Promoting your event is crucial to its success. In this post, we look at the most effective forms of communication and marketing to ensure your event attracts attendees.
In Summary
- The most effective event promotion will involve multiple channels, including email marketing, social media, and influencer partnerships.
- Encourage early registrations to get the buzz started with early-bird discounts and interactive campaigns that boost excitement for your event.
- Promoting your future event begins the moment your current one finishes – use thank you emails, post-event surveys, and highlight reels to promote next year’s event.
Social media is one of the most powerful tools for event promotion when used correctly. The key is to be strategic rather than just posting for the sake of it.
1. Utilise Social Media Platforms
Choose the right platforms:
Not every platform is suited for every event. LinkedIn works well for B2B and professional events, while Instagram and TikTok are great for visually engaging consumer events. X is useful for real-time updates, and Facebook remains strong for community-driven promotions.
Content variety is key:
Avoid repetitive posts. Mix up your content with:
- Teaser videos to build excitement
- Speaker or exhibitor spotlights
- User-generated content from past attendees
- Polls and Q&A sessions to engage your audience
- Behind-the-scenes footage to create exclusivity
Leverage paid ads and retargeting:
Organic reach is limited. The algorithms actively work against organic brand reach, so using paid ads can be a game-changer. Retarget website visitors, past attendees, or email subscribers with social ads reminding them to register.
Encourage social sharing:
Make sharing your event easy for attendees, speakers, and sponsors. Provide them with pre-made social graphics and suggested captions. Consider offering incentives, such as discounted tickets, for those who share your event with their networks.
Use event hashtags effectively:
Create a unique, catchy hashtag and use it consistently. Encourage attendees, sponsors, and exhibitors to use it when posting about your event.
2. Offer Early Bird Discounts & Exclusive Perks
Getting attendees to commit early is crucial for building momentum. A strong early registration strategy not only boosts ticket sales but also helps with event planning, budgeting, and forecasting.
Create urgency with limited-time discounts
People are more likely to act when they fear missing out. Offer a significant discount for those who register within the first few weeks. Consider tiered pricing, where prices gradually increase as the event date approaches.
Exclusive perks drive sign-ups
Discounts aren’t the only way to entice early registrants. Offer perks such as:
- VIP seating or early access to key sessions
- Exclusive networking opportunities
- Limited-edition event merchandise
- Access to bonus content (e.g. recordings, private Q&As)
Bundle deals for groups or loyal attendees
Encourage group registrations by offering discounts for teams or returning attendees. A “bring a colleague” offer can help expand your reach.
Gamify the experience
Incentivise sign-ups by running giveaways. For example, the first 100 registrants could be entered into a draw for a special prize, or attendees who refer others could receive a reward.
Promote the benefits heavily
Make sure the advantages of early registration are clear in all your marketing materials. Use countdown timers in emails and on your website to reinforce the urgency.
3. Engage with Video Content
Video is one of the most engaging forms of content, and it’s perfect for building excitement around your event. Whether it’s short clips for social media or in-depth interviews, video helps bring your event to life.
Teaser videos to spark interest
Create short, high-energy teaser videos showcasing past events, key speakers, or exciting features. These should be snappy (under a minute) and designed for social media.
Live streaming for real-time engagement
Go live on LinkedIn, Instagram, or Facebook to announce speakers, answer attendee questions, or offer behind-the-scenes insights. Live Q&A sessions with industry experts can also be a great way to generate buzz.
Speaker and exhibitor interviews
Get speakers, sponsors, or exhibitors involved by recording short interviews. Ask them to share what they’re looking forward to at the event or give a sneak peek into their sessions.
Attendee testimonials and FOMO-driven content
Nothing sells an event like past attendees talking about how great it was. Gather video testimonials and use them to convince on-the-fence potential attendees. If this is your first event, ask speakers or partners to share why they’re excited to attend.
Make content shareable
Encourage engagement by adding captions, bold text overlays, and hooks in the first few seconds. Upload natively to each platform rather than just sharing a YouTube link, and include a clear call to action: register now, sign up for updates, or follow for more event news.
