Ah, I am curious too to hear what others are saying.

Personally, I have always worried that just waiting for people to subscribe was not going to be enough. So

• we send out newsletters, listing the different upcoming events.
• at the end of any events we mention the next ones
• we have a external knowledge base site where we mention them

We do very similar things. 

Have you ever tried DM’img folks about upcoming events? And do you find that works better than campaigns?

No I haven’t DM’ed people (we turned it off on our CC site).

Forgot to mention that we also feature the events on our community landing page.

But yeah I think a feature that is missing is a regular digest (weekly/monthly) that list all things of interest for its recipients, including upcoming events...

We have a very active events program (between 3-8 events per month) and do a few things to drive ongoing awareness.

• We keep an event Calendar widget on the sidebar of our home page.
• We also have a Featured Content widget near the top of the home page, under the search banner. One of the items is always the next upcoming event. 
• We send a monthly client newsletter with a list of upcoming events and registration links.
  • We’ll sometimes send a one-off email midway between newsletters, focusing solely on events (usually only if registrations are low or we have a really impactful event we want to ensure extra visibility for).
• During each event, we share information about other upcoming events (and we really encourage the Subscribe button!). We do this in the middle of the event because we found that if we wait until the end, people drop off without hearing the promotions.
  • We use Zoom Webinars for our events, so we also add a Resource Link to the webinar that goes straight to the Events page to make it easy for people to register for the ones that sound good while they’re thinking about it.
  • We also link to them in the post-event emails to registrants.
• We ensure our internal Sales and Success teams are informed about events so they can share them directly with clients who may be particularly interested in certain topics. That includes a list of events in their internal newsletter and a slide of upcoming events they can drop into any of their decks. 

We try to ensure events open for registration at least 4 weeks before the event, although 6-8 weeks is better. No matter how much promotion we give, sometimes the best thing we can do is allow time for discovery, especially because we don’t want to accidentally overcommunicate, so this allows us to spread out all these touchpoints.

I’m curious to hear what others are doing!