It is not just awkward when you want to promote an event and most likes and shares are from your office – it is more than common. So having someone outside your circle to speak for your group will definitely make you extra shiny among others of your kind, and it will be ideal if that person has a real impact to his or her audience to generate more conversations.share

But how can you find them, and actually have them agree to help spread the words for your event?

Tip 1: Have a clear messaging document of your events: what, why and how.


Having an event is cool, but it is not cool if you are the only person who don’t feel it is random. Usually saying, there must be many similar events like yours to make your event not unique. However, it does not mean that you cannot be the special one. So before drafting your marketing campaign, or reaching out to whoever you think might help promote the event, pull a list about:

  • What is the event in a sentence?
  • How can your organization and attendees be benefited from it?
  • Why would business and media partners attend, and what can they get from it?
  • How is it consistent with your other campaigns or other works you have done?

Of course, you don’t have to say everything explicitly on your social posts, and you can definitely just say “Come and have fun!” But keep in mind, “Have fun” is never a goal. Your sponsors, influencers and media partners come or share just because they know there is not merely fun here, but more profitable and long-term resources for their future use.

Tip 2: Check what network you already have, and leverage them.


Checking your phone contacts and start from what you have now is always easier than building things from zero. There are three major sections that can be considered as your current network:

  • Social media followers and email subscribers;
  • Personal network of people in your organization/business;
  • Connection of event partners and attendees.

When you have all the information above in hand, the first thing you can do is to categorize them into your targeted audience types. This can be divided into gender, occupation, location, interests, age or any categories you’ve set for potential outreach. For example, if you categorize your network by location, having one of your people from that area to reach out may help promote the connection.

Ways to reach out really depend on the organization/business. If the event organizer is very active and has a lot of interactions with followers on Facebook, Facebook can be a good platform to reach out. But generally, sending out a personal email directly asking whether they are interested in recommending some figures to spread the words for the event is helpful enough. Don’t be afraid of being rejected – think about the open rate of email newsletters on average. You will feel better.

Tip 3: Go ahead for a bigger market

globeIt is very possible if you don’t find the influencers you want based on your current contacts. Then it is time to go for a bigger market. There are some tools to help people find influencers, but it won’t be very necessary if you are not aiming at cross-state or national campaign. Endless Google search using multiple keywords is a tedious but fundamental way – you just can’t give up on this. But utilizing different tools on social platforms is another very efficient approach – such as Twitter list.

Many Twitter personal accounts don’t use list, but most business ones do. A Twitter list is a categorized group of accounts that can set by any twitter accounts to organize their interest. It can also be subscribed by anyone if the owner set it as public. For example, a “Texas Marketing Pros” list can find you marketing professionals in Texas area the account holder has connected.

Since it is not user-friendly to search for lists on Twitter, here I would recommend a powerful tool: Electoral, and it is easy:

1) Type the keywords in the search bar and Click Search


2) You will see a list of lists, and click on a name you think may be helpful:


3) It will direct you to the Twitter List page, which shows list members, subscribers, other lists of the author and new members just added recently.


Then you can just start reaching out, find their contacts on other platforms and send your invitation! Meanwhile, you can also look for other channels for influencers, but overall, Twitter lists are enough a lot of work.

Tip 4: Customizing content for you influencers

downloadI believe everyone has been somehow annoyed by the repeating posts of an upcoming event (or it’s only me). So to make your campaign fun and diverse is very important to avoid losing your audience when your listeners just can’t tell how hard you are trying to make yourself attractive.

Now you have spent several days or a week on researching influencers, and already have an idea about what kind of influencers are reachable, and what titles/occupations of them work best for your group. So now, you have to prepare content or social copies tailored for each type of potential influencers, in case they respond last minute and you have nothing for them to share.

There are two types of diversity in your event messaging: content and post types. Content wide, you can talk about:

  • Event venue, time and attendees
  • Share news or similar events in the past
  • Background information of the theme
  • Fun facts or tips about the venue.

Content type wide, you can create

  • Not only plain text and photos, but:
  • videos
  • panorama
  • quizzes
  • Infographics

But remember, there are still things that should remain super consistent:

  • Page/posts color tone
  • Hasgtags
  • Content format
  • Photo styles/filters

The bullet points above determine what your overall brand image is (no matter you are a brand or not), and where influencers can see your professionalism. Once you have something for every category, you can adjust them into what fit best for influencers, for example, by thinking:

  • What tone does the influencer usually use? More serious or fun?
  • What photo style do they have? Minimalism, or more colorful?
  • How about what their followers care about the most? Does the influencer get more notice for selfies, call for action posts, or cool infographics?

You don’t have to specify every detail for every influencer. It just will be helpful if you have multiple kinds of content in hand to present when an influencer gets back to you and you can show how you looking forward badly to inviting the person for your event.

Published by Qing Zhang