Tools for Local Businesses to Reach Travelers
Vacationers Want to Feel Like Locals
When you think about New York City, what comes to mind? Is it the glamour and excitement of Broadway? Is it the stalwart Statue of Liberty overlooking New York Harbor? Or do you think about strolls through Central Park? If you’re not native to the Big Apple, you probably think about the city in terms of its various tourist attractions.
Although certain experiences are timeless (who doesn’t want to see the Statue of Liberty?), travelers are opting for more authentic vacations. People want to see their vacation destinations through locals’ eyes. Instead of going to big-name restaurants and stores, vacationers want to dine at hole-in-the-wall diners and shop at local boutiques. Instead of going to, say, Starbucks or Peet’s Coffee during their vacations, travelers want to experience the coffee shops only locals know about.
This shift toward local travel provides an opportunity for smaller businesses to ramp up their marketing efforts. If you’re a small-business owner, a great way to leverage your company’s local charm is through influencers. Comb through popular social media platforms and determine which celebrities are vocal about their customer experiences. Are actors talking about the next best restaurant? Do musicians like to grab drinks at a particular bar?
Once you discover which local businesses influential people are visiting in your area, you want to connect with influencers who can best represent your customer base and speak on behalf of your business. Of course, an influencer may reject your request, but it doesn’t hurt to reach out or prepare a pitch. If push comes to shove, you can always find out if influencers are already posting about your business on social media. If they are, you can share that content to drive potential customers to your website or brick-and-mortar location.
Another important tool for your local travel strategy is testimonials. Ask your customers to share their thoughts and experiences on social media and popular review platforms such as Yelp. Many travelers rely on social media reviews to determine if they should go to a local restaurant, coffee shop, store, or other business. Soliciting reviews doesn’t have to be difficult either; you can send email reminders to customers, hold contests, or offer discounts to individuals who post reviews for your business. Not all solicitation methods are effective, however, so make sure to solicit reviews from your customers in a way they’ll respond to.
Because of the local travel movement, people already want to experience what local businesses have to offer. With a little bit of marketing magic, smaller companies can capitalize on this trend and develop their customer bases.
