. So, really get familiar with the Insights tab on your Facebook fan page. And I know I mentioned that with Facebook, that they have their 20% rule, so you can’t have more than 20% content on your promotions or on your pictures. In the text, there cannot be more than 20% text there. One thing that I would recommend doing is testing your ads. [33:12] At the end of the day, this is all about testing and then understanding the results that come of it, because it is really easy to set these ups but if you don’t understand the results, then you literally are throwing money down the drain or lining Mark Zuckerberg’s pockets, which I don’t have a problem with as long as I am getting something for it in return as well. So what I recommend you do is take two or three ads, and you can even do this, you can put them out lay them out, maybe draw them out. It doesn’t have to look pretty, but just so you have some sort of strategy. Draw out three different ads, maybe they all have the exact same picture and the exact same text but the call-to-action button might be different. So, it might be ‘learn more’ ‘buy more’ and then something else, I don’t recall off the top of my head, I think subscribe is another option that they have. Or, you take those and you change up—you have everything list the same, so the text is the same in the two or three ads, the call-to-action button is ‘learn more,’ ‘learn more,’ ‘learn more,’ but the pictures are different. Pictures are extremely, extremely important. So you want to have clear pictures, red colors are really good. Even white colors sometimes, depending on how much they pop, can be really good. And it has to relevant obviously, to what it is that you’re selling. So, just test those and see which ones people are more inclined to engage with. And then you can just get rid of—say, you already know that picture number three doesn’t work at all. You’ve tested it a couple of different times in two different ads. You’re done with it. You don’t ever have to use that ad again because it’s just a waste of money, but picture A works really, really well. People love it. They engage with it. They’re clicking like, they’re making comments, whatever it is. Then, you know that you should start using that picture more for different ads because it’s something that grabs their attention. [35:04] But again, it’s really important just to test two or three ads and change one element while you are testing them and keep everything else the same. The last here points that I just want to mention are—add a sense of urgency. So if you have ticket son sale for your event, let people know, you know for example, registration closes April 1st. Or get your tickets before April 1st. Last tickets sold April 1st. Something like that. Make sure there is a sense of urgency on there so that people are going to take action. The other thing that you want to do in order to promote your events–and this isn’t just through Facebook, although Facebook uses hashtags as well–but setting up a specific hashtag for your event. [35:46] And then, making sure that everybody knows it. And you can even put these in your promotional items. You know, it’s not just for your attendees. You can start putting the hashtag at the bottom so that people can start really engaging before the event even takes place, which is fantastic and free promotional awareness for you. And then the last thing is, again, using that call-to-action, but using it so that there’s a link to your event page. So if you have a ‘learn more’ button or ‘find out more’, whatever your button says, make sure that it goes directly to that event page where people can learn more about it, but they can also buy tickets for your event. So, again, I hope that was really helpful. I know it’s a lot of information. I would really recommend that you listen to this a few times because the information I didn’t give you is not complicated, it’s just a matter of getting used to it, and it’s all relevant for what’s happening today with Facebook. [36:49] However, my caveat is that Facebook is always changing their rules and their algorithms, so you’ve got to stay up to date with it. Because, in six months, some of this may or may not be relevant, or they’ve changed the location of it in terms of the buttons and that kind of stuff. But, I really wish you a lot of success with it. Facebook is an amazing, amazing tool. Do not underestimate the power of using Facebook for your promotions and selling tickets for your events because if it’s not the best way, it’s one of the best ways to do it. So that’s that, So Melissa, I want to thank you and if you have any questions for me I am happy to answer them.
Melissa: Great. Thank you so much, Melanie. All of that was so great. I do have one question for you. With all of the information that you were able to share and all of the tips and tools and all of the promotion, there’s a lot of statistics that can be measured from that. Do you have any third party reporting tools that you would suggest or even within Facebook to track all of those stats?
Melanie: [37:50] To track your own stats? It’s really about becoming familiar with how to read the stats. My favorite tool is YouTube. If I don’t know how to do something, I always refer back to YouTube because I am a visual learner and I like to see the videos. And so, I’ll just put in, how to read Facebook analytics, for example. And chances are, there’s going to be a whole bunch of videos coming up that will show me how to do that. I personally learned how to do it because I bought a training program. I was very serious about learning how to do Facebook ads that were relevant for me and for my audience. And because I also know the impact it can have and how important Facebook is now and going forward. You know, I know a lot of people are like, “oh, Facebook is going down,” do not fool yourself. They are taking over. They are becoming the go-to place, especially when it comes to advertising for your events. So, make sure you know how to read it, whether you do that through YouTube or you go back and you buy a training program. I am not sure—I suspect that Amy Porterfield does this because she is very good at what she does, but I do know first-hand that Social Media Ad Genius will teach you how to do it, so, I would recommend that.
Melissa: Great. And one more question. So, with Facebook ads, you mentioned how spending some money with those ads is definitely beneficial. But for those pages that don’t have too many fans, what would you say is the lowest amount of fans that a page should have before deciding to put money into those pages?
Melanie: [39:41] Well, the Facebook rule is actually that you have to have at least a hundred fans before you can start doing anything. Anything below that, they won’t even bother. And it’s not worth your time or money, anyways. So if you have fewer than 100 fans or even if you have, say, fewer than 1,000 fans, you can do in through any of those trainings or even go to YouTube and you can do an actual—it’s called a Like Campaign. You can set it up through ads manager. You know, I would even suggest people even go through and, without hitting the button to pay for ads, go through Ads Manager. It’s on your left-hand side, you’ll see it. It’s called Ads Manager or Adverts Manager, I can’t recall off the top of my head exactly what the wording is, but you’ll see it there. Just play around with it and see what works, but you have to have at least a hundred people before you can do anything.
Melissa: Gotcha, that’s great. So thank you so much for all of that. That’s all that we have for today. I’d like to thank you again, Melanie for sharing all that great information with us, and I’d also like to thank everyone who is joining us. Be sure to check back to our engage page on our website for future webinars and also feel free to reach out to us by email at firstname.lastname@example.org with any feedback or questions you may have.
Melanie: Thank you!
Melissa: That was great. All right.