If you’re a part of the social media realm, you know that social media influencers have shifted the way sales and ROI operate in 2019 and going forward in 2020 - whether it’s events, products, or services. Influencers are the “TasteMakers” in the industry, and therefore influencing the way buyers...well, buy.
There’s a reason people are listening to what they have to say, which is why you may want to consider adding influencers to your marketing campaign. Not sure how to do that? Take a look:
- Identify Your Target Audience
Knowing who your target audience is, is the first step to knowing how your influencer campaign will properly roll out. They are the “why” behind hiring the right mission-minded influencers who will properly advertise your product, services, or even event. You will need to identify who will most likely resonate with your content and ultimately be purchasers of the item you are pushing.
Not sure where to start? Develop a few different buyer personas. If you have data from previous sales in the past, figure out who bought your product or attended your event in years past. By developing buyer personas, it will make your influencer search a walk in the park.
- Develop a Tasteful Campaign
Campaigns, in general, will take some planning. In fact, lots of planning. Once you have a plan in place, the ultimate goal is to lead with authenticity and passion. So you'll want to make sure the influencers you are searching for have those characteristics because it will really show through their promotion. It’s also important that your influencers are on the same page about your messaging and brand - they will be the face of your campaign, after all.
If you love what you do, you know and feel it when you see someone who talks about it, right? The key to a healthy and successful influencer marketing campaign is the influencers who are actually jazzed to promote your event/product. You’ll know if they are or not by the way they respond to your campaign pitch.
You’ll also want to make sure your influencers are well-equipped for the campaign. How will they push your event, product, or service? To have a campaign that comes across most authentic, we suggest sending the influencer some event swag or have them film a quick video about their excitement about the event. Developing a tasteful campaign will be the next best step to securing your dream influencers.
- Discover Your Target Audience’s “Top Influencers” That Align with Your Mission
When looking for an influencer that makes sense for your industry, it's not always about numbers and followers, but it's about finding an influencer who will be genuine about your brand. If they genuinely want to help promote your campaign, these are the people who not only will influence, they’ll convert. And those are the type of people you want on your team.
When it comes time to lock in the influencer, make sure you have your budget ready, your negotiating skills are up-to-par, and your pen is ready to sign the agreement. Influencers work quickly - this generally is their only income!
It’s no doubt that influencer marketing works. However, it really goes back to the strategy of choosing the right influencers who will make your brand shine. Choose wisely, think smart!
Pro Tip! Leverage Your Partners.
What if I told you that there was a free way to promote your event or product? Well, there IS! It’s called your circle, your partners, your sponsors. There are already people who are so in love with your product or event - so leverage that. Ask them to push your campaign on their social platforms!
It’s no doubt that influencers capture attention, persuade fans, and then accomplish the end goal - sell. It’s what makes influencer marketing so valuable. This isn’t the only way to market, of course. If you’re in the event space and looking for more ways to really push your marketing efforts, check out our guide: Promotional Tactics to Amplify Attendance below.