Promoting and filling a live event can take some time. But there are things you can do in only a few minutes to increase your event’s exposure and get it in front of your audience.
Check out these 5 tips you can do quickly to market your event.
Update Your Email Signature
If you aren’t using an email signature – text and/or images under the signature line in each of your emails – you’re missing an opportunity to highlight or promote something of value for your audience or guide them to take a specific action.
When not promoting an event, an email signature is a good place for a tagline (a short phrase that succinctly describes what you do, what you offer, or the transformation you help make happen), links to your social media accounts, a title and link to your freebie or opt-in, or some other promotional offer.
Change this over to the name of your event with a link to sale page once it is live and you’ll get more eyeballs on your event.
Tip: Don’t make your email signature too long or it will lose emphasis and the message will get lost. I wouldn’t include the name of your event, description, location, date, etc, etc. Just list the name, subhead if the name does not describe it adequately enough, and a link to the sales page.
Create an Email Hashtag
When you first decide on hosting an event, and have a name for it, create a hashtag with that name. It’s a good idea to include the year as well so it relates to that specific event. The hashtag doesn’t need to be the full name if it would be too long. Abbreviations are fine if they make sense (be careful the abbreviation doesn’t spell anything you don’t want it to!).
Once you have this hashtag use it everywhere, and encourage others, such as your speakers, clients, attendees, and even friends and family, to use it when referencing your event.
Tip: Before starting to use any hashtag, do a search to make sure it’s not being used for something you’d rather not be associated with. Hashatit is an online tool that you can use to search potential hashtags. You should also go on to Twitter, Instagram and Pinterest and do a search for that hashtag to check for usage.
Change Your Social Media Bios
In most cases, when someone lands on your social media profile, they want to know who you are so they check out your bio. Even if they’re familiar with you, they will still likely see your bio since it is in such a prominent position on most platforms.
Don’t miss that opportunity to gain exposure for your event by updating your bio with a mention of the event and a link to the sales page. On Instagram, your bio is the only place where you can include a link, so use that for your event!
Tip: Since Instagram only allows a link in your bio, you may have used the words “see the link in my bio” in several of your IG posts. If that’s the case, use a tool like linktree, which is one page that houses multiple links and so you can use only that one link to that page in your bio. Linktree provides basic click numbers for your links so you can check activity.
Or better yet, create a page on your own website with those links. You can add a welcome on that page specifically for those who were directed from that specific social media platform (props for personalization!) and then include the links on that page.
Don’t put too many links on that page. If there’s a long list then users will be turned off and won’t feel like searching through it. Keep it simple and stick to the top 4 or 5 most important or valuable links for your users.
Update Social Media Header Images
Another highly visible position on your social media profiles is the main header image. This is front and center when someone lands on your profile and is a big opportunity to promote your event.
Get the latest sizes for all social media images using Sprout Social’s “Always Up-to-Date Guide to Social Media Image Sizes” Google doc, which can be saved to your own Google drive and is constantly refreshed with any changes to size images.
Tip: Make sure to add text under each header image so that when someone clicks on the actual image they will see your event information and a link to the sale page. For example, once you have added a cover image on Facebook, go back to that image, click edit, and you will see a space for adding copy in the description area.
Create a Facebook Event
To extend the reach of your event, create a public Facebook Event. Facebook Events can be private or public, but if you make it private only those you invite will see it - and that won’t help gain exposure!
With a public Event, if someone RSVPs and selects “Going” in the drop-down, their friends will see it in their newsfeeds. Keep in mind, this is just stating through Facebook that they are attending. It doesn’t have anything to do with actual attendance or purchasing a ticket - it’s recommended you set up another system to capture attendance, especially when selling tickets. But it does get your event seen by a greater number of people.
Once you have the Facebook Event set up - and with public events a separate Facebook Event Page gets created - you can start inviting people.
Tip: Facebook limits the number of people you can invite to your event to 500 so they won’t get reports of spamming. To increase this number you can allow those whom you’ve invited to invite others, that way increasing the number beyond your 500 and further expanding your reach.
Go Live on Facebook and Instagram
People are watching more video-based content than ever. And of that video content, live videos are getting better reach and engagement than uploaded videos. According to Hubspot, users spend 3X more time watching live broadcasts than traditional videos on Facebook.
Live videos don’t have to take a lot of time, and they don’t require a ton of fancy equipment, but they can make such a great impact and give you better reach.
Through video you can showcase your personality, and your excitement for the event will show through as well. This will resonate more with viewers than just reading about your event and they will feel more of a genuine connection to you.
So you need to get over your fear of going live and just do it!
Tip: Your lives don’t need to be long but try and stay on for at least a few minutes so that people can see that you’re live and join in. But don’t go too long. The optimal duration can vary but in my experience people tend to drop off after about 10 minutes, depending on the content. (And you only need someone to watch for 3 seconds to retarget them with a Facebook Ad.)
These are by no means the only ways you should market your event, but they can be used as an effective part of an overall marketing strategy that builds your community and fills those seats!
If you're still stuck with how to market your event, or feeling overwhelmed with everything you need to do to plan your event, grab a consultation call and let's get you unstuck!