The two best things about Facebook adverts are that they’re targeted and they’re cheap, and you only need a Facebook Business Page to be able to use them. Their primary motive is to drive traffic to a specific landing page, and your ads will only appear in the news feeds of people who belong to your target audience. This is decided by their profile movements and demographics.

KNOW THY CUSTOMERS

This one gives me a déjà vu because I’ve already used the same subheading in another blog post, but it’s just so apt that I couldn’t control myself.

Facebook is a platform where people demonstrate their inclination towards a wide range of interests – favorite colors, shows, actresses, destinations and so on. All of this serves as data for you to formulate your marketing strategy to cater to your customers. One of the best ways to track down people who might be interested in your brand is by tapping on the followers of your competitors. For event presenters like yourself, you might want to catch hold of people who are interested in the kind of events or concerts you organize. If you’re hosting a fundraiser for a certain cause, you might want to place your ad in the feeds of those who are actively supporting the cause or have previously attended a similar fundraiser.

KNOW THY CUSTOMERS TOO WELL

Now there’s a subheading that’s not been repeated!

While Facebook adverts are cheap, having a very broad audience is definitely going to be expensive, even for Facebook ads. Try to be more precise with the factors that you use to filter out your target audience. Maybe these filters will not work the first time, so keep experimenting as you track your traffic. After a few tries, you’ll have a clearer idea of who your audience actually comprises of.

KNOW THY CTA

Am I overdoing the subheadings? Well, you’re still reading, so probably not.

Your Call-To-Action is the make or break point of your advertisement, so make sure you frame it wisely. If you want your ad to be noticed amongst a stream of Harry Potter posts and cute puppy videos, you have to make sure it’s tempting enough to be clicked on. Try publicizing a specific offer, like an end of season sale or a giveaway, because they usually catch attention.

PICTURES SPEAK

Your Facebook ads are going to be little square boxes with minimum number of words (20%, to be precise). So, if you want them to stand out, you’ve to make sure the imagery you use is catchy. Be bold with the colors and use pictures of people, because this provides a certain level of human intimacy. Also remember that you don’t have to be gaudy to be catchy.

ADVERTEST BEFORE YOU ADVERTISE

Before investing a huge amount in Facebook ads, allot a small test budget for a particular target audience and run your advert for around a week, use Ad Manager to track its performance and keep changing your strategy accordingly. Under Audience and Placement, you’ll get an insight into the age groups who clicked on your ads the most number of times, and also whether the clicks were on a mobile device or a desktop.

In Conclusion, Facebook provides a highly targeted platform for advertising. You practically get to customize all aspects of your ad campaign – how long will your ad run, how many people can view it, how much can you pay for it – and analyzing the results is even simpler. If you’re smart with the budget you invest, you can exploit all benefits that Facebook adverts have to offer.

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1. Create website content that can make conversions happen

Since your website is where people will land before they buy event tickets or think of buying, you’ve to make sure it not only prevents them from changing their minds, but also eggs them on. In order to optimize your website content so that it generates maximum ticket sales, follow these simple rules:

• Begin with your conclusion
• Use headings, subheadings, bullets, and numbers
• Keep things short and sweet. Avoid long sentences and paragraphs
• Incorporate overviews and summaries
• Highlight vital details
• Be considerate towards privacy and copyrights

Your website defines your credibility, so including your speakers, feedbacks from your past attendees, press mentions, photos from the previous events etc. can be a great idea. Also, keep updating your website and make sure no outdated information is lying around. Embedding Facebook or Twitter feeds and having an active blog also keeps customers in the loop. Avoid advertisements or banners on your website that may distract and annoy your visitors.

2. Design your pricing and promotional offers creatively

Because only pretty websites and newsletters can’t do the trick. Divide your tickets into at least three categories – Early Bird, Standard, and VIP. You can decide the price range by evaluating the average price of your tickets. If the average price of your ticket is $40, you can offer Early Bird category at $20-$30, the standard ones at $50-$60 and the VIP at $70-$80. Categories that convey urgency and are time/quantity restricted always work. If you have special discounts and offers, promote them widely. These can include ‘Buy 2, Get 1 Free!’, couple and group discounts, and referral coupons. With Yapsody, you can even have Access Codes, which are special codes that aren’t available to everyone and come along with special features such as a free dinner or an after-party. Never offer a lower price for the tickets than you’ve done before. This may cost you your attendees, and a great deal of reputation.

3. Your Call-To-Action (CTA) is your Superhero

Do not underestimate the power of that tiny button with two little words, because it has the potential to make, or break, a sale. To make sure you are using your CTA effectively, incorporate these factors in it:

• Offer benefits to your buyers. As covered in the previous section, this can be done by offering early bird discounts, group discounts, and referral coupons.
• Create a feeling of urgency by putting a time or quantity restriction. Make your audience feel as if they’d be missing out on something huge if they don’t register immediately.
• If you offer a money back guarantee or full refund, your attendees are more likely to register right away because of the reduced risks.
• Use imperative verbs for your call to action, like “GET YOUR TICKETS!” or “BUY NOW!”

4. Develop a lovable registration process

A lot of people, on seeing your website/newsletter/advertisements are going to think of buying event tickets online. But, if you have a gloomy, boring, lengthy registration process, they might drop it mid-way. Here are a few tips on how to make the process optimized for your attendees:

• Keep it short and simple. If there are ambiguous fields, add necessary descriptions.
• Information that isn’t needed shouldn’t be asked for.
• Although asking them to create an account may not necessarily lengthen the procedure by many fields, users tend to go ‘meh!’ when they are asked to do so.
• Know and use the currency, payment methods, and language that are local to your target audience. This is known to have boosted ticket sales by 300%.
• Conserve your brand identity by keeping the registration native to your own website instead of redirecting users to a third-party site or service.

5. Make your registration all-device-friendly

In an era where people browse the internet on their watches, building websites that aren’t compatible with mobile phones and tablets will work against you. While personal computers and laptops are usually used for browsing stuff that’s informative or entertaining, people resort to their mobile devices when they actually have an action to perform and a purpose to fulfill. If your CTA button or registration form is not mobile-friendly, users might get annoyed and give up, losing you a good 70% of your potential attendees.

In Conclusion, just take care of two basic factors – your website and your event’s registration form. All the above 5 steps revolve around these two, and in order to make a great impression, these are the boxes you should be tidying up.

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