Archive for the ‘marketing’ Category
Tuesday, May 14th, 2013
FACT or Fib: Social Success Will Happen Overnight
Success in athletics takes years of training. Success in business can take a lifetime. Social media success doesn’t happen overnight.
Key takeaway: Tracking, optimizing and keeping up to date on communication trends will ensure your social success. Don’t make the common mistake of assuming that just because you have a social media presence your clients are connected. Check your social demographics to see if they match the demographics of those you reach with traditional marketing.
Key tracking tools: Facebook Page Insights (see below), CrowdBooster and TweetWhen.
CrowdBooster provides additional demographics and stats that enable you to learn more about your fans. Once you find a communication style that’s generating likes and shares, be sure to replicate it to increase your reach. On your CrowdBooster dashboard you’ll learn which is your most popular tweet and/or Facebook post along with suggestions on what times to reach your audience. There is a nominal fee for this service.
TweetWhen is a free service that gives you stats on when your tweets will get the most re-Tweets. Armed with this information you can plan your strategy and schedule your tweets for the greatest reach beyond your followers.
Travel pros: These tracking tools can be used to reach a wider audience and build your fan base. Remember to market your social presence using every tool in your toolbox; e-blasts, your blog, any printed materials you produce.
Time and patience do pay off when you have a plan.
Want more fans?
While we all strive to gather as many fans, followers and contacts as we can, we still need to focus on keeping these people engaged so they remain loyal, revenue-generating clients.
Key takeaway: We need to be vigilant about responding, listening and being pro-active to create new business. Remember, people do business with those they like—really like, not simply ‘like’.
Key listening tools: Social Mention, Google Alerts
Gaining the inside scoop on your unique audience will help you give your fans what they need and want from you. Transform your tool box and propel your presence to new levels that will help your business.
Which tools to you use to track and monitor your social presence?
Other related posts:
2 Social Metrics Tools + Tips
3 Social Monitoring Tools
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When you ‘like’ my Facebook page you’ll have access to Free Resources just for travel pros!
By Catherine Heeg
About the author, Catherine J. Heeg
Catherine Heeg is a travel, hospitality and tourism industry thought leader. As President of Customized Management Solutions and an international speaker and trainer she delivers customized interactive social media, marketing and communication workshops and webinars. Customized social marketing strategy design and coaching keep her driving results for the tourism, travel and hospitality industry.
Tags: CrowdBooster, Facebook, facebookfans, Facebookmarketing, facebookpromotion, Google Alerts, marketing, marketingplan, Page Insights, Polling, sales, salestips, Selling, smallbusiness, social engagement, Social Media, Social Mention, Social Metrics, tourism industry, tourismbusiness, tourismsalestips, touroperator, travelindustry, TweetWhen, Twitter
Posted in Facebook Marketing, marketing, Mistakes to avoid, Monitoring tools, NACTA, National Tour Association, NTA, OASIS, Social slip-ups, strategy, Tourism Sales Tips, Travel Consultant, travel industry, Twitter | No Comments »
Tuesday, April 30th, 2013
freedigitalphotos.net
Maybe it will go away.
Social media’s really not that important to my clients.
I don’t want to make any mistakes, so I just won’t do anything.
These are common concerns I hear whispered at the back of the conference room. Guess what, when I spoke at NTA in 2009 to a capacity filled room, social media was in its infancy. Now in 2013, it’s growing exponentially and changing constantly. Are you harnessing it for your business?
Key takeaway: Survey your clients to find what social platforms they use, then decide how to leverage your time and talent. Social media is the new search engine. When you have a consistent voice and presence you’ll find your SEO will grow and clients will help you market by becoming your brand advocates.
Free Survey Tools
There are a number of simple, free tools to use to survey your clients. You may want to check out Survey Monkey, Kwik Surveys, and Poll Daddy.
Travel pros, you may want to ask your clients 3 quick questions; 1) What social sites do you visit? A. Facebook, b. Twitter, c. other, d. none. 2) How often do you check your social pages? A. daily, b. weekly, c. other. 3) Do you read on-line news and travel info? YES, NO.
