Tip 1: Selectively Segment Audiences
- We need to send the right message to the right audience at the right time. We can create segmented audience groups based on job titles, demographics, interests for example and then we need to make sure we are sending them a relevant message.
Tip 2: Don’t Set the Budget and Forget It
- On average, we recommend allocating about 30% of a total event’s digital marketing budget to social. Our benchmark data shows that about 30% of results typically come from Facebook and Instagram.
- For example, some of our clients in fashion, lifestyle or interior design might be getting a better cost-per-acquisition on Instagram than Google, so need to move the budget about based on campaign performance.
- LinkedIn is popular too, but the cost for a paid LinkedIn campaign compared to Facebook is about five times as high. LinkedIn results tend to come in slower than Facebook, so we typically recommend allocating less budget to LinkedIn than Facebook.
- Be prepared to move budget based on best performing campaigns and put money into what is working. That is the good thing, if something isn’t working, we can turn it off and try something new. It is all very flexible and fast to change.
Tip 3: Make sure tracking is set
- Unless you have a launch event and are trying to build likes on a page, generally for most events, a conversion is a registration.
- To track if the paid social campaign is generating direct registrations, you’ll want to ensure the tracking is set correctly. This is done by implementing the Facebook Pixel on all pages of your website, which we can do easily through the use of Google Tag Manager.
These 3 tips only scratch the surface of using paid social media campaigns to increase engagement and event attendance. As it is inexpensive and easy to get started, there are many other opportunities and benefits for using paid social to supplement existing organic strategies.