Marketing strategies to grow your event

Event organizers understand that planning and running a successful live event is just the beginning. The real challenge lies in promoting your event in ways that fill every seat, expand your reach, and build long-term loyalty with your audience. By adopting the right event marketing strategies, optimizing your content creation, and embracing the latest event technology, you can maximize your marketing efforts and set a solid foundation for future marketing campaigns. This comprehensive guide provides event planners with actionable marketing hacks to boost engagement, grow attendance, and achieve sustainable results for years to come.

Table of Contents

Utilize social media marketing to attract attendees

Social media marketing is one of the most important marketing channels for promoting your event and building excitement. The right social media marketing strategies help you reach your target audience where they spend their time and encourage real-time interactions.

Actionable tips:

• Select the best channels: Identify your ideal attendee and where they engage. Use LinkedIn and X (Twitter) for events, or Instagram, Facebook, and TikTok for consumer and entertainment-focused events. For local gatherings, tap into community Facebook Groups or Nextdoor.
• Create a social content calendar: Plan posts for every event stage—announcement, countdown, last-minute push, and during the live event itself.
• Leverage event-specific hashtags: Create and promote a branded hashtag. Encourage attendees, speakers, and sponsors to use it for easier tracking and greater organic reach.
• Post real-time updates and live streams: Go live with behind-the-scenes content, Q&As, or exclusive event previews to boost engagement and give followers a taste of what’s happening—even if they can’t attend in person.
• Run interactive campaigns: Host polls, quizzes, and contests to generate buzz and encourage sharing. Examples include “Guess the Speaker” or “Share why you’re excited for a chance to win free swag.”
• Involve your team: Invite your event staff and volunteers to share sneak peeks, set-up stories, or post-session takeaways, humanizing your brand.

Examples:

• Use TikTok to share short video reels showcasing the venue’s unique features, like specific, exciting vendors or a sneak peek of a surprise celebrity

Pro tips:

Pin your event’s landing page to all of your social profiles. Use trackable links (with UTM parameters) to see which marketing channels are driving the most conversions, and refine your marketing plans for future events.

Create compelling event content & blog posts

Content marketing, including regular blog posts and multimedia content creation, is central to educating, exciting, and converting your audience. Well-crafted content can establish your event’s credibility, answer common questions, and drive more people to your registration page.

Actionable tips:

• Start an event blog: Share behind-the-scenes articles, interviews with speakers, educational tips, sponsor spotlights, and post-event recaps that link to upcoming event details.
• Write SEO-optimized posts: Use event marketing strategies, content marketing, live event, and boosting engagement as keywords in blog titles and meta descriptions.
• Produce diverse content: Mix up your formats with blog posts, videos, infographics, podcasts, and visual guides. Some attendees prefer reading, while others engage best with video or audio.
• Feature attendee reviews: Use clear feedback from past participants (“reviews” instead of “testimonials”) to build trust and show the benefits of attending.
• Create evergreen resources: Build a resource hub with FAQs, downloadable guides, checklists, sample marketing plans, and links to your event registration and landing page.
• Integrate your product or service: Weave your offering into blog posts and stories. For example, if you’re featuring new event technology, explain how it improves the attendee experience.

Examples:

• Share a video interview with a keynote speaker explaining what they’re most excited to share at your live event.
• Use a blog post to spotlight local restaurants for out-of-town guests or offer a downloadable map.

Pro tips:

Always include a call-to-action in your content—like “Register Now” or “Join Our Email List for Real-Time Updates.” Internal links to your landing page boost both SEO and sign-ups.

Leverage email marketing plans for maximum reach

Email marketing is a key marketing channel for events, letting you engage directly with your audience and deliver targeted messages that build anticipation and encourage early sign-ups.

Actionable tips:

• Segment your email lists: Group potential attendees based on previous attendance, industries, or expressed interests. Tailor messages to each segment for higher relevance and engagement.
• Personalize your marketing campaigns: Use first names, job titles, or attendee type (first-timer vs. returning) for a personal touch.
• Create an automated email workflow: Schedule a sequence of emails for each phase—pre-registration, early bird, event reminders, and post-event thanks.
• Add value in every message: Share exclusive content like speaker sneak peeks, downloadable agenda PDFs, and blog post highlights.
• Incorporate real-time updates: Send timely alerts when sessions sell out or when new speakers are added. Include QR-code tickets or app download links for quick access.

