It has become increasingly difficult to reach potential attendees, but there is a way of leveraging influencer event marketing that can work successfully. We have created some tips that may help you in establishing an influencer event marketing strategy.
Set Your Goal
One of the major topics to address before starting your influencer event campaign is your goal. Without one, your campaign would be aimless, making it difficult to measure success or failure. Some common goals include store or website visits, signups, purchases, visibility, reputation and many more. Once you’ve set your goal you can start looking for the right influencers for your influencer event marketing campaign.
[bctt tweet=”One of the major topics to address before starting your influencer event campaign is your goal. Without one, your campaign would be aimless, making it difficult to measure success or failure.”]
Choose The Right Influencers
Choosing the right influencer can be the difference between a successful influencer event marketing campaign and a complete failure. To do this, create a customer profile for your product, draw up a list of potential contacts in your industry and qualify them by their follower counts, personality, reputation, audience and many more. You can use tools like Traackr, Upfluence, Awario and many more to find the perfect fit.
[bctt tweet=”Choose the right event influencers: Create a customer profile for your product, draw up a list of potential contacts in your industry and qualify them. “]
If your event already has a huge following you can set up an influencer form or invite promoters using the Vivus Create feature and set up a reward.
Look at micro and nano influencers
Micro-influencers are those with 10,000 to 100,000 followers and nano-influencers are those that fall in the category of below 25,000 followers. Micro and nano influencers tend to have higher engagement. They also charge lower rates than those with a larger following so this can be quite budget-friendly. You should scout for fast-growing influencers; perhaps if you can secure a deal when they are smaller, you can make them the face of your brand. As they gain followers, your brand will also get more recognition. Going for a smaller influencer is a better allocation of resources as you will probably get more out of your money, i.e more appearances or posts.
Transition to audio and video influencer event marketing
A recent phenomenon is that people are consuming more video-based content than ever before. We can see this with the rise in popularity of platforms such as Tiktok and the introduction of IGTV and Reels to Instagram. You should pay special attention to rising stars using this form of media as it is tending to perform better.
Pay attention to the data
Performance-based contracts and deals are increasingly on the rise which means planning and data are very important in influencer event marketing. You should place importance on tracking social media marketing metrics when collaborating with influencers. Your social media tools can give analytics on influencer networks and their reach and once you collaborate you can gauge an idea on their conversion rates. This can help to inform you as to who to invite in the following influencer event marketing campaigns.
[bctt tweet=” Performance-based contracts and deals are increasingly on the rise which means planning and data are very important in influencer event marketing.”]
Audiences are looking for authenticity
Influencers are very picky and careful with the content that they put out in order to maintain their engagement. They must be careful that they put out content that their audiences resonate with and thus collaborate with brands that resonate with their audiences. You should be looking for influencers who have followings that are aligned with your target audience when creating influencer event marketing strategies.
Paid ads can broaden your reach
Paid ads can help amplify your influencer event marketing campaign. You can use the fine-tuned targeting available on social media platforms to reach your exact target demographic. This guarantees that people will be viewing your content without putting your faith entirely in social media algorithms.
Choosing the right incentive
Most influencers need something in return for promoting your event. Usually, for most event organisers, the go-to is to use cash to incentivise influencers and while good it might be sustainable, especially with a low marketing budget. Some other common incentives to consider include:
- Discount to your event e.g VIP section.
- An influencer-only bag.
- Product samples.
- Discount vouchers.
The main goal is to give them something worth their time and effort invested in helping your event reach its target audience. By giving them a good incentive and experience, you also ensure that they would be willing to work with you in the future and become good advocates for your event.
If you need help with the rest of your event influencer marketing or just your marketing strategy be sure to check out our blog on event marketing, ‘Need help with effective event marketing? Here are our top tips!’
‘Event marketing is just as important as the execution of the event. It is becoming increasingly difficult to stand out in the events space. Our guide will help you identify and implement the best event marketing strategies. This will improve your event’s visibility, attract attendees, and maximise the success of your event. We will discuss event marketing methods that don’t necessarily mean you have to spend more but will take time effort and care.’ Click here to read the rest of the blog…
About Vivus Create: We are not your conventional events platform and we’ll never try to be. Vivus Create was built with 2 things in mind, maximising the event organiser’s revenue and creating a sociable experience. To learn more on how to get started with events, check out this blog post or if you would like to get started right away, check vivus create web or our app out.