This document outlines 5 common mistakes made when promoting events on Facebook and provides tips to avoid them. The mistakes are: having incomplete event information, inviting everyone on your friends list rather than targeting relevant attendees, lacking cross-promotion with partners and speakers, having a dull event page that is not regularly updated, and not using Facebook ads to boost reach to new audiences. The document recommends having key details like location, date, and tickets available upfront and targeting invitations based on relevance. It also suggests engaging attendees through updates and giveaways on the event page as well as leveraging partners to promote.

1. 5 common mistakes
to avoid when
promoting your
event on Facebook

2. You have an idea for an event.

3. You have an idea for an event.
You set up your Facebook
event page.

4. Now you wait for your
target audience to
indicate that they are
attending your event.

5. Sounds simple enough, right?

6. But how often do we find that
there aren’t enough people
indicating their interest in the
event?

7. We address the 5 common
mistakes that organizers make, so
that you can learn from them.

8. 1
INCOMPLETE
INFORMATION

9. When your event page goes live,
you should have the basic
information such as venue, time,
date, cost, and link to ticket
purchasing or registration.

10. Information such as agenda can
be updated on the page over
time.

11. But if the main information are not
present on the event page, they
will not be able to make the
decision to buy the ticket at the
moment itself since there are
unknown variables.

12. 2
INVITING
EVERYONE

13. Inviting everyone on your list of
friends to your event might seem
like a really easy way to increase
the number of people who will
attend your event.

14. But this is an ineffective way of
getting the right crowd to your
event.

15. Relevance is important at every
stage of event planning, and
invitation of potential attendees
to your event shouldn’t be an
exception.

16. Facebook allows you to invite
people by association. So if you
have organised other events
before, you can invite the group of
people who attended that event
to your new event.

17. Use this tool to invite the
attendees that are more relevant
to your event, or have friends who
are likely to be interested in your
event.

18. 3
LACK OF CROSS
PROMOTION

19. When promoting your event on
Facebook, you have to think
beyond the limits of your own
channels to convert potential
attendees.

20. Leverage on the social influence
of your event partners, speakers
or performers at your event, and
have them help cross-promote on
their fan page as well.

21. This can really help to increase
the awareness of your event with
a target audience that you may
not have direct access to.

22. 4
DULL
EVENT PAGE

23. After you have set up your event
page, you seldom update it! This is
a cardinal sin for Facebook event
pages.

24. Of course, you must find a
balance between spamming and
updating.

25. The goal is to keep your attendees
engaged on your page so that
they feel excited about the
upcoming event.

26. Engage them with behind the
scenes information, giveaways, or
even something simple such as a
countdown to your event.

27. Update with bite-sized
information that they are likely to
re-share on their feed.

28. 5
NOT USING
FACEBOOK ADS

29. If you have an event and you are
exhausting your own channels,
then using Facebook ads to boost
your event would be a good plan.

30. With the current Facebook
algorithm, asking people to
purchase tickets from your post
status is not beneficial to you.

31. Facebook wants to be a channel
for discovery, and posts that are
seen as “salesy” or clickbait are
penalized in the algorithm which
ranks content on users’ newsfeed.

32. This means that your post asking
people to purchase tickets might
not receive enough reach in the
first place.

33. With Facebook Ads, you can set it
up to directly target the audience
that you would like to convert to
your event attendees.

34. To have a successful campaign,
segment your audience and
experiment with different images
and copy used in your ad to
identify the winning combination.

35. You can set the budget, audience,
and other parameters that make
it a very cost-effective marketing
effort.

36. Got your own event management
tools and tips to share with fellow
event organizers?
Tell us in the comments below!

37. DOWNLOAD
FREE EBOOK
This 30-page ebook is packed with tips and
tools to help you plan and market your event
like a pro in no time.

38. Suling Wong
Produced by Original article by
Shilpa S Nath

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Event Marketing 101: 5 common mistakes to avoid when promoting your event on Facebook