Are you achieving your marketing objectives?
We used to rely on newspaper ads, yellow pages listings and bus bench marketing. We now turn to the wide world of social and on-line marketing to boost our biz.
Whether your goal is to increase brand awareness, influence travel decisions or to reach out to potential new clients, social marketing strategies are always evolving.
Tap into the immense power of social ads and the subsequent understanding that comes with social analytics measurement. This is key to meeting your marketing objectives.
Here are two takeaways that will give you a definite edge.
#1 – Social Ads
As organic reach continues to plummet, social ads are continually evolving. Amplifying your brand with a variety of ad objectives is a smart way to optimize your ad budget. Right now, video ads are reeling in the best results.
Don’t forget to check out all the options for custom audiences, target audiences and your own Facebook pixel audience. (Haven’t added a pixel yet, go ahead and do that today! You’ll find it helpful to track conversions, remarket to qualified leads and build better audiences.)
“The Facebook pixel is a piece of code you place on the backend of your website to track visitors to your site. The pixel allows you to run highly targeted campaigns, so it’s important to install it before running Facebook ads.” Source
Today’s Task: Review your advertising budget and invest in video advertising to reach your unique target audiences. Also, add that pixel if you haven’t already. Here’s why this matters.
Creating your Pixel
Here’s where to start creating your own pixel on Facebook. Once you’ve created the pixel you’ll copy and paste the snippet of code that Facebook provides. This snippet of code needs to be added to your website. Details from the Facebook Help section.
Navigation: Business Manager < All Tools < Measure & Report < Pixel
#2 – Social Measuring
Wouldn’t you love to know whether a yoga or football tour will appeal more to your social fans? So many people simply use the number of fans as their social measuring benchmark. However, if you could understand your fans better and put out content that resonates with them wouldn’t that be a home run! The metrics and analytics in your social ad platforms have come a long way and now provide a deeper understanding so that you can be even better at providing what your fans want and need.
Audience Insights = Understanding your Fans
Check out your own unique audience insights within your Business Manager account for a closer look at your own unique fan base.
Navigation: Business Manager < All Tools < Plan < Audience Insights < Demographics. Insert your business page in the Connections section in the left column.
You’ll find details about your own fans that focus on:
- Age & gender
- Relationship status
- Education level
- Job Title
How to use this: Understand your own unique audience better so that you can provide new content that will resonate with your fans. For example, if you find that most of your fans are college educated, married and of a certain demographic, consider your post style, tone and offerings.
When creating ad audiences, target people with similar attributes if your existing fan base is giving you business. Focus on the value of look alike audiences.
Dive deeper into these demographics with:
- Page likes; other pages, people, events, sports, news and artists liked by your own audience.
- Facebook Pages that are likely to be relevant to your audience based on Facebook Page likes.
- Devices; how the selected audience accessed Facebook in the last 30 days, based on user activity and environmental data. (mobile, desktop or both)
How to use this: Get a more in-depth view of your fan interests by studying the pages they like. For example, are a high percentage of your fans also fans of specific sports teams or associations (NFL, NHL, NBA) then you may want to consider showcasing sports tours. You may be surprised at what you find here and may discover a new niche or specialty. In addition, you may want to ‘like’ some of these same pages and start conversations and build relationships with these like-minded people. Who knows, some of them may become your fans and potential clients.
- Diving deeper into the options available on the left side of your screen you can even analyze the demographics of those who like your page and have specific interests or life events.
How to use this: As a wedding or honeymoon specialist you can see more details about those fans of yours who are engaged. Imagine how valuable this will be in planning your romance travel niche marketing and advertising.
Today’s Task: Review your fan base to better understand the unique qualities of your fans. Break down the details for a super clear snapshot. This will be handy when planning your editorial calendar, video creation and advertising plans.
While these details may seem a bit daunting, they’re worth checking out. Then, from these details you can create new audiences or update your existing audiences based on your new findings.
Just imagine the positive results that will roll in as a result of planning your social ads and getting to know your audience. You’ll be amazed how these two takeaways can transform your business.
Which will you implement first?
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.