7 Event Marketing Secrets to Sell More Seminar Tickets on Facebook
If you’re an entrepreneur or business coach, a seminar is one of the best ways to introduce your services and getting people to your sales funnel. Also, if you’re a seminar organizer with the primary goal of maximizing seminar attendance, then this is the event marketing blog for you.
With the latest technology in social media and the ability to specifically narrow your target audience. This allows you to reach those audiences easily and cost-effectively. A lot of entrepreneurs are trying to sell their products or services on Facebook. In this blog entry, I’m going to expose our secrets to sell more seminar seats by taking a previous case study of our past clients.
- 2 for 1 strategy.
- Landing page funnel
- Choosing FB Ads format
- Facebook Ads copy
- Facebook Ads banner
- Custom Audiences.
1. 2 for 1 strategy.
In organizing the seminar, one of the ways to get more participants is to have them to bring friends or business partners to join them in the seminar. The 2 for 1 strategy basically means offering 2 tickets for the price of 1. This motivates the attendees to bring friends along. With this strategy alone, records show that at least 35% of attendees bring partners to the event. This is a great strategy to implement if your goal is to get more participants into your sales funnel.
2. Landing page funnel
One of the great ways to run a highly converting campaign is by splitting your landing page into two parts. This works well if you are running campaigns on Facebook. The first part that you need to focus on is to get as much leads (in the form of emails) as possible. The reason behind this is you can nurture these leads through email newsletters. And you can also run re-marketing ad campaigns to remind them about the event. This is easily done with marketing automation software such as Infusionsoft.
The second part is usually focused on the seminar tickets. Your landing page needs to be highly optimized in order for your attendees to want to buy the tickets.
The things about landing page optimization for ticket sales that you need to consider are:
- Unique value proposition
- Hero Shot
- Social proof
- Call to action
3. Choosing the right Facebook ads format for your event.
You can try a bunch of ad campaign objectives such as “clicks to website”, and “website conversions”
Based on a few tests, it’s best to launch “website conversion” ads. This is because Facebook prioritizes delivering your ads to people who are the most likely to convert. This means that you will get great results with your ROI if you set your campaign properly. Also, make sure to set your bids manually if you have a limited budget.
Setting a manual bid ensures that Facebook only spends the within your budget in one day. This makes your campaign run longer but may cause you get lesser conversions. When your daily budget runs out, your ads stop delivering on Facebook.
If you have a high advertising budget, then it is highly suggested that you select automatic bidding. This is because it causes Facebook to try to win every ad auction so that your ad gets delivered to more people who are more likely to convert.
Facebook ads delivery works via auction. Which ad that gets to be delivered to a Facebook user browsing the newsfeed is determined by 2 factors. These factors are ad relevance and bid. You have control over these 2 factors. You can make sure that your ad relevance is high by making high-quality ad creatives.
If you’re not confident that you can do this yourself then outsourcing is a good choice. There are a lot of freelancers out there who do great work on ad copy-writing and ad creative design.
4. Facebook Ad Copies Matter
You are marketing your events to people who are online and tech savvy. It follows that you need to make sure to have an exceptional pitch to convince them to click on the ads.
We did tests for our campaigns with varying ad types with long and short pitches. At the end of those tests, the long pitches get the 80% of the total conversions.
One of the reasons for the incredible result of a short vs. long pitch is because of the user’s orientation. We observed that people tend to get attracted to:
- imaginative keywords
- definite Unique selling propositions
- concise benefits
5. Facebook Ads banner
When creating ad banners, it’s necessary that you include what is expected in the offer. You need to explicitly state into the banner what is present in the event so that people won’t be misled. The last thing you want is to have your guests have unrealistic expectations when they come to your landing page.
6. Facebook Targeting
Most beginners make the mistake of targeting broad interests. They think it’s a good thing to let more people see your ads but it’s actually harmful. When people who aren’t interested in your ads see and click on them, you waste money. And there’s also the possibility those people might flag your ads as inappropriate. This lowers your ads’ score and will have a negative impact on your campaign. Ad relevance is one of the key factors for ad delivery in Facebook via auction. Facebook puts a grade on your ads from 1 being the lowest to 10 being the highest. If people flag your ads or hide it then it lowers your ads’ relevance score.
If you are promoting a financial seminar, the goal would be to attract people who show interest in:
- stock market trading
In our tests, we saw that setting the campaign objective to “website clicks” cost more per click than the other campaign objectives. It was also a lot more expensive for “website conversions”. This is because the Facebook algorithm can determine which people are most likely to convert on your website or make a purchase. Reaching these high-converting people with your ads will be naturally more expensive.
Another reason for the high advertising cost is that there is a saturation of advertisers who target a broad audience. What ends up happening is that your ads will have to compete with a lot of other ads. And in turn, this results in your budget being used up faster if you set your campaign to automatic bidding since you will have to pay more to win auctions.
What we recommend is targeting your competitors. You can target interests, behaviors, and pages of:
- life coaches
- finance gurus
- social media influencers
- competitor’s event pages
For example in the same finance seminar, you could target people who like financial books or gurus such as Warren Buffett or Robert Kiyosaki.
It’s even much better if you have competitors who have a good online presence and a healthy follower-base. You can leverage Facebook’s audience targeting by targeting your competitor’s followers.
There’s also one way of lowering down cost-per-click, and this is by removing all the filters or segmentation. Once you have identified your competitor’s audience that is similar to yours, just show the ads to all of their audience. With this strategy, we managed to get 1 cent per like and $1 per sign up.
7. The next level strategy: custom audiences.
Facebook is excellent at event marketing. FB has the most precise ad targeting, and ads manager enables anyone to create custom and lookalike audience.
Facebook rolled out this feature in March 2013. Using lookalike audience allows you to upload your email list and target people with the same characteristics on the email list.
Use this powerful feature to promote your ads to your lookalike audience. You can also create a lookalike audience of your fans, website visitors, and emails from those who converted. But to be able to use this, you first need to set up your analytics and Facebook pixel.
Based on tests, the best audience to use is custom and lookalike audiences. We saw a 35%-50% cost reduction in Cost Per Acquisition.
We hope we were able to help you with your event marketing efforts through this blog.