Events Are Good For Website Marketing
Published Nov. 16, 2015
Events are like little universes of people already segmented around an idea and probably searching for event details. For example odds are most searches for next weeks baseball game will be by baseball fans, and more specifically fans of exactly 1 of the 2 teams playing that day. Any website offering that schedule and showing up in search is much more likely to sell baseball merchandise for two very specific teams. The same holds true for any event search, but thats only half the story.
Events are brief, they come and go from existence and search engines all the time, thats can also be leveraged as a marketing advantage by website owners. The internet and search engines build up content over time. With long shelf life content, many sites build up in the search results over time and its difficult to crack the top results. For example, a person searching for Major League Baseball will probably mostly find very official, big, established websites. Events however, level the playing field by giving everyone roughly the same amount of time to build up authority. A small site promoting a specific baseball game is just as likely to show up as a giant site because both have roughly a few weeks to get there. The more specific the event, the more level the playing field.
There are limitations to leveraging events for marketing. Even though the playing field is more level, factors like social media reach, and sheer marketing budgets are still difficult to overcome. Odds are a small website won't show up first for a Super Bowl search but there are plenty of other smaller bowls with even more specific visitor profiles. Like any marketing activity the trick to event based website marketing is to pick events that are small enough that the website adds value by promoting them, and large enough to have people searching for it.
The uncannily specific profiles of people searching for events combined with a more level playing field inherent to events make them a marketing wonder tool. A site doesn't even have to organize the event, just promote it. Website owners should have an on going calendar of local events that relate to their target visitor. Its good will for the community and good business sense for the website.