"Influence 2.0, influencers, influencer marketing": for several years now, we've been hearing these terms everywhere, but what's really behind them?
👉 How can the events industry make the most of influence?
Influence is at the heart of agency strategies, which are projected to generate $15 billion in revenue worldwide in 2022, according to Business Insider forecasts. 🚀
Influencer marketing, or how to use the power of a web influencer (also called an opinion leader or content creator) to promote a product, service, or event, has proven to be a clear, effective, and above all profitable method, in the short or long term.
Influence and the art of persuasion have been around for a very long time, but practices evolve over time, and various trends have emerged thanks to the rise of social media and blogs, as well as their use in the events industry.
Meeting this desire for digitalization while making people the true ambassadors of the event: that's THE challenge for event professionals! 💪
So, which #eventprofs don't dream of multiplying the media, social, and financial impact of their event, reaching as many internet users as possible in record time? Who doesn't want to strengthen their brand's visibility and build a truly engaged community?
That's what we're going to discover together in this article: here are our tips for developing an influencer strategy worthy of your event.
1. A few tips for building your influencer strategy
Unlike traditional advertising, influencer marketing relies heavily on interaction, trust, and likability. This closeness between internet users and influencers works entirely in your favor, since targeting is assured and helps create a positive perception of your message.
Which influencer for your event?
In the thriving world of influence, there are different types of content creators, classified according to the size of their community and their impact in terms of engagement:
To choose the influencer who will have the opportunity to attend your event, you must first define your objectives (visibility, image, action, return on investment, etc.), a dedicated budget, and set up KPI reporting before, during, and after the event. This reporting will let you look for an influencer who's consistent with your values and brand image, as well as check how relevant the partnership is.
💡 Ask yourself the right questions: "Does this influencer have an audience that matches my target attendees and my industry?" and "Is their online reputation strong enough to guarantee a transparent, high-quality collaboration?"
Of course, make it a priority to work with influencers who have a genuine audience and quality content, with real expertise or specialization in a specific field. It's crucial to do proper research and thinking ahead of time: getting into influencer marketing isn't something to take lightly, because if your strategy isn't planned correctly in advance, you could instead face negative media fallout.
📝 So, dear #eventprofs, think quality, relevance, shared values, and objectives, and you'll be surprised by the considerable effects this win-win partnership has on engagement and brand awareness!
We recommend turning more toward micro-influencers, who are accessible, close to their community, and very active on social media.
Building a winning strategy
By inviting an influencer to your event, you'll allow them to take photos and videos to share across their social media and blog, mention you when they post a story, or use a dedicated hashtag. Before the event date, they can also build up some teasing: your visibility and your SEO will thank you for it!
To build a winning strategy, focus on a relationship of trust and honesty with your influencer. This will let you aim for a long-term partnership, and perhaps turn them into a true ambassador for your brand or event! You can offer them a paid partnership (the content will then be sponsored, in which case make sure to set up a contract or approval agreement) or a simple invitation.
Don't hesitate to personalize your approach (an original invitation, activities, goodies, etc.). To help you, there are specialized sites for finding influential people in a particular field. And above all, don't forget: influencers are people first and foremost, so just be yourself! 🦰 🦱
A winning strategy is also one where effectiveness is measured. Thanks to your reporting, you'll be able to analyze your statistics and the impact of your event (number of mentions, likes, the influencer's own stats, etc.) to improve your future collaborations.
👉 84% of companies already have a content marketing strategy, why not you?
2. What are the risks and benefits?
Preventing risks
Unfortunately, the world of influencers has often been linked to scams, misleading campaigns, or brand-influencer contracts that turn into bad buzz. To prevent any unpleasant surprises, it's essential to take time to research and think through your strategy, and to make sure the influencer has a good reputation.
Open and honest communication throughout your collaboration, along with some room for creativity and freedom for the influencer, are all factors that will help you build a healthy, lasting partnership that respects your values.
Keep in mind that an influencer who churns out mass content and takes on too many partnerships isn't necessarily a quality choice, and could end up hurting your credibility and authenticity. It also happens that influencers work with competing brands. To secure your strategy, we recommend drawing up a brand-influencer contract and working with an influencer agency for your first collaborations.
Finally, partner with influencers who have used and liked your product or service before the event: a won-over content creator means new customers won! ✔️
Enjoy the benefits
For 89% of marketing professionals, the return on investment from influencer marketing is higher than the results obtained with other marketing channels. Influencers act as a bridge between event professionals and attendees: an accessible, friendly, and reliable intermediary.
To get the most out of your collaboration, you can involve the influencer in the design of your event or its storytelling, as well as in creating their own content.
Their profile and personality should match your target audience: these are the elements that will help you stand out from your competitors. Every influencer has their own particularity, a small unique touch that gives them a place in this complex world of influence, by bringing together an audience that reflects who they are.
This experience vector will let you amplify your event's reach, access broader coverage and previously untapped audiences, and above all convert attendees into members of your community, so they can keep interacting with your brand throughout the year.
Influencers are experts in appealing, engaging digital communication, and know their audience and tools inside out: listen to their suggestions and trust them! 💪
So, whether your event is in-person, hybrid, or digital, what are you waiting for to boost your likability, create unforgettable buzz, and take advantage of the persuasive power of web opinion leaders?
Conclusion
In our ultra-connected society, every means is worth trying to get as many people as possible to discover your event. All #eventprofs are racing to see who's most comfortable with new technologies and the latest marketing trends, and who's the most innovative and original in how they promote their event.
While traditional advertising can be extremely expensive and increasingly tires consumers out, influencer strategies adapt to any budget for great results. This new 2.0 communication channel, influencer marketing, is said to generate twice as many sales as social media, with a retention rate of close to 37%. 🔥
An event is directly tied to its communication. The future of event communication was seriously called into question during the health crisis, but this accelerating digital shift has also pushed professionals to consider new ways to modernize their practices and invest in influencer marketing. Whether they're a simple visitor, reviewer, product tester, speaker, or co-creator, your choice of partnership is wide-ranging and your opportunities are plentiful!
So, ready to stand out from your competitors and get the most out of influencer marketing for your next event? 🏆
