Content rules the Internet -- it's powerful stuff. If you're looking to sell more tickets from your website, producing great content is a great place to start. This is why so many successful event websites run a dedicated blog.
Now, the number of tickets you sell from your website will be a function of the amount of traffic you send to it, and your conversion rate.
Some activities target one or the other, but the best thing about a blog: it boosts both.
This means your blog can sell substantially more tickets -- and remember, your event will live or die by the number of tickets sold.
Want to know why a blog is so effective? Read on!
Note: Most event websites would benefit from a blog, but the nature of a business conference makes a dedicated blog particularly effective.
More Content, More Search Engine Traffic
At its most basic, a regularly updated blog will attract more search engine traffic.
Each post you write targets a different keyword (or set of keywords), increasing the probability of someone stumbling across your event's website. The more you write, the more longtail keywords you'll begin to rank for, too, as a consequence of all the different words and combinations now appearing on your website.
Google loves a site with lots of content, especially recently published, up-to-date content -- the more you publish, the more credible you are as a source of information in Google's eyes. This can give you a small boost in the SERPs.
The result? More traffic to your website.
In my opinion, attracting more search traffic should never be the only goal of your blog -- we'll get to that later -- but it's definitely a nice by-product of publishing lots of useful material on your website.
Great Posts Boost User Engagement
If you decide to start a blog for your website -- and I hope this post will encourage you to do so! -- you should only ever be looking to publish top quality information.
A great blog increases user engagement, and this will boost your conversion rate. Put another way, a great blog sells tickets.
This is especially true for educational events, such as a business conference.
Ask yourself the following: Why should a person attend your conference over the hundreds of others out there? What makes you qualified to give advice? Where's your business acumen?
Don't just tell people why you're qualified, show them through the insights on your blog. When done well, this is more effective than any sales pitch.
If you can blow people away with the depth of information available for free on your blog, they will be desperate to hear the information you're charging for. Your tickets will practically sell themselves!
If you want to convert more of the traffic that stumble across your site into paying customers, a high quality, well-written blog is almost unbeatable.
Social Signals Galore
Of course, the search engines aren't the only way you can draw traffic to your website. You can also attract social traffic, and a high quality blog is a magnet for this.
Unsurprisingly, there is a positive correlation between the quality of material you publish and the number of social shares you get. When your articles are shared on social media, you expand the reach of your event, and each click potentially brings a new audience member to the party.
Bringing more traffic to your website is just one way to sell more tickets for your event.
Better still, social traffic comes with a gold plated seal of approval from a trusted source. If a close friend recommends something to me, I'm far more likely to listen -- this is social proof at work.
With visitors more receptive to your message, there's a good chance this traffic will convert better.
And remember, Google's ranking algorithm takes social signals into consideration. All those extra social shares your website gets from your blog can potentially help you rank higher, bringing even more traffic your way.
Paid Traffic More Viable
Let's look at an indirect benefit from having a blog for your event.
If your blog provides visitors with bucketloads of great information, conversions take care of themselves. This makes other traffic sources a more realistic proposition.
I'm talking paid traffic sources.
If your blog converts more visitors into paying attendees, the more cost-effective paid advertising becomes.
Remember, you're going to pay the same amount regardless, you'll attract the same number of new visitors, but now you're converting more of them. You're getting a bigger return from your initial outlay -- a better ROI.
Your estimated ROI can make or break the viability of a particular paid traffic source. The better your site converts -- and we've already discussed how a blog can help with this -- the more you can invest in attracting more traffic from paid sources, safe in the knowledge you'll recoup your expenses.
You could even offset the cost of your paid traffic by letting a sponsor pay for the privilege of a sponsored blog post. This is a form of native advertising, advertising in the context of what a user wants and expects. The user still gets top quality content, but the sponsor gets to push their brand by showing off their expertise. Everyone is happy.
This post is just an introduction to how powerful a properly ran event blog can be, in the context of improving attendance figures. If you have any thoughts on how an event blog can help promote an event, share your thoughts in the comment section below!