This week we were pleased to hold our inaugural Spa PR Marketing Insights event centred around the theme of ‘Harnessing the power of social media influencers’. We were delighted to have a fantastic turn out of spa and wellness professionals as well as our two special guests: content creators Amy Hulley from @voyagecontent who specialises in spa travel and Laura Middleton-Hughes from @Baldbooblessandbeautiful who is a leading light amongst people living with cancer.
According to a recent report from the Digital Marketing Institute, 86% of women use social media for purchasing advice and over 50% made purchases due to influencer posts. This means that influencer relations should therefore be an important part of your spa marketing strategy.
Here is a round up of our top insights:
- Decide what you want to achieve from working with influencers
For brand awareness you’ll want to go for those with a larger reach; for content creation, it will be those who share an aesthetic that matches your brand; and for reaching niche audiences, it could be choosing nano or micro influencers who are local to you or specialise in a certain topic such as living with cancer, menopause etc.
- Do your research
Find the influencers that tick all your boxes! Do they post content that aligns with your brand, is it recent? Start building a relationship by following and engaging with them. For celebrity or larger influencers, contact their agents. Remember you’re offering a luxury spa experience so be confident and aim high.
- Agree terms
This sets the standard for a successful collaboration. Establishing clear guidelines and boundaries ahead of the visit is important, as it needs to be beneficial to both parties, especially if it’s on a gifted basis. Always agree terms in writing. Be specific about what you want from them but also realistic and sensitive to the fact that this is an unpaid collaboration. Demand too much and they’ll ask for payment. Also explain what they will receive in return. Is there a budget allocation for dinner? Are guests included? How long will content remain on their channel?
- Nurture the relationship
Build the relationship on respect and honesty. Tell the influencer why this relationship works for you. Send reminders before they go and thank you’s afterwards. Surprise and delight to create special moments. Keep in touch as it can lead to multiple coverage and opportunities beyond social media.
- Amplify Visits
Make it personal by creating those Instagrammable moments such as personalised food plates, robe etc. If you have an award-winning treatment or private area within the spa, allow guests access so they can include in their messaging. Create a guide to your most instagrammable locations. Offer referral codes to track enquiries. Send images of celebrity visits to showbiz pages but be careful not to give away anything personal! Go for the ‘Glastonbury effect’ by hosting a group of influencers for a flurry of content in one dose.
Look out for our next insights: Video Tips & Stats from Amy Hulley @voyagecontent.