The most valuable currency on the market is influence.
Here’s the good news: it’s a currency that can easily be bought—through influencer marketing, that is. When it comes to event marketing strategies, adding influencers into the mix is a move you definitely won’t regret.
Famous social media personalities can quickly spread the word about your event to their thousands (or even millions) of followers. They can also make your event visible to the right target audience. With that in mind, here’s everything you need to know about incorporating an influencer strategy into your events.
Table of Contents:
What is Influencer Marketing?
Influencer marketing is all about leveraging the online community an individual has created, likely based on their personality, talent, and watchability. It needs to come across as genuine and authentic for it to work, though.
For instance, if there’s a popular beauty influencer with 100K followers known for using and recommending products from a certain beauty brand she trusts, it would make absolute sense for that company to leverage influencer marketing in this case.
They could collaborate with this social media personality for campaigns or even invite them to appear at events. It would be a win-win situation: the beauty influencer is paid for doing promotional work while the business gains leads and profits from their audience.
The Benefits of Influencer Marketing Strategies
High Engagement Rates
Successful influencers tend to have engagement rates that are much higher than typical brands and businesses. Huge audiences tune in to hear what influencers have to say—exactly the type of crowd you’d want to find out about your event.
Increased Return on Investment
Influencer marketing has the potential to drive lower customer acquisition costs. Marketers are in agreement: influencer marketing has a higher ROI than traditional advertising.
Of course, the average ROI depends on the particular campaign or influencer event, the type of influencer you’re working with, and the size of their audience. Generally, you can expect ROI to range from 1 to 3x (for every $1 invested, the return is about $1 to $3.)
5 Steps To Integrate an Influencer Strategy Into Your Event
1. Define Your Goals and Objectives
Before officially deciding this should be one of your event marketing strategies, make sure to map out your goals and objectives clearly. What exactly do you want to achieve?
Brand Awareness and Engagement
This involves reaching brand new audiences to increase awareness and boosting the amount of engagement, such as follower count, likes, comments, and hashtag use. What better way to do this than by collaborating with an influencer who will mention and speak positively about your brand on their social platforms?
Arranging Instagram takeovers prior to the event, hosting giveaways, and inviting the influencer to speak at the event are all incredible ways generate buzz.
Search Engine Optimization (SEO)
Whether the influencer in question creates exclusive guest posts for your site or includes website links in their social media content, there are plenty of ways they can lead audiences to your site using SEO strategies.
Lead Generation and Sales
Collaborate with influencers to offer discount codes for event tickets and customized registration links for their followers. You should be easily able to track successful conversions on your end, too.
Entertaining your current clients is just as important as inspiring new ones. You can work with influencers to provide fresh content that gives your existing audiences an inside look at how everything works behind the scenes. They’re likely interested!
2. Choose the Ideal Influencer for Your Event
- Micro-Influencers (Under 100K followers)
Micro-influencers are known for having highly-engaged, tight-knit communities. Their fans trust them to deliver authentic content, making them a top choice for brands looking to make themselves visible to their dedicated followers.
- Macro-Influencers (100K to one million followers)
Macro-influencers have the platform to boost brand awareness and engagement. Most of them have been in the game longer and have more experience in collaborating with brands, meaning they’re well-trusted as experts in their particular industry.
- Mega-Influencers (above one million followers)
Mega influencers are the celebrities of this business. Because of their large fanbases, it’s a bit pricier to collaborate with them—but you can count on it that they have the ability to draw quite the attendance at events.
3. Do Your Research On Potential Influencer Partners
Determining the potential reach of a content creator is just the beginning of all the research that goes into building an influencer strategy.
You’re also going to want to see if they have promising audience engagement rates that your event could leverage, whether they produce content on the social media platforms your brand uses, and how their previous brand collaborations went.
4. Reach Out to the Influencers
At this point, you most likely already have a list of influencers you’re interested in working with. Now, it’s time to contact them while keeping these things in mind:
- Engage with them online – Like their content and post comments to show them you appreciate their work in the virtual world.
- Reach out to them via email with a compelling subject line – Be a professional and send an email rather than a DM. Including the term “collaboration” in the subject line will increase your chances of it getting noticed right away.
Make sure to include the complete details of your offer in the email right off the bat. What type of content are they expected to create? What is the compensation involved? Be specific and purposeful when you reach out.
- Let them know you’ll give them creative freedom -Creative influencers take their work seriously. Guaranteeing them creative freedom is a great way to establish trust and respect in your working relationship.
5. Measure the Success of Your Influencer Strategy
Once the event is over, it’s time to measure the success of your influencer strategy. Here are some questions you can ask to see if it all went according to plan:
- Based on customized registration links and discount codes used, was the influencer able to successfully drive ticket sales?
- How many times was the official hashtag for the influencer partnership used by audiences?
- How many impressions did the posts about your event garner?
- Did you see an increase in site traffic?
- Did your socials gain more followers, likes, and comments?
Elevate Your Events With The Concierge Club
No matter what kind of influencer event you’re planning, working with The Concierge Club is a surefire way to ensure it’s a smash hit. We’re a Toronto-based premium experiential marketing agency known for delivering luxury experiential campaigns for some of North America’s most notable brands.
Contact us today to elevate your event marketing strategies like never before!