How To Market Your Online Live Event (And Actually Fill It)

You spent weeks planning your online event. You mapped out the content. You tested the tech. You created the slides. Everything's ready.
Except nobody's registered.

You posted about it on social media. You told your email list. You mentioned it to people you know. And you have... 12 signups. Maybe 15 if you count the people who said they're "interested."

The event is in two weeks. You need 100 people to make it worth your time. At this rate, you'll be presenting to your mom and three people who forgot to unsubscribe from your list.

This is the reality for most online events. The content is great. The marketing is terrible.

Here's the thing about online events: they're abundant. Every day, someone's hosting a webinar, a workshop, a masterclass, a training session. Your potential attendees are drowning in invitations. You're not competing with nothing. You're competing with hundreds of other events that week.

So how do you actually fill your event?

Not with hope. Not by posting once and praying. With a systematic marketing approach that starts weeks before your event and continues until the moment it goes live.

Here's how to do it.

Start Marketing 3 Weeks Out (Not 3 Days)

Most people make this mistake: they finalize their event details a week before, post about it, and wonder why registration is slow.

You need three weeks minimum. Four is better. Here's why.

Week 1 is awareness. Most of your audience doesn't even know the event exists yet. You're introducing the idea, creating curiosity, establishing why they should care.

Week 2 is consideration. They've heard about it. Now they're deciding if it's worth their time. You're addressing objections, showing value, sharing social proof.

Week 3 is conversion. They're interested but haven't pulled the trigger. You're creating urgency, offering bonuses, making the decision easy.

If you only give yourself one week, you're trying to do awareness, consideration, and conversion simultaneously. It doesn't work. People need multiple touchpoints before they commit to anything, even if it's free.

Create A Registration Page That Actually Converts

Your registration page is where people decide if your event is worth their time. Most registration pages are terrible. They're vague, they're boring, and they don't give people a compelling reason to sign up.

Here's what your registration page needs.

A clear headline that tells them exactly what they'll get

Not "Join Our Masterclass" or "Free Workshop About Marketing."

Try "Learn How To Get Your First 100 Customers Without Spending Money On Ads" or "The Exact System We Used To Go From 0 To 50K MRR In 6 Months."

Be specific. Tell them the outcome, not just the topic.

A description that focuses on transformation, not information

People don't want to learn things. They want to achieve things. Your description should focus on what will be different for them after the event.

Bad: "In this workshop, I'll teach you about email marketing strategies and best practices."

Good: "By the end of this workshop, you'll have a complete email sequence that converts cold subscribers into paying customers, plus the exact templates I've used to generate 500K in revenue."

See the difference? The second one tells them exactly what they're walking away with.

Bullet points that outline specific takeaways

People skim. Make it easy. Three to five bullet points that say:

• "You'll learn how to..."
• "You'll get access to..."
• "You'll walk away with..."

Each bullet should be concrete. Not "tips for growth" but "the 5 channel strategy that took us from 10K to 100K MRR."

Social proof

If you've run this event before, show testimonials. If you haven't, show credentials. Why should people trust that you know what you're talking about?

Numbers work well. "I've helped 500+ businesses do X" or "This system generated $2M in revenue for our clients."

A clear call to action

One big button. "Save My Spot" or "Register Free" or "Join The Workshop."

Not multiple options. Not "maybe register or maybe join the waitlist or maybe download this guide instead." One action. Make it easy.

Bonus for early registration (optional but effective)

Give people a reason to register now instead of later. "Register in the next 48 hours and get access to our template library worth $200."

This creates urgency and rewards people who commit early.

Use Email To Drive The Majority Of Registrations

Social media is noisy. People scroll past your posts. Email gets opened (if you write good subject lines).

If you have an email list, this is your primary marketing channel. Here's how to use it.

Send 5 to 7 emails over three weeks

Email 1 (3 weeks out): Announcement. "I'm hosting a live event on X date about Y topic. Here's why you should care."

Email 2 (2.5 weeks out): Value preview. "Here's one thing you'll learn in the event" with a mini lesson or insight.

