If you read last week's post, you learned all about how to host your first Facebook live. Now it's time to learn how to promote your Facebook live so that people join!
The first thing you need to do to promote your event is to schedule it. Decide when you're going to go live and add it to your calendar. Ideally, plan your event a week ahead so you have time to promote it on your social media channels, blog, and in your email blast (if applicable).
Once you've set a date and time, go to your Facebook page or group and create an event for your live session. Give it a name so people know what you're going to talk about during your session. Include the date, time, and location of your event. It's also a good idea to create an event photo.
If you're doing a Q&A session, let them know questions are welcome and encourage them to ask some ahead of time.
You should promote your event on your business page. Let your followers know you'll be live and invite them to join in. If you're going to answer questions during your event, you can encourage them to share them now (especially if they're not able to join the live session but need help with something).
You can encourage people to share your event information if they feel it would help their friends or co-workers too. It's OK to ask.
If you're not promoting your live sessions on your website or blog, you're missing out on an opportunity to connect with your audience. While your Facebook business page may have a lot of followers, the way the algorithm is designed, only a limited number of people will see your post. The organic reach of your events and posts can be minimal. Adding the information to your website is an easy way to increase your reach. When people visit your website or blog, they're interested in your information. They may not know that you're hosting a Facebook live session, even if they've been on Facebook recently. Make sure you include a link to your Facebook business page and encourage them to join.
If you send a weekly or bi-weekly email to your followers, include a note about your upcoming Facebook live session there. Let them know the date and time you'll be live and what this week's topic is. You can (and should) link to your event listing and Facebook business page within the email, so it's easy for people to find you when they're ready to watch.
Your audience spends time on multiple social media channels. To have the best opportunity to reach them, share your information on all the channels where you're active. If you're on Twitter, send a tweet (or several) with targeted hashtags and a link to your event. Add a great image to Instagram and invite people to join you. Even better, do a quick Instagram story about your upcoming live session and encourage them to watch and ask questions.
Ask your followers a question that ties to your topic or event. Encourage participation, ask for a response, etc.
If it's within your budget, using a paid ad to drive traffic to your event page can be a great way to boost engagement and attendance. You might not want to do this for your first few live sessions but definitely, consider it once you're comfortable and ready to go live on a regular basis.
While this post was originally written to show you how to promote your Facebook Live event (because that's what was super hot, trendy, and popular in 2017 when I first wrote this piece), the same process can be followed for your webinar, your live training on Insta, your YouTube, your in-person workshops, etc. You can use this promotional plan to promote whatever content you're creating for your audience today and in the future. Trends will change, and social channels of preference will change, but marketing basics remain (2022 update by Rachel).