Using Facebook Event to build a journey

Facebook event is one of the most underused feature on Facebook.

Yesterday we discussed about building a journey and the key to a successful one, is the audience qualification at the very first step.

Facebook event is a good choice not just for audience qualification, but it is a powerful community marketing tool. A few reasons why.

  • Organic reach – when someone indicated interested or going to your event, whenever you post on the event page wall, they receive notification.
  • Social reach – when someone indicated interested or going to your event, you appear on their friends’ feed.
  • Reminder – not just those who indicated interested or going, but some of their friends too will receive notification when the event date is near.
  • Custom audience – everyone who have indicated interested or going to your event can be grouped up as a custom audience that you can run specific ads to.

This is a proven strategy: create an event – can be online or offline, even just an online warehouse sales. Run ads at least 2 weeks ahead to accumulate audience. Concurrently run another ads to retarget those who indicated interested or going to visit your website – advertise for add to cart now and checkout on that day or signup for additional discount voucher.

1 week to 3 days before the event, start posting the promo items and link into the event page wall, and when the online warehouse sales is happening, push for higher frequency ad for maximum exposure with strong tension.