According to the 2016 Content Marketing Institute report, nearly 70% of B2B marketers listed “in-person events” as their top B2B marketing tactics.  That data point probably already prompted you to think, ‘what sort of event can we put on?’

If your company hosts events or has plans to, whether B2B or B2C, it’s important to ensure you encourage the right people – the people that will become your customers, partners, advocates – to sign up and attend.

We’ve curated this comprehensive list of ways to promote your event online to ensure you get in front of your potential attendees and make your event a well-attended success.

Promote on Your Site

Create a unique event page.  A page created specifically for your event with all the necessary information can be your home base for all your attendees may need. It can also help sell the event.  Optimize it with registration information, directions, logistics, agendas, speaker bios, etc.

Schedule teaser blog posts leading up to the event.  Give people a taste of what they will hear at the event by writing about the topic matter, the speaker or event details leading up to the event date.

Promote throughout the site.  Add an event banner or call out to your home page to make sure all visitors see the opportunity. Make it link to the event page where they can easily register.

Social post aggregators. If you are using social media and event hashtags for your event,  find and install a Hashtag Search Widget and embed it on your website for additional exposure.

Use Your Network

Email Lists.  Use your newsletter, email or contact lists to your advantage by sending an invitation to join the event.  If possible, set up a drip campaign to ensure your contacts get tailored messages about the event leading up to the date.

Past Attendees.  Have you held an event before? Start by sending your event information to previous attendees who you already know have an interest in the topic.

Update company profiles, bios and listings with a link to the event.  This includes e-mail signatures!

Share it Socially.

Facebook.  You can choose to create a unique event using Facebook’s platform to easily inform and register your followers.  Leverage Facebook to also share weekly/monthly reminders as the event draws closer.

Twitter.  Use Twitter as a way to promote your event if it meets audience requirements. Create twitter lists for attendees and speakers. This generates excitement, buzz and promotion, as well as participation in event discussion.  People can also easily follow conversations being had by both groups of people.

LinkedIn.  Like Facebook, you can create an event through LinkedIn and invite your connections to attend.

Google+ groups. Create groups for the event and invite attendees (and potential attendees).

Hashtags.  Create an official hashtag for the event and start using it on Twitter (and Instagram) for everything event-related; encourage attendees, speakers and sponsors to use it as well.

Industry Forums.  Are your attendees in an industry that uses online forums or discussion groups? Find those groups and share your event details with them.

Leverage Content

Create and distribute shareable event materials to help promote the event.  Assets can include banners, buttons, videos, etc. Consider implementing a referral/incentive program for each click to the event from assets shared by others.

Use Videos.  YouTube, Facebook and Instagram are all great for video content promotion.  Videos can include footage from previous events, speakers in action, etc.  These can be used organically and utilized for paid ads and/or retargeting.

Giveaways.  Free ticket giveaways are great to generate buzz and excited attendees.  This can take the form of a contest, drawing, etc. Social media platforms are a great way to keep the buzz going!

Invest in Paid Ads

Retargeting:  Create a retargeting display campaign for attendees that viewed your event page but didn’t register. They may just need the reminder.

Social Media Ads:  Make sure your event is promoted to its target audience through audience targeting on social media ad platforms like Facebook, LinkedIn, and Twitter.

Leverage Event Aggregating Sites

EventBrite.  This site allows you to send out one all-inclusive invite to your event.

Meetup.com.  Usually used as a tool for newly transplanted residents, this site can be an ideal resource.  You can either create your own Meetup group, or join a similar existing group and ask the administrator to post your event.

Local Event Sites.  By Googling “your city’s local events,” or “your city’s business events,” you will find a list of sites geared toward promoting local events.  Find which sites gel with your event(s) and post to all of them.  We use PDX Pipeline and the Portland Business Journal.

In sum, your event raises awareness of your brand (and your company), allows you to take control of messaging and have a very active role in your advertising, builds excitement with the public as well as internal sales people, and gets more people to your store and/or to your website.