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
1.1 Define Your Event Marketing Goals
Primary Objectives:
- Build brand authority in the SEO/digital marketing space
- Generate qualified leads for SEO services
- Create content opportunities for long-term SEO ROI
- Establish relationships with potential clients and industry peers
Key Insight from Marisa: “In my view, I believe anything that you do for your business is an event when it’s forward-facing.“
Action Items:
- Identify your target audience (enterprise clients, small businesses, agencies)
- Set measurable goals (# of qualified leads, content pieces created, speaking opportunities)
- Align event strategy with your overall B2B SEO strategy
1.2 Research and Select Target Events
Adjacent Events Strategy: Instead of expensive booth purchases, focus on “adjacent events” as Marisa suggests:
“Instead of going to the show and spending thousands of dollars… people are looking for those experiences within the trade show but also outside.“
Event Research Checklist:
- Industry conferences (MozCon, SMX, Pubcon, local marketing events)
- Adjacent networking opportunities (sponsored happy hours, dinner events)
- Speaking opportunities at smaller, niche events
- Local business meetups and chambers of commerce
- Virtual events and webinars you can sponsor or speak at
Selection Criteria:
- Target audience alignment (decision-makers, not just practitioners)
- Cost-to-opportunity ratio
- Content creation potential
- Networking quality over quantity
Phase 2: Pre-Event Preparation
2.1 Develop Your Value Proposition
Avoid the “Bowl of Candy” Approach: As discussed in our conversation, avoid generic approaches. Instead, focus on genuine value.
Marisa’s Personal Branding Lab Approach: “We offer personal branding consultations. We go through their LinkedIn. Sometimes we go through their social media, depending on the industry… And we give them advice.“
SEO Professional Adaptation:
- Offer free 15-minute SEO audits
- Provide keyword research reports using your tools
- Create custom competitor analysis one-pagers
- Share specific, actionable SEO insights relevant to their industry
2.2 Create Supporting Materials
Content Assets to Prepare:
- One-page SEO audit template
- Industry-specific SEO case studies
- SEO forecasting examples relevant to attendee businesses
- QR codes linking to valuable free resources
- Professional business cards with clear next steps
Digital Follow-Up System:
- Email sequences for different lead types
- LinkedIn connection templates
- Calendar scheduling links for deeper consultations
2.3 Plan Your Personal Branding Strategy
Authenticity Over Gimmicks: “If they like cupcakes, they can still be Marissa Callie who likes to make cupcakes, but it doesn’t have to be the cupcake realtor.“
Personal Branding Guidelines:
- Dress professionally but authentically
- Prepare conversation starters related to current SEO trends
- Practice elevator pitches that focus on client problems, not your services
- Bring business cards that reflect your professional brand without gimmicks
Phase 3: Event Execution
3.1 Networking with Emotional Intelligence
Key Principle from Marisa: “If you’re not listening to what people are saying, then what they’re going to hear is your verbal vomit.“
Networking SOP:
- Listen First: Ask about their business challenges before mentioning SEO
- Qualify Properly: Understand their current marketing efforts and pain points
- Provide Value: Share one specific, actionable insight based on their situation
- Connect Authentically: Find genuine common ground beyond business
- Follow Up Appropriately: Respect their time and interest level
3.2 The “Business Therapist” Approach
Marisa’s Method: “I feel like I’m a business therapist. People are coming to me like I have a problem and they understand that if they explain it to me, I might be able to provide them a solution.“
Implementation for SEO Professionals:
- Ask diagnostic questions about their current SEO performance
- Listen for specific pain points (traffic drops, competitor issues, technical problems)
- Provide preliminary insights without overwhelming them
- Position yourself as a consultant, not a salesperson
3.3 Content Creation During Events
Live Content Opportunities:
- Take notes for post-event blog content
- Capture speaking moments (with permission) for social media
- Document networking conversations (anonymized) for case studies
- Create LinkedIn posts about insights learned
Link Building Opportunities:
- Connect with other speakers and attendees for future collaboration
- Identify potential guest posting opportunities
- Build relationships with industry publications present at the event
Phase 4: Post-Event Follow-Up and Relationship Building
4.1 Immediate Follow-Up (24-48 Hours)
Email Follow-Up Template Structure:
- Personal connection reference from your conversation
- Promised resource or insight delivery
- Specific next step based on their expressed interest level
- Calendar link for those ready for deeper consultation
Social Media Follow-Up:
- LinkedIn connection requests with personalized messages
- Share event insights that provide value to your broader network
- Tag and thank event organizers and speakers
4.2 Long-Term Relationship Building
The 97% Strategy: As discussed: “Because ultimately in SEO, in marketing in general, not everybody, it’s like 3% are transactionally ready at that moment. So there’s that 97% of time where they will eventually or probably might.“
Long-Term Nurturing System:
- Add contacts to industry-specific email lists
- Share relevant SEO insights and forecasting content regularly
- Invite to webinars and virtual events you host
