Objective
This Standard Operating Procedure (SOP) outlines how SEO professionals and agencies can leverage event marketing to build authority, generate high-quality leads, and create long-term client relationships. Based on insights from my conversation with Marisa Cali, CEO of Be Present Events, on the Unscripted SEO Podcast, this SOP combines event marketing best practices with SEO authority building strategies.
Listen to the Source Material
For detailed insights, check out Marisa’s recap at Be Present Events and my episode breakdown at Unscripted SEO.
Phase 1: Strategic Event Selection and Planning
Define primary objectives — brand authority, lead generation, content creation, and long-term relationships. Use Marisa’s “adjacent events” strategy: instead of expensive booths, focus on networking opportunities surrounding major industry events. Research conferences like MozCon, SMX, and Pubcon, plus local meetups and speaking opportunities at niche events.
Phase 2: Pre-Event Preparation
Avoid generic gimmicks. Offer real value: free 15-minute SEO audits, custom keyword reports, one-page competitor analysis. Prepare email follow-up sequences, LinkedIn connection templates, and calendar scheduling links for different lead readiness levels.
Phase 3: Event Execution
Listen first. Ask about business challenges before mentioning SEO. Marisa’s principle: “If you’re not listening to what people are saying, then what they’re going to hear is your verbal vomit.” Position yourself as a business therapist — diagnose problems, share preliminary insights, build trust before selling. Document insights for post-event content.
Phase 4: Post-Event Follow-Up and Relationship Building
Follow up within 24–48 hours with personalized references to your conversation. For the 97% not ready to buy immediately, add to email nurture sequences, share relevant content regularly, and reconnect during slow seasons. Build long-term content authority by writing about event insights and creating case studies from connections made.
Phase 5–7: Measurement, Year-Round Strategy, and Advanced Tactics
Track both immediate metrics (qualified conversations, connections, emails) and long-term metrics (client conversions, referrals, content pieces created). Build a year-round event calendar. Leverage “superfans” — existing successful clients — to speak at events, generate referrals, and provide case studies that establish credibility faster than cold outreach ever will.
Leveraging Events Like-a-BOSS
Event marketing for SEO professionals requires a strategic, relationship-focused approach that builds long-term authority rather than seeking immediate sales. Remember Marisa’s key insight: “The business cycle is not fast. There’s vetting, there’s trust that needs to be built, and that takes time.” The compound effect of consistent relationship-building will create sustainable business growth that far exceeds transactional marketing approaches.
For more insights on building sustainable SEO strategies, explore our free forecasting tools or listen to additional expert interviews on the Unscripted SEO Podcast.