Tour Operators, you may be interested in polling your tour participants about their social photo album use by asking something like this; 1) What social sites do you upload your vacation photos to? a. Facebook, b. Instagram, c. other d. none. 2) How likely are you to photo tag your friends in your vacation photos? A. always, b. when I remember, c. other 3) Do you capture your memories on video? YES, NO
Here’s what it looks like on Survey Monkey:
You can easily reach your audience in a variety of ways:
Social Tip
Remember to use the powerful polling and questioning tools on Facebook and LinkedIn. Don’t forget the instant power of a question on Twitter.
With these tools you’ll leverage the power of knowledge. You’ll be amazed at the many ways you’ll be able to apply your new knowledge and reach your clients, potential new clients and brand evangelists where they ‘hang out’ in the world of social media.
Tip: Start simple. Keep at it. Evolve. Focus on the 1 platform where most of your clients are, then branch out from there. Here are 9 Key Tactics to avoid Social Media Missteps.
How many social sites do you invest your time in?
Another social slip-up to avoid is to think it’s just about business. Read more
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When you ‘like’ my Facebook page you’ll have access to Free Resources just for travel pros!
By Catherine Heeg
About the Author, Catherine J. Heeg
Catherine Heeg is a travel, hospitality and tourism industry thought leader. As President of Customized Management Solutions and an international speaker and trainer she delivers customized interactive social media, marketing and communication workshops and webinars. Customized social marketing strategy design and coaching keep her driving results for the tourism, travel and hospitality industry.
Tags: Facebook, facebookpromotion, LinkedIn, marketing, marketingplan, Mistakes to avoid, sales, salestips, smallbusiness, social engagement, Social Media, Social slip-ups, Survey Monkey, Survey tools, Surveys, tourism industry, tourismbusiness, tourismsalestips, touroperator, travelagent, travelindustry, Twitter
Posted in Branding, Customer Service, hospitality, hotel industry, LinkedIn, marketing, Mistakes to avoid, promotion, sales, Social Media Marketing, Social slip-ups, strategy, Suvey, Travel Consultant, travel industry, Twitter | No Comments »
Friday, April 19th, 2013
Fact or Fib: 19% of travelers visit a blog site when planning their trip. 
Fact or Fib: 65% of daily internet users read a blog.
Are you making the most of your fam trip knowledge? Does your destination reap the rewards of guest bloggers? Is the expertise you glean from webinars working overtime for you?
Blogging is a proven way to set yourself apart from the crowd and enthrall your fans with your experiences.
Blog Best Practices
#1: Clear specific topic ideas
Travel Consultants—strategically plan your blog schedule around what’s hot in your marketplace at the time the blog will go live. For example, during Wave Season write consistently about cruising.
Tour Operators – How about rotating your blog posts based on your top selling destinations. Make sure to use tags and categories so that readers can easily find information specific to the destination they’d like to see.
Destinations – Consider rotating your posts based on activities that appeal to a variety of demographics. Foodies, adventure seekers, wine lovers, outdoor enthusiasts, art lovers, etc. Look outside your organization for guest bloggers who specialize in a niche market and have a base of raving enthusiasts.
#2: Work from an outline
Your outline will ensure you stay within the magical word count of 200-500 words. Tip: Add photos … you know what they say. “A photo is worth 1000 words”
#3: Market your blog socially
Travel Consultants –your blog is the perfect vehicle to boost your credibility. Gain new eyeballs and potential new clients by marketing your blog on your social sites as well as on blog directories. Check out Technorati, AllTop, Bloggeries, Blog Catalog, Trail of Ants.
Tour Operators – Blog posts can be repurposed from your brochure and itinerary content. Then recycle thw great content you’ve written as a newsletter or e-blast.
Answer: Both are FACTS!
Leverage your blog to be a marketing asset to showcase your credibility and boost your revenues.
Happy Blogging! Enjoy the infographic below.
