Fishing for Event Customers
Before picking a date for a promotion or event, it's important to understand how the various online resources at your disposal can work for your business. Because you want to attract and catch the attention of new customers, it's important to understand how they find information and—more importantly—how to ensure information shows up when and where they are looking.
When individuals look for information about events and promotions that might be of interest, they typically look in one of two places: online search engines (ponds of information) and social media (rivers of information).
Search Engines—Fishing in a Pond
Google and other search engines are constantly crawling websites for relevant content for their users. I consider these to be ponds, because your goal here is to stock the pond with information for when people go fishing for things to do. Here are two things you can do to ensure that your content will be found by search engines and shown to potential customers:
- Post your events and promotions to multiple webpages (your own website, Facebook, town calendars, etc.). Your goal is for content to show up in relevant searches by potential customers, so the greater your distribution, the better the odds. In addition, collective websites offer a single online place for people to visit to find out things to do and local events sponsored by the their local business community.
- It's important to initially post your promotion or event with enough lead time to insure your content gets indexed before the majority of traffic on search engines starts to ramp up. Based on our initial research, a lead time of 45 days is sufficient.
Social Media—Fishing in a Stream
There's a constant flow of information going through social media streams toward consumers, and when you post content it joins the stream. If you are lucky, your content shows up in one of their streams; even luckier still, and it will arrive when a prospective customer just happens to be looking for what you offer.