A quick request, before we get to today's topic...
Please let me know if you have a personal story to share on the topic below.
Why do I ask?
Because people often ask me, "why are you opposed to X,Y, or Z?" Insert your marketing/advertising topic of choice for X, Y, or just Z.
My response is, "I'm not opposed to anything that works for you." The challenging part gets down to the word or definition of "works." Specifically, showing data or even anecdotal evidence that "X, Y, or Z" produces a measurable result. Thus far, no takers. Hence my request.
That said, here we go!
In early 2019, a Polish event organizer asked me about leveraging social media influencers for a marketing campaign. Unfortunately, I didn't have any case studies to share at the time.
However, the case study perspective changed later that year. That's when a client decided to hire a local agency specializing in social media influencers.
Initially, the client didn't tell me they had hired another marketing firm. Then, when asked about the hire, the client's response was, "we have a Board member that has a personal relationship with the business owner." As with all things, it's the client's event; thus, who they hire is at their discretion.
My only request regarding the social media influencers was that all their posts be tracked with simple UTMs / bit.ly links. The client agreed.
Long story short, the client spent a significant amount of money to generate ... ready for it ... a total of 33 website visitors. All tracked through Bit.ly and Google Analytics with zero leads and no purchases.
To be clear, I'm not here to bash social media influencers. However, my marketing and advertising philosophy is agnostic. My expectation of all, including myself, is to quantify what works.
Here's another cautionary tale regarding the power of social media influencers, especially when it comes to your event!
(Credit to Ben Settle for bringing the following story to my attention.)
"Influencer Arii, who has 2.6 million followers, couldn't sell 36 T-Shirts"
As I advised the Polish event organizer from above if you're going to use an influencer(s) to promote your event, make sure you track their results! That means having tracking and result expectations set in all your marketing and advertising contracts.
If a social media influencer is unwilling to have their work measured, don't hire them. This isn't mean; it's smart business. And when you're business is on the line, you have to be smart!
You Must Play the Game Differently
If you want to take advantage of social media, you have to play the game differently. What follows are the most common social media marketing mistakes to avoid and simple corrections you can use. The suggestions apply to any social media platform. Click below and dive on in to the 5-Part Social Media Series:
- Putting Your Social Media Mindset Ahead of Theirs
- Focusing Too Much on Likes & Followers
- Trying to Engage on Too Many Social Media Platforms
- Avoiding Paid Social Media Advertising
- Not Measuring the Results of Your Hard Work
Here are some additional social media resources you can use to market your event:
- Do You Make These Social Media Mistakes with Your Event?
- Measuring Your Social Media Event Promotion Efforts
- How to Leverage Facebook and Your Event Marketing
- Beware of the "Social Media" Event SMACKDOWN!
- Social Media, Your Event Marketing, and "Insider Info" . . .
- Social Media Comments and Your Event
- The Downside of Promoting Your Event with Social Media