Ep 13: SERP to Sales

Tim Fisher: 00:00

Everyone, and welcome back to the Eventicle podcast. We all know the drill. Right. As event marketers

Meg Salmon: 00:05

Yeah.

Tim Fisher: 00:05

We're always, trying to figure out what our audiences really want.

Meg Salmon: 00:09

Like, what makes them tick?

Tim Fisher: 00:10

What are they thinking?

Meg Salmon: 00:11

What are they searching for online?

Tim Fisher: 00:12

Exactly. Like, how can we get inside their heads and figure out what'll make them choose our event over all the others out there?

Meg Salmon: 00:20

Uh-huh. And what if I told you there's this tool that can give us a peek into those thoughts?

Tim Fisher: 00:25

Oh, bring on the magic.

Meg Salmon: 00:27

It's called Answer the Public.

Tim Fisher: 00:29

Answer the Public.

Meg Salmon: 00:30

Yeah. And it's seriously a game changer for event people.

Tim Fisher: 00:41

Okay. I'll admit I've heard the name floating around Mhmm. But, I haven't really had the chance to dig in yet. Sure. So for those of us who are unfamiliar

Meg Salmon: 00:49

Okay.

Tim Fisher: 00:49

Could you kinda give us the the SparkNotes version? What is it and why is it so amazing?

Meg Salmon: 00:55

Well, at its core, Answer the Public uses search engine data, you know, all that juicy stuff

Tim Fisher: 01:02

Juicy.

Meg Salmon: 01:02

To show us exactly what people are typing into Google

Tim Fisher: 01:06

Interesting.

Meg Salmon: 01:06

When they're looking for events just like ours.

Tim Fisher: 01:08

So it's like we have a direct line to their thoughts before they even visit our website or our social media pages.

Meg Salmon: 01:14

Exactly. You know how when you start typing something in Google Yep. You see those autocomplete suggestions?

Tim Fisher: 01:19

Yep.

Meg Salmon: 01:20

Answer the Public takes all of those and puts them into these, like, super insightful categories.

Tim Fisher: 01:25

And just so that makes sense, like, how it's gathering the info.

Meg Salmon: 01:28

Mhmm.

Tim Fisher: 01:28

But, where where I always get stuck is how do we actually, like, use it? You know? It's one thing to see what people are searching for.

Meg Salmon: 01:38

Yeah.

Tim Fisher: 01:39

But then what? How do we translate that into something we can use in our marketing?

Meg Salmon: 01:44

Let's say you're promoting a play.

Tim Fisher: 01:45

Okay.

Meg Salmon: 01:46

You could type in theater shows or, you know

Tim Fisher: 01:48

Plays in city.

Meg Salmon: 01:49

Yeah. Exactly. And then you'll get all these questions people are asking

Tim Fisher: 01:53

Likewise.

Meg Salmon: 01:53

Like, what time does the show start? Or, you know, is there parking?

Tim Fisher: 01:58

That's a big one.

Meg Salmon: 01:58

Are there discounts for students? Stuff like that.

Tim Fisher: 02:01

Okay. I see where you're going with this.

Meg Salmon: 02:03

Mhmm.

Tim Fisher: 02:03

We're seeing the questions our potential audience is already asking, but how do we turn that into a better marketing plan?

Meg Salmon: 02:09

It's like a road map for your content.

Tim Fisher: 02:11

Okay.

Meg Salmon: 02:11

If you see a ton of people asking about parking

Tim Fisher: 02:14

Yeah.

Meg Salmon: 02:14

Maybe you write a blog post about it Right. Or create a graphic for social media outlining all the parking options.

Tim Fisher: 02:20

So we're using the questions they're already asking

Meg Salmon: 02:22

Exactly.

Tim Fisher: 02:23

To create content that actually provides answers.

Meg Salmon: 02:26

Bingo. No more guessing games. You're giving them what they actually want.

Tim Fisher: 02:29

I love that. Work smarter, not harder. Right.

Meg Salmon: 02:32

Answer the Public eliminates that guesswork and lets us focus our message.

Tim Fisher: 02:36

Totally. And it's all about meeting our audience where they're at.

Meg Salmon: 02:39

Yeah. For sure. And as a bonus, it helps with SEO too.

