What two weeks away taught me about building momentum

I’ve just come back from a two-week holiday, which was a great opportunity to switch off, spend time with family and take a proper break from Event Momentum.

Like many small business owners, I knew things would go a little quieter while I was away, but coming back has reminded me how quickly momentum can slow when you’re not regularly promoting your brand.

As I prepared for my vacation, just before I went away, website traffic had started to dip slightly, and enquiries had become less frequent. It would be easy to see it as a setback, but it's exactly the challenge I've spent years discussing with event organisers. Building an audience isn't something you can switch on a few weeks before you need it. It comes from consistently putting useful content in front of the right people, building trust over time and staying visible even when there isn't an immediate return.

Event Momentum content cycle

The irony isn't lost on me that I've ended up experiencing the same thing with Event Momentum.

The difference is that this isn't a huge surprise, and it certainly isn't a reason to panic. Growing a business, particularly one built around expertise and relationships rather than quick sales, will always have quieter periods. The important thing is recognising when momentum has slowed and putting the work in to build it again.

Over the next few months, I'll be aiming to do exactly that. I'll be sharing more of what I've learned from nearly two decades working in events, more practical marketing ideas that hopefully organisers can actually use, and more honest reflections on what works, what doesn't and why so many good events struggle to reach the audience they deserve.

Although I was very active on company LinkedIn pages, I very rarely made personal posts on LinkedIn for years because I thought it had become full of dubious performative business stories and engagement bait.

I'd much rather try and create content that someone finds genuinely useful, whether they're building a brand, organising a conference, promoting a festival or trying to grow attendance at a community event.

Then I started Event Momentum and realised there are some genuinely smart people sharing useful ideas. So, I'm trying to be part of that side of LinkedIn.

If you need support with your event or building your brand’s online profile, then please do contact us at info@eventmomentum.uk.
© eventmomentum.uk

Why is consistency important in marketing?

Consistency helps businesses stay visible, build trust and remain front of mind with their audience. Rather than relying on occasional bursts of activity, regular marketing creates familiarity over time, making it more likely that potential customers will engage when they're ready to buy.

How long does it take to build momentum in marketing?

Building momentum takes time and consistent effort. While some campaigns can deliver quick results, sustainable growth usually comes from regularly creating valuable content, engaging with your audience and maintaining visibility over weeks and months.

What happens if you stop marketing your business?

When marketing activity stops, website traffic, enquiries and audience engagement often begin to decline. Existing customers may still find you, but attracting new people becomes much harder. Restarting that momentum usually takes longer than maintaining it in the first place.

How can small businesses maintain marketing momentum?

Small businesses can maintain momentum by publishing useful content consistently, sharing it across social media, updating their website regularly and staying engaged with their audience. A realistic content plan is often more effective than producing large amounts of content in short bursts.

What can event organisers learn from building a business?

Whether you're promoting an event or growing a business, the principles are remarkably similar. Both rely on building awareness, earning trust and staying visible over time. Waiting until the last minute rarely delivers the same results as a consistent, long-term approach.

About the founder

Event Momentum is led by Kevin McFarlane, an experienced digital and event marketing strategist with a background spanning magazine publishing, corporate digital strategy, paid social and live event promotion. Kevin has worked across corporate conferences, brand activations and cultural events, helping organisations build momentum by turning audience interest into real attendance through clearer storytelling and strategic promotion.