Online Event Marketing
What is online event marketing and how do you do it?
Online event marketing is the use of web channels, such as a landing page, email, search, social posts and partner links, to get the right people to register for an event. It applies to any event, in person, virtual or hybrid, because the registration usually happens online.
This guide lists the channels, gives a six-week plan and says what to measure. For virtual-only events, see virtual event marketing; for webinars, see webinar marketing.
Updated by the Eventdex team
4.7/5 from 39 reviews on each
The online channels and what each does
Pick three or four channels and do them well rather than touching all of them.
| Channel | Best for | Watch out for |
|---|---|---|
| Event landing page | Turning interest into registrations | Unclear date, place or sign-up button |
| Email to your list | Reaching people who already know you | Sending too often or too late |
| Search (organic and paid) | People looking for this kind of event | Pages that do not answer the search |
| Social posts | Reach and reminders | Posting without a link to register |
| Speaker and partner promotion | Borrowing other audiences | Not providing ready-made copy |
| Past attendees and referrals | The most likely registrants | Not asking them to share |
A six-week plan
Adjust the lengths to your own event, but keep the order.
Weeks 6 to 5: build the base
Publish the landing page, open registration and set up tracking so you can tell channels apart.
Event landing pageWeek 5: announce to your list
Email past attendees and customers first, then post publicly.
Weeks 4 to 3: add speakers and partners
Share each speaker, partner and sponsor with copy they can post themselves.
Week 3 to 2: use proof
Share the agenda, a session preview and the names of confirmed speakers. Use only facts you can show.
Week 2 to 1: remind and close
Send reminders with the date and a deadline, and ask registered people to bring a colleague.
After the event: follow up
Send a thank-you and the next date, and measure what each channel brought.
Event follow-up email
What to measure
Measure registrations by source, not just page visits. Give each channel its own link so the registration list shows where people came from, and compare the sources after the event. A promo code per channel is one simple way to tell them apart.
Eventdex's registration page describes promo codes. Eventdex's pages do not describe an ad-buying or social scheduling tool, so manage those in the tools you already use.
Event registration software
Online registration with promo codes and payment.
Event registration software
Common online marketing mistakes
Online promotion is easy to start and easy to do badly. Watch for these.
No tracked links
Without tagged links you cannot tell which channel brought registrations.
Only announcing
Share a reason to attend, such as a speaker or a session, not only the date.
Forgetting reminders
Registered people still need reminders before the event.
The Eventdex platform
Tools behind online event marketing
- Registration softwareA sign-up page with promo codes to tell sources apart.Learn more about Registration software
- Event technologyThe systems that run the event.Learn more about Event technology
- Event mobile appKeep registered people informed.Learn more about Event mobile app
- Event ROIMeasure what the event delivered.Learn more about Event ROI
“It's easy to use and interfaces very well with our needs. The scheduling function is awesome. It allows our companies and partners to schedule their meetings with no assistance thus reducing time and resources. In addition, if there are any snags in scheduling, the Eventdex staff takes care of your needs immediately.”
University at Buffalo
Eversource Energy
Georgia Tech
Influence Communications
FAQ
Online Event Marketing: common questions
What is online event marketing?
Using web channels, such as a landing page, email, search and social posts, to get the right people to register for an event.
Is it the same as virtual event marketing?
No. Online event marketing is how you promote any event on the web, in person or virtual. Virtual event marketing covers events that are themselves online.
How early should you start?
Six weeks is a workable starting point for most events, with the landing page and registration open first. Larger events usually need longer.
Which channel works best?
It depends on your audience. Email to people who already know you is usually the cheapest to test. Use separate links or promo codes to see which channel registers people.
See Eventdex registration and event tools
Start with a free interactive floor plan, or talk to an event specialist on +1 (866) 434-5088.