Digital Marketing Strategy for Global Legal Events Organizer

Client
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Events 4 Sure

Events4Sure is Asia’s first and the only event management company hosting events exclusively for lawyers, worldwide. Based in Gurgaon, India, the company has been organizing successful legal events for the past 6 years where big names such as Microsoft, Accenture, Knobee Martens, Coca-cola and more send their legal representatives to speak, exhibit or as delegates.

The target market for the client comprises of legal professionals, law firms and lawyers around the world, thus requiring a grand digital marketing plan.

www.events4sure.com

The Challenge

After years of existence, the organizer and its events were known to only few. The biggest challenge with Events4Sure was to spread the brand name and generate a strong online presence for them. Even though well-known companies and their representatives were attending its events, they were unable or were never encouraged to submit reviews, like, follow or tweet about Events4Sure.

To generate global leads for speakership, sponsorship and exhibiting opportunities at the events, simultaneously selling delegate passes to the visitors.

Build a strong brand presence online across social media and other channels

Build a brand reputation for the best legal events for legal professionals, law firms and lawyers

How We Helped

We generated a complete digital marketing strategy involving Search Engine Optimization (SEO), Paid Advertising on Google and Social Media Development.

  • As a part of the SEO process our first initiative was to study and understand the client’s website and requirements by conducting thorough competitor analysis, market research and keyword research. This helped us in identifying relevant keywords on Google. Once the keywords were finalized we decided to divide them according to the main website and micro event websites thus delivering ranking based on static and dynamic keywords. On-page strategy for optimization of all web pages on the website was launched and an aggressive off-page strategy was aligned to complement the on-page strategy.
  • Events4Sure had some digital presence on social media sites, but not strong enough. Hence, we started with creating the social properties for Events4Sure on various sites such as Facebook, Twitter, LinkedIn, Google+ etc. and corrected the information and frequency of posts which enabled people to find the company on maps for check-ins and navigation. The more important segment was the communication; here, with the help of the events execution team, we started posting graphics of upcoming events, sponsors, speakers and more. This helped us in creating social media channels which were synchronized and regularly updated.
  • To increase the footfall at the events and spreading awareness, Facebook events were created, where attendees could join, get information about each individual event and buy tickets.
  • As we realized that some big names were involved, it was only fair to start building an online repo with them over social media. Sharing, re-tweeting, commenting and tagging to acknowledge partners helped us in increasing our Facebook likes by 30% with a notable increase in Twitter and LinkedIn followers.
  • A PPC campaign on Google AdWords with high Return on Investment was also launched with the sole purpose of generating leads and helping in ticket sales.

The Results

  • Page #1 Ranking for over 20 most searched keywords, both static and dynamic in general Google search and localized Google search.
  • 30% increase in Facebook likes, Twitter and LinkedIn Followers (all organic) with substantial increase in user engagements especially on Twitter and LinkedIn.
  • Over 50% help in lead generation through paid campaigns and SEO activities.

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