Tim Fisher: 02:42

Oh, yeah. SEO. I feel like that's something a lot of event marketers struggle with.

Meg Salmon: 02:47

I know. Right?

Tim Fisher: 02:49

Can you explain how Answer the Public helps with SEO?

Meg Salmon: 02:53

It all boils down to keywords. Okay. When people search online, they use specific words and phrases.

Tim Fisher: 02:58

Right.

Meg Salmon: 02:59

Answer the Public shows us exactly what our audience is searching for.

Tim Fisher: 03:02

Gotcha.

Meg Salmon: 03:03

So we can use those keywords on our website, our blog posts, even our social media captions.

Tim Fisher: 03:09

So it's not just about throwing any old keywords in there.

Meg Salmon: 03:11

No. No. No.

Tim Fisher: 03:12

It's about being strategic.

Meg Salmon: 03:13

Right.

Tim Fisher: 03:13

And using the exact language our audience is already using.

Meg Salmon: 03:17

Exactly. And when you do that, Google is more likely to show your content to the right people.

Tim Fisher: 03:23

Oh, I see.

Meg Salmon: 03:24

Which means more clicks, more website traffic, and yeah. You guessed it.

Tim Fisher: 03:29

More ticket sales.

Meg Salmon: 03:30

You got it.

Tim Fisher: 03:31

Okay. I feel like a light bulb just went off in my head.

Meg Salmon: 03:34

Good.

Tim Fisher: 03:35

But beyond content and SEO, how can we use this tool to create more targeted marketing campaigns?

Meg Salmon: 03:44

That's where it gets really fun. Let's say you're doing a music festival

Tim Fisher: 03:46

Okay. And

Meg Salmon: 03:47

you see a lot of searches for music festivals with camping or festivals near Landmark.

Tim Fisher: 03:52

Mhmm.

Meg Salmon: 03:53

You can use that information to craft super targeted ads on social media

Tim Fisher: 03:57

I see.

Meg Salmon: 03:57

Or create landing pages on your website tailored to those interests.

Tim Fisher: 04:01

Oh, and maybe even partner with local businesses that fit those interests.

Meg Salmon: 04:04

Exactly. You're thinking like a pro.

Tim Fisher: 04:05

This is amazing. We're not just sending out generic marketing messages anymore. No. No. We're creating campaigns that feel personal and relevant because they're based on actual audience data.

Meg Salmon: 04:15

It's a totally new way to think about event marketing.

Tim Fisher: 04:17

Okay. So far, we've talked about content SEO and targeted campaigns.

Meg Salmon: 04:21

Mhmm.

Tim Fisher: 04:22

But let's break it down step by step.

Meg Salmon: 04:23

Okay.

Tim Fisher: 04:24

How do we actually use Answer the Public? What are the steps?

Meg Salmon: 04:27

1st, you gotta think like your audience.

Tim Fisher: 04:29

Okay.

Meg Salmon: 04:30

What words would they use to search for your event? Once you have those keywords, head over to Answer the Public and enter them.

Tim Fisher: 04:38

So for our music festival example Mhmm. I might start with something broad like music festivals in state Yep. Or get more specific with indie music festivals in the city. Perfect.

Meg Salmon: 04:50

And then Answer the Public will create a visual map of all the questions, comparisons, and prepositions people are searching for.

Tim Fisher: 04:56

So it's like a mic mang?

Meg Salmon: 04:57

Kind of, but it's a mind map of your audience's thoughts about events like yours.

Tim Fisher: 05:02

Wow. Okay. Then what?

Meg Salmon: 05:04

Now it's time to analyze that data.

Tim Fisher: 05:06

Right. Look for

Meg Salmon: 05:07

the most common questions, any recurring themes or concerns, anything that jumps out at you.

Tim Fisher: 05:12

I can imagine it's a lot to take in.

Meg Salmon: 05:13

It can be.

Tim Fisher: 05:14

How do we avoid feeling overwhelmed and actually find the insights that matter?

Meg Salmon: 05:19

You have to prioritize. Uh-huh. Not all searches are created equal.

Tim Fisher: 05:24

Right.

Meg Salmon: 05:24

We wanna focus on the high intent searches.

Tim Fisher: 05:26

The ones where people are seriously considering buying a ticket.

Meg Salmon: 05:29

Right. So for the music festival, a high intent search might be be something like buy tickets for festival name.

