In this fourth post in the series on selling on Facebook, we take a look at Facebook Events, and how they can be used to build hype around your product launches.
Facebook Events are a massively underused function, but they can be incredibly powerful if you want to create a bit of a buzz around your latest offering. As this series is all about selling on Facebook directly, we’re going to focus on online events, but many of these tips could also be applied to in-person events as well.
Selling on Facebook: Using Facebook Events
These online events could be Live Q&A’s, product demos, webinars, 5 day challenges, expert interviews, live masterclasses, or more. Get creative and think about something that will be really fun and easy to consume for your people.
If you’re struggling to come up with a topic, start by taking a look at the product or service you’re hoping to sell. If you’re selling a service or e-course, is there a snippet of that offer than you could expend on in a live session? If it’s a physical product, could you show it in 360, and share tips on how to use it, for example? Try to stay focused on whatever it is you’re selling on Facebook, otherwise you’ll confuse people when you hit them with the pitch.
When setting up your event, give yourself enough time to promote it. You want to get as many people attending as possible, because each person that shows up is a potential buyer.
Promote your Facebook Event in the following places:
In the pinned post in your Facebook Group. To make it even more enticing, live stream an intro to your live event, and pin that to the top of your group feed.
In any other Facebook Groups that target your customers (as long as this is in line with the group rules).
In bespoke blog post that focuses solely on the features and benefits of this live event. If you have a podcast or thriving Youtube channel, share the same content in each of those formats.
In a series of emails to your list.
In a guest post, or a blog post repurposed for Medium or Linkedin Pulse.
In a series of social media updates – create visuals for these updates so that they disrupt the feed.
The first online event you host can be a little scary, but here are my tips to help you excel:
1. Test the tech.
There is nothing worse than having the tech fail just as you’re about to go live, so make sure you’ve tested every light, camera, microphone and tool at least once.
With regards to tools, you can be as fancy or as simple as you like. If your live event is going to be just you speaking, I’d recommend using Facebook Live, or Zoom. If you want to be able to share your screen, Zoom and Crowdcast are both brilliant choices.
2. Remember what you’re selling on Facebook.
Stay on point. Keep a short list of bullets to hand, so that you can make sure you’re leading logically towards your sales pitch. Make sure you stay focused on that one product you’re here to sell today, don’t tell people about your other offers or services, this will confuse them, and stop them from hitting that buy now button.
3. Keep your links handy.
If you mention any tools or resources during your live event, make sure you have the links on hand, because people will ask for them. It goes without saying that you should have a link to your product sales page ready too, so that people can buy while you’re live.
4. Save questions until the end.
Keeping an eye on all of those rolling questions can be really distracting while you’re trying to present your session, so advise everyone that you’ll be answering questions at the end. I’d recommend asking your VA or close friend to watch live, and make a note of any questions for you so you don’t miss anything.
5. Make an offer.
Offer some kind of bonus or incentive for signing up while the live session is still running. People love to think they’re getting more bang for their buck, and this added sense of urgency works like a dream.
6. Share the replay.
Share the replay of your live event with those that did not attend live. There may not be the same sort of buzz the next day, but you’ll more than likely make a few more sales.
In Part 5 we will be looking at Facebook Live, and how you can use live streaming to start selling on Facebook in a more personally engaging way.