March 11, 2008
Small Business SEM and Conferences - is it worth it?
If you’re just getting into search engine marketing for your website, you may be looking for a few different options for learning what you need to know to make it work. You can take an online course or two, read blogs and research ideas, test things yourself….it’s really up to you and your own learning style. I actually have had a few emails this week wondering if a conference would be worth it from the small business standpoint, and I think it can – if you go into it with a “game plan” and stick to it.
Conferences can be expensive. First and foremost, the necessity to make it pay off is your primary concern. I feel like I ALWAYS get something worthwhile out of a conference, be it a networking contact I make, a new idea for an old problem, or a new concept I’d never thought of before.
There are a few things you can do to make sure your conference experience is worthwhile and productive.
- Be humble about what you know. If there isn’t a compelling session adjacent to it, I enjoy the SEO/SEM 101 type sessions. I may KNOW most of the information, but there’s always a nugget of something new or theoretical that I hadn’t thought of. Don’t assume you “know everything” about a subject so you don’t need to attend certain sessions.
- Study the agenda beforehand and decide what sessions will meet your goals. If you need to cover the basics, cover as many “beginner level” tracks you can. Some conferences categorize their sessions by “beginner, intermediate, and/or advanced.”
- Network like crazy. Eat lunch and breakfast with a different table of people every day. If you’re naturally shy this is hard, it took me awhile to understand that these people are just like me, and you can usually tell if they’re not interested in talking to you – which is pretty rare in this industry, everyone is very open.
- Build Partnerships that last. Meeting people and networking is a great way to build friendships and partnerships that will provide benefits down the road. Don’t nag people for links, but find people that offer similar services, or complimenting services to yours and make plans to meet up or talk at a later date to work out some linking opportunities or guiest-blogging gigs. Every little bit will help.
- Use the exhibit hall. Not only can you usually find good schwag at these things – fun stuff for the kids and the like, but pay attention to what the booths offer by way of services. You could find an analytics partner that is just right for you, or maybe even an SEM company that will help you take the next step .
- If you write a blog, conferences generate great content. Write about who you talked to and about what, link to their blog or site, say their names. This is a great way to establish a repoire with people and start to be part of the community.
- Ask questions of the panelists. If you’re interested in branding yourself in the SEM “sphere” say your name and your website before your question. In the appropriate forum, your questions will be answered with actionable suggestions for accomplishing your goals. Pay attention, write down what the panelists say and try it out. It’s $500 an hour consulting, from industry leaders – this alone could be worth the price of travel and admission.
- Understand that most of the panelists don’t get paid, they pay their own travel, and they’re there to help – so don’t waste the panelists’ time. If they answered the question in the presentation, don’t ask the same question (see “pay attention”) but you CAN ask them to elaborate on a concept or idea.
- Take advantage of the materials provided. You will probably get access to a website with all of the presentations or a disc that contains the PPT slides. Use it, over and over again, to help you not just the day you get back, but further down the road.
Some ideas for cost-conscious conference traveling
- Decide where you’re going ahead of time. For the most part, conference dates are given around 6-8 months ahead of time, even if you cant necessarily “register” at that time. The earlier you book a flight, the better off you are. Also the sooner you decide, the more likely you are to get a room at the discounted rate the conference negotiates with a hotel.
- Watch for deals. I just got an invite from my SES New York Linked In group to buy admission at a discount. If you wanted to go, and were a member, you could receive this discount also. Early Bird discounts are available also.
- How far are you going, and for how long? You may choose a conference within driving distance, and if so – maybe it’s not as important to stay at the conference hotel, as you’ll have your car available for transportation. Check out the “parking rates” at the venue, sometimes these are prohibitive and it’s a better idea to just stay at the conference hotel.
- Know someone else that wants to go? Share the cost of the room and get a double.
- For some conferences, breakfast and lunch may be provided. Breakfast may be some pastries and fruit w/ juice and coffee, but it’s free – and you can get filled up if you don’t require the blue plate special every morning. Grab an extra orange or banana and a juice for a snack later.
- Lunch is usually substantial – and filling. It’s not gourmet, but the bar has been raised and the larger conferences do a pretty good job here.
- Dinner is usually a social affair and you can generally network with enough people to make dinner out with a group worthwhile. Most members of the search industry talk about it in their sleep, so you’re going to get good tidbits no matter where you are.
crowd photo from ThisParticularGregsuitcase photo from Phineas H
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