Email 3 (2 weeks out): Social proof. "Here's what happened when we taught this to our clients" with a case study or testimonial.

Email 4 (1 week out): Objection handling. "I know you're busy, here's why this 90 minute event is worth your time."

Email 5 (3 days out): Urgency. "Event is in 3 days. We're at 80% capacity. Register now or miss it."

Email 6 (1 day out): Final call. "Last chance to register. Event is tomorrow."

Email 7 (Day of, 2 hours before): "Event starts in 2 hours. Here's your link."

You might think seven emails is too many. It's not. Most people don't open every email. They need multiple touchpoints. The people who are interested will appreciate the reminders. The people who aren't will ignore them.

Write subject lines that get opened

Your subject line determines if anyone reads your email.

Bad subject lines:

• "Join Our Upcoming Webinar"
• "Don't Miss This Event"
• "Workshop Next Week"

Good subject lines:

• "The 3 mistakes killing your conversion rate"
• "I'm teaching this live next Tuesday"
• "Here's what 80% of founders get wrong about pricing"

The best subject lines create curiosity or promise value. They don't announce, they intrigue.

Make emails personal, not promotional

Write like you're emailing a friend, not blasting a list.

Start with a story or observation. Connect it to the event. Make the registration link natural, not forced.

Bad: "We're excited to announce our upcoming masterclass on digital marketing strategies. Click here to register for this amazing opportunity to learn from industry experts."

Good: "I spent six months trying to crack cold email. Sent 2,000 emails. Got 12 responses. Then I changed one thing and my response rate jumped to 15%. That one thing is what I'm covering in Tuesday's workshop. If you're struggling with outbound, you'll want to see this. Register here."

The second one tells a story, creates curiosity, and makes the registration feel like the natural next step.

Post About Your Event Every Day (In Different Ways)

Social media requires repetition. Most people won't see your first post. Or your second. You need to post about your event multiple times using different angles.

Here's a framework for daily posts leading up to your event.

Monday: Announcement post
"I'm hosting a live event on [date] about [topic]. Here's what you'll learn: [3 bullets]. Link to register in bio."
Keep it simple. Just let people know it exists.

Tuesday: Problem post
"Most people think [common belief]. That's why [bad outcome happens]. In Thursday's workshop, I'm breaking down the real issue and showing you what to do instead. Link in bio."
Focus on the problem your event solves. Make people realize they have this problem.

Wednesday: Sneak peek post
"One thing I'll cover in this week's workshop: [specific insight or framework]. This alone changed how we approached [thing] and resulted in [outcome]. If you want the rest, register for the event. Link in bio."
Give them a taste of the value. Make them want more.

Thursday: Social proof post
"Last time I taught this, here's what happened: [testimonial, case study, or result]. Running it again live this week. Few spots left. Link in bio."
Show that this actually works. Real results from real people.

Friday: Urgency post
"Event is in 3 days. 70% of spots filled. If you're on the fence, here's why you should register: [3 compelling reasons]. Link in bio."
Create FOMO. Not fake scarcity, real capacity limits.

Saturday: Behind the scenes post
"Prepping for Tuesday's workshop. Going to cover [specific thing] that most people completely miss. This is the difference between [bad outcome] and [good outcome]. Still a few spots open. Link in bio."
Make it feel real. You're actually preparing. This is happening.

Sunday: Story post
"Three years ago I was struggling with [problem]. Tried everything. Nothing worked. Then I discovered [insight]. Changed everything. That's what I'm teaching on Tuesday. Link in bio."
Connect emotionally. Show them you've been where they are.

Monday (day before): Final call post
"Last 24 hours to register for tomorrow's workshop. If you're dealing with [problem] and want to finally solve it, this is for you. Link in bio."
Make it clear: this is the last chance.

Mix formats

Don't just post text. Use:

• Carousel posts (works well on LinkedIn and Instagram)
• Short videos (30 to 60 seconds explaining the value)
• Screenshots of testimonials or results
• Behind the scenes photos of you prepping

Different formats reach different people. Test what gets the most engagement.

