Guest Posts

8 Ways to Successfully Build an Event Promotion Website

Tim Green at 20i
Tim Green is a writer and marketer at 20i a high-power hosting service for agencies, e-commerce brands & side hustlers.

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Whether its live events, music festivals, or a shindig for your local community, How you choose to promote your event dictates its success. You’ve likely invested a lot of time into your event, and you want it to be a success. Now you need to find a way to promote it online, either through your website or an all-in-one events platform.

Whether its live events, music festivals, or a shindig for your local community, How you choose to promote your event dictates its success. You may have created the most unique and compelling event for your audience, but if you don’t market it correctly, how do you expect people to hear about it? Let alone attend! You’ve likely invested a lot of time into your event and you want it to be a success. You’ve sorted everything from the venue and entertainment to the special guests and catering. Now you need to find a way to promote it online, either through your website or an all-in-one events platform.

What are some examples of successful event promotion websites?

Event promotion websites like Meetup, Eventbrite, and Eventful provide a user-friendly interface for event organizers to create and promote their events. They also allowing users to discover and RSVP to a wide range of events in their area. These are great to learn from when working on your own promotional strategies.

How can social media integration help promote events on a website?

Social media integration on a website allows event promotion to reach a wider audience by leveraging the power of social networks. By integrating social media sharing buttons and widgets, event information and updates can be easily shared, increasing visibility and attracting more attendees.

There are a number of great ways to get your event seen by the right people. The key is knowing how to leverage event digital marketing to target the right audience, drive them to your website or event platform and compel them to act.

The Importance of event digital marketing

In the age of internet, without online promotion, you’ll find it hard to get people talking about your event. Utilizing digital marketing will not only make it much easier to promote your event, but it will massively boost your reach and engagement.

Plus, the benefits that come from a successful event are fantastic. You can win new clients, increase your brand’s awareness, generate revenue and potentially host future events based on the success of your first.

Let’s look at some of the best ways to make event promotion on your website a breeze. Blizzabo has some great tips and templates to help you

1. Ensure your event website’s UX is up to scratch

Your first port of call should be to ensure your website’s user experience (UX) operates properly. When people land on your website, they should instantly be able to locate your event page (unless they have already landed on the event page itself).

To do this, your event site has to have a clear and intuitive navigation structure. Your menu should feature the event section, and the website's overall layout should guide visitors seamlessly to the event details. Whether that’s through a pop-up, internally linking to the events page, a promotional video, or something else. Great website UX is a blend of providing detailed information in an accessible way, personalization, and ensuring clear brand visibility.

Take advantage of Managed WordPress Hosting to help optimize for both desktop and mobile devices, prioritize fast loading times and eliminate any potential obstacles that might hinder visitors from swiftly accessing important information about your event. If you’re unsure about how to achieve any of this, you should speak with your dev team or your managed hosting provider.

Ultimately, the easier it is for your audience to navigate your website, the easier it will be to locate the event promotion page and encourage ticket sales or sign-ups to your event. Before making your website live for audience, it is wise to run a test and see if the usability matches original intent, read more about it here.

2. Create and optimize your event page

Next up, you’ll need to create an events page.

Your event page will act as the hub of information for all things related to your event. Everything about your event should be on this page. It might help to write down all the must-know information about your event first to ensure you have all the basics ready for upload.

Think about what questions and things your audience will want to know about the event and then deliver this in an accessible and digestible format.

Some of the most important aspects to cover will be what your event is, who it’s aimed at, when it’s happening and where You will also want to ensure that your event page can easily be shared. Things like QR codes and buttons to share the event page are absolutely essential to get the word out.

To create and plan this effectively, take a look at our top 16 evening planning tools and software to help you through this.

3. Present event information clearly and concisely

Event website promotion isn't just about eye-catching social media pages and Facebook events - ensuring that the information about your event is clear and instantly accessible to your audience is pretty important.

Think about the placement of this information. For example, ensure that the event details, including date, time, venue, and ticket information, are clearly displayed on your website's event landing page.

Try to speak your audience’s language as well. A corporate marketing event targeting big multinationals is going to have vastly different messaging than a startup or freelancer networking event. The copy on your event page needs to resonate with your target audience if you’re hoping to boost signups and ticket sales.

Lastly, your ticket-buying form should be super-easy to use and incorporate trust signals to assure the buyer that the transaction is safe and secure and their details are protected.

4. Invest in SEO and utilize event-based keywords

If you’re not familiar with keywords, they are terms, phrases and, well, words that search engines use to rank your event website in their results.

Keywords are extremely important when it comes to helping your audience find you online organically. For example, if you’re hosting or promoting a digital marketing event, you do some keyword research to find out how many people are searching for this keyword in your area.

From here, you can tailor the content on your events page to include this keyword so that search engines understand that your event revolves around digital marketing.

Tools like SEMrush and Google’s Keyword Planner allow you to conduct comprehensive keyword research, analyze search trends, and identify relevant terms crucial for optimizing your website's event page.

5. Highlight the benefits of your event

No one wants to go to an event that doesn’t do anything for them.

Your events page needs to pull your audience in with some unique offerings tailored to their needs and desires. For example, if your focus is on event digital marketing, specifically a networking event for startups and SMEs.

A great way to get people to attend might be to hire some speakers who have successfully navigated the startup landscape and achieved success.

