Creating targeted landing pages is no longer a nice-to-have, it’s essential for converting today’s event audiences. But once you’ve built the basics, how do you scale and improve performance across different campaigns and audience types? In this follow-up to our original guide, we explore how UK event marketers can take their landing page strategy further by using smart segmentation, dynamic content, integrated tools and continuous testing. If you’re ready to move from static pages to a high-performing, personalised funnel, this is where to start.

Generic marketing no longer cuts through in a landscape where attendees expect relevance at every touchpoint. Whether you’re running a B2B summit, trade exhibition or public festival, delivering personalised experiences is no longer a luxury, it’s expected. The challenge? Doing it at scale. This post explores how UK event marketers can use segmentation, automation, behavioural insight and AI to tailor content and journeys for thousands of potential attendees, without overloading your team.

Optimising for conversions doesn’t stop at a tidy landing page and a strong call to action. As event audiences become more selective and tech-savvy, the next level of conversion optimisation demands smarter tools, richer data and more personalised experiences. This post builds on our previous guide by exploring advanced techniques, such as AI-powered lead nurturing, behavioural scoring and live funnel testing, that help turn passive interest into active attendance. If you’re ready to go beyond the basics and build a conversion engine that adapts in real time, read on.

As search engines evolve into conversational assistants, event organisers must do more than optimise for rankings, they must optimise for answers. Generative engine optimisation (GEO) is quickly becoming essential for ensuring your event is visible, credible and clickable in AI-generated summaries. In this post, we explore advanced GEO tactics that go beyond the basics, helping your event stand out in a landscape shaped by ChatGPT, Google SGE and other AI-first discovery tools.

Getting people to register for your event is one thing, getting them to actually attend is another. If you're working with limited resources, you’ll need to be creative and strategic. The good news? You don’t have to spend more to see better results. Here are 10 proven ways to boost event attendance without increasing your budget.

Marketing your event effectively can be the difference between a packed venue and an empty room. From building early buzz to keeping attendees engaged and following up after the day, every stage matters. In this guide, we’ll walk you through a proven, step-by-step approach to event marketing that helps you attract the right audience, boost attendance, and make a lasting impact.

Promoting your event on social media can feel overwhelming without a clear plan. To help you navigate this, here are key steps to create a successful social media campaign that drives awareness, boosts registrations, and engages your audience before, during, and after your event. Follow these tips to maximise your reach and get the most from your social channels.

Collecting the right feedback after an event is essential for improving future experiences, proving value to stakeholders, and making informed decisions. But generic surveys often lead to vague responses and low engagement. In this post, we’ll share the essential event survey questions to ask across different audience types, delegates, sponsors, and speakers, and show how integrating them into your event website can boost both response rates and insights.

Search is evolving fast and event organisers can’t afford to be left behind. As AI tools like ChatGPT, Google’s Search Generative Experience (SGE), and Bing Copilot reshape how people discover information, your event’s visibility now depends on more than just keywords and backlinks. This is where Generative Engine Optimisation (GEO) comes in - a new approach to ensuring your event is featured, cited and trusted in AI-generated results.

Before you lock in a venue or start promoting, read this. Based on 18+ years experience in the sector, this guide breaks down the most common mistakes new organisers make, and how to avoid them. Whether it’s a local gig, market or full-scale festival, these insights will help you start smarter, plan better and avoid burning out.