Local SEO Marketing Progression Diary

What’s New: Local Events Promotion Skills

I’m becoming a beast at creating, organizing, and promoting local events.

It’s actually really fun and I enjoyable. My first event was in March, 2020 and I had zero clue about how to promote it, other than using Facebook, Google My Business profile, Instagram, and on my website.

Outside of that, I really didn’t know where to start.

My Journey to Learning & Gaining Experience with Local Event Marketing & Advertising:

👉 Event #: 1

For my first event, I attempted to get local news station reporters at KLFY to cover my event the day of, but failed in that (by no fault of my own).

  • I was really disappointed and heartbroken that it didn’t happen, especially due to the fact that I told people they would be there.
  • Your word is everything in this day and age, if you tell people something is going to happen, it better happen.
  • When it doesn’t, your credibility goes out the window, even if you weren’t at fault.

👉 Event #: 2

For the 2nd event, KLFY finally came out & reported on the event. Aside from that, my marketing strategy didn’t differ much than the usual hit the major social platforms, our website, newsletter, Facebook sponsored ads, and that was about it.

👉 Event #: 3

For my upcoming event, this Saturday (11/14), I changed my approach & made serious improvements and progress on becoming a master of local events.

What changed?

  • In previous events, I had overlooked creating a central page on my stores website, for the event. In the past, I had been using Facebook events as the URL I would share with everyone & across the web. That was a mistake. Why should I do link building/promotion for Facebook? In the hopes, that maybe the events page will go viral? Wrong.
  • This go round, KATC published an article ahead of the event (7 days before) to generate interest. The article got published & had no URLs referring back to my website, so I politely asked the editor to include one to my stores official event page & they agreed. They will be back for the story, the day of as well.
  • I decided to use the most popular online events sharing platforms, and there are a ton. After wasting several hours submitting manually to the ones I thought would produce the best local results, I came across a tool on the Advocates website which would create & syndicate my event to 45 different places for $45. This was a no brainer & a game changer I might add.
  • I had a 30 second public service announcement (PSA) created & given to Town Square Media, who manages a network of 6 or so radio stations which will occasionally play the PSA, at no cost mind you. I’m still not positive how effect this will be, however it’s about planting seeds, not being extremely effective everywhere we go.
  • I commissioned visuals to be created to go along with the PSA, as an introduction/advertisement for the event, and it made a much bigger impact than I had previously expected it would.
  • In the weeks leading up to the event, I hand created a custom list of any business which works in the pets/animal industry. During the next few days, I will be contacting every single one of them & asking for any support they can lend us.
  • I knew I had to put out a press release, but my issue was where to publish it & have it syndicated, while on a budget. I did not want to pay over $200 and knew that even if I did pay that much, I likely would not even hit any of the local media websites I really needed it to go on. Up until this point, the only times I was able to target local news/TV station websites/newspapers was through expensive syndication packages through companies like or To my luck, while doing research I stumbled across the Louisiana Press Association, which apparently is what they specialize in and for just $149, I will be published in 100+ of the most popular sources in Louisiana, both print & digital.

Classified/Advertising Methods:

👉 Latent Symantec Indexing (LSI)

👉 Schema Generator for On-Page Optimization