Leverage Your Network (Without Being Annoying)

Your existing network is the easiest source of registrations. People who already know you are more likely to sign up than strangers.

DM people personally

Don't blast a message to everyone. Pick 20 to 30 people who would genuinely benefit from your event. Send them individual messages.

"Hey [name], I'm hosting a workshop on [topic] next week. Based on what I know about what you're working on, I think you'd get a lot out of it. Would love to see you there if you're free. Here's the link: [link]"

Personal. Relevant. Not salesy.

Ask people to share

If you have friends, colleagues, or past clients who believe in what you do, ask them to share your event with their network.

"Hey, I'm running a workshop on [topic] next week. If you know anyone who's dealing with [problem], would you mind sharing the registration link with them? I'd really appreciate it."

Most people are happy to help if you just ask.

Offer affiliate incentives (if appropriate)

If your event leads to paid products or services, offer people a commission for referrals who become customers.

"For everyone you refer who registers and eventually becomes a customer, I'll give you 20% commission."

This works especially well with other creators or service providers in adjacent spaces.

Create A Waitlist Strategy For FOMO

Scarcity works. If people think spots are limited, they're more likely to register immediately instead of "thinking about it."

Here's how to use this ethically.

Set a real capacity limit

Don't fake scarcity. Actually limit your event to a specific number of people. Maybe it's 100. Maybe it's 500. But have a real number.

Why? Because:

• Smaller events are more engaging (easier to answer questions)
• You can manage tech better with fewer people
• Scarcity is real, not manufactured

Announce when you hit milestones

"50% of spots filled"

"75% capacity"

"10 spots left"

This creates urgency. People see others are registering. They don't want to miss out.

Create a waitlist when you hit capacity

Once you're full, don't close registration completely. Create a waitlist.

"Event is full, but join the waitlist. We'll notify you if spots open up, plus you'll get first access to the recording and next event."

This keeps momentum going and gives you a warm list for future events.

Run A Last Minute Push 24 Hours Before

The 24 hours before your event is when you'll get a surge of registrations. People procrastinate. They forget. They need a reminder that it's happening tomorrow.

Here's your last minute marketing push.

Email your list again

Subject: "Event is tomorrow. Last chance to register."
Body: "Just a heads up that the workshop is tomorrow at [time]. We're at capacity but opened a few more spots. If you want in, register in the next few hours. After that, we're closing registration. Link: [link]"
Short. Urgent. Clear.

Post on social media multiple times

Morning: "Workshop is tomorrow. Few spots left. If you've been on the fence, today's the day to decide. Link in bio."

Afternoon: "Last call. Event is tomorrow at [time]. Registration closes tonight. Link in bio."

Evening: "Registration closes in 2 hours. Event is tomorrow. This is it. Link in bio."

You might feel like you're being too pushy. You're not. Most people need multiple reminders. The ones who are annoyed weren't going to register anyway.

Text people who said they were interested

If you have phone numbers from people who expressed interest, send a text.

"Hey, just a reminder that the workshop is tomorrow at [time]. Would love to see you there. Register here: [link]"

Personal. Direct. Effective.

Send Reminder Emails To Registered Attendees

Getting people to register is only half the battle. You also need them to actually show up.

Most online events have 30 to 50% show up rate. That means if 100 people register, only 30 to 50 actually attend.

You can improve this with reminder emails.

Email 1: Right after registration
Subject: "You're registered. Here's what to expect."
Body: "Thanks for registering for [event name] on [date] at [time]. Here's what we'll cover: [brief overview]. Add this to your calendar: [calendar link]. See you there."
This confirms they're in and helps them remember.

Email 2: One day before
Subject: "Event is tomorrow. Here's everything you need."
Body: "Tomorrow at [time] we're going live. Here's what to expect: [what you'll cover]. Here's how to join: [zoom link or platform link]. Set a reminder so you don't miss it."
Make it easy. Give them everything they need.

