When it comes to promoting an event or increasing brand awareness, using paid social media campaigns can be a valuable component. Using paid ads can help your business maximise exposure and increase the awareness of your upcoming events. Before you get started, you need to plan your campaign to ensure a successful ad and ROI.
Step 1: Define your budget
The first step of the process is to define your social media ad budget. Once you have a budget to work with, it’s easier to set a timescale for the campaign and set realistic goals. It’s recommended that businesses should spend 10% of their revenue on marketing and for events businesses this is usually spent on social media adverts.
Step 2: Define your objective and choose a platform
In order to ensure your campaign is a success, it’s crucial to clearly define the purpose of your campaign and your goals.
- To gain more likes and comments on your posts
- To gain more followers
- To get people to purchase
- Increase awareness of your events
It’s best to focus on just one of these goals per campaign as it allows you to plan your ad more strategically.
Facebook and instagram are the two biggest platforms when it comes to social media advertising. They boat huge audiences with great scope to reach your desired target persona. However, it’s important to decide on which platform is right for you and your business. Facebook tends to hold a slightly older audience, whereas instagram focuses heavily on the younger generation. For example, if your up-coming event is a student nightclub party, it makes more sense to utilise the younger audience on Instagram.
Step 3: Clearly define target audience
Your paid social media campaign should be set up with your target persona as the main focus. There are various things you need to identify about your target audience before setting up your paid campaign:
- Age range
With instagram and Facebook, you have the ability to really define the people who see your ad. For example, if your event is a sport related you can select your audience to people who have interests in certain sports e.g cricket, football, rugby.
You can even define your audience by their favourite TV shows!
Step 4: What are your start and end dates
Timing is a key element to a successful paid campaign. You want to start building momentum about a month before the event date to build awareness of it and get people talking about it.
However, do save some of your budget for that final week. The last ad push before your event start date. We always refer to ‘FOMO’ the fear of missing out. With less than a week to go, users are going to be under more pressure to purchase tickets to your event before they sell out.
Step 5: Create the ad
The next step is to actually create the ad set. Are you going to use images, videos, text – it all depends on the purpose of your ad
TOP TIP: Ads where more than 20% of the image contains text will be un-approved. The best performing ads contain no text, just a very engaging and creative image.
When promoting your events, it is a great idea to use images from previous events to show the potential customer what to expect. It gives them a clearer insight as to what the event will look like and how much of a great time they will have. Using photographs of real-life people will humainse the ad and could persuade the user to purchase tickets and get involved.