Influencer marketing is ever changing and as it evolves and more data is available, it becomes easier to maximise campaign efficiency whilst maintaining a solid ROI. Influencer marketing in the travel & tourism sector has piggybacked on traditional streams since the channels birth; however, we’re beginning to learn the markets nuances.
They know how to create stunning content, and their audience knows what their style is.
LET THEM TELL YOUR STORY
Influencers are creators at heart. They know how to create stunning content, and their audience knows what their style is. Often brands will limit an influencers creativity by force-feeding them a highly restrictive list of do’s and don’ts which results in un-authentic and under-engaged content. By giving them a clear yet open brief, you allow creators to work their magic and maximise engagement.
BUILD LONG-TERM RELATIONSHIPS
A common misconception in influencer marketing is that a one-off campaign with a large influencer will lead to growth for your brand. Data shows that on the first point of contact there is a 2% conversion to sales. However, after points 6 through to 8 this increases drastically to 80%. By using influencers as a pre-funnel funnel to tell your story and spread awareness, efficiency and impact increase over tenfold and conversions grow alongside.
Not only can you improve your audience accuracy and conversion, but as you get to know and work with a creator on a long-term basis, you may find that they start to become more of an ambassador for your brand. A great example of this style of collaboration in play in the travel industry is when official tourism boards work with an influencer as the official ambassador of a location, such as Australian actor Chris Hemsworth and his collaboration with Tourism Australia.
USER GENERATED CONTENT
Although at Pinfluencer we define an influencer as someone with 3,000+ followers on social, your average consumer can also help spread awareness of your brand. Take Daniel Wellington for example, in just four years they turned $15,000 into the $100,000,000+ go-to watch brand that it is today with minimal to no marketing spend. How?
The concept behind this influencer marketing strategy is simple, yet powerful: Phase one, Daniel Wellington gives free watch models to selected influencers on Instagram and asks them to post a picture of the watch on their personal profile, using the branded hashtag #danielwellington. Creative control always remains with the influencers themselves as discussed previously.
Not only can you improve your audience accuracy and conversion.
User-generated Instagram pictures naturally follow as it becomes popular to post photos with Daniel Wellington watches. When posting pictures, influencers are given the opportunity to offer their follower bases a discount on the purchase of the watch by simply attaching a promo code to their posts.
This same model can be applied to hotels, tourism boards and travel brands alike and the ones that are killing it use a healthy mixture of influencer marketing, affiliate marketing and user-generated content.
There are many facets to consider when running influencer marketing campaigns, and it can be hard to sift through fake engagement, un-clear pitch decks and the hard to find data. That’s why at Pinfluencer we’ve created the solution to take influencer marketing in the travel and tourism industry to the next level. Whether you want to earn consistent income as a traveller or want to work with high quality vetted creators on a data-driven platform, we’ve got you covered.