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Other posts you may want to read:
30 + 3 Proactive Promotional Tips for your Blog
5 Key Blog Marketing Tactics
By Catherine Heeg
Tags: blog, blogging, Facebook, facebookfans, Facebookmarketing, marketing, marketingplan, nichemarket, sales, salestips, Selling, social engagement, Social Media, tourism industry, tourismbusiness, tourismsalestips, touroperator, tourwholesaler, travelagent, travelindustry
Posted in blogging, Branding, Facebook Marketing, Infographics, marketing, NTA, OASIS, promotion, Social Media Marketing, tourism industry, Tourism Sales Tips, Travel Consultant, travel industry, Uncategorized | No Comments »
Sunday, March 31st, 2013
Choosing your words wisely will help you close more sales!
Luxury Words that Sell
Travel pros: here’s a selection of words that will attract, entice and enthrall luxury clients. Imagine being able to sell more travel by simply adjusting the words you use in your conversations, blog posts, social media posts as well as your written communication.
Social Media for Travel Pros–Luxury Words that Sell!
What are your favorite luxury words?
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By Catherine Heeg
Tags: Facebook, Facebookmarketing, marketing, sales, salestips, Selling, smallbusiness, social engagement, Social Media, Words that sell
Posted in E-mail, Facebook Marketing, Google +, hotel industry, marketing, Niche Marketing, NTA, OASIS, Social Media Marketing, strategy, tourism industry, Tourism Sales Tips, Travel Consultant, travel industry, Uncategorized | No Comments »
Friday, March 22nd, 2013
What are you risking in your social media presence with a misstep? Reputation? Loss of the social element? Marketing socially is changing so quickly, yet we all make mistakes as we find our voice and audience. Here are 4.7 common mistakes in our industry and ways to ward them off.
freedigitalphotos.net
Mistake #4 – Social Media is Just Business
Our industry is FUN! When you create a mini-vacation for your clients on your social sites, you’ve connected and they will love you for it. Many businesses focus their posts only on their own sales, promotions and news updates while forgetting to add the personal touch, a bit of frivolous fun and whimsy.
Key takeaway: Remember to let your personality and that of your business shine thru. Give your clients the chance to indulge in their travel dreams and they’ll reward you with their loyalty and hard earned money. A general rule of thumb is that a business page is successful when relevant information from others is shared 80% of the time. The balance can be focused on selling and marketing your travel products. This means sharing links, photos, video and content from suppliers, clients and destinations. This tactic will keep your fans interested and SOCIALizing with you.
Tip: Social media platforms are conversation starters.
Key takeaway: Variety is the spice of social media. Here are some ways to keep your fans engaged
- ** Use photos of your clients enjoying their travels
- ** Upload photos of your and your staff in your office working. People like to be able to put a face behind that great voice on the phone.
- ** Polls and questions will help you understand your unique audience
- **Use humor; photos, captions, quotes
Stat: Did you know… Emoticons can increase ‘likes’ by 57% and comments by 33%.
Emoticons can increase 'likes' by 57%
3 additional social slip-up’s will follow. Stay tuned.
What slip-up’s have you recently avoided?
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Tags: Emoticons, Facebook, facebookfans, facebookpromotion, hospitality, marketing, marketingplan, Mistakes to avoid, Photos, Polls, sales, salestips, Selling, smallbusiness, social engagement, Social Media, Social slip-ups, tourism industry, tourismbusiness, tourismsalestips, touroperator, tourwholesaler, travelagent, travelindustry, video
Posted in Branding, Facebook Marketing, Google +, marketing, Mistakes to avoid, promotion, sales, Social Media Marketing, strategy, tourism industry, Tourism Sales Tips, Travel Consultant, travel industry | No Comments »
Friday, March 1st, 2013
Are you ready to add even more pizzaz to your LinkedIn profile?
Adding video to your LinkedIn Profile
In a recent webinar I hosted for travel pros the biggest question your colleagues had was how to add video and showcase their specialties and niche market. The process is quite simple and gives you the chance to stand apart while providing a unique component to your professional profile. Talk about a great branding opportunity.
Adding video to your LinkedIn profile
(Slide show below. Please note the first slide will change automatically in 4 seconds, the rest of the slides can be changed manually by clicking the forward arrow beneath the slide. This will give you a chance to complete the information on the slide before manually moving to the next slide. I wanted to be certain you have the right amount of time to capture this valuable information.)