Tim Fisher: 05:36

Or best VIP packages for festival name.

Meg Salmon: 05:38

Yep. Those are the people we wanna reach.

Tim Fisher: 05:40

Okay. So we pay close attention to those searches and see what questions or concerns come up.

Meg Salmon: 05:44

Exactly. It's like you're uncovering the key things people are thinking about before they buy a ticket.

Tim Fisher: 05:49

So we're figuring out what makes them decide to come to our event.

Meg Salmon: 05:52

That's the idea.

Tim Fisher: 05:53

This is brilliant. Okay. So we've analyzed the data and found the high intent searches.

Meg Salmon: 05:58

Mhmm.

Tim Fisher: 05:58

What's next? How do we put these insights into action?

Meg Salmon: 06:02

Now the real fun begins. We can start brainstorming ways to address those questions and concerns in our marketing.

Tim Fisher: 06:09

So for example, if we see a lot of music festivals with shade searches, we might wanna highlight our shaded areas or misting stations.

Meg Salmon: 06:18

Right. Like, show off those amenities.

Tim Fisher: 06:19

Or if people are asking about transportation

Meg Salmon: 06:21

Mhmm.

Tim Fisher: 06:22

We could do a blog post or a social media graphic Yeah. About all the ways to get to the festival.

Meg Salmon: 06:26

Like public transport ride sharing options parking info?

Tim Fisher: 06:29

Exactly. Make it super easy for them to get there.

Meg Salmon: 06:32

Exactly.

Tim Fisher: 06:33

I love how this is all about taking out the guesswork Mhmm. And giving our audience exactly what they're looking for.

Meg Salmon: 06:39

That's the beauty of Answer the Public.

Tim Fisher: 06:42

And, ultimately, it's all about creating a better experience for everyone.

Meg Salmon: 06:46

Right. Who doesn't want that? Absolutely.

Tim Fisher: 06:49

Now I'm starting to see how this can really change our entire market and approach.

Meg Salmon: 06:53

Yeah. It's a game changer for sure.

Tim Fisher: 06:55

It's like we're finally speaking our audience's language.

Meg Salmon: 06:58

Right.

Tim Fisher: 06:58

We're not just making assumptions anymore. Nope. We're using real data.

Meg Salmon: 07:02

To make smarter decisions.

Tim Fisher: 07:04

And create events that people actually want to attend.

Meg Salmon: 07:06

It's a win win.

Tim Fisher: 07:07

I love it. And the best part is we can use this information to personalize the experience.

Meg Salmon: 07:13

Mhmm. Oh, yeah. For sure.

Tim Fisher: 07:14

And make our attendees feel seen and heard.

Meg Salmon: 07:17

Exactly. It's all about creating those special moments.

Tim Fisher: 07:20

The ones they'll remember long after the event is open.

Meg Salmon: 07:23

Great. And that keeps them coming back for more.

Tim Fisher: 07:25

This has been so insightful. I feel like I have a whole new perspective on marketing events.

Meg Salmon: 07:30

I'm glad to hear that. It's really exciting to see how Answer the Public can help event pros pros like us.

Tim Fisher: 07:35

Yeah. Absolutely. Yeah. Before we move on Mhmm. I wanted to touch on something you mentioned earlier

Meg Salmon: 07:40

Okay.

Tim Fisher: 07:41

About trend monitoring.

Meg Salmon: 07:42

Uh-huh.

Tim Fisher: 07:43

Can you tell us a bit more about that? How can we use Answer the Public to stay ahead of the curve?

Meg Salmon: 07:49

So Answer the Public isn't just a one time thing.

Tim Fisher: 07:52

Okay.

Meg Salmon: 07:52

You can use it to see how your audience's interests change over time.

Tim Fisher: 07:57

Interesting.

Meg Salmon: 07:58

Let's say you're promoting a summer concert series.

Tim Fisher: 08:01

Mhmm.

Meg Salmon: 08:01

You might notice that searches for outdoor concerts with picnic blankets increase in the spring.

Tim Fisher: 08:07

Yeah. Makes sense.

Meg Salmon: 08:08

As the weather gets nicer

Tim Fisher: 08:09

People are thinking about those outdoor activities.

Meg Salmon: 08:12

Exactly. And you can use those insights to adjust your marketing messages. Your event offerings. Maybe even our partnerships.

