Q: Dear IGG.

I’m an “up-and-comer” in social media and online marketing. I work for a startup with limited resources. You seem to be everywhere at all times! What would you suggest a social media gal on a budget do?

Sincerely,
Pimp My Conference Schedule

Dear PMCS:

These days it’s hard not to be inundated with the sheer volume of specialized conferences and events in our industry. It can feel overwhelming. Given shrinking budgets, here’s my best advice for saving some dough and maximizing your marketing investment:

• Focus on One Core Show: If you’re reading this article, there is a good chance you participate in the performance marketing industry and you already know about Affiliate Summit. Affiliate Summit is a great example of a show that is seminal to its market. My advice is to maximize your presence at one critical show per year. Instead of spreading yourself thin at four conferences where you see the same people, consider spending additional dollars to get more attention at one show (including a well-timed, coordinated announcement and influencer relations campaign leading up to the event). Review lower cost sponsorships; and consider doing your own event during the show, such as a VIP dinner or entertaining outing. You can maximize the number of leads from this one experience and spend the next year closing business.

• Find a Conference Buddy: Splitting travel costs is a no-brainer. Bunk with a friend and attend all the freebie food and drink events you can. Every startup loves a cost-conscious employee.

• Submit Yourself as a Speaker: A great way to save on attendance costs is to be selected as a speaker. Almost every conference has an online submission process for suggesting content ideas. You can rally some colleagues and put together a panel with you serving as the moderator. Not bad for your personal brand either!

• Attend One New Conference a Year: I know I just said to cut back in some areas, but I also make an effort to go to one show each year that I skipped the previous year. This helps expand your horizons and your network. It can also give you a leg up on your competitors.

• Prepare: Make sure you do pre-show networking via social networks and email to set up critical meetings. You’ll save time and energy by not wandering the lobby aimlessly.

• Go Local: In addition to conferences, there are many local events that you can attend for free and you won’t come home to a full in-box.

• Be Informed: Make sure you have a detailed list of all the conferences out there. Add the Somewhat Frank (Frank Gruber) public Google calendar to your iGoogle.

Got a question for InternetGeekGirl? Send it to contact@feedfront.com.

Stephanie Agresta blogs at InternetGeekGirl.com and Twitters compulsively @stephagresta.

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