As we all continue to fight through the noise in order to promote our businesses native and less abrasive advertising continues to shine. Basically, all online advertising has slowly become native, unless of course, you are still using banner ads (we are not a big fan). Native advertisement isn’t a new concept by any means. Advertising evolves within all platforms and it has taken some time for it to take its most recent shape in the world of social, Influencer marketing.
Major publications don’t have all the eyeballs now and they sure don’t hold all the influence. Individual users on social platforms have a major influence on their viewers and we are not only talking about celebrities. When a user has 100k dedicated followers on Instagram they hold a lot of promotional potential.
Marketers tend to think fashion and bespoke goods when they hear the term influencer marketing but what is stopping the event industry from tapping in? Nothing.
So how does your event gets its start in influencer marketing?
1. Set Goals
Are you looking to get more followers? Direct online ticket sales from the platform? Brand Awareness? Determine your goals and measure against them.
2. Determine the Proper Demographic
Out of your potential attendees who is on the platform that you want to tap into? What is their gender, age, geographic location, and interest? Better yet, who does this demographic follow online? This will take some serious user analysis but is well worth it.
3. Choose the Right Influencer(s)
Do you want to go with a handful of users with medium followings or maybe just one with a major following?
Do they have followers in your demographic? Does their brand align with yours? How often do they do promoted posts? How dedicated are their followers?
Determine what the most important aspects an influencer can have in order to be worth your dollar. If their feed seems to align with your event but they don’t have the right following, they aren’t a good fit.
4. Build Relationships
Once you find the right influencers, follow them. Get a feel for what they like to post, how they interact with their users and how their users interact with them. This will give you a better idea of how you can best leverage their influence on the platform.
If they seem like a good fit reach out, via email if you can. Directed messages work just fine but if you can find a way to communicate with them outside of the platform they may be more apt to respond.
5. Work With Them to Determine Best Strategy
These users know their followers. They know what they respond to they know what they don’t respond to. Putting someone outside their posting comfort zone will likely not result in a good response from their followers. Work with them to determine what type of post will be most native to their feed.
The promotional opportunities are endless.
6. Track results
You set goals so track results. Look how users responded to their post. Ask influencer to provide any data you may not have access to. Determine if you saw and increase in following or interaction with your brand online. Determine how this had an effect on ticket sales. If it worked keep pushing forward with the strategy. If you did not get what you wanted then go back to drawing board and figure how to make it work.
The opportunities with influencer marketing continue to grow as we see social platforms take different shapes. Let’s work together to get you ahead of the game.