Marketing your LinkedIn profile
** Include your LinkedIn address on all printed materials; business card, invoices, itineraries, promotional materials and social sites
** More tips on the slides below.
Where to find video for your LinkedIn profile
** Supplier videos. Tap into the resources of your top travel industry suppliers.
** For more tips please refer to the slide show below.
What tactics have you found helpful to stand out from the crowd on LinkedIn?
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By Catherine Heeg
Tags: branding, LinkedIn, marketing, marketingplan, sales, salestips, Social Media, tourism industry, tourismbusiness, tourismsalestips, touroperator, travelindustry, video
Posted in Branding, Facebook Marketing, Google +, LinkedIn, marketing, promotion, Social Media Marketing, strategy, tourism industry, Tourism Sales Tips, Travel Consultant, travel industry, Video | No Comments »
Friday, February 22nd, 2013
Travel pros are always searching for new ways to reach untapped markets.
Leverage your LinkedIn Presence
LinkedIn is the opportunity to reach new potential clients in a different channel and meet them thru a business networking situation. That’s great news for both leisure and corporate travel consultants, hoteliers that focus on both markets, as well as tour operators and receptive operators.
LinkedIn has been called the ‘red-headed step-child’ of social media. As a red-head growing up with dark haired parents, I always thought that maybe I was the step-child. When LinkedIn came along I had to check out this new ‘Red Head’. So I jumped on the band wagon and have found great connections and new ways to communicate with colleagues.
Marketing tactics
Travel consultants
Think of the possibilities of marketing yourself to distinct groups of professionals by giving them the gift of time and relaxation in their next vacation. Consider reaching small business owners and providing them expertise for their corporate travel planning.
Hoteliers
Consider LinkedIn as a way to reach out to conference planners and corporate-stay decision makers.
Tour Operators
Have you thought about maximizing your connections with industry leaders and keeping up with your suppliers.
I love the Infographic below as it brings focus to 10 ways to make the most of your social networking.
Positive Positioning Statements
My favorite tip is #2: Optimize your positioning statement. This is a critical piece of your LinkedIn success when members are searching for a skill set or expertise.
Travel pros may want to list their title as “Cruise Expert” or “Vacation Pro” to aid in search results both within LinkedIn as well as in organic internet searches.
Tour operators may find success listing their key destinations in their title. It may look like this; “New York and Washington DC inbound receptive expert”.
What successes have you found on LinkedIn?
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Join me socially: Facebook, Twitter , LinkedIn and Pinterest
When you ‘like’ my Facebook page you’ll have access to Free Resources just for travel pros!
Here are other marketing articles for travel & tourism pros:
5 Creative Ways to Market your Social Presence
3 + 30 Proactive Promotional Tips for your Blog + Infographic
5 Key Blog Marketing Tactics+ Infograhic
By Catherine Heeg
Tags: hospitality, hotelsales, LinkedIn, marketingplan, Networking, sales, salestips, Selling, smallbusiness, social engagement, Social Media, tourism industry, tourismbusiness, tourismsalestips, touroperator, tourwholesaler, travelagent, travelindustry
Posted in Branding, hospitality, hotel industry, Infographics, LinkedIn, marketing, Networking, promotion, sales, Social Media Marketing, strategy, tourism industry, Tourism Sales Tips, Travel Consultant, travel industry | No Comments »
Friday, February 8th, 2013
Google +. Is it worth paying attention?
With 400 million registered users and more than 100 million active users visiting the service every month it’s hard to ignore the impact on the tourism, hospitality and travel industry.
With the introduction of Brand pages, Google+ leverages another marketing channel to connect, inspire and compel brand advocacy…plus maximize revenues and relationships.
Here are some clear reasons to get involved today!
- Hangouts. Free video conferencing is available for up to 10 other Google+ members. Tap into social interaction that can be recorded and viewed by others on demand. Imagine group planning sessions, media interaction, guest relations and internal communication all via video chats.
- Hotels consider using a Hangout with staff members from around the country.
