The popular social media platform and thriving company, Facebook, is one of the easiest and most effective ways to expand your network and increase your reach. Why wouldn’t it be with its network of over a billion users?
Since everyone and their brother seem to have a Facebook account nowadays, having a solid Facebook presence is ideal for you, your company, and your event. With this how-to guide, you may come to find your ticket sales rise and your reach expands by following 3 key principles to selling tickets on Facebook.
The Right Kind of Content
In 2014, Facebook changed its algorithm for what posts users see on their feeds. Many Facebook users rejoiced at this revamp, but businesses found that their marketing strategies had to be updated.
According to Hootsuite, Facebook is now reducing the number of posts from business profile pages. For instance, Facebook is targeting posts that mainly try to sell something to followers, whether that thing is a product or tickets to your event. Also, posts that urge users to enter into a sweepstakes or buy into a promotion are also being limited by Facebook’s new algorithm.
So, how do you avoid having your posts fall under this category? The key is to create posts that provide followers with great content, rather than posting highly self-promotional updates.
Cision suggests utilizing eye-catching photos from past events or of the event’s venue. People gravitate toward images that tell stories or capture emotion, and Facebook is an ideal place for just that! Having intriguing images will also direct traffic to your page.
Additionally, Entrepreneur advises you to be the expert in your field. Post detail-rich content that relates to your company or industry. In your post description, you can connect people to more information on your company or event.
By posting helpful, appealing content, you can attract Facebook users to your event page, and since Facebook is a great platform for reaching new audiences, you’ll be able to eventually pass on new visitors to your event website.
The Right Kind of Presentation
Your event’s Facebook page is where most people will go to get information. With this fact in mind, if you haven’t already, you should add the “Sell Tickets” button to your page. Directions on how to add this button can be found here.
Don’t stop there, though! Facebook is overflowing with resources to help you reach out to thousands of users.
For example, in a previous post, on event marketing tactics to sell more tickets, we recommended using Facebook’s CTAs. For those of you who may not know, a Facebook “Call to Action” can be inserted onto your event’s page to direct your followers to the event’s official site or registration page. To learn more about Facebook CTA, read post.
Additionally, it’s important to keep your target audience’s mobile activities in mind while laying out your Facebook page and sharing posts. According to Facebook’s 2015 quarter results, 44 percent of Facebook users check their feeds with only their smartphones and tablets (click to Tweet).
As you make your posts and add images to your event page, remember to check how it looks on a mobile device: potentially half of your ticket buyers could be viewing your Facebook posts exclusively on mobile devices!
The Right Kind of Interaction
One of the many helpful resources Facebook has to offer, Page Insights, is an analytics tool that helps you see what posts are gaining the most attention from your followers. Using this reporting tool, event professionals can see how users are interacting with posts, how many times the page has been visited, and how the number of likes change over time.
From the trends you see on Page Insights, you can get an idea of what content your followers tend to like, share, and comment on. Then you’ll be able to focus on sharing only the kind of content that Facebook users are likely to engage with.
In addition to sharing compelling content, organizers can consider creating competitions to engage followers and direct them to the Facebook page. A ticket to an upcoming event can even serve as the prize!
If you are looking to increase the number of people following your Facebook page, consider offering special discounts just for your Facebook followers. This tactic is only effective when you don’t offer the same deal to any of your other social media followers, though. The exclusiveness of the deal may encourage your followers to buy tickets directly from your event page. Building followers on Facebook is a great way to create an audience of engaged users who you can call upon to register for other events in the future.
Since Facebook is built on the premise of connecting with friends, it is a great platform for event organizers to harness when trying to implement social selling. Afterall, 71 percent of users in a recent survey claimed that they would be more likely to be a ticket if the event was referred to them by a friend.
Organizers can harness the power of social referrals through Bizzaro's innovative Ticket Boost feature. Learn more about how to skyrocket your ticketing revenue here.
With its 1.49 billion users, Facebook can provide you with the platform you need to sell tickets and to better market your event by harnessing the power of social referrals.
By posting intriguing content, utilizing Facebook’s analytics platform to determine what exactly your audience finds engaging, and by tapping into the power of social referrals, organizers will be well on their way to selling more tickets to their next event or conference.
What To Do Next:
Discover more novel marketing tactics to increase ticket sales: Click here to learn more
Download our free guide to time-saving event planning tools: Grab a copy now!
Experience Bizzabo’s social referral system for yourself: Learn more.