Marketing has changed drastically in the last ten years with the changes in technology, the introduction of social media and the masses of information all available online. Power is now in the customers hands, anything and everything is one google search away! HURRAH for the customer who can now spend their Saturdays in their PJ’s (as it was always meant to be) rather than getting up and going in to a travel agency to ask a few questions about their dream vacation.
SO…how do businesses in the travel industry embrace these changes, remain successful and make money? Gone are the days of paid advertisements in todays content driven travel industry, they will no longer keep your business relevant, nor support your current business goals.
This article by Antonio Tooley simply explains how to use influencer marketing to boost your traffic and conversions. He highlights the importance of:
A) Knowing who your audience is.
B) Their social media preferences/patterns.
C) The creative uses a third party (an influencer within that industry) can provide.
Okay, so your a travel business and have embraced the new technologically developed world, you’ve got a website filled with fantastic educational content, a Facebook page and even an Instagram account yet you have barely any traffic to these? WHY?!
Okay, I’ll tell you. One word… TRUST
As Tooley’s article says:
“people no longer turn to companies to inform them about what they want or need, they look to other people whose influence and expertise is valued among other users”
He suggests if your goals is to get more traffic to your sites and covert them into paying customers you need be where your customers will be and have the support of the people that matter within that industry.
There are millions of well trusted/respected influencers within the travel industry, be it travel bloggers, Vloggers or instagram stars.
Step 1: Start to build a relationship with these people, make the right connections with the right people.
Step 2: Adjust your brand around the content they are publishing.
Step 3: Promote their content on your social media pages and in turn they will hopefully promote yours.
By following these steps the customer is becoming aware of your brand via a well known, trustworthy and most importantly INDEPENDENT source. Just to be clear, they ain’t getting paid to promote, but thats not to say a little thank you doesn’t go a long way. #travelblogtruth – If your interested in the importance of trustworthy content have a read.
Therefore by leveraging off these influencers you will gain more traffic and become relevant in the travel industry once more.
Travel industry marketers – once again I will repeat, paid ads have little power left. Embrace the change or get left behind.
If your still not convinced of the advantages of influencer marketing here’s a few more articles to read…