The world of commerce has adopted many business techniques and methods to promote products. When we speak of marketing, it is full of dynamic differences in each field of study. Event Marketing is a strategic method in which businesses get more of a ‘all eyes on them’ type of consumer interaction. This is done through press conferences, promotional events, fashion shows, and other types events; whether it be professional or personal.
People don’t usually associate Search Engine Optimization with Events but there is, in fact, a huge demand for ‘pre-event’ promotional advertising and consumer/vendor targeting. A campaign that takes into account a consumers’ search pattern for information several months down the line isn’t your standard Event Marketing strategy, but boy does it make a difference. This not only clues in people as to what is about to take place, but this opens the doors to many conversations which could be had with local businesses, owners, patrons, and industry-reps about event participation. If people find out about you without you having to tell them, well then isn’t that the whole point of smart marketing?!
Search Engine Optimization
Search Engine Optimization of such a micro-site or Facebook Event Page is quite complex in its nature. The ideal first stepping stone is finding out what keyword combinations are the more appropriate for the type of engagement at hand. The Keyword Tool within Google’s Webmaster menus is a great starting point to narrow down the type of marketing direction you can take. Some keywords have a higher competition rating while others are basically easy as pie.
Multiple types of links need to be created at the ‘off-page’ optimization level so that the results actually take hold on Google in time for the event to shine. The recommendation is to create and program a micro-site or Facebook Event Page about two months in advance of when the event is going to be taking place and then heavily optimizing low-competition keywords in order to create more attention during the execution itself.
Many times consumers are looking for “what to do” type situations and if you have an exciting product promotion taking place within a densely populated geographic area, then you will be able to leverage the use of Social Media and SEO strategies to catch people searching for such terms as “Miami Events in December” by concentrating on foresight into what people will be searching ahead of time.
Our Search Engine Optimization strategies include vastly different levels of involvement, so the type of strategy will always be a custom design and custom approach, but overall the goal is always the same: attract more people, gain more consumers, and make more money!
