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, TikToker, 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

Working 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, experiences and events can reach new customers through a broad range of distribution channels and unique campaigns. These include more than 100 regional and local destinations to support businesses in creating a platform for sustainable growth with the UK visitor economy.

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 distributors such as the VisitBritain Shop, Stay in a Pub or Love to Visit
• New global opportunities like 0% commission Google Accommodation and Google Things to do
• International OTAs (online travel agents) and leading brands in harder-to-reach markets.

Sign up for free, with no set-up or monthly subscription charges and you’ll pay nothing until you get an online booking. Connect your booking system or use the free inventory loading tool, TXLoad, to share live availability and pricing. For each online booking, you simply pay a TXGB booking fee of 2.50% + VAT plus the commission of any chosen sales channels.

Learn more from previous VisitEngland Awards for Excellence winner Triple A food tours,

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