In 2024, leveraging influencer marketing is a game-changer for restaurants, bars, and pubs. With the right strategy, you can amplify your brand's reach, engage potential customers, and boost your bottom line. Here's a comprehensive guide to executing an influencer outreach strategy tailored for the UK's vibrant hospitality scene in 2024. The guide will walk you through the process of identifying, reaching out to, and partnering with influencers to elevate your brands social media presence.
Identifying the Right Influencers
The first step in any successful influencer outreach campaign is identifying influencers who align with your brand values and target audience. Look for influencers who share content related to food, beverages, and lifestyle, and whose audience demographics match your customer base. Consider factors like their engagement rate, authenticity, and the quality of their content. Tools like Modash can help you analyse potential influencers quickly and efficiently, ensuring they meet your requirements.
1. Instagram Deep Dive: Instagram is a goldmine for foodie influencers. Utilise hashtags relevant to your niche, such as #UKFoodie, #LondonEats, or more specific ones like #CraftBeerUK, to uncover influencers who are already engaging with your target audience. Pay attention to the quality of their content, engagement levels, and how well their audience aligns with your brand.
2. Google Search Phrases: Employing specific Google search phrases can help you discover food bloggers and influencers. Try search terms like “top UK food bloggers” or “best London food Instagrammers” to find curated lists and articles. These resources can be invaluable for identifying influencers who have a strong presence both on social media and in the wider foodie community.
3. Third-Party Influencer Platforms: Platforms such as SocialCat or the Joli app specialise in connecting brands with influencers. These tools can provide detailed analytics on influencers' reach, engagement, and demographic information, making it easier to find those who best match your brand’s needs. While these platforms may require a subscription or fee, they can significantly streamline the influencer identification process.
4. Direct Engagement: Engage directly with potential influencers by commenting on their posts or sharing their content (with proper credit). This can help put your brand on their radar before you formally reach out for a collaboration.
Crafting Your Outreach Strategy
Once you've identified potential influencers, it's crucial to craft a personalised outreach strategy. Personalisation is key; a generic message is less likely to get a response. Begin with a personalised compliment, introduce your brand, and close with a simple yes/no question to make it easy for the influencer to reply
1. Instagram Direct Messages (DMs): If the influencer frequently engages with their audience through DMs, this can be a personal and direct way to reach out. However, ensure your message is bespoke and reflects an understanding of their work to stand out from the many generic collaboration requests they may receive.
2. Email Outreach: Many influencers include a contact email in their Instagram bio specifically for business enquiries. An email allows for a more detailed introduction of your brand and proposal. Using email verification tools, as mentioned previously, ensures your message doesn’t end up in the spam folder or bounce back due to a typo.
3. Influencer Marketing Agencies: If the influencer is represented by an agency, you'll likely need to go through the agency for any partnership discussions. Contact details for the agency can usually be found in the influencer's bio. This route may involve more formal negotiations and potentially higher costs but can also lead to more structured and potentially impactful collaborations.
Best Practices for Outreach
- Personalise Your Communication: Show that you’ve taken the time to understand their content and audience. Personalisation can significantly increase your chances of receiving a positive response.
- Be Clear About Your Offer: Whether it's a free meal, payment, or a unique dining experience, be upfront about what you’re offering in exchange for their promotion.
- Provide Creative Freedom: Influencers know their audience best. While it’s important to discuss your goals and any key messages, allowing them creative freedom can result in more authentic and effective content.
- Follow Up Respectfully: If you don’t hear back, a polite follow-up can be effective. However, respect their decision if they’re not interested or don’t respond after a follow-up.
Outreach DM / Email Template
Hi [Influencer name],
I've been thoroughly enjoying your posts on [specific content, e.g., vegan dishes in Bristol] and really loved your recent take on [specific post reference].
We're on the lookout for foodies like yourself to showcase our latest [menu/beer selection/special offer], and I think your followers would love what we have to offer. Would you be interested in a collaboration to visit us at [Venue name].
Looking forward to hearing from you!
Best,
When personalising these templates, ensure you reflect your brand's voice and highlight what makes your restaurant, bar, or pub unique. Tailoring your message to align with the influencer’s interests and content style will increase your chances of initiating a successful collaboration.
Making an Attractive Offer
Your offer to influencers should be clear and compelling. It could range from free meals and exclusive experiences to monetary compensation, depending on the influencer's reach and your budget. It's important to tailor your offer based on the influencer's content style and audience preferences. Discussing and refining your offer with influencers is a part of the process; their feedback can help you make your proposal more appealing.
Leveraging Social Media Content
High-quality food and beverage images, a distinct brand voice, and engaging content such as recipes and cooking videos are crucial for making your social media profiles attractive to both your audience and potential influencers. Utilising hashtags effectively can also increase the visibility of your posts, helping attract both influencers and customers
Consider location-based advertising to target customers when they're most likely to visit your establishment. Collaborating with other chefs or bartenders for special meals, featuring influencers in social media takeovers, and going live on platforms like Instagram can add an exciting, interactive element to your marketing efforts.
Influencer marketing offers a unique opportunity for restaurants, bars, and pubs to connect with their target audience on a personal level. By identifying the right influencers, crafting personalised outreach messages, and creating engaging social media content, you can build meaningful partnerships that drive success. Remember, the goal is to create a win-win situation where both your brand and the influencer benefit from the collaboration. With careful planning and execution, influencer outreach can be a powerful tool in your social media marketing arsenal.
Don't forget to track the performance of your influencer campaigns and adjust your strategy based on what works best for your brand and audience. The hospitality industry is highly competitive, and staying ahead of the curve with innovative marketing strategies can make all the difference.