Email 3: One hour before
Subject: "Starting in 1 hour"
Body: "Event starts in 60 minutes. Here's your link: [link]. Grab coffee, close your other tabs, and I'll see you there."
This is the email that gets people to actually show up. Most people need this final reminder.

Email 4: 10 minutes before (optional)
Subject: "We're going live in 10 minutes"
Body: "Join now: [link]"
Super short. Just the link. For people who need one more nudge.

The more reminders you send, the higher your show up rate. Don't worry about annoying people. They registered because they want this information. Reminders help them follow through.

Promote The Replay For People Who Missed It

Even with reminders, some people won't make it. Life happens. Meetings run over. Kids get sick. They meant to attend but couldn't.

Don't let those registrations go to waste.

Send a replay email within 24 hours

Subject: "Missed yesterday's event? Here's the replay."
Body: "Thanks to everyone who joined live yesterday. For those who couldn't make it, here's the recording: [link]. Available for 7 days only."

This does two things:

1. Gives value to people who wanted to attend but couldn't
2. Creates urgency (7 days only)

Promote the replay on social media

"Yesterday's workshop was incredible. If you missed it, the replay is available for the next 7 days. Here's the link: [link]"

This captures people who heard about your event but didn't register in time.

Use the replay to promote your next event

At the end of the replay, add a slide that says:

"Enjoyed this? I'm hosting another live event on [topic] in [timeframe]. Register early at [link]"

Turn this event's attendees into your next event's registrations.

Track What Works So You Can Improve Next Time

Marketing an event isn't a one time thing. If you're building a business, you'll host multiple events. Each one should perform better than the last because you're learning what works.

Here's what to track.

Registration source

Where did people hear about your event?

• Email
• LinkedIn
• Twitter
• Direct message
• Referral

You can track this with UTM parameters or just by asking on the registration form: "How did you hear about this event?"

This tells you where to focus your marketing next time.

Email performance

Which subject lines got the highest open rates?
Which emails drove the most registrations?
What time of day performed best?
Your email tool (Mailchimp, ConvertKit, whatever you use) tracks this. Look at the data.

Social media performance

Which posts got the most engagement?
Which drove the most profile visits?
Which formats performed best (text, carousel, video)?
Instagram and LinkedIn both have analytics. Use them.

Show up rate

Out of everyone who registered, what percentage actually attended?
If it's below 40%, your reminder emails need work.
If it's above 60%, you're doing great.

Conversion rate (if applicable)

If your event leads to a paid product or service, track how many attendees convert.
This is your real ROI metric. Everything else is just vanity.

The Biggest Mistakes People Make

After helping dozens of businesses market their events, I see the same mistakes repeatedly.

Mistake 1: Starting too late
You can't effectively market an event in 5 days. You need weeks. Start earlier.

Mistake 2: Only posting once
Nobody sees your first post. You need 8 to 10 posts across different channels to get real traction.

Mistake 3: Vague value proposition
"Join my webinar about marketing" tells me nothing. Be specific about the outcome.

Mistake 4: No urgency
If there's no reason to register today instead of tomorrow, people will put it off and forget.

Mistake 5: Forgetting about reminders
Getting registrations is pointless if nobody shows up. Send multiple reminders.

Mistake 6: Not following up after
The event isn't over when it ends. Follow up with attendees, send the replay to no shows, and use this momentum to book your next event or sell your product.

The Simple Truth About Event Marketing

Marketing an online event isn't complicated. It just requires consistency.

Most people do one or two of these things. They send an email. Or they post on social. Then they wonder why registration is low.

You need to do all of it. Email, social media, personal outreach, reminders, follow up. Every piece matters.

The good news? Once you have a system that works, you can repeat it. Every event gets easier because you know what to do.

Start with your next event. Three weeks of marketing. Multiple channels. Clear value proposition. Consistent reminders.

Do that and you won't be presenting to 12 people. You'll have a full room of people who are actually excited to learn from you.

That's when online events become worth your time.

Authored by Jason Barrett, Founder of GrowthStack.club.