Tim Fisher: 08:20

Exactly. You can tailor everything to align with those changing trends.

Meg Salmon: 08:25

That's a great point. We can use AnswerThePublic to keep our finger on the pulse.

Tim Fisher: 08:29

And you can also use it for competitive research.

Meg Salmon: 08:31

Oh, interesting. Tell me more.

Tim Fisher: 08:33

You can see what people are asking about your competitors.

Meg Salmon: 08:36

Uh-huh.

Tim Fisher: 08:36

What's working for them?

Meg Salmon: 08:37

What's not working?

Tim Fisher: 08:38

Exactly. You can see where they might be falling short.

Meg Salmon: 08:41

So it's not just about understanding our own audience. Mhmm. It's about understanding the whole event landscape.

Tim Fisher: 08:46

Yep. And finding ways to stand out.

Meg Salmon: 08:49

This is amazing. I feel like we've just scratched the surface of what's possible with Answer the Public.

Tim Fisher: 08:55

There's so much to explore. It's a tool that you can keep learning and growing with.

Meg Salmon: 08:59

I can't wait to start playing around with it.

Tim Fisher: 09:01

I bet you'll find some amazing insights.

Meg Salmon: 09:03

I have a feeling it's gonna revolutionize the way I approach event marketing.

Tim Fisher: 09:07

It definitely has that potential.

Meg Salmon: 09:09

Okay. I think it's time to wrap up this part of our conversation.

Tim Fisher: 09:12

Sounds good.

Meg Salmon: 09:12

We've covered a ton of ground today.

Tim Fisher: 09:15

We have. From the basics of Answer the Public to some really advanced strategies.

Meg Salmon: 09:20

It's been great.

Tim Fisher: 09:21

But before we move on, I wanna leave our listeners with one final thought.

Meg Salmon: 09:24

Okay.

Tim Fisher: 09:25

At the heart of every successful event

Meg Salmon: 09:28

Mhmm.

Tim Fisher: 09:29

Is a deep understanding of your audience.

Meg Salmon: 09:31

That's what it's all about.

Tim Fisher: 09:33

And Answer the Public gives us an amazing opportunity to really tap into that.

Meg Salmon: 09:37

It's like a secret weapon.

Tim Fisher: 09:39

I love that. Yeah. I think this is a great place to wrap things up.

Meg Salmon: 09:43

Yeah. For sure.

Tim Fisher: 09:44

Answer the Public is a total game changer for anyone working in events.

Meg Salmon: 09:48

Oh, yeah.

Tim Fisher: 09:48

It really helps us understand our audience in a whole new way.

Meg Salmon: 09:51

And when we understand our audience, we can create marketing that really works.

Tim Fisher: 09:56

Right. We can create better experiences.

Meg Salmon: 09:58

And sell more tickets.

Tim Fisher: 10:00

Exactly. And at the end of the day, isn't that what we all want?

Meg Salmon: 10:04

I mean, yeah, that's the dream. Right? To create those unforgettable moments that bring people together.

Tim Fisher: 10:10

Make them wanna come back again and again.

Meg Salmon: 10:12

Exactly. It's why we love what we do.

Tim Fisher: 10:14

So to all our listeners out there, we really encourage you to try out Answer the Public.

Meg Salmon: 10:19

Yeah. Give it a shot.

Tim Fisher: 10:20

What's one question you wish you knew your attendees were asking?

Meg Salmon: 10:23

You can find out.

Tim Fisher: 10:24

Seriously, don't underestimate the power of understanding your audience.

Meg Salmon: 10:28

It can completely change your approach to event marketing.

Tim Fisher: 10:32

So that's it for this episode of The Eventicle Podcast.

Meg Salmon: 10:41

Thanks for tuning in to this episode of the Eventicle podcast. We hope you're feeling inspired to explore, answer the public, and use it to craft campaigns that drive engagement and ticket sales. If you found this episode helpful, don't forget to subscribe, leave a review, and share it with your fellow event marketers. For more tips, resources, and insights, visit us at eventicle.com and sign up for our free newsletter. Finally, our community is launching very soon.

Meg Salmon: 11:14

Be a part of an event marketing community that is like nothing you've ever seen before. Join the wait list now at eventicle.com/community.