A Brief Guide to Influencer Marketing

A Brief Guide to Influencer Marketing

The use of influencer marketing has grown exponentially over the last few years due to the ever-increasing growth of social media. Influencers are common users to promote brands and products through sponsored posts across social media. Influencer marketing can involve anything from product placements to brand mentions. These influencers are generally paid per promotional post.

However, more and more brands are beginning to use influencers to promote events.

An incredible example of the power of influencer marketing for events is Fyre Festival. Despite the festival itself being a complete disaster, without the influencers creating such a large hype before the festival it may never have spiralled out of control as quickly as it did.

Rohan Midha, managing director of the PMYB influencer agency, says that while Fyre itself was a failure, the marketing choices behind it were not.

“It just shows how powerful influencers can be,” he told the BBC.

“Influencers can reproduce the largest return on investment…That’s across the board.”

Werner Geyser, the founder of the Influencer Marketing Hub, agrees, saying since the release of the documentaries his web traffic has spiked a curiosity in the industry has increased.

“If anything [the Fyre Festival documentary] was showing utilising influencer marketing was part of its success in terms of marketing the event…It’s all publicity at the end of the day. I think brand managers and influencers will be more cautious and that can only be a good thing.”

Influencers’ primary purpose is to boost visibility and engagement around the brand and event. Read on to discover the best practices when using influencer marketing.

Create Great Visual Content

The main reason to use influencers for events is it can promote it for you on various social media channels. But you always need to keep in mind that influencers won’t share posts of your event if it doesn’t look good. Influencers have an image to maintain, so they need to constantly be sharing visually appealing content (images/videos).

If the lighting or decor is n’t up to standard and they can’t create good content,  they may not be as keen to share your event with their followers.


It is crucial that the event is ‘Instagramable’. There needs to be plenty of opportunities throughout the event to take good pictures. Whether it be something as simple as good lighting or even event accessories such as place cards, food, banners and table settings. From there they will proactively share Instagram Stories, photos and live feeds to show their followers how ‘awesome’ your event is.

Understand Your Guest List

You can’t get just any influencers to promote your product through sponsored posts. This works the same for events. You cannot just invite any influencer to your event. You need to ensure that you invite influencers that appeal to your target market, audience and attendees. This means you should really study your guest list and your social media audience.

Take a look at the various demographics and identify which influencers would be the most effective for your event. Asking your audience directly is even an option through polls and surveys on social media. This again brings greater engagement to your event. By gathering this information from their responses you should be able to gauge exactly what kind of influencers your audience would like to see at your event.

If your guest list includes any non-paid influential people within your community it’s worth checking their social media accounts see if there are any specific influencers they follow. This should give you a better idea of whom to invite and whom to avoid.

Generate Buzz Before Your Event

In many cases, you want influencers to talk about your event before it even begins. They can share pictures of an invite or even what they plan on wearing! The most important thing is to share details about the event to inform and remind followers about it. This helps generate a buzz around the event and encourage people to keep an eye out for more event-related content.

Creating this buzz before your event is especially important if your event involves some kind of audience involvement, such as product launches, concerts, etc. Generating pre-event buzz is great if you’re looking to drive higher audience attendance or if you need your attendees to take some kind of action before the event itself.

Have your influencer share plenty of event content

The whole point of having influencers at your event is to get their audience and reach to engage with your event. Briefing the influencers before the event is also essential, as you’ll need to encourage them to share as much photo and video content with their followers, along with a relevant event hashtag.

Sharing a live feed or stories from the event to document their experience is another useful tool. They shouldn’t just share content after the event is over, but share content throughout the event itself to let their followers get a real feel for the experience of the event.

Live content from events is a great way to build authenticity around your event. As everything is captured in real time there’s less risk of audiences thinking the content has been edited in any way. It makes audiences feel involved and makes them feel closer to your brand and event.

Share content after the event finishes

Using influencers to create content about your event is a fantastic way to expand your reach and potentially bring new audiences to your event. Keeping the momentum going after your event is over is also a great way to keep that audience engaged, especially if your event is recurring. It brings another level of credibility and keeps your current audience engaged.

