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While at the World Travel Market in London recently, a question I heard from several small travel companies was
“How can I engage with Travel Bloggers to promote my business?”.
You may be an established niche company that wants to engage with new
customers through Social Media, or you may be a new start-up that’s
decided to go the online route – but most likely you’ll be operating on a
shoestring budget and not have much money for marketing and PR. This
article aims give you some ideas on how you might engage with Travel
Bloggers to promote your small travel business.
First some things to avoid
- Most bloggers work extremely hard on their sites and get very little
financial return from them, and they don’t want to feel they are being
taken for a ride by those who see them as a source of ‘free’ promotion.
- Don’t send impersonal press releases to a random list of bloggers,
your efforts are better spent on targeted individual approaches.
- Don’t send offers of ‘free’ content which are thinly disguised link
building campaigns – most bloggers realise that links from their site
have a value and they are sensitive about publishing articles that
reduce the trust of their audience.
- Don’t expect bloggers to write about your travel service unless they
have experienced it for themselves – it’s better to make the invitation
to ask them to try it out at no cost.
Warning: The ideas that follow may not cost a huge amount of
money, but you will still need to be prepared to invest a fair amount of
time to make them work;
Engagement through Social Media

If you want to engage with travel bloggers, you need to meet them in
their own playgrounds such as Twitter, Facebook and Google + . The first
step is to open an account on one or all of these platforms for your
business (if you don’t already have one) and start to use them to engage
with travel bloggers. Make time in your schedule to regularly post a
mixture of links to your own blog or website e.g. special offers,
re-tweets or links to articles written by travel bloggers and links to
general news items, always sticking to material that will interest your
target customer. Follow or Like the travel bloggers whose articles you
enjoy and start to engage them in conversation through comments on their
articles.
The purpose of this activity is to not only engage with your target
customer but also build relationships with travel bloggers who will then
promote your business directly or indirectly in the future. You can use
your time most effectively in Social media by using free tools such as
Tweet Deck or
HootSuite to schedule your Tweets and Facebook posts and
Google Reader to monitor the blog posts of Travel Bloggers you are following. You can also be active on Forums such as
Travel Blog Exchange to
answer questions that establish you as an expert in your sector, or to
answer location based questions about your region such as
Gogobot or
Lonely Planet Thorntree.
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