How to promote an event online

Sometimes promoting or marketing an event can feel overwhelming, especially with all the different platforms to post on now. This article assumes you have the bare details set already like: date + time, location, event goal, audience, etc.

We’re all about systems and processes here, so while you create your checklist for the event execution, go ahead and create a checklist for these marketing/promotion tips. If your event is successful (or isn’t) you’ll want to duplicate that checklist for next time and revise it a bit based on how things went.

1. Post on your social platforms.
   Hit all your basics here. The social algorithms might not show your post to many of your followers if you have a business account, but this is the start of meeting your people where they are.
2. Create a Facebook event.
   This will create an opportunity for extra eyes that may not be following your pages. If friends of friends show as “interested” or “going”, it’ll show up in other’s feeds, or even just for those browsing for events to attend. Also, this is where you have a great opportunity to boost the event.
3. Email, email, email.
   People have specifically signed up to your mailing list, for important updates that likely may not appear in their social feeds. Email is still the number 1 converter when it comes to marketing, and it’s FREE (usually). And if you’re not currently set up for capturing emails, this is where you buckle down and finally do it.
4. Comment and engage!
   Social algorithms favor posts that get interaction. So, if someone comments on your posts, respond back to them, even if it’s just ‘thank you” or an emoji. That post will then have a little extra boost to show up in other peoples feeds and get more eyes.
5. Encourage others to comment.
   Again with the algorithm score, but simple and free: encourage employees or friends and family to give your post some attention. It shows support and encourages the post to show up in peoples feeds.
6. Post-event chatter.
   Encourage attendees to post about the event. This allows for more information to be spread, it’s also a great way to promote networking and build connections. Create a hashtag (do your hashtag research too), include it in your marketing material and when you post. Or plan a giveaway to encourage posting.
7. Summary / Highlights + Thank you.
   After the event is over, it’s nice to compile a list of some the best things that happened. Whether it’s pictures, testimonials, or the best knowledge that was shared, provide this as a takeaway for those who attended.

If your schedule is extra busy, you can find some comfort in scheduling some of these posts ahead of time. Some scheduling platforms will also tell you what hours are best to post for your audience so you get the most eyes on your posts. Or, if it’s just a matter of scheduling the post for the next morning instead of when you’re working on it at 11pm that night, they help with that too.
We use Iconosquare to manage our client accounts and LOVE it.

Keep in mind, these are only some basic suggestions; some of the social platforms mentioned may not be the platforms that are best to reach your audience. If you’re using LinkedIn or Twitter, post there too. If you’re not using Instagram, don’t worry about posting there. You know your audience best. A good standard practice is to use 2-3 social platforms, until you’ve mastered them or you’re ready to grow into another platform. Just don’t overwhelm yourself to the point where you stop posting.