With the constant growth in popularity of Instagram, it’s easy to tell that influencers and brand ambassadors have become great assets for brands. This is because they can quickly establish trust in your brand and help to increase sales by advocating your products and services. Even big brands such as Adidas, Sprint, and Bigelow Tea incorporate influencers and micro-influencers in their marketing.
The travel and hospitality industry embraced influencer marketing very quickly. It is a great tool to spearhead your niche market and achieve business goals such as growing brand awareness, gaining more followers, driving traffic to your website and other social media accounts, increasing engagement with your audience, ultimately increasing your sales (tickets, reservations), and generating repeat business.
If you have decided that working with influencers can be something beneficial for your business, here are some tips on how to choose the right influencer for your travel brand.
- Select criteria for your influencer
Your influencer should be a magnet for the audience that you serve. It all starts with your branding and niche. Create your “influencer persona profile” and outline certain characteristics that they should possess to be a good brand ambassador.
- Searching “Top Travel Influencers”
Everything starts with Google or other search engines, so you can start your research here.
Influencers “live” on Instagram so this would be the platform to research and connect. Use hashtags that are relevant to your brand and look at who is active in your niche. You’ll be able to identify them quickly.
Working with an influencer agency is another way to go. This will be easier for you since a marketing agency will select different types of influencers that could meet all your requirements quickly. The downside of this is that you may be end up paying more.
How to make the right choice when selecting an influencer?
Be honest with your budget: Make sure you know where you stand in terms of the influencer marketing budget. This is something very important because when it comes to influencers how much you can spend can make a huge difference to your campaigns’ reachability and business growth.
Study your influencer. This means that before getting into any contracts or terms you should be sure of their presence in social media. Their past gigs can assure you that they are the best fit for your business.
Know their engagement levels. Why? Because it’s important to see their authentic connection with their audience. Working with someone who has a lot of followers but does not engage in any way won’t bring any benefits to your business.
Once you have selected and connected with a few people, you should discuss your campaign goals and expectations such as:
The platforms in which you want the campaign to run. Currently, the most popular ones are Instagram and TikTok.
The number of posts to publish during the duration of the campaign. This can be decided based on the ideal timeframes to post on each platform and how much you’d like your brand to be seen or appear in front of your audience.
The types of posts that will represent your brand. You can discuss your ideas with the influencers but also listen to their input so that your brand/posts blend with their style in a very natural and likeable way.
Ask the influencer to share the stats of the campaign with you. This will give you an idea of how well each post or story is performing and can serve as a base for future campaigns that work best for your business.
These tips can get you started in the world of influencer marketing. Have fun and remember that “The world is your oyster.”