Tyann Marcink Hammond, our Queen of Guest Experience, dove into the ins and outs of influencer collaboration to enhance your vacation rental operations. From negotiating influencer agreements to maximizing the reach of their content, Tyann and a team of industry experts covered everything you need to know about influencer marketing.
- Madi Rifkin, the CEO and founder of Mount, recognized for enhancing vacation rentals by integrating unique local experiences.
- Sarah Orchard, co-owner of The Hudnalls Hideout, a UK luxury treehouse.
- Chelsea Bettis, a travel content creator focused on luxury and adventure travel for families, and owner of The Bettis Adventures.
Watch the 'Influencers - how to build beneficial relationships & business outcomes' webinar here, or read on for key takeaways:
Timestamped insights
0:00📍 Touch Stay Offer Introduction: Overview of Touch Stay's digital guidebooks and special promotional offers, including a 14-day free trial and a 10% discount using the code "INFLUENCERQUEEN".
5:45📊 How to Evaluate Potential Influencer Partnerships: Deciding which content creators to work with by analyzing key metrics such as engagement rates, audience demographics, and content alignment with your brand. Tools like Upfluence were recommended for these evaluations.
13:52 🌦️ Assessing Influencer Impact: Methods to measure the effectiveness and ROI of influencer partnerships, including the use of tracking links, promo codes, and engagement metrics.
15:56📝 Negotiating and Contracting Influencers: Important considerations when negotiating contracts, such as defining clear deliverables, timelines, and licensing terms. The inclusion of revision rights in contracts was also discussed.
21:43🤝 Best Practices for Working with Influencers: Best practices for maintaining successful influencer partnerships, including long-term collaboration strategies and ensuring mutual benefits.
28:53🧘 Interactive Q&A Session: You asked, and our experts answered.
Evaluating Potential Influencer Partnerships
Selecting the right influencer is crucial for a successful marketing campaign. The webinar highlighted key metrics to consider when evaluating potential influencers, including engagement rates, audience demographics, and the alignment of their content with your brand.
Tools like Upfluence can help vacation rental owners conduct thorough evaluations. The discussion also emphasized the value of working with local influencers, whose audience demographics may more closely match your target market.
Strategies for Successful Collaboration
Effective collaboration with influencers requires a strategic approach. Setting clear expectations, objectives, and deliverables is essential to ensure that both parties benefit from the partnership.
The importance of choosing influencers who align with your brand values and can authentically represent your property was discussed, along with the need for open and ongoing communication throughout the collaboration process.
Check out Touch Stay’s full range of guidebook templates
Measuring and Assessing Influencer Impact
Measuring the success of influencer partnerships is key to understanding their impact on your business. The webinar provided practical methods for tracking the effectiveness of influencer campaigns, including the use of tracking links, promo codes, and engagement metrics.
These tools help quantify the campaign’s success and provide insights into which aspects of the collaboration were most valuable.
Best Practices for Influencer Partnerships
Negotiating with influencers involves more than just agreeing on a fee. The webinar stressed the importance of having a detailed written agreement that outlines clear deliverables, timelines, and licensing terms.
Additionally, best practices for long-term collaboration were discussed, such as negotiating for perpetual rights to use the content across various platforms and allowing enough time for content creation. Ensuring a good fit between the influencer’s style and your brand was also highlighted as a critical factor for success.
Interactive Q&A Session
What kind of tools do you use to evaluate influencers? [29:17]
Sarah Orchard uses tools like Upfluence to evaluate influencers' engagement rates and audience demographics. She stressed the importance of ensuring the influencer’s audience location aligns with your target market.
What is a tracking link? [33:18]
Chelsea explained that a tracking link is a URL provided by the host to track the traffic or bookings generated by the influencer. She also recommended using Instagram’s “comment link” feature for better tracking and engagement.
Example of an influencer agreement template? [35:15]
While no specific template was shared, Sarah Orchard mentioned having a template that includes deliverables, timelines, and licensing terms. Chelsea emphasized that agreements should be tailored to each collaboration.
What is a reasonable set of deliverables from influencers? [36:30]
Sarah Orchard suggested deliverables could include one reel, eight stories, and a set number of images or video clips. Maddie Rien added that four to six reels are typical, with a 30-day window for content delivery.
Which is better for the host, user-generated content or influencer content? [41:18]
Both types have value. Maddie Rien noted that UGC is more authentic and organic, while Chelsea highlighted that influencer content is more polished and strategically aligned with marketing goals. Sarah Orchard emphasized that influencer content is a valuable investment for long-term marketing.
Conclusion
By implementing these strategies and best practices, vacation rental owners can create impactful and long-lasting partnerships with influencers, leading to enhanced guest experiences and increased bookings.
To explore how Touch Stay can further elevate your guest interactions, watch the full webinar or start your 14-day free trial. Don’t forget to use code INFLUENCERQUEEN for a 10% discount on your new account.