How Small Businesses Can Promote Their Events in Waltham Forest
- Victoria Dove
- Aug 19
- 6 min read
Updated: Aug 21
A comprehensive guide to reaching your local audience
Planning an event in Waltham Forest? Whether you're hosting a workshop in Walthamstow, opening your studio in Leyton, or running a market anywhere across East London, getting the word out effectively can make the difference between a quiet gathering and a buzzing success.
Through organising events like the William Morris Design Line, we've learned what really works for small businesses wanting to connect with their local community. Here's your complete guide to event promotion in Waltham Forest.
FREE ONLINE LISTINGS THAT DELIVER RESULTS
Getting your event listed on the right platforms can dramatically increase visibility without spending a penny. Here are the most effective free options for Waltham Forest events:
Essential Local Platforms
What's On Walthamstow: https://www.whatsonwalthamstow.co.uk/contact/ - The go-to source for local families and residents
Waltham Stuff: https://walthamstuff.com/add-an-event/ - Popular community platform with highly engaged local following
London-Wide Reach
Ian Visits: https://www.ianvisits.co.uk/submit-event-to-the-listings-guide/ - Excellent for unique, quirky events that stand out
The Resident: https://www.theresident.co.uk/submit-an-event/ - Perfect for reaching creative professionals and young families
All in London: https://www.allinlondon.co.uk/submissions/event - Broad London audience with good local reach
Specialist Platforms
Architecture Diary: https://london.architecturediary.org/2021/02/01/how-to-create-an-event-listing/ - Essential for design, architecture, and creative events
Open House Festival: https://open-city.org.uk/open-house-festival - Free listing for studios and creative spaces (check deadlines)
Pro Tip: Select the most relevant platforms for your niche rather than trying to list everywhere - quality submissions to the right audience work better than blanket approaches.
SOCIAL MEDIA STRATEGIES THAT BUILD COMMUNITY
Instagram & Facebook Cross-Posting
Content That Connects:
Share "getting ready for your event" content in the weeks leading up - studio prep, stock preparation, behind-the-scenes setup
Create time-lapse videos of your making processes or preparation
Film quick "Meet the maker" style content, introducing yourself and what visitors can expect
Show sneak peeks of what people will see or experience
Create countdown posts as we get closer to your event date
Share "What to expect" posts that build anticipation
Maximise Your Reach:
Pin your event post to the top of your profile (this keeps it visible to new visitors)
Share event posts in your Stories (short videos/photos that disappear after 24 hours)
Create a pinned highlight to collate your event Stories (permanent collection of Stories)
Cross-post to Facebook to reach different demographics
Always include a clear call to action: "For more info on timings and tickets, head to the link in my bio"
Professional Networks - LinkedIn
Why LinkedIn Works for Local Events:
Great for reaching professional networks and B2B audiences
Perfect for telling your peers about what you're up to
Excellent for workshops, talks, and professional development events
Connect with design schools, art colleges, and creative courses in London
Reach out to professional associations relevant to your discipline
LinkedIn Strategy:
Pin your event post to the top of your page or profile
Share the story behind your business and why you're hosting the event
Invite your professional network to attend and share with their contacts
TikTok & Twitter/X
TikTok Approach:
Create authentic, behind-the-scenes content
Use local hashtags like #Walthamstow #EastLondon #WalthamForest
Pin your event post to the top of your grid
Twitter/X Strategy:
Engage with local community accounts and venues
Use relevant hashtags for your area and industry
Pin your event tweet to the top of your profile
Retweet and engage with other local businesses
LOCAL COMMUNITY & OUTREACH
Personal Networks
Tell your friends and family - personal recommendations carry huge weight
Share in local WhatsApp and Facebook community groups
Ask existing customers and clients to spread the word
Contact your personal and professional networks
Physical Presence Matters
Pop a poster in your window at home or work (if public-facing)
Partner with your local cafe, pub, or independent shops for poster display
This helps keep events accessible to those not active on social media
Contact community centres and libraries about displaying information
Professional Connections
Create your own targeted press release for industry media
Connect with local councillors and community leaders
Partner with complementary businesses for cross-promotion
Collaborate with local schools for family-friendly events
CONTENT CREATION & SCHEDULING TIPS
Authentic Storytelling
Take your audience on the journey of how you're preparing for the event
Share your 'why' - what drives your passion for your craft or business
Document your creative process and behind-the-scenes preparation
Show the human side of your business and genuine enthusiasm
Smart Scheduling
Use a scheduler, such as Meta's free scheduling tool, to batch create posts and Stories
Plan content in batches to save time and maintain consistency
When posting about your event, link to your main website or specific event page for tickets/info
Encourage people to explore what else you offer - many event visitors become ongoing customers
Cross-Collaboration Magic
Partner with Complementary Businesses:
Collaboration posts between businesses based on niche, audience, or location work really well
Examples: film and photography, breweries and distilleries, museums and heritage sites
Share each other's content in your Stories
Retweet other businesses' posts to help support and spread the word
Create informal partnership deals or recommendations
Visual Branding on a Budget
Consistent Visual Identity
Use free tools like Canva for social media templates
Maintain consistent colours and fonts across platforms
Create templates you can reuse for future events
Take high-quality photos of your work, products, or space
Local Photography Tips
Showcase your Waltham Forest location in imagery
Include recognisable local landmarks or characteristics
Capture the character of your neighbourhood
Use natural light - many local venues have great natural lighting from large windows
EMAIL MARKETING
Sending an email to your mailing list is one of the most effective ways to spread the word about your event. Email marketing helps you reach people who already care about your work, giving them all the details they need to join you and get involved.
Top tips for promoting your event by email:
Include a clear call to action, such as “Save the date” or “Book your spot now.”
Link directly to your listing on the William Morris Design Line website for full event details.
If you’re selling tickets, make sure to include a prominent link to your ticket sales page.
Add a personal touch—tell your audience what makes your event special or what you’re most excited to share.
Highlight any hands-on activities, demos, or exclusive experiences on offer.
Remind readers to share the event with friends and family who might be interested.
MEASURING SUCCESS & LEARNING
Track What Matters
Ask visitors how they heard about your event
Monitor which platforms and content types drive actual attendance
Track engagement on different types of posts and content
Build email lists during events for future promotion
Community Learning
What worked for similar businesses in your area?
Which local partnerships proved most valuable?
What content resonated most with your specific audience?
How can you improve and build on success for next time?
REAL SUCCESS IN WALTHAM FOREST
Through organising the William Morris Design Line and working with dozens of local creative businesses, we've seen these strategies deliver real results. Businesses have successfully attracted hundreds of visitors using combinations of social media collaboration, authentic storytelling, and genuine community partnerships.
The most successful events combine digital promotion with real-world community connections. In Waltham Forest, the creative community is incredibly supportive - when you invest time in promoting and supporting others, they return the favour.
YOUR ACTION PLAN
Start Small, Build Momentum:
Pick 2-3 strategies from this guide that feel manageable and authentic to your business
It's better to do a few things consistently well than to spread yourself too thin
Start with your existing networks and genuine connections
Build from there as you gain confidence and see what works
Remember: Successful event promotion in Waltham Forest isn't about having a huge budget or being a marketing expert. It's about building genuine connections with your local community and telling your story authentically.
The area has a rich history of creativity, community spirit, and supporting local businesses. Tap into that energy, be genuine about what you offer, and don't be afraid to ask for help - the local business community is incredibly generous with support and advice.
Need personalised guidance for your Waltham Forest event? Dove PR specialises in local event promotion and community engagement across East London. Get in touch for tailored support.
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