Are you struggling to forge new or better connections with your fans?
Building relationships with your fans really isn’t so different from the ways you would build them in person with your colleagues and friends. Your colleagues probably anticipate a certain level of consistency and reliability from you (maybe it’s coffee together on Mondays, lunch with another colleague the first week of each month, or a weekend power walk) – it’s the same with your fans! They look forward to your regular blogs, videos and social posts.
As in your personal life, the dynamic of your social media presence is effected by the platform you’re using and the content you’re creating. While you may post blogs that are 3000 words, typically fans expect short, concise videos. Different medium, different message.
Let’s examine a couple common blunders in building relationships with social fans.
Social Blunder #1 – Communication Chaos
Do you ever see a page that posts about luxury travel one day and bargain basement trips the next? In social marketing chaos can happen for your fans when social posts lack consistency. Your clients want to know exactly how you can solve their travel quandaries.
Chaos continues when there’s no clear path to a solution. Savvy marketers provide a call-to-action so fans know what they’re to do! “Call us to book” “Learn more and connect here”
When marketers don’t know much about their fans they risk falling prey to trying to be everything to everyone. You’ll see some marketers trying to be active on each and every social platform available and not understanding the nuances of any of them. These are the marketers who may not be checking their analytics or understanding the metrics of their fan base.
Today’s Task: Check out your own Audience Insights in your Business Manager account and your own Page Insights to better understand your fan base.
As can happen in relationships where social cues are missed or misinterpreted, marketers may miss opportunities by not understanding their unique audiences.
Sometimes hindsight is the only way to realize we’ve missed opportunities but recognizing the most common scenarios can help us avoid them. These missed opportunities may include;
- Missing comments and messages from fans
- Not integrating traditional, social, web and email communication
- Creating ad audiences that don’t work as they’re not tuned in and focused
- Trying to do it all; selling, accounting, marketing, trying to be all things to all people
- Missing niche interests (and business opportunities) within your base of fans
- Only posting sales, promotions and early booking bonuses
Social Blunder #2 – Silence
Do you find that you’re creating awesome posts, videos and graphics, but they’re not gaining the eyeballs you thought they would? Or are your social posts just not getting shared?
What about your own staff, friends and clients….how can they help with your marketing? Your people can get involved by sharing and commenting on your page posts, sending you their photos and videos and helping to start conversations.
Pro Tip: how about having your staff share one post from your business page to their own personal profile once a week? All that needs to happen is that each person in the office is assigned a day of the week to share something from your business page to their personal social page. It takes only a minute to click the ‘share’ button. Easy!
Pro Tip: have you ever been chatting with a client and they pull out their phone to check out your business page? How about asking them to share their favorite post from your business page to their personal profile? Easy!
While some people hate to enlist the help from clients, friends and family, sometimes it only takes a slight nudge to get the ball rolling. In this case, silence is NOT golden!
If you’re trying to win those coveted ‘likes, comments and shares’ from your social fans, the goal is to find what works for you and your fans (a nudge, a push or simply asking).
Here’s some tactics that savvy marketers use to build relationships that last.
What will you do today to strengthen relationships with your fans?
Social Marketing Strategies for Travel and Tourism
About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
She creates and delivers meaningful, dynamic workshops that meet your unique needs in the Travel, Tourism & Hospitality Industry.
Catherine and her team help travel, tourism and hospitality pros design and implement social media marketing strategies and tactics that drive traffic to their social and web sites. Learn more…
Professionals who are serious about taking consistent, winning actions every day to build their business and achieve measurable results love working with Catherine.