Include links to the speaker’s previous talks or resources so your audience can view their skills and expertise first-hand and make an informed decision before signing up.

This not only adds credibility to your event but also provides valuable takeaways for attendees, making it a compelling and beneficial experience.

6. Branding and design

When it comes to boosting event visibility and getting target attendees interested, having a recognizable and memorable brand plays a huge part in drumming up awareness and promoting it.

Event branding includes::

  • Logo
  • Font
  • Color palette
  • Photography
  • Merchandise
  • The name of the event
  • Stage design

You want your event’s branding to stand out so that when potential attendees encounter your brand, they’ll instantly be able to associate it with your event. Your design should convey your company values.

This also helps promote awareness as it builds a cohesive narrative around your event, making it more memorable and shareable.

The key is to maintain consistent branding and visual consistency across all platforms and channels. For example, the branding on your website or platform’s event page needs to be transferable to social media platforms, print materials like flyers and posters, digital banners and any other promotional materials.

The end goal is to make your branding recognizable, cohesive and memorable. Explore some Youtube videos on the subject and make use of templates to help you get started.

7. Assign budget to paid ads

Unlike SEO, which can take a while to build up trust with search engines, investing in pay-per-click and social ads can massively boost awareness for your event, and reach a larger audience.

Let’s start with social media. Paid social media ads offer a direct and immediate channel to showcase your event to a targeted audience. Platforms like Facebook, TikTok and Instagram allow you to create visually appealing ads with precise audience targeting.

Once they click on your social ads, they can be taken to your website’s events page. From here, it’s just a case of making sure your page is persuasive enough to get them to sign up!

Pay-per-click (PPC) works similarly, as it allows you to bid on relevant keywords and display ads to a target audience actively searching for event-related information.

These ads appear prominently in search results, driving targeted traffic to your event page and increasing the likelihood of conversions. Plus, with PPC, you pay only when someone clicks on your ad, which can make it a cost-effective way to drive the right people to your event page.

8. Create content surrounding the event

Valuable content is king when it comes to your event's promotional efforts. Your audience will enjoy seeing pictures and videos of previous events you’ve hosted. It helps them picture what your upcoming event will be like and what to expect.

Things like ‘behind the scenes’ footage of the event being set up, exclusive interviews with speakers or performers, and attendee testimonials create a dynamic narrative around your event.

Additionally, showcasing interactive elements such as polls, quizzes, or sneak peeks of event preparations can further engage your audience and build anticipation.

9. Email marketing for event promotion

Making the most of event email marketing can provide a new avenue for promoting your event to existing customers and expanding your reach.

Once you have the foundations of your event set up and running, use email to create a buzz around your upcoming event. Using emails as part of your promotional marketing can help answer key questions from attendees.

By sharing additional information and creating a direct line of communication (in addition to social media channels and your online event website or platform) you open up your event to higher engagement from attendees.

Create a well-considered pre-event and post-event email marketing strategy:

  • Pre-event emails: Focus on segmenting your list using data collected from past events such as customer interests, location and demographics for a higher success rate. Your email campaigns could include a reminder of the venue or share an online link to your virtual event - including the date, start time or the key individuals who will be running the event.
  • Post-event email: This is your opportunity to gather feedback that will help inform future events. Share details of how attendees can spread the word online about the event they have just attended. If you’re created a custom hashtag to help connect attendees with others who have joined the event and are interested in networking and connecting online, these can be shared in a follow-up email campaign.

Be sure to include bespoke call-to-actions (CTAs) throughout your event email campaigns to help generate new revenue. As the event date approaches, offer discount codes to specific groups on your email list to encourage last-minute sign-ups from their friends or colleagues.  

Email campaigns that run after your event provides new opportunities for attendees to purchase merchandise, buy recordings of the event and secure their spot at your next event.  

10. Reviews from past attendees

Reviews are one of the most underutilized strategies that can reall help promote your event online. Building trust with new customers who haven’t attended your event in the past can be a challenge that many event managers and planners have to contend with.

Adding reviews to your event page, website or platform from events you’ve run in the past can be a strong trust signal for prospective attendees considering one of your upcoming events. Include photos, videos and testimonials of their experience at your event to provide a glimpse of what attendees can expect. Additionally, you can also share these reviews on social media sites to reach a wider audience and generate more interest in your event.

Positive reviews are an excellent way to encourage attendees to purchase tickets for your next event, so sending out post-event feedback surveys to attendees should form part of your event marketing strategy.

Time to level up your event promotion website skills!

Event promotion on your website takes time but the rewards are well worth it.Whether your event is digital or in-person, utilizing the best event digital marketing practices is crucial to promote it effectively. While you may already have a dedicated following, tapping into a new audience through the above tactics can boost your brand awareness, drive more traffic to your website and ultimately gain more signups to your event. Don’t be afraid to utilize other platforms like Facebook, Instagram and TikTok to promote your event either. Not only will you reach new audiences, but you can redirect them to your website from these platforms.

Whether you use all the above methods or mix and match a few, integrating these event digital marketing strategies into your event planning is sure to get the right people sharing and talking about your event during its lead-up. Blizzabo has some great tips and templates to help you in your event promotional events.

Making use of an all-in-one events platform like Eventcube can provide you with end-to-end delivery for in-person and virtual events. From registration to event management, the platform Provides you with the ability to interact with your attendees before and during your event, facilitates networking and ultimately full control over your event strategy.

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