How to Optimize Your Event Website for Success
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This document provides an overview of strategies for improving event websites. It discusses optimizing websites for search engines like Google, making websites attractive and easy to use, hosting event information and photos, integrating social media and mobile strategies, adding e-commerce functionality, tracking website analytics, and keeping websites fresh and engaging for audiences. The document is presented as a slide deck covering topics like SEO, website design, social media, mobile, email marketing, content management, analytics, and understanding website audiences.
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How to Optimize Your Event Website for Success
- 1. saffireevents IS YOUR WEBSITE ALL CORN & NO POP? Cassie Roberts | Saffire Events
- 2. saffireevents DON’T WORRY NO NEED TO WRITE IT ALL DOWN
- 5. saffireevents EVENT PORTFOLIO Rodeo Austin South Texas State Fair Rodeo Belton/ 4th of July Celebration Brazos Valley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair Fort Bend County Fair Central Texas State Fair Comal County Fair Okeechobee County Fair Amador County Fair Chowchilla Fair Palomino Fest Lea County Coors Cowboy Club Washington County Fair Texas State Forest Festival American Royal Colorado State Fair Napa County Fair Dodge City Round Up Brazoria County Fair San Angelo Rogers County Fair Greater Baton Rouge State Fair Central States Black Hills Stock Show/Rodeo Los Fresnos Twas the Lights Reno Rodeo Redding Rodeo Northwest Washington Fair Sikeston Rodeo Delaware State Fair Sangamon County Fair East Texas Park of East Texas Laramie County Fair Benton-Franklin Fair Carroll County Fair Pendleton Round-Up Pony Express Days Arizona National Livestock Show Yolo County Fair California Rodeo Salinas Rio Grande Valley Livestock Show Old Sorehead Trade Days Cuero TurkeyFest Fiesta San Antonio Glenn County Fair State Fair of Louisiana Four States Fair Montgomery County Fair Agricultural Learning Center Grant County Fair North Texas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge Recreation Complex Kitsap Rodeo Cowpokes Refugio County Fair Rockdale Fair & Rodeo
- 11. saffireevents We will discuss NINE parts of our program. (Don’t panic!)
- 12. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 13. saffireevents GOOGLE DOMINATES Google has 65% share of the search engine market Goal: Improve your SEO Most important – links in to your site Chambers of Commerce, Convention & Visitors Bureaus, etc. Industry organizations Also important – your own site Title – important for Google and customers!
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- 16. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 17. saffireevents LEAD YOUR HORSES YOUR WEBSITE MUST BE: Attractive Professional Well-organized Not overwhelming Like a resume, the homepage should get the interview, not the job
- 18. saffireevents RODEO HOUSTON Of customers surveyed during an exit survey, OVER 50% reported that they went to the website to find out information about the event
- 22. saffireevents STILL LIKE YOUR LINKS? CONSIDER BIG BRANDS.
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- 28. saffireevents USE PHOTOS They can make all the difference in the world for your homepage.
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- 38. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 39. saffireevents PARTY ANIMAL Make sure your website has the BEST info about your event on the internet Make it interactive and fun! eCommerce is the “ultimate interactivity” But-don’t ask them to get married before your first date!
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- 41. saffireevents HOSTING YOUR OWN PARTY Information about your events is most crucial Categorize Events Don’t just give an event list! Allow sorting, searching, filtering, and interacting Photos – yours and from customers Allow them to “fan” your event, save to a custom calendar or Outlook
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- 44. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 45. saffireevents THE SOCIAL SCENE Reach people where they already are Promote your social media prominently (This means on EVERY page of your site!) Remember: You do not own Facebook!
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- 47. saffireevents Only 3% of newsfeed posts are from businesses
- 48. saffireevents If you’re going to post on Facebook ADVERTISE to get your message out.
- 50. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 51. saffireevents Do you feel good about your MOBILE Strategy?
- 54. saffireevents Really Old Days Fairly Old Days Now
- 56. saffireevents APP OR MOBILE SITE?
- 57. saffireevents APP OR MOBILE SITE?
- 58. saffireevents IMPORTANCE FOR REVENUE Customers increasingly use mobile search to shop. 95% of all mobile searches are for local products and services. 61% of all local searches result in a purchase.
- 59. THE ONE-TWO PUNCH saffireevents 1 Local + 2 Mobile = $$$ Mobile SEARCH PURCHASE SUCCESS
- 60. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 61. saffireevents How many of you SELL online?
- 64. saffireevents ECOMMERCE Customers expect ecommerce 67% of people aged 35-75 want the convenience of buying online People can spread out costs Redemption will not be 100% Especially good for things like carnival tokens Even with a discount, you’ll make more Offer free shipping
- 66. saffireevents HOW TO SELL MORE NOW
- 67. saffireevents MAKE TIX EASY TO FIND
- 68. saffireevents MAKE TIX EASY TO FIND
- 69. saffireevents INTEGRATED DESIGN & FEWER CLICKS
- 70. saffireevents IT’S NO BULL: EMAIL Get in the loop through email Include the signup on your homepage and every page Start collecting addresses before you know what to do with them Events are the perfect email marketing excuse It’s immediate It’s cheap It’s effective Make sure your email is branded
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- 72. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 73. saffireevents THE POWER OF DIY When working with companies like Nike, Dodge, Intel, etc., we took content management for granted We have found the event industry to be so different Take control.
- 74. MANAGE YOUR OWN CONTENT saffireevents
- 77. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 80. saffireevents FOUR THINGS TO WATCH site visits
- 82. saffireevents SITE VISITS low site visits? •Improve SEO and/or online marketing of your site
- 83. saffireevents FOUR THINGS TO WATCH bounce rate
- 85. saffireevents BOUNCE RATE high bounce rate? •Improve your homepage – layout, images, navigation, etc. •40-50% is average.
- 86. saffireevents FOUR THINGS TO WATCH actions/ conversion rate
- 87. saffireevents CONVERSION RATE (Number of people who take action ÷ Number of site visitors) * 100 to convert to %
- 88. saffireevents CONVERSION RATE Not enough action/ conversions? • Make your website more compelling (good rate: 2%)
- 89. saffireevents BEST FOR ECOMMERCE TRACKING • Put a snippet of GA code in your cart that tracks purchases • If you sell online, you MUST put this code on your site. rd party shopping cart (e.g., ExtremeTix), you • If you have 3 should insist they put it on your shopping cart pages.
- 90. saffireevents FOUR THINGS TO WATCH time on site
- 92. saffireevents TIME ON SITE low time on site •Add interactivity and other “stickiness” •Votes, music, social, etc.
- 93. saffireevents AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties Marketing on the go Taking the bull by the horns The power of DIY Measuring up Keeping up with the Jones’/Kardashians
- 94. saffireevents KEEPING UP WITH THE JONES’/KARDASHIANS Your site MUST appeal to your audience When people come to your site, they generally aren’t comparing you to other event sites They are comparing you to other sites they visit that day Compare yourself to other event types like sports and movies
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