As a marketer, I love the concept of social media influencer marketing.
Really, who wants to watch a commercial on Instagram? But, a video created by someone authentic can grab my attention, entertain me, educate me, and maybe even sell me.
When working with my nonprofit attraction clients, I typically hear: “Jenny, we need marketing support for our DEI initiatives.”
My mind jumps to influencer marketing.
Why I recommend influencer marketing to spread your mission to your entire community:
- Video content is created by people who look and act like your diverse audience because
they are your diverse audience. Ad targeting alone is no longer an acceptable marketing
strategy for DEI. - Influencer marketing can offer a great marketing bang for the buck…especially
compared to the need to create new video ad content. - People are already creating quality, engaging content about your attraction. You have
the perfect backdrop for interesting videos. You’re an attraction…not a dentist’s office!
Here’s where I see some attractions get influencer marketing wrong…
They think hiring an ‘influencer’ with a huge social media following is necessary.
The idea here is that an influencer with a large following is more valuable because the influencer’s
message is shared organically with more people.
What I recommend is working with ‘creators’ who have already created content that you
love, and using your media budget to amplify their content, regardless of their follower size.
This approach allows nonprofit attractions to work with all types of influencers – not just
the most popular.
I wrote a step-by-step guide on how to get started with finding and amplifying influencer
marketing content.
I also lay out this plan on an episode of The Marketing Attractions Podcast.
DEI is important. This tactic can offer a cost-effective and engaging way to share your
mission with your entire community.
