Broadley Speaking | How do you capitalise on event opportunities to drive traffic to your site? - Broadley Speaking

Arrange for a member of our team to call you back


How do you capitalise on event opportunities to drive traffic to your site?

September 13th, 2017 by


Event opportunities - Cyclists sprinting during Tour de France

Are you currently capitalising on event opportunities? Events such as Wimbledon or Tour de France, etc. are a really good chance for you to try and bring traffic to your webiste and boost your social media engagement. Have you got an annual plan to include any such events in your campaigns?

This article will explain why you should identify event-driven commercial opportunities and how to make the most of it.

It is a fact that popular events are a huge source of organic traffic and social shares: people want to be kept informed about the events themselves, share news, participate in contests, buy related goods. It is a significant business opportunity which should not be missed; but how do you drive traffic to your website and social media during the most popular events?

First of all, identify opportunities. Some events will be naturally related to your business: if you sell pet food or toys, then you should have a campaign during Crufts, if you sell sports equipment, then you should have campaigns during the Tour de France or Wimbledon. Moreover, even if your business is not immediately connected, you can always capitalise on event-related ideas which have the power to connect people to your brand (endurance, stamina and success for sport events, love for family-related events, mindfulness for awareness events and so on).

Make it search based: search for keywords relating to each event and to your business, with average data for searches carried out over the last 12 months and at the time of the previous edition of the event. This will allow you to see if, and by how much, searches for a given keyword increase or decrease during the event itself.

This, of course, is just a flavour of a complete keyword strategy which could be designed for each campaign.


When you have a list of opportunities throughout the year, create material to use on your social media and website: this can be blog posts, images, infographics; anything which suits your campaign and can resonate with your audience.

After this, look for relevant hashtags to accompany all your material; a good use of hashtags is crucial for the success of any campaign.

Make a spread sheet containing a list of the events around which you are going to build campaigns with relevant keyword strategy and hashtags.

How do you capitalise on big event opportunities to drive traffic to your website? Have you got any tips to share?

If you would like help with your digital marketing campaign, call +44 (0)1822 618537 to talk to a specialist now.

Intelligent Sales

“Our white board culture. When we refurbished the office a number of years ago someone came up with the neat idea that instead of using regular wallpaper we should cover the walls with write on / wipe off material, so effectively all available wall space has been turned over to one great big white board. The space is used for writing up team plans, monitoring performance, and listing achievements on a  team by team basis.”

Intelligent Sales

“Collaborative working – no sales person is an island, or they shouldn’t be! The calls have to go out and the spade work has to be done but when you’re working through the implementation of complex sales campaigns sometimes putting your heads together and combining intellectual property gathered on a call by call basis can bring great results. The Broadley Speaking teams get time to think and problem solve. Breaking new contracts, often measured in seven figures, is not easy work.”

Intelligent Sales

“In the “war room”.  Much of work with clients is about collaborative problem solving. Rather than choosing a traditional board room set up – this room is set up to accommodate the whole project team. By that we mean the sales and marketing teams from our clients and the full Broadley Speaking team active on their account. There’s plenty of room to accommodate everyone’s laptops, iPads!”

Intelligent Sales

“Seamless connections with clients – We work with businesses, of all sizes, right across the UK, in  Europe and in North America. We work with them in our office and theirs and use our state of the art video conferencing facilities to keep in touch. This combined with our bespoke built campaign management software provides complete transparency across any campaign or programme of work.”

Intelligent Sales

“David and Hilary have worked together for the best part of 30 years. Between them they have sold and sales managed across 4 continents and across most business to business sectors. Hilary takes a hands on approach with all campaigns. She is a consummate sales director and has been nominated as a national ambassador for the Investors in People standard.”

behind the scenes at a high grade telemarketing company

“Holistic approach to sales – often we work with clients to help them reposition their sales propositions. Acting as ‘critical friend’ we’ll work right back to their core value proposition in order to refocus and provide new impetus to their sales campaign. Similarly we work with clients sales teams and management to provide individually crafted sales coaching and training programmes.”


“Our environment –  we have created a light, modern, ergonomically designed work area to allow for maximum efficiency, comfort and pleasure – yes pleasure! We all spend a good deal of time at work , and do difficult and challenging work on behalf of our clients ; but it should be fun. We are fortunate that we have been able to create this in an historically significant building in the middle of World Heritage site.”