Most business experts say that word of mouth is one of the most effective ways of marketing. To some degree, all people are influencers, but in what ways can online influencers help boost a business? Anne and Mike Howard of HoneyTrek shared how during their The Glamping Show USA 2022 session early today.
The couple was present for the second and final day of the show at Arapahoe County Fairgrounds in Aurora, Colorado to deliver an informative session titled “How to Grow Your Business with Influencer Marketing.”
“Good influence,” they said, is important for businesses to thrive. To do so, the audience must be engaging with diverse content, and influencers can help with this type of marketing.
Influencers, as defined by the Howards, are online personalities or niche experts with an engaged social media audience who can impact someone’s potential purchase decision through compelling content creation and storytelling.
“Because it’s really about a ton of creators that have the ear of an audience because they like their style, they relate to them, they trust their opinions, they want to do as they do,” Anne said.
“Consumers don’t want to be told something is good. They want to see someone else try it first and follow by example,” she added.
But what does working with an influencer mean for glamping businesses?
For one, it helps businesses expand their reach exponentially, said Anne. These marketing representatives pass a wider net to an engaged audience with an interest in what a business offers.
Seeing a post on social media from a trusted voice serves as a validation for an audience that is ready to act, the travel influencer said. She also echoed the statement of Whitney Scott, Terramor Outdoor Resort’s chief operating officer (COO) during her keynote speech yesterday.
Scott said that social media is becoming the new Google in a way where people are seeking advice from people they feel are their friends that can give trusted recommendations.
What Businesses Should Consider
When looking for influencers to collaborate with, Anne of HoneyTrek said business owners should look for talented creators with skills in photography, videography, and connecting with the audience.
Discussing more things that glamping site owners should take into consideration, Anne said that it’s important to determine what kind of campers glamping operators want to attract. This will help make influencer marketing become more effective, and later on, get conversions down the line.
Mike also shared data saying 72% of people believe that influencers bring a higher quality of customers versus a generic Facebook ad.
Once the list is narrowed down to a few influencers, setting up a meeting is important. This helps business owners have a feel of what the influencers are like, and negotiate payments and deals.
Wrapping up the session, Anne shared some things that owners should expect from this kind of marketing.
“But in the end, you should be getting a good story, beautiful asset, and a good relationship—and never know where that might take you,” she said.