June 2, 2025
Events can help you to keep from leaving opportunities on the table
If you're a solopreneur trying to grow your business, and you’re only relying on social media or word-of-mouth, you’re leaving opportunities on the table. Events aren’t just a “nice to have” strategy—they’re one of the most powerful tools to increase visibility, build relationships, and create trust that actually converts.
I say this with full confidence because events have been part of my business journey from the very beginning—before I ever ran my own business, and long before I knew what field marketing even was.
My love for events didn’t start in a boardroom. It started in hospitality.
I was managing events and logistics for a local restaurant in Hernando County, Florida—organizing charity craft beer festivals, county-wide scavenger hunt bar crawls, and collaborations with dozens of small businesses. These weren’t just fun ideas; they were community-powered strategies that boosted visibility, created buzz, and filled seats.
Then, life flipped.
When my dad had a heart attack, I stepped away from my hospitality career to take over his business. I didn’t have a roadmap—I had responsibility, urgency, and a whole lot of grit. But I brought one major skill with me: I knew how to get people in the door.
So I leaned into what I knew. Whether it was building partnerships, showing up in the community, or creating local activations, I used event marketing to generate leads and breathe new energy into a business.
Fast forward to today, and I handle field events and marketing strategy for a software company in the cybersecurity space. I coordinate conferences, handle booth logistics, plan sponsorships, and build lead gen campaigns around events. The scale and industry may have changed, but the value of events hasn’t.
Whether you're a coach, a contractor, a wellness provider, or a creative—your business is powered by you. And in a world where people are overwhelmed with online content, in-person connection stands out.
Here’s why events are so powerful:
People do business with people. Events put you in front of potential customers, collaborators, and partners in a way that builds familiarity and trust—fast.
Showing up, speaking, demoing, or even just talking about what you do makes your offer real. It removes the digital wall and makes your brand human.
Every event should give you a way to walk away with leads—whether that’s sign-ups, DMs, referrals, or booked calls. Bonus: those leads already trust you more than someone who found you from a cold ad.
A single event can feed your content calendar for weeks. Live content, behind-the-scenes footage, recap posts, attendee shoutouts, testimonials—you name it.
Some of the best ROI I’ve seen from events had nothing to do with sales and everything to do with relationships: strategic partners, referral sources, collaborations, and visibility that continues long after the event ends.
You don’t need to go all-in on every event. The key is finding what makes sense for your energy, business goals, and audience. Here are the most effective options:
These are events you plan and lead.
Why it works: You control the vibe, audience, and messaging. You position yourself as the expert from the start.
Team up with another business or service provider who serves a similar audience.
Why it works: Shared audiences, shared promotion, and a way to cross-pollinate communities.
Show up as a vendor or exhibitor at an organized event.
Why it works: Guaranteed foot traffic, visibility, and networking opportunities with both attendees and fellow business owners.
If you’re not ready to host or attend, sponsor something.
Why it works: You still get brand exposure—often for less effort—with your logo, products, or services featured in the event's materials and promos.
Sometimes, the best marketing is just being present.
Why it works: When people see you around town or in their community, they trust you more. Period.
Instead of saying yes to everything (hello burnout), ask:
You don’t have to go big to go smart. In fact, some of the most effective events are small, scrappy, and local.
Being a solopreneur doesn’t mean you can’t make events part of your strategy. But you do need systems to keep it sustainable.
Tips:
You are your brand. And showing up in person makes you unforgettable.
Whether it’s a community fundraiser, a niche conference, or a co-hosted event with a friend down the street—events help people feel your energy, see your passion, and believe in your offer. And that? That’s what moves the needle.
You don’t need to do everything, but you do need to be seen. So say yes to the right events—and if you need help figuring out what that looks like, or building an event strategy that doesn’t eat up your whole life, I can help.
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