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6 Social media marketing strategies for your travel business

Marketing, Social media strategy

Social media marketing is essential for building, engaging, and retaining a strong customer base. This strategy can help travel business to establish themselves as an industry leader and increase revenue by improving how they communicate with customers through digital channels

Social media marketing influences your customers’ perception and increases attraction towards your products and services. As a travel business, you need to focus on social media as it is the best way to reach out to customers.

But it’s important that you as a travel business owner know how to use social media channels in the most effective way.

Defining goals of social media marketing

I see pressure for many travel company owners to appear on social media. However, not everyone knows how the presence on these platforms is supposed to serve them. The number of likes and followers certainly tickles our ego, but it does not necessarily bring any tangible results.

In pursuit of numbers, we often take desperate steps, such as buying followers. Not only are these practices condemned by Facebook, but also such people will not bring us any business.

Sometimes it’s better to have a small group of loyal fans who bring us real results.

To really use the potential of social media in your marketing strategy, you need to consider what goals you would like to achieve. Depending on what stage of development of your tourism brand you are at, your goals may also change.

Here are just a few examples:

  • Increasing brand awareness
  • Spreading knowledge about the product
  • Education
  • Sale
  • Redirection to other channels
  • Build an expert position
  • Networking

And what is the characteristic of proper marketing goals?

  • Measurable
  • With clearly defined time frames
  • Achievable
  • Relevant to your business

Knowing your target audience

Skillful determination of your target group is one of the most important activities related to the social media marketing strategy. If you don’t know who your ideal client is yet, you should find out as soon as possible.

Knowing who are the people potentially interested in your tourist offer will help you build an effective strategy.

Skipping this step may result in not meeting their basic needs and thus not contributing to building trust among them.

What information should you collect about your target group for your social media strategy to bring tangible results?

Demographic characteristics such as age, place of residence, social status, and earnings. This data can help you focus your actions and invest money in the most effective tools.

Psychographic features. Often overlooked, but sometimes even more important than mere numbers and facts. This category answers questions such as what your guests need, what are they afraid of, and what problems they encounter. Knowing all this, you will be able to shape your social media strategy in such a way that it corresponds to the aspirations and preferences of the guests.

Read more: Knowing your guest – building an ideal customer profile

Being efficient in your social media marketing approach

More and more voices are being heard and entrepreneurs are tired of the social media race towards more likes and followers. The multitude of social media channels means that we often feel tired and burned out from creating content. What’s worse, we often go into quantity rather than quality just to satisfy the appetites of the algorithms.

You must remember that despite the many options we have in today’s world, your tourist brand does not have to be present everywhere. Knowing the profile of the ideal guest, you will be able to assess which social media channels are worth an effort. Choose those that will actually benefit you. Where your potential guests actually spend their time.

Another way to make your social media strategy more effective is to skillfully recycle your content. If you have a blog on your website, you can use some of this content on Instagram or Facebook. Thus, you will spare yourself labor.

Staying consistent

I repeat to my clients with whom I work on the brand strategy that there is no more sufficient way to effectively build an image on social media than to be consistent. This applies to both the graphic side (visual identity, templates) as well as the frequency of posting.

Consistency can be a way for interesting content as well. Maybe your audience will like the idea of regular live meetings or an interesting series of posts.

Read more: Setting the travel brand visual style – how to maintain consistency

Leading your followers

Many hotel owners or travel agencies make the same mistake. They focus so much on gaining followers that they forget that having a brand on social media is more like a tool that should guide them in the right direction.

If you already know your goals, you already know what effects you want to achieve through your marketing strategy. Whether it’s brand awareness, education or sales, make sure your fans know what to do next to make your brand successful.

Take care of posts promoting your product using the language of benefits. Don’t forget to provide information on how they can book your hotel or tour.

If your goal is to educate, refer them to your blog or YouTube channel where they can further explore the topic of the post.

Understand social media marketing numbers

Both brand strategy and marketing strategy are two things that should be updated depending on what the data says. By using the analytical tools provided by Facebook or Google, you can make changes that will make your activities even more effective.

One of the most important things you should know about your recipients is what hours and days they are most eager to visit the given social media, what content is so far the most popular and engaging, and what content is most effective in achieving your goals.

A social media marketing strategy is essential for a travel business as it helps in maintaining a good relationship with potential customers and making them aware of your product or service which eventually will result in increased sales.

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Hi, I'm Magda

Hi, I'm Magda

Brand Specialist

I believe small brands have the power to change the world. I want to provide all the tools they need to feel empowered, no matter what their budget is. After all, every brand deserves equal chances to become recognizable.

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