If you had professional photography at the event, sharing those images on social media and creating blogs will give your profiles and brands a professional image. The images will look exciting and aid in creating the “fear of missing out” (FOMO) when alongside a line of plans for your next event.

This may drive attendance at your next event as well as encourage other influencers to potentially reach out to you and join your next campaign.

Sharing the influencer’s direct content is an amazing way to build engagement with your current audience; it can lead to growth in both your own and the influencer’s following. Just ensure you get their permission before sharing their content.

These are a few of the best practices when using influencer marketing to promote your event. Planning is key with this, so plan your campaign carefully and ensure you have plenty of time to build that hype and organise what elements of your event you want to highlight, capture and share. Influencers can be incredibly busy, so make sure you give them plenty of time so they can execute your carefully designed plan. If the influencer you have in mind can’t make your event make sure you have a list of backups to invite, so you can carry out your plan as efficiently as possible.


Promote your event more effectively with Helm Tickets!

Charlotte Allkins | Marketing Assistant

Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of here blogs, as well as, many others here!

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How to market your yoga class this new year

How to market your yoga class this new year

After all the excess of Christmas and looking ahead to the New Year, many of us will have the New Year’s resolution to improve our fitness or to shift a few extra pounds. This is the perfect opportunity to amp up your marketing for your class ready for January. 

 

2018 saw a huge rise in the number of yoga classes available, from Hot Yoga to Goat Yoga. In the UK, “yoga” was one of Google’s most searched-for words in 2016, while the yoga and Pilates business brings in £812m a year, and rising. 

 

Yet many yoga classes still face the issue of bringing in new clients and not knowing where to start in marketing their businesses. Drawing people into your class over others is now incredibly competitive. Due to this increase in demand, there is now so much choice for consumers to pick from. 

 

Here are a few strategies to promote your yoga class:

UNDERSTAND YOUR STUDENTS

The best way to resonate with your students is to understand what really matters to them. So do as much research as possible into what they want and what they are looking to gain from attending your class. From this position, you will know where to place yourself against any competitors and discover what your USP (unique selling point) is.By crafting a focused message that reflects the views of your students or potential students, you will be creating a bond with them that will bring longevity to the relationship. It will be these more targeted messages that will differentiate your classes from others in your local area. It is also worth cross-selling your classes with other classes you may offer. Introduce students and potential students to other classes you feel they may enjoy. For example, if you have had a Hatha Yoga class that has been successful, maybe work out why that class is so popular from your students and then use that information to push, for example, an Ashtanga Yoga class to those looking for more of a challenge or a step up. If your students are looking to join the latest trends in yoga, why not look into offering more of the novelty yoga classes that are trending on various social media, or hosting a one-off novelty yoga event to introduce customers to your classes.

DEFINE YOUR BRAND

Once you have a good understanding of your audience you can channel that knowledge into your brand. Defining what you are early on will help you keep your message and ethos consistent. Is your brand focused on beginners getting into their yoga practice? Or are they experienced yogis looking to develop their practice further? It will be this definition that will make your class stand out from the rest. Use the information gained from your students to really hone in on what makes your classes uniqueAn effective way of defining your brand is to have a website built which explains everything about your classes, as well as having beautiful visuals created to coincide with it. It should be a visual representation of your class, reflecting its look and feel. It should also perform in converting visitors to students. By using plenty of ‘calls to action’ (‘sign up’, ‘enrol here’, etc.) it should direct them into converting themselves from visitor to your site to a potential student. Being explicit in how you wish to convey yourself to potential students, create a clear marketing message about who you are and what your brand has to offer. 

