Due to the pandemic, the popularity of hybrid and virtual events is skyrocketing in recent years. This emphasizes the significance of digital marketing, especially in the sectors of event management. According to Statista, there are 5 billion people accessing the Internet worldwide as of April 2022. Hence, digital marketing allows event planners to connect with their existing audience on digital platforms such as Facebook, Instagram, Twitter, Linkedin etc. In addition, digital marketing also enables event organizers to compete with their powerful competitors by utilizing data and insights in order to target customers.
On this page, we would like to share several useful digital marketing strategies which help event planners gain more beneficial leads. Let’s get started!
#1 Implementing Google Search Engine Optimization (SEO)
Google Search Engine Optimization (SEO) is a crucial digital marketing tool as it increases the visibility of an official website. Research found that Google presently controls 91.94% of the total search engine market share, followed by Bing, Yahoo!, Baidu, and YANDEX. As an event planner, you are supposed to implement the right SEO strategy so that our content will show up at the top of search results which increases traffic.
A good SEO strategy includes:
- Keyword research
The terms or phrases individuals would enter into a search engine while they are
looking for any events are known as keywords. When performing the essential steps of keyword research, it is crucial to look for terms with high search volumes and low levels of competition. You should also pick short-tail (such as: event organizer), long-tail (such as: professional event organizer), and local keywords (such as: professional event organizer in Kuala Lumpur) to utilize into our content. Last but not least, utilize keywords into all of your titles, URLs, and other on-page SEO components. For keyword research, a number of free and paid tools are accessible, including Google Keyword Planner, SemRush, Ahref, Ubersuggest, etc.
- Backlinks building
Backlinks building come under off-page SEO. Backlinks are essential for boosting the authority and trust of the website. Getting a link to your website or page with targeted keywords highlighted is considered as backlinks building. When you receive a link from a highly relevant website with high authority, Google will take note that your content is applicable to that term and will give you a higher ranking for it. This is only achievable if your content is high quality and has effective on-page SEO.
#2 Investing in Pay-per-click (PPC) Advertising
For a few years now, the amount of organic content on social media has been declining. An organic post on a Facebook Page typically has a reach of roughly 5.2%. This means that only one in every 19 fans view your non-promoted content on the page. Thus, it is no secret that pay-per-click (PPC) advertising is a fantastic method for gathering worthwhile leads. At the top spot of Google results page, is where the place of these PPC advertisements appear.
First and foremost, you are supposed to choose the words and phrases that will cause your advertisements to run. In order to find beneficial terms for your event planning company, you are suggested to utilize keyword research which is similar to SEO. Once you have chosen your keywords, you are prepared to plan the maximum bid — the highest amount that you are willing to pay for a click on your ad. The amount is negotiable and can be changed at any time.
Maximum bid and quality score decide the placement of your advertisement on search results. The quality score is calculated based on three combination components which are expected clickthrough rate (CTR), Ad relevance as well landing page experience. A higher quality score indicates that your ad and landing page are more pertinent and helpful to someone searching for your term in comparison to other event organizers.
In addition, the cost of PPC is one of the main advantages. PPC allows you to manage your advertising expenses based on a pay-as-you-go model. If campaigns are not succeeding, you are able to cease them entirely or make changes by using the platform. You can establish a daily budget cap for your ad and PPC will not go over the budget.
#3 Utilizing Social Media to Display your Work
As an event planner, you have to demonstrate to others how well you serve your present clients. Social media is a fantastic platform to show off your work as it has enormous power if you use it wisely.
Social media platforms like Facebook, Instagram, Linkedin, Twitter etc are an effective alternative to promote your business and they are completely free of charge. These platforms can be used in a variety of ways to promote your event management organization depending on the type of events. For instance, Linkedin is a professional network that allows you to take your organization to the next level. By using Linkedin, you will have the chance to interact with the event sponsors, vendors, and potential customers. While Facebook, Instagram, as well as Twitter, solely focus on photos, video, content, links, polls as well as influencer marketing.
Social media provides event planners with the opportunity to position their company as a thought leader and the go-to source for details on topics which relate to their specialty. Furthermore, social media is one of the few channels where you may communicate directly with your audience. It is important to keep updating interesting and educational content on social media so that your fans will be happy to see new information from you in their feeds and remember you as their go-to source. For instance, as a passionate event organizer, you can post previous events that had organized or posted creative polls in order to build a stable relationship with clients.
Digital Marketing is more important than ever for an event management company. Due to its size, location, objectives, etc., digital marketing in the event industry may slightly deviate from the nature of business. However, it will essentially remain the same. As an event planner, you have to understand the proper implementation of digital marketing as well as create excellent digital marketing plans for your company.
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