Online Marketing for Events – How to Sell Out Your Event
The best reward for any event manager is the vibrant energy of a completely sold-out event filled with attendees.
However, getting a full house for your event can feel tough in today’s busy online world.
With so much grabbing people’s attention, you might wonder: can we really get big crowds to our events now?
The answer is yes, and the key lies in the innovative applications of online marketing for events.
Choosing effective marketing strategies can capture your audience’s attention and drive ticket sales through the roof.
Keep reading this article to get all the insights to transform your next event into a buzzing, sold-out success.
7 creative strategies for successful online marketing for events
The event industry is one of the most diverse yet challenging sectors. While a sold-out event is the ultimate dream of an event organizer, it is not possible without a winning online marketing strategy for events. But don’t worry.
We have compiled seven creative online marketing ideas to help you fill every seat.
1. Define clear event goals and vision
2. Build anticipation and curiosity
3. Utilize social media marketing
4. Dedicated event apps
5. Collaborate with influencers and partners
6. Targeted and location based marketing
7. Email marketing campaigns
8. Maximize your event attendance powered by Bloc
9. How do I track the success of my online event marketing?
10. How can I use user-generated content (UGC) in online marketing for events?
11. What are some often overlooked online marketing tactics for events?
1. Define clear event goals and vision
Marketing experts advise spending 15% to 20 % of the marketing budget on events.
That’s a substantial amount, so it’s critical to establish clear goals and vision for your event.
Start by defining the core objectives: Is it for lead generation, brand awareness, or community engagement?
The next step is to define your target audience. For a gaming convention, the target audience could be tech-savvy individuals aged 16-35 interested in various game genres.
These individuals are likely active on platforms like Twitch and Discord.
Addressing these fundamental aspects ensures your marketing efforts are targeted and set up for success.
2. Build anticipation and curiosity
One of the most effective yet subtle event advertisement ideas is to gradually build anticipation in your audience’s subconscious.
To structure your marketing rollout, establish different timelines that lead up to your event. Here is how:
- Event Website: Launch your event’s website 3 to 4 months in advance. It should showcase your event’s brand with a teaser like, “Get Ready for an Unforgettable Experience Coming Soon!”
- Customizable Tickets and Early Bird: Allow your audience to personalize their tickets (e.g., selecting a preferred entry time slot to avoid long queues). You can also offer an early bird discount 4–6 weeks before the event to incentivize early commitment.
- Event Highlights: Keep the anticipation alive until the last minute by consistently sharing videos and picture highlights from previous successful events. It visually shows the engagement and excitement awaiting attendees.
3. Utilize social media marketing
One can’t ignore the value of social media in online marketing for events.
Instead of creating countless groups and pages, focus on smart and targeted social media marketing for events. Here is how to utilize each platform at its fullest:
- Platform-Specific Content: Create engaging videos, behind-the-scenes glimpses, and sneak peeks tailored to each platform. For Instagram, design visually appealing reels and graphics. For TikTok, create short, trending video content showcasing the event’s unique aspects and fun.
- Hashtags: Increase your reach on Instagram by using relevant and specific hashtags (e.g., #LondonFoodieFest, #TechConference2024). This will help you connect with local and targeted audiences.
- Community Engagement: Keep your audience engaged through live sessions, podcasts featuring relevant guests, and interactive Q&A sessions about the event details.
- PPC Advertising and Direct Purchase: Run targeted pay-per-click (PPC) ads on platforms like Facebook and X to reach your ideal audience based on demographics. Don’t forget to embed direct ticket links in your ads. This makes buying instant and easy for potential attendees.
4. Dedicated event apps
With over 7.2 billion smartphone users, mobile apps have become a primary point of interaction.
A recent survey shows that almost 47% of people purchased event tickets through an application.
This is because a mobile app makes it super easy for attendees to purchase tickets or register for an event.
A dedicated event app strengthens communication through instant notifications updates like schedule changes or special announcements.
For example, if a keynote speaker’s session time shifts, a push notification immediately informs all app users.
Additionally, it provides valuable insights about your audience engagement.
You can track which sections of the app are most viewed or which interactive features, like photo sharing or favorite artist polls, are most utilized.
This will give you a clear understanding of what resonates with your audience.
5. Collaborate with influencers and partners
The global influencer market was valued at over 21 billion U.S. dollars in 2023, highlighting its immense potential for online marketing for events.
Pair with relevant influencers, thought leaders and your existing partners to tap into their established audiences.
They can promote your event through endorsements, social media collaborations, or guest posts.
If you are hosting a food festival, collaborate with popular food bloggers who can share photos and pictures of participating vendors.
Influencers can host live Q&A sessions about the festival lineup and their favorite dishes.
Celebrity guest chefs can use their presence to give shout-outs and create anticipation about what exclusive recipes they will be sharing in the event.
6. Targeted and location based marketing
Targeted and location-based marketing is highly effective for online marketing for events.
For a local event in Leeds, it’s not feasible to spend your marketing budget targeting all people in London or Edinburgh.
The focus should be reaching potential attendees within Leeds and the surrounding areas.
There are numerous digital marketing companies that offer services to advertise your event within your chosen demographics and geographic location.
This ensures that your resources are spent wisely on those with the highest probability of purchasing tickets.
7. Email marketing campaigns
Email marketing is a powerful tool within digital marketing for events.
It allows you to reconnect with your existing customer base and re-engage those who’ve shown prior interest.
Segment your email list based on demographics, interests, or past attendance to personalize your message.
For instance, you can promote exclusive VIP packages to previous VIP ticket holders with more benefits.
Use email campaigns to highlight special offers like early bird discounts or group bundles to incentivize early signups.
8. Maximize your event attendance powered by Bloc
Online marketing for events can be a complete game changer for your event’s success.
Carefully select and implement tactics that align with your specific business and event goals.
While social media, dedicated apps, and email campaigns are important, a truly impactful approach is holistic.
Optimize your event website and landing pages for a seamless user experience.
Add clear call-to-actions (CTAs) across all platforms and build trust by incorporating social proof like testimonials and ticket sales indicators.
Ready to supercharge your online marketing with expert guidance?
Choose BLOC. From precisely targeted PPC ads and location-based marketing to integrated event calendars and comprehensive, measurable analytics, BLOC empowers you to fill every seat.
9. How do I track the success of my online event marketing?
Track key metrics like website traffic to your event page, registration numbers, ticket sales, social media engagement (likes, shares, comments), and the conversion rate from clicks to registrations/purchases.
10. How can I use user-generated content (UGC) in online marketing for events?
Encourage attendees to share photos and videos using a dedicated event hashtag.
Repost their content on your event’s social media and website to build social proof and create a sense of community.
11. What are some often overlooked online marketing tactics for events?
Consider partnering with complementary businesses for cross-promotion.
Engage in relevant online communities and forums to share event information naturally.
Optimize your event listing on relevant online event calendars and explore retargeting ads to reach bounced website visitors.
