The 10 Best Ways to Promote an Event Online

The 10 Best Ways to Promote an Event Online

That’s why TechCrunch created content that promotes their events. If you want to keep people interested and make sure they actually show up, you’ll need to create compelling promotional content. An email signature can be a simple yet professional way to promote your event every time you send an email. But how do you actually go about promoting an event with it? While the average person might think of LinkedIn only as a tool for finding a new job or filling in a position, this platform also has plenty of potential for things like event promotion. Click on that and you’ll end up on the Groups page. Share on Instagram Every social media platform has something unique to offer when it comes to online event promotion. Social media ads No matter what your stance is on social media ads, the fact remains that they’re one of the most effective ways to raise awareness and drive engagement on social media. But why use them for event promotion? Social media platforms like Facebook and LinkedIn offer you event-specific pages to connect with users.

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How you choose to promote an event can have a direct impact on how successful that event is.

For brands that have an established place in the online hierarchy, their event promotion efforts don’t have to be particularly intense or creative.

Events like Inbound are already established enough to earn a certain level of attention.


But if this is your first event, or your brand has yet to be seen as an online authority, you’re going to need every trick in the book to stand out.

That’s why I put together this guide to event promotion.

Armed with this, your online promotion efforts are going to help drive meaningful engagement and, ideally, increase attendance.

Create content that promotes your event

No matter what kind of event you’re promoting online, letting it exist in a vacuum is never a good idea.

What I mean by that is your content marketing efforts should overlap with the event you’re promoting.

Let’s say that your brand or business has a weekly podcast. It’s crucial that you take time during that podcast to plug your event.

In general, you shouldn’t miss an opportunity to promote an event of yours on a platform you control, particularly when you’re dealing with a targeted audience.

TechCrunch has a fantastic CTA on their site that leads you to their event.

But, beyond that, it’s important to recognize the practicality of this approach.

To put it frankly, even the most dedicated audiences get busy.

They may have wanted to keep up with all your content, but simply missed your official announcement of the event.

That’s why TechCrunch created content that promotes their events.

Their content offers tangible value, but it never feels purely self-promotional.

And that’s just the tip of the iceberg.

If you want, you can create blog posts that discuss information relevant to the event.

You can go one step beyond that and create unique videos for the event like Inbound has.

Whether it’s a collage of previous attendees at old events or a video of past speakers, what matters is that your content is making people aware of your event.

If you want to keep people interested and make sure they actually show up, you’ll need to create compelling promotional content.

Add your event to your email signature

Okay, I know what you’re thinking.

“Neil, this is corny/excessive/unnecessary.”

These complaints usually come from people who have been on the receiving end of lame email signatures.

Trust me, I get it.

And make no mistake, email signature event promotions can look downright cringeworthy when done poorly.

But if done tastefully, an email signature can pique your audience’s interest and compel them to click through to your site.

Something as simple as this Bizzabo signature can encourage a reader to click to learn more about your event.

The go-to rule here is to avoid an email signature that’s too long or tedious.

An email signature can be a simple yet professional way to promote your event every time you send an email.

Use email lists to your advantage

I’m a huge believer in the power of leverage.

One of the main reasons that I encourage businesses and brands to offer value is that it helps you gain an interested audience.

Let’s say that you’ve taken a page out of my book and created content so valuable that your competitors would have made people pay for it.

Here’s an example of a signup form for a webinar where I teach how to skyrocket your traffic through SEO:

If you gave that away for free, with the only expectation being that they sign up for your newsletter, you’ll grow a strong email list.

Not only will you get plenty of email signups, but the vast majority are probably going to be active emails as opposed to dead links.


Simple. When you offer major value, people take notice.

If your content is valuable, people will care. And when people are receiving value, they’re more likely to keep following your newsletter.

Of course, all this is great, but it doesn’t answer why email lists are so important to your marketing strategy.

Let’s face facts. Having your own list of targeted leads can be a pretty powerful marketing tool.

And promoting your event via that email list is the perfect chance to offer your followers even more meaningful value.

Promoting your event via email is actually pretty straightforward.

2-3 months before your event, you can send out your official invitation to your email list.

An effective invitation has three major components.

  • It covers the major event details (important speakers, location, etc.).
  • It shows what the attendees will gain from going to your event.
  • It is brief, personal, and to the point.

From there, you should periodically remind people about the event, but don’t overdo it. A clear reminder in your weekly newsletter should get the job done.

When you provide people with valuable information by letting them know you have a relevant event coming up, you’ll only reinforce the validity of your email list.

Create a unique event page

Make no mistake. Having a unique event page on your website is a massively important step. It helps people take you seriously, and it becomes a hub for event information.

Just take a look at what TechCrunch did with their Disrupt event.

There’s no need to make it something incredibly fancy. What matters is that it clearly lists all the relevant information about your event.

That means you’re providing visitors with an FAQ section to address any issues they might be wondering about.

You should also have a list of any important guests and speakers that’ll be presenting during your event.

My favorite aspect of creating a unique page for an event is that you can create trackable URLs for your website and landing pages.

Why does this matter?

Simple. With trackable URLs, you can collect data on which methods of promotion are working the best, and you’ll be able to determine which method has the highest ROI.

Share on Facebook

You can’t talk about online promotion without addressing the importance of your social media accounts.

If you’re looking for a place to get started, Facebook is likely going to be your best bet.

And it’s no surprise why. With 2 billion monthly active users, Facebook is by far the platform with the biggest overall reach available.

But how do you actually go about promoting an event with it?

Well, first you’ll want to create an event page on Facebook.

Take a look at the Inbound 2017 event page.

Whether you’re a fan of the Facebook event page system or not, there’s no getting around the fact that you get plenty of useful tools to use when you create a page.

My favorite aspect of…