In my last blog post, I explored how word-of-mouth marketing is the lifeblood of restaurant success in Asheville. By blending in-restaurant engagement with digital strategies, restaurants can turn happy diners into vocal advocates. But what if you could amplify those personal recommendations to reach thousands more potential customers?
This is where influencer marketing comes in. Instead of relying solely on guests to spread the word, you’re enlisting trusted voices with engaged followings to share your story. When done right, influencer partnerships feel as natural as a friend’s recommendation, making them one of the most effective ways to cut through the noise in Asheville’s competitive dining scene.
Influencer marketing has emerged as a modern evolution of word‑of‑mouth, where trusted and charismatic voices on social media extend your reach to new audiences. However, success in this area isn’t just about chasing huge follower counts or local celebrities. Your influencer marketing needs to be about strategic collaboration.
Finding the Right Influencers
In the first half of 2023, almost half a million creators posted about food and beverage brands over a million times. This activity drove 75 billion impressions, 3 billion engagements, and brought in almost $5 billion in earned media. Influencer marketing is no longer a luxury for big brands; it has become a necessity for all. This new marketing requirement has a huge upside, but also comes with its pitfalls.
Identify influencers whose audiences align with your target market. Look for those with a strong local presence or who cater to the Asheville lifestyle you’re looking for. Micro‑influencers, in particular, tend to have highly engaged and loyal followings, which often translates into more authentic and impactful endorsements than sheer numbers alone.
Structuring Effective Partnerships
Once you’ve identified potential partners, establish clear expectations:
- Contractual Clarity:
Define deliverables—such as monthly reels, bi‑monthly posts, or Instagram story takeovers—through a clear written agreement. This ensures both parties are aligned on key messaging, timelines, and the expected number of posts. Are they posting something about you exclusively, or will you be a part of a list with others? Will they highlight your signature dish or use specific language? These are things not to overlook when arranging your agreements.
- Tracking Success:
Provide influencers with tracking links, QR codes, or unique discount codes so you can measure the impact of their posts on your bookings and orders. This data will help you refine your strategy and identify which influencer partnerships yield the best return.
Avoiding Common Pitfalls
Influencer collaborations can sometimes lose momentum or stray from your brand’s tone. Regular check‑ins, performance reviews, and a backup plan can help ensure that your partnership remains productive and aligned with your brand values.
By carefully selecting and managing influencer partnerships, your restaurant can extend its reach, build credibility, and attract new diners through authentic and targeted social media campaigns.
Authenticity and Brand Collaborations
While influencer marketing can yield incredible results, it’s important to consider authenticity. Not all influencers operate from the same standpoint. Some do it for a living (even here in Asheville), while others genuinely love what they promote and their recommendation comes more naturally. The key is to partner with those who maintain trust with their audience. An influencer’s polished presentation might bring impressive numbers, but if their endorsement feels too transactional, it may raise concerns about integrity.
A balanced approach is to consider brand collaborations that benefit all parties involved. A great local example is the many food trucks and breweries in Asheville that have successfully teamed up on social collaborations. By co-hosting events and cross-promoting on social media, both partners in these relationships have built their followings and offered unique experiences that resonate with local diners. These mutually beneficial partnerships feel natural and help both brands enhance their reputation within the community.
By carefully selecting and managing influencer partnerships, and considering honest, mutually beneficial collaborations—your restaurant can extend its reach, build credibility, and attract new diners through authentic and targeted social media campaigns.
Influencer marketing is an evolution of word-of-mouth that can drive sales when approached strategically. By partnering with the right influencers, setting clear expectations, and tracking measurable outcomes, Asheville restaurants can create authentic connections that lead to more reservations, higher foot traffic, and increased brand awareness.
But influencers are just one piece of the puzzle. In the next installment in the Asheville Restaurant playbook, I’ll explore how optimizing your Google Maps presence can make sure your restaurant is the first choice for those searching for their next great meal. Want to learn more about influencer strategy? Connect with me and let’s discuss how to take your influencer relationships to the next level.
Aaron Edwards 