Working with influencers

Another potential way to leverage your award win via social media is by building a relationship with a local or national Instagrammer, vlogger or other influencer. But how to go about this? 

The first trick is to identify the right person. Follower numbers are important – anything over 5,000 on Instagram is good, for example – but equally so is the right sort of content and engagement, and also the right platform for your product and target clientele. If you’ve carefully chosen an influencer that you reckon is a good fit for your brand, chances are they’ll think the same. 

Be clear, courteous and professional: despite the common perception, the best bloggers aren’t blaggers, and nor are Instagrammers or vloggers. They are proud and professional. Given that, and given that you don’t want disappointment down the line, it pays to be open about your content expectations from the start. 

Unlike journalists, reporters, editors or producers, influencers aren’t employed by a salary-providing company. So most require payment for their work.

It’s easy to feel aghast at this: “they want a freebie AND payment?” But it makes appreciable sense when seen from their side. Before making an approach, have an idea of what you can pay for the content you expect, bearing in mind its expected worth. 

If you can’t host an influencer for free, consider organising a tempting event – perhaps a sample of your product – and inviting one or some to that. That may lure them out to produce some initial content, which in turn will help you to measure their impact. 

TXGB

Launched in partnership with VisitEngland and VisitBritain, TXGB is a digital platform that brings together tourism businesses to drive sales and boost productivity by connecting the market in a new and unique way.

Accommodation, attractions, tours and events can reach new customers through a broad range of distribution channels and unique campaigns, united on this one digital platform.

Trying new channels and reaching new customers has never been easier. You can opt in or out of any of the distribution partners, whether that’s your local destination website; UK-based domestic distributors such as the VisitBritain Shop, AA Rated Trips or Love to Visit; new global opportunities like 0% commission Google Hotel Ads and Google Things to do; or international OTAs (online travel agents) in harder-to-reach markets.

Signing up is free, with no set-up or additional monthly subscription charges; and pay nothing until you get an online booking. Connect your booking system or use the free inventory loading software TXLoad to share live availability and pricing. For each online booking, you pay TXGB a 2.50% + VAT booking fee along with any distributor commission due.

To get connected visit txgb.co.uk and click on the red Get Started button to complete a quick two -minute application.

VisitBritain Shop

Featuring an ever-expanding range of new, unique and trusted bookable experiences from over 400 UK suppliers, the VisitBritain Shop lets you connect your business to the wider world.

A multilingual and multi-currency e-commerce platform, the Shop provides access to a consumer audience in over 94 overseas markets, and also allows international or online agents to obtain instant access through trade rates and a global affiliate programme.

It is open to UK-based attractions, single-day tours or experience providers. To find out more, contact product@visitbritain.org or go to visitbritainshop.com.