I am totally aware of the benefits of speaking engagements as a great tool to build my personal brand. This is why I started a couple of years ago to search for relevant golf business events and podcast shows.
If you are in a similar position like me then you know to get invitations to speaking engagements or to sit at panel discussions or to get requests for interviews does not happen overnight.
Actually, these invitations are the outcome of painstakingly building a personal brand over several years. In my case, 12 years.
GolfBIC Online in partnership with OGRO, the UK Golf Federation
- It is an important golf business event in the largest golf market in Europe.
- As a golf industry influencer & a golf club marketing consultant it is good to see that influencer marketing is gaining momentum in golf club marketing too.
And now I can tell you what I’m going to talk about in my presentation. I will talk about the importance and role of micro-influencers in golf clubs’ marketing strategy and media mix.
Influencer marketing trends in 2021
Brands are set to spend up to $15 billion on influencer marketing by 2022, according to Mediakix data. It is not a big surprise, especially when we understand how important social media in consumers’ lives.
We spent, on average 2h 24 minutes per day in 2019. It also means that the role of influencers is set to only grow.
According to the May GlobalWebIndex survey, 96% of US and UK consumers who followed influencers were engaging with them more or to the same extent as before the coronavirus outbreak.
Instascreener, reported an 83% year-on-year growth in influencer marketing spend in the U.S. and Canada.
“Between 2019 and 2020 the percentage of US marketers using influencers grew from 55.4% to 62.3%, according to our forecast.”
Why micro-influencers are good for your golf club?
Micro-influencers tend to be knowledgeable about their niche, and their followers are more likely to trust their recommendations.
They’re also are more affordable than enlisting a celebrity as an influencer or brand ambassador.
Other benefits for golf clubs:
- Micro-influencers’ followers are fewer in number, the loyalty and engagement they inspire have been proven to be higher, averaging around 8%, compared to 4% for those over 1 million followers.
- A micro-influencer not only understands his or her audience members but respects them. Micro-influencers also tend to serve up stuff that they know will resonate.
- Trust and a close relationship with the audience is critical for purchasing decisions.