Make sure those visiting you are sharing their experiences both online and offline and using their social media status to attract new custom. David Gabriele, CEO of Swayy, a booking site for digital influencers, explains how to get the best influencers behind your brand.
At some point, we have all recommended somewhere to eat or to stay to our friends and family. We’ve also all received recommendations from them too. We have either been an Influencer, and/or been influenced, by someone we trust. That is offline, unscalable word of mouth.
Nowadays, word of mouth is online via social media. This gives hoteliers a greater opportunity to engage with potential customers, like never before.
Setting up your campaign
Note the word “campaign”. Influencer marketing is not a one off. It needs to be on-going. As such, the key questions you need to consider include:
- What aspects of the property you want showcased?
- What type of Influencer are you looking for?
- Who is your target audience: regions and demographics?
- What are you prepared to offer in return (a paid or unpaid collaboration)?
Evaluate your chosen Influencers carefully. Look at their social media pages, check who else they’ve worked with previously, how often they go to hotels/restaurants, read their comments, and look at the style and tone of their writing.
Be very clear on what you’re looking for, and what you want in return. Once everything has been finalised, get confirmation in writing, with everything laid out, of what has been agreed by both parties.
Ensure the confirmation includes dates the posts will go live.
If you’re starting out, it is recommended that you use ‘micro Influencers’, as they will have the greatest engagement rate, which will help build up your own following.
On your own social media pages, make sure you have a link to your best website page, such as your rooms page. This will help reduce the ‘drop-off’ rate.
Instagram is your best friend. Images are processed by the human brain 60,000 times faster than text. They provoke emotion and desire instantaneously..
For optimal credibility, ask Influencers:
- For 4 or less images;
- Not to take selfies;
- To post genuine images, not edited;
- To take photos with children or relatives; and
- To stick to the brand values of your property.
Regularly interact with your followers. Let them know about any events you’re holding, and other special offers. This helps with cementing the loyalty to your brand.