- Attractions can use a Hangout to let sales people and tour operators know of new developments.
- Tour Operators can Hangout with key clients or group leaders.
- Circles. Similar to lists on Twitter and groups on Facebook, Circles takes you one step deeper into your marketing efforts. A business can now easily market directly to segmented audiences by sharing content only with selected Circles. Business pages can Circle other businesses, but not people…at this point in time.
- Hotels can pass along rate information only to tour operators, not their entire list of followers on Google+
- Attractions can target the drive market with promotions to geo-based Circles.
- Tour Operators can create a Circle of potential group leaders (who have a business profile on Google+) and learn what is needed to build the perfect package.
- Note: When people add you to their Circles they will always see your brand’s posts.
- SEO Ranking. Google is proven to give preference in search rankings to content shared in Google+. This means that your business is more likely to rank higher in Google searches and that ranking increases for people who have added your business into one of their Circles.
- Search. When your company is searched using “+your company name” it stands out immediately as the company logo is shown and the real estate is larger for Google+Businesses. See this example for Tauck Tours:
Searching Tauck on Google+
What do you like about Google+ brand pages?
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Tags: Google + Brand pages, Google Plus, Google+, hospitality, hotelsales, marketing, marketingplan, Networking, sales, salestips, Selling, social engagement, Social Media, tourwholesaler, travelagent, travelindustry
Posted in Branding, Google +, hospitality, hotel industry, marketing, Mobile marketing, Networking, promotion, Social Media Marketing, strategy, tourism industry, Tourism Sales Tips, Travel Consultant, travel industry | No Comments »
Wednesday, January 30th, 2013
Did you know that your Facebook fans only see about 16% of your posts? I was appalled when I learned this.
Here’s the secret to boosting your exposure and reaching more of your fans.
#1 Get Notifications
To ensure that your hard work, research and frequent posting gets you the most mileage possible your fans now have to take one more step to get information from you. The secret tool in your toolbox is to ask your fans to check ‘Get Notifications’ and ‘Show in News Feed’ once they ‘like’ your page. Here’s how it works:
You may want to post this graphic (see the smaller version below) on your page and then include a post showing people what benefit they’ll get when the check “Get Notifications”. (To save this image to your page, please right click on the image below, choose ‘save link as’ then choose a place on your hard drive to save this graphic. Then go to your Facebook page and select “Photo Video” > Attach Photo> browse your hard drive and select this graphic that you saved >Post.)
With this graphic you may consider saying something like this:
Travel pros may want to say “For the latest travel info, please remember to check “Get Notifications” so you’ll be sure to receive the most up to date destination info from me.”
Destinations—consider posting a brief note like this…”Do you LOVE ______________(fill in your destination name)? Check “Get Notifications” so you’ll be the first to hear what’s hot and happening here in ___________(fill in your destination)
Hotels can easily mention a benefit that’s provided on their Facebook page and create a post like this….”If you’re looking for more great recipes and fun events at _________ (fill in your hotel name), don’t miss a beat. Click “ Get Notifications” and keep up to date!
Remember to do this yourself as well! This way you’ll continue to get the information you need from the business pages you’ve ‘liked’ right in your newsfeed. This will keep you up to date on all the news from your own suppliers, destination partners and services that you depend on to provide the best service for your clients.
Hint, Hint….you’re invited to click ‘Get Notifications’ on my page. Here you’ll find relevant social media and marketing tips for travel and tourism pros.
#2 Interest Lists
Are you finding it hard to sort thru all the great information you receive every day on your Facebook page? Here’s a way to sort thru it quickly and easily while capturing a snapshot of what’s top of mind in our industry.
When you set up “Interest Lists” on your personal profile, you can easily manage your news feed by creating a customized newspaper for yourself. Here’s how to set up interest lists on your personal page.
First: On the navigation bar on your personal page scroll down to Interest Lists, then click “Add Interests” (See #1 below in the screen shot)
Second: Name your “Interest Lists” and add interests as related to your business and the topic of the list.
