If a tree falls in the forest (or woods) and there’s no one there to hear it, it doesn’t matter. In the same way, if the events you planned last year were outstanding, it hardly matters if you don’t have a bucketful of prospects that will lead to more events. In other words, being an event planning maestro is only one side of the coin when it comes to success. The other side is generating a steady stream of leads and guiding them through your sales funnel. In this article, we share our top 11 lead generation strategies for NYC event planners.
Create a Lead Generation Strategy for Each Stage of Your Sales Funnel
Your lead generation strategy will be far more effective when you implement tactics for each stage of your sales funnel. Your sales funnel represents your clients’ journey from awareness of your event planning services to booking your agency to plan their next big event.
Lead Generation Tactics That Lead to Brand Awareness
Brand awareness begins when people who fall into your target audience become aware of your event planning business. Awareness may happen in a variety of ways, and your lead generation strategy should touch upon several entry points.
1. Paid Ads Directed at Your Target Audience
Even with Google’s AI overview and consumers’ changing preferences, paid ads are still an effective lead-generation tactic for NYC event planners. WebFX reports that the ROI for paid ads can be as much as two dollars for every dollar spent.
Expand your PPC campaign beyond Google to other channels, such as Facebook and Instagram. Harness your inner Marie Curie, and get scientific with your PPC ad campaign. Implement A/B testing and dig into the data to gain high-value insights that will improve your marketing ROI.
2. Social Media Strategy That Puts You Where Your Audience Is
According to GO-Globe, people spend as much time on social media as they do on search engines. In fact, the 2023 Social Media Marketing Industry Report found that social media marketing increased leads for 64% of businesses.
Capture your audience’s attention and draw in leads with a robust social media presence. Focus on one or two social media channels where your event audience congregates. Then, create a consistent presence with a variety of content, including eye-popping photos of your stellar events.
3. SEO Optimization for Organic Search Results
Optimizing your website for SEO will put your brand at the top of the list whenever your target audience is researching all things event planning. Search Engine Journal conducted a poll in which 49% of respondents said that SEO optimization had the highest ROI when it comes to internet marketing. In fact, organic search is still the most common way people will find your website.
Content marketing (more on that below) is a key way to climb the search engine results. But there are other things that are important for SEO, too.
- Optimized on-page elements, such as images, title tags, and more
- A positive user experience when it comes to things like your site’s load time, navigability, etc.
- Quality links and backlinks
- High ratings on review sites, especially Google reviews
Lead Generation Strategies That Cultivate Interest
As potential clients travel through your sales funnel, they go from becoming aware of your business to being interested in your business. Would-be event clients in the interest stage of the sales funnel are still researching and learning. Perhaps, they are researching how to host events themselves or weighing whether they should hire an event planner. Keep your leads traveling through your sales funnel with the following strategies.
4. Create Free Event Planning Content That Keeps Them Coming Back
The content on your event planning website is important for generating leads for a number of reasons. As we touched upon before, the content on your website is a way to turbo-charge your SEO strategy. In addition, content builds your authority as an event planning expert and generates trust — an important motivator for would-be clients. Incidentally, the content that lands on the first page of Google results averages about 1450 words. So, make your content comprehensively helpful.
5. Lead Generation Magnets to Collect Information
Lead generation magnets refer to incentives that compel users to give you something very dear to them, their contact information. If you’ve ever signed up to receive emails from a commerce site just so you can get a hot deal on that cashmere sweater you fell in love with, then you know how effective a lead magnet is.
The key to lead magnet success is to offer your audience something they really want but can’t find elsewhere. Wedding planners may offer brides a comprehensive checklist with invaluable tips. Or a corporate event planner may invest in a case study that outlines the financial benefits of employee retreats. Once you have your audience’s contact information, you can nurture the relationship with more helpful content, discounts, or even a phone call.
6. Launch an Email Campaign That Builds Authority
Your lead magnets will help you build an email list you can use to launch an email campaign. An email campaign is still a powerful strategy to find and nurture new event clients. In fact, you can see a marketing ROI of up to $44 for every dollar spent on email marketing. Think of marketing emails as a line that keeps you connected to leads and will put you top-of-mind when they’re ready to book an event planner.
Close the Deal When Your Leads Are Ready to Buy
7. Invite Qualified Leads to Events
Show them what you can do by offering free or discounted tickets to events you plan. Consider hosting a client appreciation event, and invite a few of your most promising leads. There, they can get to know you better and talk with happy clients, all against the backdrop of an unforgettable event planned by yours truly.
8. Offer an Incentive to Seal the Deal
Whether you charge by the event or by the hour, create a discount strategy to reel leads in. Sometimes, prospects need a little extra nudge to sign the contract. You can offer brides a package discount that includes the bridal shower, wedding, and reception. Corporations may balk less at the cost and instead be motivated by extra services, such as a built-in social media strategy.
Get More Leads When You Retarget Existing Clients
Your existing clients are the best source for new leads. Far from a quaint relic, word-of-mouth advertising is still king. So, tap into your existing client base to find new leads.
9. Create a Referral Strategy to Generate Word-of-Mouth
Create a strategy that will inspire your current clients to recommend your event planning services. Chances are your clients run in circles where entertaining is valued. Be the event planner they recommend to their loved ones when you implement a referral strategy. Send thank you cards, connect on social media, or create a referral program.
10. Encourage Clients to Leave Online Reviews
Many people trust online reviews as much (if not more) as they trust their loved ones. So, when they go looking online for the hottest event planner in NYC, you want them to see plenty of stars next to your business. Encourage clients to leave reviews. Make it easy for them by providing QR codes and email links.
Use a Powerful Strategy That Works for Every Stage of the Sales Funnel
Nothing beats one-on-one time with your leads. Meeting prospects in person helps emotionally connect with your brand. In fact, increasing sales is the top goal for most businesses attending trade shows. That’s why we saved our best lead generation tip for last.
11. Exhibit Your Event Planning Services at New York’s Most Important Event Conference
The Event Planner Expo 2025 is where you can nurture event leads through every step of the sales funnel. More than 2,500 event industry professionals and decision-makers attend New York’s most important event conference. Increase your brand recognition, connect with your online and email community in person, and close more deals from your booth at The Event Planner Expo. Reserve today.