Encourage podcaster interviews
Speak with the leading podcasters in your industry and ask to be interviewed on their programmes. Podcasters always need content and the leading events in their industry provide ample opportunities for them to deliver content on your behalf.
4. Create Shareable Content
The best event promotion happens when your audience does the marketing for you. Creating content that people want to share expands your reach far beyond your own network.
Design eye-catching visuals
People are more likely to share visually appealing content. Use high-quality graphics, GIFs, and branded templates to make your event stand out. Tools like Canva or professional designers can help create assets that look polished and engaging.
Turn key details into bite-sized content
Break down important event information into easily digestible pieces, such as:
- Speaker quotes in stylish graphics
- Short video snippets from previous events
- Countdown posts to key milestones (e.g., “30 days to go!”)
- Infographics highlighting event stats (e.g., “95% of last year’s attendees said they’d return”)
Encourage attendees and partners to share
Provide speakers, sponsors, and exhibitors with pre-made social media posts and images to make sharing effortless. Consider creating a “promo kit” with suggested captions, event hashtags, and visuals.
Leverage interactive and user-generated content
- Polls and quizzes: Get people engaged by asking them which sessions they’re excited for.
- Contests: Offer free tickets or VIP perks for those who share your posts.
- User-generated content: Ask attendees to post why they’re attending using a branded hashtag. Feature the best responses in your promotions.
Make it easy to share
Every piece of content should include share buttons, whether it’s an event landing page, blog post, or video. The easier you make it, the more likely people are to spread the word.
5. Track ROI and Engagement
Promoting your event without tracking performance is like driving blindfolded. You need data to understand what’s working, what’s not, and where to focus your efforts for maximum impact.
Define key metrics upfront
Decide what success looks like. Common event promotion KPIs include:
- Website traffic to the event page
- Social media engagement (likes, shares, comments)
- Email open and click-through rates
- Ticket sales and registration conversions
- Cost per acquisition for paid ads
Use tracking tools and UTM links
Track where your attendees are coming from by using:
- Google Analytics for website traffic
- UTM codes to see which marketing channels drive the most sign-ups
- Social media insights to monitor post engagement and reach
- CRM or event management platforms to track conversions
Monitor engagement in real-time
If a certain campaign or post is performing well, double down on it. If something isn’t gaining traction, adjust your approach. Keep an eye on:
- Which content formats (videos, blogs, infographics) are resonating
- Which social platforms are driving the most traffic
- Which email subject lines are getting the best open rates
Adjust strategies based on insights
Don’t just collect data—act on it. If paid ads are converting well, scale them up. If engagement is low on a certain platform, shift focus to what’s working. Testing and optimising continuously will ensure better results over time.
6. Website and Landing Pages
Your event website or landing page is the central hub for all event information. Every promotional effort—emails, social posts, paid ads—should drive traffic here, so it needs to be optimised for conversions.
Make registration easy
A complicated sign-up process will lose potential attendees. Ensure your registration page is:
- Simple and mobile-friendly
- Clear on pricing and ticket options
- Fast-loading and secure
Highlight key event details
Your landing page should answer the main questions attendees have, including:
- What the event is about (clear value proposition)
- When and where it’s happening
- Who will be speaking or exhibiting
- Why people should attend (unique benefits)
Use strong CTAs and urgency tactics
Your call-to-action (CTA) should be bold and clear—“Register Now” works better than “Learn More”. Adding a countdown timer or limited ticket availability message can create urgency.
Optimise for SEO
People search for events online, so ensure your page is SEO-friendly:
- Use relevant keywords (e.g., “B2B marketing conference London 2025”)
- Write a compelling meta description to boost click-through rates
- Add alt text to images for better search rankings
Integrate lead capture
Not everyone will register immediately. Offer something valuable (e.g., an agenda preview, speaker insights) in exchange for their email address, so you can nurture them via email marketing.
7. Email Marketing
Email remains one of the most effective ways to drive event registrations when done right. A well-planned email campaign keeps your event top of mind and nurtures potential attendees through to registration.
Segment your audience for better targeting
Not all subscribers are the same. Tailor emails based on:
- Past attendees vs. new prospects
- Ticket buyers vs. those who’ve shown interest but haven’t registered
- Specific industries or job roles (if applicable)
Create a strategic email sequence
A well-timed series of emails can build anticipation and drive action:
- Save the Date – Announce the event early with key details.