Travel Pros may want to add an Interest List for each specialty; Cruising, Adventure Travel, Top Hotels, Tour Operators, etc. They may also want to create Interest Lists for their top destinations. This will give you a birds-eye view of what businesses you’ve ‘liked’ are talking about .
Destinations can create Interest lists on the personal page that’s associated with the business page. You may consider adding Interest Lists for Entertainment, Dining, Attractions, etc. This will give your page manager a chance to easily scroll thru posts and share information relevant to your Destinations page fans.
Hotels consider creating Interest Lists for attractions, restaurants, shops and services in your locale. Like Destinations this will give you easy access to relevant posts that can be shared on your Hotel page.
In #2 on the screen shot below you’ll see how to add business pages to your customized Interest lists. Facebook also provides suggestions for you to subscribe. These new subscriptions will appear in your customized Interest List feed.
This simple step makes it easy for you to curate and assemble your own customized newspaper so you can easily see what’s happening and share relevant info with your fans.
Taking this one step further you may want to also encourage your fans to add your business page to their own Interest Lists. This will give you even greater exposure and opportunity to build a stronger relationship with your fans.
These 2 tactics are part of a marketing strategy to bring you more buzz and biz!
What other tactics do you find helpful in growing your following?
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Tags: Facebook, facebookfans, Facebookmarketing, facebookpromotion, marketing, marketingplan, Networking, Questions, sales, salestips, social engagement, Social Media, Timeline, tourismbusiness, tourismsalestips, touroperator, tourwholesaler, travelagent, travelindustry
Posted in Facebook Marketing, hospitality, hotel industry, marketing, Networking, promotion, Social Media Marketing, strategy, Tourism Sales Tips, Travel Consultant, travel industry | No Comments »
Tuesday, January 29th, 2013
Google+ is becoming an essential tool for the travel & tourism industry. Early adopters have shown us a path to success. Let’s explore some current best practices to maximize your presence.
Google + Best Practices
Share content about your business as well as other industry information. Research has shown that out of 9 or 10 posts 1 or 2 can be about your own business.
- Destinations can share information from hotels, restaurants and attractions to broaden their circle of influence.
- Hotels and attractions can share not only their in-house specials but local events, updates on local promotions and even video.
Comment other businesses to increase your own brands’ awareness.
- Tour Operators & Attractions can comment on a Destination update to draw attention to their own itineraries and new developments.
Photos in every post increase engagement and awareness. The space allocated to photos and videos in a post is large and clear. Focus on your Cover Photo and change it by season to highlight new events and group departures.
Profiles include clickable links and a variety of relevant sections to showcase your business. Key areas of impact are your blog, website, social sites, newsletter and on-line booking engine. Maximize the power of your key words by weaving them into all sections of your profile.
Customize the names of the Circles as well as your cover photo and logo. Stimulate reader attention to your blog, website and other social sites by creating links to each.
Icons! Add the +1 icon to your website so that people can more easily share your information.
Early adoption of new ways to socially reach more clients has been proven to uncover new business. When you harness the excitement you’ll join these companies who are already reaping the reward of early adoption. (Please note this is a brief list and I apologize if I missed your company.)
- Tour Operators: Tauck Tours, Globus Family of Brands, Explorica
- Hotels: Four Seasons, Hilton, RIU, Hyatt
- Cruiselines: Celebrity, Princess, Viking River Cruises, Fred Olsen Cruising, Carnival
- Attractions: Colonial Williamsburg Foundation, Callaway Gardens
- DMO’s: Visit Palm Springs, Destinations in Florida, Glacier Country Montana
What other best practices have you found helpful?
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When you ‘like’ my Facebook page you’ll have access to Free Resources just for travel pros!
Tags: blogging, Google+, marketing, marketingplan, Mobile marketing, Networking, sales, salestips, Selling, smallbusiness, social engagement, Social Media, tourism industry, tourismbusiness, tourismsalestips, touroperator, tourwholesaler, travelagent, travelindustry
Posted in airline industry, blogging, Branding, Facebook Marketing, Google +, marketing, Mobile marketing, promotion, sales, Social Media Marketing, strategy, tourism industry, Tourism Sales Tips, Travel Consultant, travel industry | No Comments »
