If you run a service business, you probably don't think much about local events unless they affect traffic or parking. But what if local events could actually help more people find your business online? They can. And they do.
When towns hosts festivals, parades, or sporting events, local search activity goes up. People pull out their phones to look for help, directions, last-minute repairs, and anything else they might need while they’re out and about.
And that’s your chance to get noticed.
A quick example
Let's say Peoria is hosting a downtown car show. Families are walking around, parking on side streets, running errands, or grabbing lunch. Someone notices a chip in their windshield or a slow tire leak and starts searching:
“Windshield repair near downtown Peoria”
If your website or Google listing mentions you’re near the event or in downtown Peoria, there's a good chance you'll show up in those results.
Even if the event itself isn’t related to your service, the people attending it still have real-world needs. That includes plumbing problems, AC issues, cracked windshields, or anything else that can come up unexpectedly.
Simple ways to tie into event-driven search activity
This isn’t about building a fancy marketing campaign. It’s about being smart and showing up where people are already looking.
Here are five ways you can do that, starting right now:
- Mention local events on your website
Before a major event, create a quick post or update. It doesn’t have to be long. Just mention the event name, your proximity to it, and what you offer. For example:
“Available all weekend during the Marigold Festival for emergency HVAC repairs across Peoria.”
This helps search engines make the connection between your business and the event, so you have a better shot at being shown when someone searches nearby.
- Update your Google Business Profile
If you haven’t claimed it yet, claim it. It’s free and incredibly valuable. Use the “post” feature to add a short message before or during a big event. Something like:
“Offering same-day service during the Peoria Riverfront Market. Call or text now.”
Google favors fresh, locally relevant content. These little updates can push your business higher in the map results, especially when people are searching nearby.
- Post something timely on Facebook or Instagram
Don’t overthink it. A single post that says:
“In town for the Peoria Civic Center show and need help fast? We’re open and ready.”
You can even add a photo of your shop or truck downtown. Use hashtags like #PeoriaIL or #PeoriaEvents to give your post a little extra reach.
- Look ahead and plan for future events
Most Peoria event schedules are posted months in advance. Pick a couple that are a good fit for your audience. Think parades, fairs, trade shows, festivals, and even college game days.
Then jot a reminder to update your site or post about it the week before. It takes five minutes but puts your business in front of hundreds of extra eyes.
- Notice what’s working and build on it
You don’t need fancy analytics to tell if something is working. Watch for little bumps in traffic, more calls on event weekends, or customers saying, “I saw you online.”
That’s your signal to do more of it. You can even keep a short list of what events helped you bring in new jobs or leads. Over time, you’ll build a small playbook for Peoria that you can reuse every year.
Even emergency services benefit from local attention
Let’s say you run a plumbing business. A family visiting for a softball tournament is staying in an Airbnb and the toilet backs up. They search “24-hour plumber Peoria” at 7 pm on a Saturday.
If your business shows up first, that’s a job you wouldn’t have landed otherwise.
The same applies to HVAC, car services, appliance repair, and more. These aren’t businesses people plan to call. They call when they need help, and local events often bring those needs to the surface.
You don’t need to be tech-savvy to do this well
This isn’t about hacking the algorithm or buying ads. It’s about showing up where people are already looking, using tools that are already free.
Here’s all you need to do:
- Add one update to your website when a big event is coming
- Post once on social media using the event name
- Add a quick update to your Google listing if you have one
- Mention that you serve Peoria and include a few common neighborhoods or landmarks
- Be available when people need you
That’s it. You’re not trying to beat the system. You’re just making it easier for people to find you when the timing is right.
Final thoughts
Local events bring local attention. And even though you’re not selling t-shirts at a festival booth, the extra traffic still creates more opportunities for service calls, urgent repairs, and new customers.
Start small. Pick one event coming up in Peoria. Make one post. Add one update to your website. See what happens.
Chances are, you’ll be pleasantly surprised by how many people are looking for what you offer if you give them a way to find you.
If you’d like help tailoring these ideas to your specific business, let me know. I’d be glad to help you turn a few small steps into something that actually moves the needle.
