Jon Monk, head of search performance at ASP, looks at how new privacy laws are causing PPC headaches across the events industry and recommends how to adapt to the changes while making your event marketing more effective
Events industry marketing campaigns are fast-paced and demanding, with a constantly rotating communications cycle. Pay-per-click (PPC) ads have become a fundamental part of those marketing campaigns, but with new privacy laws limiting data collection, targeting ads effectively is becoming more challenging.
But what if there was a way to attract attendees naturally, without constant budget worries?
Enter Search Engine Optimisation (SEO), your powerful tool for long-term event success.
Long-term growth and sustainability
The shift to less data visibility requires more focus on understanding the search intent of your users and a greater need for quality content. SEO builds organic traffic, a dependable source of leads that isn’t affected by fluctuating ad costs or limited email reach. It’s an investment that keeps paying off for future events. Imagine people actively searching for events like yours and finding your website at the top of search results. These are high-quality leads, genuinely interested in what you offer.
Targeted audience and qualified leads
SEO helps attract people who are actively searching for events like yours. This means higher quality leads compared to a broader PPC campaign, leading to better conversions and return on investment (ROI).
Reduced reliance on expensive PPC
A strong SEO presence can reduce your reliance on costly PPC campaigns. If your website ranks in search engine results organically, you can reach potential attendees without overspending on your budget for each event. SEO is like building a reliable well, providing a steady stream of fresh leads.
Brand building and credibility
High SEO rankings position your event as an authority in its niche. This builds trust and brand recognition, making it easier to attract attendees in the long run. It’s about playing the long game and reaping the rewards over time.
Addressing the ‘Quick Fix’ concern
SEO isn’t a quick fix; it’s a long-term strategy, which can be a tough sell in the fast-paced events industry. However, the benefits are substantial:
- Steady Traffic Growth: SEO increases organic traffic steadily over time.
- Supplement PPC Efforts: SEO can capture additional leads not reached by PPC campaigns, providing a comprehensive approach to lead generation.
- Improved Brand Awareness: SEO positions your event as a leader, leading to increased organic promotion and word-of-mouth marketing.
By focusing on the long-term benefits of SEO and its ability to complement existing marketing efforts, you can make a strong case for why it’s a valuable investment for the events industry. Investing in SEO might give you a slower return, but it’s a powerful tool for building sustainable, long-term success.
In the changing landscape of online advertising, understanding search intent and focusing on high-quality content can set your events apart. Make SEO a part of your strategy today and watch your event’s presence grow organically.
This article is taken from EW Issue 4, to get the digital magazine bi-monthly to your inbox, subscribe here: https://www.exhibitionworld.co.uk/subscribe