Examples:

• Send a “Meet the Speaker” series, each featuring a different panelist, with a quick video interview and a call-to-action for readers to register.
• Use visual countdown timers for early bird pricing emails and final reminders in the days before the live event.

Pro tips:

Review analytics to measure open and click-through rates, then refine your subject lines and content for future email marketing campaigns. Encourage readers to forward emails to colleagues or friends to expand your reach.

Build partnerships & collaborate with influencers

Collaborations can open up new marketing channels, bring credibility, and expose your event to established communities. This marketing strategy is effective whether you’re promoting a product or service, or creating a community-focused event.

Actionable tips:

• Find the right partners: Approach organizations, companies, or experts in your field who align with your event’s goals or audience.
• Share content creation tools: Make it easy for partners and influencers by providing a ready-to-use toolkit, including blog post drafts, social media graphics, and email templates.
• Enable referral incentives: Offer affiliate links with commission, free tickets, or special recognition for top promoters.
• Co-host live streams: Invite influencers to join Q&A sessions or behind-the-scenes live stream walkthroughs ahead of the event.

Examples:

• Partner with an industry association to allow their members special ticket rates or exclusive session invites.
• Team up with local bloggers or social media influencers for a joint giveaway or preview tour.

Pro Tips:

Use referral tracking links to attribute attendee registrations to specific partners or marketing campaigns. Recognize top partners publicly on event day—this creates goodwill and motivation to continue future collaborations.

Offer smart pricing & early bird discounts

Pricing is a powerful event marketing strategy for driving registrations and boosting revenue. A well-structured pricing model can help you achieve both early sign-ups and steady momentum leading up to your live event.

Actionable tips:

• Early bird tickets: Offer significant savings for participants who register ahead of time. Announce clear deadlines and send regular reminders.
• Multi-tier packages: Provide group rates, student discounts, VIP experiences, or “bring-a-friend” deals.
• Dynamic pricing tactics: Raise prices at timed intervals to reward early commitment.
• Highlight real value: Communicate both the financial savings and extra perks (like access to exclusive workshops, merchandise, or a premium live stream).
• Show side-by-side comparisons: Use pricing tables on your landing page for clarity and transparency.
• Reward referrals: Offer attendees discounts or upgrades for successful referrals, driving word-of-mouth signups.

Examples:

• Use a progress bar on your event’s website to show how many tickets remain at the current price.
• Send SMS and email alerts “in real time” just as pricing tiers are about to change.

Pro Tips:

Explain the benefits of each pricing tier to minimize confusion and highlight the long-term value of attending your event every year.

Empower your event community

Your network—speakers, sponsors, and passionate attendees—is a marketing force that can multiply your efforts if meaningfully engaged.

Actionable tips:

• Equip speakers and sponsors: Give them graphics, short video scripts, and unique tracking links to amplify word-of-mouth referrals.
• Spark attendee advocacy: Offer digital “I’m attending!” badges or easy-to-share social templates.
• Gamify sharing: Host contests for most shares or referrals, and celebrate leaders on your website or at an awards segment during the live event.
• Build digital communities: Set up LinkedIn or Facebook groups before the event. Use these spaces for Q&A, sharing tips and links to the latest blog posts, and promoting live event activities.
• Foster networking: Encourage use of event technology with real-time chat for in-app introductions, post-session discussions, and feedback.

Examples:

• Feature a leaderboard of “Top Event Ambassadors” in your event app.
• Offer backstage access, line-skipping perks, or discounted tickets for referring multiple friends.

Pro tips:

Community-led marketing is a long-term investment that rewards both your brand and your most dedicated attendees.

Streamline registration with the right event technology

A seamless registration experience reduces friction for potential attendees and gives your event a modern, professional image. Event technology can also make check-in, networking, and session management easier for everyone.

Actionable tips:

• Minimize barriers: Keep registration forms short and mobile-friendly.
• Offer flexible payment: Accept cards, Apple Pay, Google Pay, and PayPal for greater convenience.
• Automate confirmations: Use your event technology or marketing tools to instantly send registration confirmations, tickets, calendars, and reminders.
• Enable app-based entry: Replace paper tickets with QR codes, digital passes, or facial recognition for fast, contactless check-in.
• Integrate live stream access: For hybrid events, offer virtual passes and real-time streaming directly through your event platform.
• Provide customer support: Set up a chat function or helpline for real-time help with registration and event questions.
• Personalize the experience: Allow attendees to build agendas, bookmark sessions, and get push notifications about schedule changes or “don’t miss” moments.