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MAKE THE MOST OF SOCIAL MEDIA

With the understanding of your audience, you can now concentrate your efforts into various social media channels. For Yoga, Instagram is about to become your new best friend. Yoga is growing exponentially on Instagram with accounts like Yoga Girl boasting over 2.1 million followers. Rachel Brathen (Yoga Girl) is the perfect example of how to harness the power of Instagram to advance yourself within yoga. She defined her audience early on and has spent the last few years building a loyal following, keeping on brand, but, at the same time maintaining authenticity. Yoga is a beautiful art form and Instagram is the perfect platform to share visual content. If you are looking to share something with more depth, look at sharing on Facebook and then cross-promoting it on Instagram.Here are a few tips on how to share effectively on social media:
  • Create custom content. Instagram is mainly viewed on mobile devices, therefore, keep your content short and sweet with plenty of eye-catching imagery and video
  • Social Media gurus Hubspot recommend the perfect post on Facebook being around 40 characters despite the 63,206 character limit, and Instagram hitting the sweet spot at around 125 characters
  • Don’t forget to create a killer bio on all your social media platforms, include links to special offers or a sign-up page. Your Facebook banner is also a great place to promote, so keep that in mind when creating an amazing profile page.

The coming new year is the perfect opportunity to push your yoga classes and drive attendance with the tips we’ve mentioned. If you are looking for more information regarding promoting on Instagram check out this blog on Instagram For Event Promotion, where you’ll find some more detailed advice about how to get the most out of the platform.Up your attendance for your yoga class this new year with Helm Tickets!

Yoga, Marketing, Social Media

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Why Omnichannel Promotion Is More Effective Than Event Listing

Why Omnichannel Promotion Is More Effective Than Event Listing

There are copious amounts of websites that will offer to list your event and help your event reach a larger audience. So, in theory, boosting sales for your event. Unfortunately, too often organisers are left feeling that the time taken in creating the event listing was not worth it due to lack of increased sales.

Whilst event listing is one way of approaching event promotion, to see any measurable increase in sales it takes a range of tools and strategies.

OMNICHANNEL PROMOTION

For many years ‘multichannel promotion’ or marketing has been the favoured method of interacting with potential attendees. By communicating with them on various platforms it enabled companies to reach wider and more diverse audiences. Whether it was a print ad, word of mouth or by social media, a multichannel strategy has been the tried and tested method of promotion for many years. However, consumers are now looking for a more connected and seamless experience when it comes to promotion and marketing. Omnichannel refers to the multichannel sales approach that will also provide the attendees with a more integrated experience. The attendee needs to be able to switch from desktop, to a mobile device, to the event itself, with the experience being completely consistent. Keep the message and promotion of your event unified using the following marketing techniques:
Email Marketing: Plan and develop your communications with your potential attendees well in advance. As well as planning for different audiences, different types of audiences will call for different types of email.Reconnect via email with those already booked into your event. This will not only help to build excitement for the event but it will also help develop a relationship with the attendee and reinforce that you are building a brand/event experience.Having a plan and getting everything set up and organised in advance may seem time-consuming but the payout, in the long run, will be worth it.Social Media: Setting up a dedicated hashtag for your event that will be used throughout all your social media promotion is an effective way of creating a cohesive message.Creating engaging visuals and videos to draw attention to your posts about your event is another great form of promotion. Make sure again that all your posts are visually consistent as this will help build your omnichannel approach to promotion, which will help make your attendees feel valued.Social media is amazing for highlighting announcements and generating hype surrounding your event. Promote things such as new speakers for conferences or updates in the timetable or special features of your event.Paid social media ads are another great way to expand reach and engagement for your event., We would recommend this approach if you have a definite audience you know you are targeting. This will focus your advertising on those who are more likely to be interested in your event generally but may not know that your event is running.

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PR: It is far too easy to get wrapped up in the digital side of event promotion and then forget to put time into more tested methods such as PR.

Sending out a press release to various media outlets and listing your event in relevant business journals and newsletters still worth the time it takes to create them as it creates a more well rounded promotional campaign.Direct Mail: As we all know, we live in an increasingly digital world, yet this only adds to the power of physical, tangible marketing techniques like direct mail.Target VIP potential attendees by sending out a physical invite to the event or a promotional box encouraging attendance to your event.Website: Having a great website is an incredibly compelling component of event marketing.To potential attendees, it is a base for them to come to when looking for all essential information regarding the event. Whether the event is hosted on your existing website using something like our embeddable widget or you wish to build something new just for your event, the goal needs to remain the same.The website should be where you are driving all your promotional materials, so it’s essential that all the important information is there to assist in driving ticket sales.An issue with some event listing sites is that it can drive traffic away from your site, as well as featuring events like yours that may appeal to a segment of your demographic. This means you could potentially lose sales to your competitors!

