co Make The Connections That Change Your Business |

Are you involved with your local community? For some, involvement means your kids go to the local school and you eat at the neighborhood pizza joint occasionally. But for a business, local events can create a lot of benefits. Casey Meraz has a really interesting hobby: he hosts and runs local events. He shares his enthusiasm on Moz with a great article called Local Event Marketing: Earn Links, Build Citations, Get Reviews, Increase Foot Traffic, and Win at Local SEO.

I’m impressed. He’s absolutely right, and he shares a lot of practical tips in figuring out what will work for your business and how to go about it. He lists tangible benefits of hosting local events: you can easily build citations and links, get brand exposure in news mentions, increase your foot traffic (so plan for increased sales), get positive reviews and social exposure when attendees tweet to their followers.

Local Events That Can Connect

  • grand openings or new product promotion
  • themed parties (seasonal or special event)
  • classes or guest speakers
  • special sale or giveaway/raffle
  • fundraiser or 5k sponsor
  • booths at local fairs
  • toy/food drive or community cause
  • networking or Google hangout

That’s just the beginning. Casey Meraz then gets specific, using examples to show the SEO strategies that make your association with the promotion of a local event so effective. After that, the discussion starts in the comments and other readers share their insights.

Marketing Is All About Connecting People

Even when you are connecting online, the connection is all about the people, right? That’s why viral content is so spontaneous, because it relies on human behavior for motivation. When we are involved locally as a business, that earns an authority in human terms that cannot be reduced to a code.

Don’t get me wrong, I think the codes and links and all the rest are important, but their importance is for the purpose of connecting people to your business. SEO is like a tool chest full of specific tools. Those tools can be well-made and precise, or they can be shoddy and dull. In the hands of an expert, even dull tools can be used to some effect, but the precise ones work so much better — good tools create things of amazingly useful beauty.

I think SEO can create things of useful beauty, and local SEO is even more so because you get to see and know the people you connect with at these events. Local events are useful and beautiful because you get to meet the people who come as a result of organic local SEO.