- Early Bird Offer – Promote discounts to encourage early sign-ups.
- Speaker & Agenda Highlights – Showcase what attendees will gain.
- Testimonial & Social Proof – Share success stories from past events.
- Last Chance to Register – Create urgency with limited ticket availability.
- Final Event Details – Provide logistical info and encourage engagement.
Make emails visually engaging
Avoid long, text-heavy emails. Use:
- Attention-grabbing subject lines (e.g., “50% Off Ends Tonight – Register Now!”)
- Bold CTAs (e.g., “Secure Your Spot” button)
- Event images, GIFs, and countdown timers
Optimise for mobile
Most emails are opened on phones. Use concise copy, large buttons, and a responsive design to ensure a seamless experience.
Track performance and refine
Monitor open rates, click-through rates, and conversion rates to identify what’s working. A/B test subject lines, CTA placement, and email formats to optimise results.
8. Creative Promos: Competitions, Sneak Peeks, Countdowns & Reveals
Standard event promotions can only take you so far. Adding creative elements like competitions, exclusive sneak peeks, and countdowns builds excitement and encourages engagement.
Run Competitions & Giveaways
Nothing grabs attention like a chance to win something. Offer free tickets, VIP upgrades, or exclusive merchandise in exchange for:
- Social media shares and tags
- User-generated content (e.g., “Tell us why you want to attend”)
- Email sign-ups or referrals
This not only boosts visibility but also helps grow your audience.
Offer Sneak Peeks to Build Hype
People love exclusivity. Share teaser clips of keynote speakers, behind-the-scenes event setups, or snippets of special content. You could:
- Reveal part of the speaker lineup and keep some as a surprise
- Show glimpses of new event features or networking opportunities
- Tease big announcements with cryptic posts to spark speculation
Use Countdown Campaigns to Create Urgency
Countdown timers work well in emails, social posts, and website banners to remind people how long they have to register before ticket prices go up or sales close. Create milestones like:
- “1 week left for early bird pricing”
- “Only 100 tickets remaining”
- “48 hours to go—don’t miss out!”
Host Live Reveals to Drive Engagement
Instead of just announcing details in a post, make it an event. Go live on LinkedIn, Instagram, or Facebook to reveal the keynote speaker, agenda, or a surprise guest. This keeps followers engaged and encourages them to tune in.
9. Post-Event Follow-Ups
Promoting your next event starts the moment your current one ends. A strong post-event strategy helps retain attendees, build long-term engagement, and generate buzz for the future.
Send a Thank You Email
Show appreciation to attendees, speakers, and sponsors with a personalised thank-you email. Include:
- A recap of event highlights
- Links to session recordings or presentation slides
- A CTA for early interest in next year’s event
Gather Feedback to Improve
Post-event surveys help you understand what worked and what needs tweaking. Keep it short and focused, asking questions like:
- “What was your favourite session or speaker?”
- “How likely are you to attend again?”
- “What could we do better next time?”
Use incentives like a prize draw to encourage responses.
Repurpose Content to Maintain Engagement
Your event may be over, but your content can keep the momentum going by:
- Sharing session recordings as gated content to capture new leads
- Posting highlight reels and key takeaways on social media
- Creating blog posts or infographics with insights from the event
Launch Pre-Registration for Next Year
If you already have the dates set, open early interest sign-ups or pre-sale tickets with an exclusive discount for returning attendees.
Keep the Conversation Going
Encourage attendees to stay engaged in your community, whether through a LinkedIn group, Slack channel, or follow-up networking sessions. The more connected they feel, the more likely they’ll return.
Summary
Promoting your event effectively requires a multi-channel approach, combining social media, email marketing, engaging video content, and creative promotions. Encouraging early registrations with exclusive perks, leveraging shareable content, and tracking engagement ensures your efforts drive real results. A well-optimised website, interactive countdowns, and competitions can boost excitement, while strong post-event follow-ups help retain attendees for future events. By continuously refining your strategy based on data and audience engagement, you can maximise attendance and make each event more successful than the last.