At Helm Tickets our goal is for our organisers to succeed and our features can help you create an omnichannel promotional campaign that can help draw in new attendees, as well as aid in increasing attendee retention. To learn more about promotional strategies, keep an eye out for our blogs on marketing and promotional techniques. Create your omnichannel promotional campaign with Helm Tickets!

Event Listing, Promotion, Business, Omnichannel, Marketing 

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Instagram for event promotion – Part 1

Instagram for event promotion – Part 1

Instagram is a powerful tool for creating a real buzz around your event. With a stunning feed and relevant content, you can build huge levels of engagement.

To enhance your Instagram marketing and promotion it takes a bit of effort and planning, yet, the payoff from this can be an increased engagement from loyal followers/attendees, as well as a greater outreach to potential followers/attendees of your event.

THE ALL IMPORTANT HASHTAG

With the all-important hashtag, consistency is crucial! If you are posting anything on Instagram connected to your event, be it a post to your feed or your stories, make sure you include your chosen hashtag. This keeps all your content in the same place, as well as encouraging users to share their content all in one easy to view location.

It has uses beyond directly featuring it on Instagram itself. By including it on all promotional materials, such as on your website, marketing emails and print, it provides a greater reach to a larger audience.

Another way to gain greater reach via Instagram hashtags is running and hashtag incentive. These incentives are a great way to encourage users to share your hashtag and your event. Your incentive can be anything from photo competitions to tagging friends and family alongside the hashtag for free tickets.

Hashtags offer several benefits when it comes to event promotion and increases your reach and engagement in a concise and effective way!

USER-GENERATED CONTENT IS KEY

User-generated content is any content created by your users, in this case, the attendees of your event. It has become increasingly popular with many large brands and events featuring it amongst its own carefully created content. It has become frequently popular and effective with Instagram users.

Its popularity with users is usually down to the authenticity of the content. The content builds trust with the users because it has been created by them. There was no middleman trying to get the perfect angle or convey a message. This content is organic and will carry an accurate representation of your event.

It also offers you a greater library of content to choose from. Having a good mix of this user-generated content as well as branded content works well in creating a diverse range of content on your feed, which again drives that all-important engagement.

If all this wasn’t enough to encourage user-generated content on Instagram for events, there is how it affects your users and audience as a whole. It builds a real connection and relationship with your audience. Sharing their posts of the event and their experience makes them feel appreciated. It grows users’ loyalty as it shows your appreciation as an organiser for their attendance. Don’t forget to tag and mention them in the caption!

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UPDATE YOUR BRANDING AND PROFILE

Updating your branding and profile to assist in promoting your event helps to bring an added feel of legitimacy to your event. That it is as important as the brand itself. Adding your hashtag to your profile picture alongside your logo or creating a custom logo puts your event at the forefront of your image. It will be one of the first thing users see so is an effective way of subtly promoting your event. Just make sure you keep this consistent across all social media channels!

Keep your bio short and sweet but with the added extras of a link to your event and your hashtag. Again, not the obvious way of promoting your event, yet it is one of the first things users will see when visiting your profile. Keeping the link in the bio keeps it quick and easy to find when promoting your event in your feed or stories. Add in a simple call to action “Link in the bio” in posts to drive traffic to your profile and event page.

These are just a few of the basics of promoting your event using Instagram. It is a powerful tool when utilised and offers huge reach to potential ticket buyers with not too much effort. Next time find out how to utilise Instagram Stories to your advantage, how geotags can help you reach a larger local audience, and how to build event hype with influencers!

Promote your event as effectively as possible with Helm Tickets!

Instagram, Promotion, Business

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