- Maintain contact during slow seasons with valuable resources
4.3 Content Creation and Authority Building
Post-Event Content Strategy:
- Write detailed blog posts about event insights
- Create case studies from successful connections
- Develop speaking topics based on common questions heard
- Build topic clusters around event themes for long-term SEO authority
Phase 5: Measurement and Optimization
5.1 Event ROI Tracking
Immediate Metrics:
- Number of qualified conversations
- LinkedIn connections made
- Email addresses collected
- Speaking opportunities identified
Long-Term Metrics:
- Leads generated from event contacts (3-6 month timeline)
- Client conversions from event networking
- Content pieces created from event insights
- Speaking opportunities that resulted from event networking
5.2 Relationship Quality Assessment
Quality Indicators:
- Email engagement rates from event contacts
- Response rates to follow-up outreach
- Referrals received from event connections
- Collaboration opportunities that developed
Continuous Improvement Process:
- Survey successful client conversions about what attracted them
- Review which events provided highest-quality connections
- Refine value proposition based on most common pain points heard
- Adjust follow-up sequences based on response patterns
Phase 6: Year-Round Event Marketing Strategy
6.1 Building Adjacent Event Strategies
Seasonal Planning: As Marisa noted: “The slow season is like November, December, some of January… I set a reminder when I am in busy season, which is right now, April, May, June, July, to reconnect with those people that may have dropped off.“
Year-Round Event Calendar:
- Q1: Local networking events, planning for major conferences
- Q2: Speaking at smaller events, major conference attendance
- Q3: Follow-up events, client appreciation gatherings
- Q4: Virtual events, relationship maintenance, planning for next year
6.2 Creating Your Own Events
Progression Strategy:
- Start with small local meetups or virtual webinars
- Partner with complementary businesses for joint events
- Develop signature events as authority grows
- Create adjacent events around major industry conferences
Content Integration:
- Use events to launch new SEO tools or resources
- Create content series that build anticipation for events
- Develop case studies and examples that work well in speaking contexts
Phase 7: Advanced Strategies for Established Practitioners
7.1 Leveraging “Superfans” for Growth
Marisa’s Approach to Boring Industries: “Really leaning into those people that already use it and they have a network. Leveraging those people versus trying to get one person or two people that might see it on social.“
Client Advocacy Strategy:
- Identify most successful and satisfied clients
- Create case studies highlighting their results
- Invite successful clients to speak at events you organize
- Develop referral programs for existing clients
- Create client success video testimonials for event presentations
7.2 Building Industry Authority Through Consistent Presence
Platform Strategy: Following Marisa’s selective approach: “On my website, I’ll only do LinkedIn and Instagram… Even though I have all the other platforms, they’re just not built out in a way that represents who I would work with.“
Authority Building Checklist:
- Choose 2-3 primary platforms for consistent presence
- Develop signature topics you’re known for discussing
- Create original research or tools that get referenced at events
- Build relationships with event organizers for speaking opportunities
- Maintain consistent messaging across all touchpoints
Troubleshooting Common Event Marketing Challenges
Challenge 1: Low-Quality Leads at Events
Solution: Improve qualification questions and focus on problem identification rather than solution selling.
Challenge 2: Difficulty Following Up
Solution: Create systematic follow-up sequences with clear next steps and valuable resources.
Challenge 3: No Speaking Opportunities
Solution: Start with local events, create original content that demonstrates expertise, volunteer to help with event organization.
Challenge 4: Inconsistent Results
Solution: Track metrics more carefully, survey successful conversions about what attracted them, refine targeting.
Resources and Tools
Event Planning Tools:
- SEO Arcade forecasting tools for creating valuable giveaways
- Calendar scheduling software for easy follow-up meetings
- CRM system for tracking event-generated leads
- Email marketing platform for long-term nurturing
Content Creation:
- Event photography/video equipment for content creation
- Social media scheduling tools for real-time event coverage
- Note-taking apps for capturing insights during networking
Measurement:
- UTM codes for tracking event-generated website traffic
- Lead attribution system for connecting clients back to specific events
- ROI calculation methods for measuring event marketing effectiveness
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. By following this SOP, you can leverage events to build genuine relationships, create valuable content, and establish yourself as a trusted authority in the SEO space.
Remember Marisa’s key insight: “The business cycle is not fast. I’m not talking to you and then tomorrow we’re working together always. There’s vetting, there’s trust that needs to be built, there’s how can you really help me? And that takes time.“
Focus on providing genuine value, building authentic relationships, and maintaining consistent follow-up over time. The compound effect of this approach will create sustainable business growth that far exceeds the results of traditional 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.