Exhibition World Issue 4 2024 Issue 4 - August/ September 2024 | Page 25

Insight

How to stop new data regulations from killing your event marketing campaigns

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
vents industry

E 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 longterm 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 highquality 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 longterm 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 wordof-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 .
Keen to find out more ? Visit asp . events today or get in touch at hello @ asp . events .
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