Effectively promoting your events is crucial to boosting attendance and engagement. This guide outlines best practices for using Facebook, Google Calendar, and email marketing to reach your audience where they are most active.

1. Promoting Events on Facebook

Facebook is a powerful tool for event discovery, especially for local or community-based events.

Create a Facebook Event

• Use a consistent title that matches your website event title.
• Include a compelling event description with clear details: Who, What, When, Where, and Why.
• Add an eye-catching event banner (ideal size: 1200 x 628 px).site.
• Include a direct link to your website’s event page for more information and ticket purchases.
• Tag relevant co-hosts or collaborators, such as instructors, venues, or sponsors.

Engage with Attendees

• Post updates in the event feed (e.g., behind-the-scenes content, reminders, speaker highlights).
• Respond to questions and comments promptly to build trust.
• Encourage attendees to share the event and invite friends.

Boost Your Reach

• Share the event to your Facebook Page, Groups, and Stories.
• Consider using Facebook Ads to target demographics by location, interests, and past engagement.

2. Promoting Events via Google Calendar

Google Calendar lets your users quickly add events to their personal schedules.

• With the use of “Add to Calendar” feature in your individual events page, please ensure the event’s date, time, location, and description are formatted clearly.
• Include a link back to the event page or ticketing platform in the calendar description.

Use Structured Data (Schema Markup)

• Implement Event schema on your event pages.
• This helps Google surface your event in search results with “Add to Calendar” links and richer previews.

3. Promoting Events via Email Marketing

Email remains one of the most effective channels for event promotion—and when used strategically, it can significantly boost registration and attendance.

Use Promoter for Automated and Targeted Emails

If you’re using The Events Calendar, our Promoter tool is the easiest way to automate and personalize your event email marketing. Promoter integrates directly with your events and ticket sales to:

• Send smart, automated emails—before and after your event.
• Target ticket buyers or attendees based on the event, ticket type, or RSVP.
• Create branded, mobile-friendly campaigns that match your site’s design.
• Schedule reminders, confirmations, follow-ups, and even post-event thank-you messages.

Learn more in the Promoter User Guide.

Build and Segment Your List

• Use opt-in forms on your site to grow your list.
• Segment based on interests, past attendance, or location for more relevant messaging.

Craft Effective Campaigns

• Write a clear, attention-grabbing subject line (e.g., “Save Your Spot for This Weekend’s Free Workshop”).
• Include a summary of event details: What, When, Where, How.
• Add a strong Call to Action (CTA) like “Register Now” or “Add to Calendar.”
• Embed calendar links (Google, Outlook, iCal) and include social sharing buttons.

Automate Where Possible

• Set up event reminders (1 week before, 1 day before, and day-of).
• Send follow-ups to non-responders or those who didn’t attend, with links to future events or recordings.

Bonus Tips for All Platforms

• Be consistent with branding across all platforms (same logo, color scheme, tone).
• Include a short URL or QR code to make your event page easy to access and share.
• Track performance: use UTM codes to see which channels are driving the most traffic and conversions.