8 Jul 2025
Event marketing is one of the most powerful ways to connect with your audience, grow brand awareness, and drive real business results. Whether you're planning a local workshop, industry conference, product launch, or virtual panel, your success hinges not just on the event itself, but on how well you market it.
This guide will walk you through the key steps to plan, promote, and maximise the impact of your event.
Event marketing refers to the process of using promotional strategies to create interest, drive attendance, and increase engagement around an event. Events can be in-person, virtual, or hybrid, and they can serve a variety of business objectives, from brand awareness and lead generation, to customer retention or community building.
It’s not just about promotion either. True event marketing continues before, during, and after the event to extend its reach and impact.
Start by identifying the core objective of your event. Are you aiming to:
Once your goals are set, establish key performance indicators (KPIs) to measure success. These might include:
Clear goals keep your marketing focused and measurable.
Effective marketing starts with knowing who you're trying to reach. Consider:
Building a detailed attendee profile (or persona) allows you to tailor your messaging, choose the right channels, and increase conversions.
Every successful event needs a strong identity. Develop a consistent event brand that includes:
This branding should carry across your website, social channels, email campaigns, and event materials.
Your landing page is the core hub of your event marketing efforts. It should:
Add tracking tools like Google Analytics and Meta Pixel to monitor performance and optimise conversions.
Different events require different promotional mixes. Consider the following channels:
Email marketing
Targeted email campaigns remain one of the most effective ways to promote events. Use segmentation, personalisation, and automated workflows to nurture leads before and after the event.
Social media
Use organic and paid strategies across platforms like LinkedIn, Instagram, X (formerly Twitter), and Facebook. Create shareable content and encourage user-generated posts using an event hashtag.
Content marketing
Write blog posts, conduct speaker interviews, and create behind-the-scenes videos. Position your event as a must-attend moment within your industry.
Paid advertising
Invest in search and social ads to reach new audiences. Use retargeting to bring back those who visited your landing page but didn’t register.
PR and partnerships
Work with media outlets, influencers, and strategic partners who can promote your event to their networks.
Build excitement in the weeks leading up to the event. You can:
Get your attendees talking, and sharing, before the event even begins.
Real-time engagement helps increase satisfaction and social reach. Consider:
Make it easy for attendees to connect and share their experience.
The event isn’t over when the last guest leaves. Capitalise on the momentum by:
Measure your KPIs, gather feedback, and use the insights to improve future events.
Successful event marketing requires more than just promotion, it’s about creating a cohesive experience that captures attention, builds trust, and drives real results. With clear goals, a defined audience, and a strategic approach across every channel, your next event can leave a lasting impact.
Whether you’re working with a tight local budget or running a high-profile national campaign, following these principles will give you the best chance of filling the room and achieving your goals.
Get a free, expert-crafted audit of your event site - see what’s working, what’s broken, and what’s potentially costing you conversions.
We’ll audit your site for speed, SEO, mobile experience, conversion flow, and more - so you can maximise results before your next launch.