How to Make a Blog That Generates Leads for My Business, Groups and Events

You do have a blog for your establishment but you are unable to generate enough incoming requests thanks to your website?

Setting up an optimized acquisition strategy is not an easy task, which is why we help you develop a great blog, even if you are starting from scratch.

Why should I create a blog for my groups and events business?

Creating and regularly updating your blog has several advantages for your group and event business.

Here are 5 reasons to create and optimize your blog:

To increase your website traffic

By offering useful, qualitative and optimized content for search engines (SEO), you naturally generate traffic on your website. The more traffic you have, the more likely you are to convert as many visitors as possible, provided you respect certain optimization rules, which we will see below.

To demonstrate your expertise around groups and events

Creating a blog is an opportunity to share tips, advice and experiences around your core business or your offer.

As a result, you get credit in the eyes of your prospects and you maintain a relationship of trust over the long term.

Your customers and new visitors will see you as an expert.

To present your group/event service

It is high time to highlight your group/event service! Even if your articles are meant to help your prospects, it is important to present the right offers at the right time.

And yes, remember that your goal is to generate new requests.

Portrait of a new talented service provider, opening of your summer patio, feedback on a customer event...

So many topics are within your reach...

But be careful to stay subtle so as not to seem too commercial!

To feed your social networks

Recycling your waste is good, recycling your contents is also possible! ♻️

For each article written, one, or even several, content is created.

The idea is to produce happy snack, that is to say content that is consumed quickly, on your social networks from an article.

The content shared in this way can take various forms:

• Condensed text
• Video
• Carousel
• Infographic
• etcetera..

Think of it as an appetizer to entice your target audience to read your article. It is therefore important to put a link to it!

To generate qualified leads

That's the whole point of your blog!

Each of your items can be a gateway to the acquisition of a new customer.

Because if your item attracts the interest of a potential customer, then they will more easily take action, such as making an appointment, requesting a demo, or making a reservation.

How to convert new customers for your group and event business through your blog? 🚀

As you can see, a blog can be a lead magnet if it is properly optimized in terms of content, natural referencing and conversion.

Let's look at all of this in detail.

Generate quality traffic

Analyze your target audience and define your avatar to create relevant content

By analyzing your customer, you will be able to understand their needs and select the topics and words that resonate with them.

This preparation phase is the most important part of your SEO strategy.

Analyze social, geographic, and demographic criteria. Understand their buying behavior (need, aspiration, dream, etc.).

In short, be on the lookout for their every move, like a spy! However, stay within the legal limits, of course. 😉

💡 Tip:

• Organize customer interviews to collect as much data as possible.

• Participate in fairs and events that bring your community together. It's a great way to prospect and get inspired.

• Conduct media monitoring in order to be constantly informed about the latest news in your sector.

Optimize your natural referencing (SEO)

Natural referencing, what?

These are all the techniques to improve the positioning of a website in Google search results.

The objective, the first place!

How to optimize it? 🧐

👉 Choose keywords with high potential!

The idea is to identify the keywords and phrases that your target could use in their query.

However, be careful not to target keywords with too much competition

(And yes, even when it comes to keywords, you have to know how to differentiate yourself!)

Therefore, prefer long-tail keywords, that is to say, terms of 3 words or more, whose search volume is relatively low individually, but which, combined, generate up to 80% of the total traffic of a site.

For example, the keyword “seminar” by itself is competing. So we add other keywords like:

• seminar themes
• How to organize a boat seminar?
• ideas for formats for a seminar

Do the test by looking for “seminar” on your search engine, then “seminar topics”.

Result? The long-tail keyword is less competitive and more specific, so sites positioned on it are higher in the search results.

To help you out, here are some keyword research tools:

• Ubersuggest
• AnswerThePublic
• Google trend
• Semrush
• Keyword Planner
• Screaming Frog

Divide your keywords by theme

Did you know that? Google loves well-structured and organized blogs.

Then group your articles according to their theme.

For example, you can create a section for corporate seminars, another for client evenings, etc.

The icing on the cake, you offer a very careful user experience!

Find ideas for content related to the topic groups and events

Put on your top and wear a hat to spy on your competitors' content! 🕵️ ‍ ♀️

Conduct a benchmark, that is, a study on the content practices of your competitors.  

The idea is absolutely not to steal their ideas, but rather to be inspired by them 💭 or conversely, to identify what you don't want to do, or to have a basis for looking for ideas to differentiate yourself.

💡 Tip! Use AI to come up with content ideas like ChatGPT.

Get quality backlinks

“Ok, what are backlinks?”

👉 These are hypertext links (a button or a clickable link) within an article pointing to another site.

“Concretely, what are they for?”

👉 They increase website traffic and improve its reputation in the eyes of Google.

“Very good and what are the criteria for a quality relationship?”

👉 The link must come from a site:

• trusted
• Who is an authority figure in the eyes of Google
• of the same editorial line
• SEO optimized

“How do you maximize your number of backlinks?”

👉 3 things to do:

• Go to dedicated platforms, in order to buy links;
• Perform guest blogging, i.e. publish blog posts on an external site that does not belong to you;
• Contact websites with the same theme in order to exchange links: be careful to select your partners carefully!

“Thank you so much!”

With pleasure. 🤝

Obtaining leads: how to optimize your conversion rate thanks to your event blog

Attracting is good, converting is better!

Let's see together the best practices to convert for sure!

Optimize Call-to-Action buttons

congrats you generated traffic on your website thanks to relevant content and a good SEO strategy.

It's time to convert your visitors using call to action (CTA) buttons.

They allow the person to be taken to a page where it is possible to perform an action such as:

• Sign up for a newsletter
• Schedule a call
• Download premium content
• Request a group or event (yay!)

Finally, CTA buttons should be clear and strategically positioned.

‍💡 Tip: Adopt a lead nurturing strategy.

Once the contact details of the prospect have been collected, offer tailor-made content.

The content will be different depending on the type of customer you are talking to.

Indeed, a wedding client will not have the same needs as a seminar client.

The idea is to maintain or strengthen a marketing relationship with the prospect who is not mature enough to transform him into a customer and then into an ambassador.