5 tips for zero-budget event marketing on Facebook

Sep 25 2017

So, you’re organising an event but you’re low on cash to throw into the event promotion. Well, Facebook is here to your rescue: it’s not a magic-wand marketing tool, but with enough effort put into the promotion you can easily increase your event visibility and attract new attendees. Here are just 5 things we recommend to try:

1. Create a Facebook page for your event

This might seem as a no-brainer or not, but if you don’t have a Facebook page for your event (or company), you should create one now. A Facebook page is a great place for people interested in your event to keep tabs on what's happening, especially if you’re organising a series of events. It only takes a few minutes to create a Facebook page.

2. Create a Facebook event

After you have created a Facebook page, it’s a good idea to create an actual Facebook event and link directly to the ticket sales page (like one on Billetto). Then, start inviting people to your event - send the link to the Facebook event to your friends, anyone you might know that might be interested in the event & previous contacts, if you have organiser an event before (if someone else organised this event before you, you might need to get in touch with them to get a contact list).

If someone is organising the event with you or you have any notable performers/speakers/hosts at the event, it’s essential you get in touch with them and ask them to share your Facebook event on their pages too - the more the merrier.

3. Share your event with Facebook groups

Look into Facebook groups. There are a lot of communities on Facebook groups that might be interested in your event. For example: if you organise an electronic music concert in London, use keywords like “electronic london” or “edm london” to find the local groups. Just to note: some groups don’t allow to post promotional material, you might want to ask a group administrator if you’re allowed to make a post in the group first (you will find this information in the group description.

Extra tip: if you’re organising a professional event, you might also want to look into LinkedIn groups and share the event. Just remember, like in the Facebook example, to ask for a permission to post about your event first.

4. Update page & event regularly (but not too much)

It’s important to keep your Facebook page and the event page updated regularly, but try not to post every day. It’s easy to get overwhelmed with the amount of information and updates posted on Facebook on regular basis. Try to think about useful content rather than any content.

Some of the popular formats for useful event updates:

  • Video. A video always works better than just a picture. If it’s a music event, you probably can find a music video for one of the bands participating; or if it’s a talk, you can probably find a video of the speaker doing a talk before. You can also create an original video by asking the participants to record a video for you (like a greeting or a quick tip - depends on your event format).
  • Facebook Live. If you have a notable speaker/artist/performer at your event, you could ask them to do a Facebook Live session to talk to their fans and followers. Facebook Live is quite easy to set up and all you need is a phone and a good Internet connection. Here’s how you set up a Facebook Live session.
  • Competition. You’ve probably seen a few Facebook competitions in your Facebook feed. A competition or a give-away is a great way to get attention for your event and to get your event shared. Think about what you want to achieve with each giveaway and use it to create regular updates on your page. A few examples: ask your followers to take a picture (choose a topic to best suit your event) and to tag the event in it; or ask them to answer a question (again, you choose the topic) where the best answer wins. Have a look at your own Facebook feed and see if you can spot one of these posts from pages that you follow. You can also run these competitions on other social media, or combine a competition. Read more about competitions on social media here.

5. Copy from the greats

Copy is the greatest form of flattery. If you know of a great event or a promoter, check what they’re doing on Facebook and see how you can copy it for your event. It doesn’t have to be a 1-for-1 but look for good examples and re-create it based to fit your event idea.

Remember to always link to your ticket page in the posts. Direct links work best (avoid the attendees trying to search for your tickets). And if you don’t have a ticket page yet, you can create one in a few minutes here.