Examples:

• Use event technology that lets on-site staff scan digital tickets via smartphones, reducing wait times and paperwork.
• For a virtual element, create a landing page hub with live stream links, bios, and sponsor shout-outs.

Pro Tips:

Review analytics about when and how people register—use insights for your future marketing plans and campaign timings.

Monitor, test, & optimize your marketing channels

Continuous improvement is the secret to sustainable event marketing growth. When you track and test your marketing channels, you find the minor tweaks that make a big difference.

Actionable tips:

• Label and track every link: Use clearly tagged URLs to see which marketing campaigns, blog posts, or platforms drive the most sign-ups.
• Set up an easy dashboard: Use Google Analytics, your marketing tools, or event management platforms to track registrations, landing page visits, email clicks, ad performance, and live stream views all in one place.
• Test and iterate: Regularly run A/B tests on subject lines, blog post formats, page layouts, and content to see what works best.
• Review feedback: Ask attendees what influenced their decision to attend, how they discovered the event, and what content they enjoyed most.
• Analyze blog content: Discover if educational blog posts or live stream replays drive more ongoing engagement and tailor future content creation accordingly.
• Benchmark performance: Compare your key numbers to industry averages or past events to spot areas for improvement.

Examples:

• After the event, survey attendees about their experience with registration, event technology, and content. Use this data to improve next year’s marketing plans and live event experience.
• Identify your top marketing channels from tracking data, then focus more resources on those that consistently perform well.

Pro Tips:

Refining your marketing efforts ensures each event outperforms the last—growing your brand and your audience long term.

Capitalize on post-event momentum with smart marketing

The work doesn’t end when the last guest leaves. Smart content marketing after your event extends engagement, boosts loyalty, and makes promoting your next event easier.

Actionable tips:

• Send a timely recap: Email attendees a thank you note along with a recap video, links to session live streams, favorite photos, and key highlights. Feature standout reviews from participants.
• Publish detailed follow-ups: Write blog posts about major event outcomes, new product or service launches, or big announcements.
• Share behind-the-scenes content: Show how your team pulled off the event, highlighting the people, event technology, and marketing tools that made it happen.
• Gather and share feedback: Request short surveys; share positive reviews and select photo/video clips publicly, with permission.
• Encourage user-generated content: Host a photo contest for the best event shots, award prizes for “best review,” and feature winners in your next marketing campaigns.
• Keep the landing page active: Update your event landing page with highlight reels, testimonials (as “reviews”), and a waiting list signup for the next event.

Examples:

• A business expo can post attendee reviews on its blog, supply a live stream archive, and spotlight sponsor feedback in a post-event email blast.
• A music festival can host a “Best Moments” gallery on its landing page and invite fans to vote for next year’s lineup.

Pro tips:

Maintaining momentum bridges the gap between events, making each promotion easier and more successful than the last.

Start growing your event for the long term

Growth happens when you continuously improve your event marketing strategies, incorporate feedback, and invest in building relationships year after year.

Actionable Tips:

• Use insights for future plans: Hold a yearly meeting to review data, refine marketing campaigns, and set new goals for content creation and audience expansion.
• Stay fresh with new technology: Regularly test event apps, live stream services, and on-site innovations that fit your audience and event type.
• Foster loyalty: Encourage repeat attendance with exclusive pre-sales, loyalty rewards, or recognition for long-term supporters.
• Keep publishing: Maintain your event blog with regular updates, tips, interviews, and behind-the-scenes stories—stay on your audience’s radar all year.
• Build a year-round community: Host occasional live stream meetups or webinars in between major events so your brand remains top of mind.

Examples:

• A conference organizer reviews which marketing channels performed best each year, then launches earlier email marketing campaigns and creates more blog posts in high-performing content categories.
• A non-profit uses post-event surveys and reviews to guide content creation and announce enhancements for next year’s event.

Conclusion

Promoting your event is about more than just filling seats—it’s about creating real excitement, delivering lasting value, and nurturing an audience that will grow with you over the long term. Use these marketing strategies, from social media marketing to content marketing, paid ads, and creative use of event technology, to maximize every stage of the attendee journey. Test, measure, and improve your marketing efforts regularly, and watch your events—and your audience—grow stronger every year.

Like what you see? Subscribe here to get more helpful resources, templates, and industry news!