Event planners love a good lead, but not as much as they love a booked client! Because marketing focuses so much on awareness, it’s easy to feel like attracting leads is the most important thing — but what do you do when none of those amazing potential clients move down the funnel? As always, the RPC team has you covered. If you’re ready to turn some of those great first impressions into paid working sessions, keep reading! Today, we’re unlocking four tested strategies to help wedding and event planners convert more leads into booked clients.
1. PPC Advertising
Pay-per-click (PPC) advertising is a game-changer for event planners seeking to reach their target audience effectively. Picture this: your business’s name shining at the top of search results, catching the eye of potential clients who are actively seeking event planning services. PPC ads are the pathway to this prime visibility.
These ads aren’t just clicks – they’re conversions waiting to happen. Research reveals that PPC visitors are 50% more likely to convert than their organic counterparts. The reason is simple: they’ve entered their query with intent, and your ad appears as the solution they’re seeking.
Launching a successful PPC campaign begins with keyword selection. Long-tail keywords, phrases containing three or more words, are your golden ticket. For instance, “event planners in Harrisburg, PA” is a long-tail keyword that precisely targets those looking for your services in a specific location. Pair your chosen keywords with a compelling ad and a competitive bid, and watch your event planning business soar to new heights.
2. Targeted Discounts
Understanding your target audience is paramount. Once you’ve identified your ideal clients, it’s time to venture into the realm of professional and interest-based groups where they congregate. Platforms like Facebook and LinkedIn house communities where these potential clients share their aspirations and needs.
Your mission? Stand out by offering exclusive discounts or free informational sessions to entice them. By meeting them where they already spend time, you create a connection that transcends a simple transaction. Furthermore, by focusing on exceptional execution and prioritizing client retention, you open doors for referrals and repeat business.
3. Consistent Follow-Ups
Following up is an art that often makes the biggest difference between a lead and a booked client. Imagine your typical lead – juggling multiple responsibilities, researching, and reaching out to event planners amidst their busy lives. For these prospects, a timely and personalized follow-up is crucial.
The rule of three reigns supreme: plan for at least three touchpoints per inquiry. Begin with an immediate automated email, assuring them of your prompt response. Then, send a customized email within 48 hours, showing your commitment. Follow it up with another email a few days later, subtly reinforcing your value proposition.
Don’t stop there – for those comfortable with phone communication, a friendly voicemail amplifies your effort. Remember, persistence pays off, and your attentiveness will resonate with leads, increasing your chances of converting them into booked clients.
4. Comprehensive Proposals
Your event proposal is your magnum opus – it encapsulates your understanding of your client’s needs, showcases your expertise, and outlines your vision. Structuring it effectively is the key to capturing their attention.
Start with an executive summary, succinctly summarizing the client’s needs and your proposed solutions. Emphasize that you comprehend their requirements. Pepper this section with visuals from past events to drive home your credibility.
The company summary is your chance to showcase your prowess as an event planner. Highlight your experience, event types, capabilities, and references from satisfied clients. Provide a glimpse of your unique skills and certifications that set you apart.
Segment your services clearly, organizing them with headings and subheadings. Detail every service you intend to provide, tailored to the client’s specific needs. Whether it’s planning a wedding or managing corporate events, paint a comprehensive picture of your offerings.
Finally, a transparent budget section is a must. Lay out all costs and fees clearly, and consider mentioning potential discounts. Being forthright about the financial aspect shows your transparency and sets a solid foundation for trust.
By embracing these strategies, you can navigate the landscape of leads and prospects with confidence, and unclog the top of your funnel to create a steady and fulfilling business pipeline. Each strategy, from PPC advertising to personalized follow-ups, contributes to the larger narrative of your business’s success story. As you engage with your audience, prioritize their needs, and showcase your expertise, you’ll find yourself converting more prospects into booked clients than ever before.
Ready to take your event business to the next level? Get a free trial of Rock Paper Coin’s business transaction management software when you sign up today.
