Sales Prospecting 101: Finding and Qualifying Leads for Your Event Business

May 3, 2024 Desiree Homer

Finding and qualifying leads for your event business is one of your most important tasks as an event business owner. Your ability to attract new clients and have them follow through with booking an event is essential for the growth and longevity of your event planning brand. But in a competitive market like New York City, that’s often easier said than done. 

So, how do you go about finding and qualifying leads for your event business? It’s time for some Sales Prospecting 101. 

Get to Know Your Audience

The first step in finding and qualifying leads for your event business is getting to know your audience. You don’t want to waste your time or advertising dollars targeting people who will never be interested in your niche event planning services. 

So, spend time identifying and learning about your target audience. Exactly who are they? What are their unmet needs? And how can you generate event content that meets those needs and engages your audience? The more you learn about your target event planning audience, the easier it will be to find and qualify leads. 

Share Useful Content

Sharing useful content, like blog posts, videos, articles, infographics, and tutorials, engages your target audience and helps establish you as an expert in your field. If potential leads find your content helpful and engaging, they are more likely to seek out additional information about your business and possibly book an event.

Remember, it’s most helpful to use long-tail keywords, such as “event planners in NYC.” That way, you attract leads who are looking for the specific services you offer in your neck of the woods. 

Use Social Media

Social media has become one of the best methods of finding and qualifying leads for your event business. Since the majority of people have at least one social media profile, you don’t want to ignore the influence social media can have on your bottom line.

So, use social media to your advantage by sharing content and purchasing paid ads. Remember, social media is an easy way to reach a large number of precisely targeted people. Plus, when followers share your content, it helps you generate new leads and boost brand awareness. 

Try Pay-Per-Click Ads

Pay-per click ads help your business appear at the top of search results. And even more importantly, they connect your event planning business with leads who are specifically searching for the services you offer – right now. PPC is a great way to funnel “low hanging fruit” event clients who need help planning their NYC events.

In order to use pay-per-click ads effectively, however, you need to choose a long-tailed keyword that will trigger your ad to pop up. And you need to decide how much you’re willing to pay per click. You can always adjust the amount as you find what works best for your business. 

Offer Valuable Experiences

Do you want your event planning business to stand out from the crowd? Then, offer valuable experiences your prospects won’t find anywhere else. Share past event experiences and testimonials to demonstrate your expertise.

Think about what your target audience wants from an event planning business and offer it. Personalization, guest speakers, unique experiences, gamification, and networking opportunities are all excellent options

Reward Event Client Referrals

Word of mouth still goes a long way, especially in NYC. So, if you have satisfied customers, give them a reason to tell others about you. It pays to reward referrals. 

Consider offering incentives to those who bring in the most referrals or offer discounts for bringing a friend. Referrals through social media are also helpful, so be sure to incentivize them with discounts or giveaways, too. 

Don’t Overlook a Good Promo

Everyone loves a good promo. Whether you offer a discount for the first person who books an event, create a contest with teasers on social media, or partner with local businesses for mutual promotion, take every opportunity you can to get your name out there and boost event attendance.

Local fairs and networking events are excellent ways to reach local leads. And don’t overlook the chance to be featured by local media. The more name recognition you can get, the more likely you are to find and qualify leads. 

More Sales Prospecting Insights at The Event Planner Expo 2024

Do you want to delve into the details of finding and qualifying leads for your event business? There’s no better way to do that than by attending The Event Planner Expo 2024. It’s the perfect opportunity to network, learn from industry pros, and develop strategic partnerships. Get your tickets today!

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