STR Marketing Series: Driving Direct Bookings With Influencers

✨ Get the STR influencer resources: https://www.freewyldfoundry.com/influencer

In this episode, Jasper Ribbers sits down with Kaye Putnam to dive deep into influencer marketing—specifically, how it can be used to boost direct bookings and grow brand awareness for travel brands like Freewyld.

They talk candidly about what actually moves the needle when partnering with influencers—hint: it’s not follower count. Kaye shares how engagement rate, content quality, and clear expectations all play a role in successful campaigns.

You’ll hear real examples, tips for navigating influencer partnerships, and how to measure what’s working—whether you're tracking profile link clicks, testing giveaways, or trying to calculate the true impact of an influencer’s post.

If you’re in the travel industry, building a social media strategy, or just trying to figure out what “good” looks like in terms of marketing metrics, this one’s for you.

💡 Key Takeaways

• Influencer marketing can drive real results—especially when it’s tied to direct bookings.
• Engagement rate matters more than follower count.
• Giveaways can help boost reach and virality.
• Clear communication and written agreements set the stage for better collaborations.
• The content influencers create can be just as valuable as their audience.
• Metrics like profile link clicks tell a better story than coupon codes.
• Strong relationships lead to better long-term influencer partnerships.
• Make sure your influencers' audience actually matches your brand.
• Don’t rely solely on custom coupon codes for tracking ROI.
• Driving direct bookings builds stronger brand-customer connections.

⏱️ Chapters

00:00 — Intro: What is influencer marketing, really?

02:30 — Measuring influence: followers vs. engagement

06:44 — Real-world wins and key metrics

10:02 — How to choose the right influencers

14:08 — Why content quality matters more than audience size

18:17 — Finding + reaching out to potential partners

20:12 — What makes a good engagement rate?

22:52 — Setting expectations from the start

25:02 — What to track—and what to let go of

30:11 — Wrapping it all up + next steps

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