Digital marketing
An event either sells out or it collapses — there is no middle option. How does digital marketing build the attendance for every event?
In brief
- Meta is the most effective channel for B2C events.
- LinkedIn is number one for B2B events.
- Early bird pricing is the most effective conversion incentive there is.
- A realistic media budget per event: 2–15 % of ticket sales.
- Retargeting is critical for events — 3–5 touches before the purchase.
The best channels
Meta advertising (B2C)
Instagram and Facebook together, video format, an early bird offer and retargeting.
LinkedIn (B2B)
Targeting by job title and industry. Lead Gen Form campaigns for registrations.
Google Ads
Branded search (your own event name) and competitors’ names: cheap and converting.
Previous event attendees are the events industry’s most valuable audience.
Optimising ticket sales
The early bird price is the events industry’s most effective incentive: it converts 3–5× faster.
Clear price tiers (early bird / regular / VIP) make the decision easier.
“Selling out” messaging creates FOMO, but it has to be true.
Attracting audiences for B2B events
LinkedIn Lead Gen Form is the best tool for a B2B event.
The speakers’ personal brands and their networks are worth using.
To sponsors you sell not just visibility but access to an audience — gather and share the audience insight.
Frequently asked questions
How much budget for an event?
Target ticket sales × 2–15 %. For example €100,000 of target ticket sales = €2,000–15,000 of media.
When should the marketing start?
6–12 weeks before the event. For large events 3–6 months ahead.
Does the same model work for large and small events?
No. An event under 200 people works on organic plus email; a large one needs paid advertising.
Worth a look too
Read these related articles and service pages too:
External sources:
Let us look at your situation together
Book a free 30-minute assessment. We work out what is worth doing for an event agency in your case.
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