“Business has only two functions — marketing and innovation.”
― Peter Drucker
But how do you market to people you don’t know? How do you know what innovations to provide if you don’t know your audience?
Understanding your unique audience (or even an avatar of your perfect audience) is key to growing your business. Did you know you can use the secrets of social media to uncover all kinds of details about your fans and followers? Let’s look at the amazing level of info you can tease out of your social analytics to help you know your audience so you can create what they’ll LOVE.
Facebook Audience Insights
How would you like to know what interests your page fans? Do they love to read Conde Naste Traveler or People magazine? Are they fans of particular travel websites or have they expressed an interest in an Event published on Facebook?
Imagine what you can do armed with this knowledge? You can tailor your tours to meet the needs of your existing fan base. It’s as if you’re reading their minds! They’ll love to see a new tour from you that’s tailor made!
This info is available in your Facebook Audience Insights.
Do you ever wonder if your fan base is made up of doctors, dentists, lawyers, plumbers or sales people? Digging deeper into your Audience Insights you’ll find job titles of your fans. What a powerful way to better understand the tone of voice and style of posts that will appeal to your audience.
Finding Your Audience Analytics & Insights
Fascinating, right! You’ll find all this information in your own Ads Manager account. Simply navigate to your Ads Manager Account or Business Manager Account < All Tools < Analyze & Report < Audience Insights < People Connected to your Page (select your page) < Advanced
Disclaimer Note: you’ll need a fairly large fan base for these analytics to be seen.
Understanding the Analytics & Insights
Here’s how to use the info in Figure 1: if you happen to find that many of your fans are in a certain profession, teaching for example, you can tailor your ads to school breaks when teachers may be free to travel. If many are in sales, consider diving deeper, establishing relationships and putting together sales incentive group trips.
Here’s how to use the info in Figure 2: The top Categories for which your audience will most likely engage are shown here along with specific pages users have liked. Armed with this knowledge you’re better able to understand and tailor your campaigns to meet their needs.
For example, if you find that many of your fans like health and wellness pages, a group tour focusing on yoga, meditation or physical fitness may be worth considering.
Another tactic is to ‘like’ the other pages that your fans like and join conversations on that page. You’ll develop a stronger relationship with these fans and potentially become more recognizable.
Ad Relevance Score
Do you wonder how your fans relate to your ads? Do they hit the mark…or fall short? Once you know your ad relevance score, now called Relevance Diagnostics, you can create ads that resonate with your fans and you’ll be closer to innovative marketing success. Plus you’ll have a clearer understanding of your fan interests.
In the past ads were only given a ranking 1-10 showing how well they resonated with your audience. Now you’ll earn an informed ranking only when you have more than 500+ impressions on an ad.
- Above Average (55th percentile and above)
- Average (35th to 55th percentile)
- Below Average (Bottom 35% of ads)
- Below Average (Bottom 20% of ads)
- Below Average (Bottom 10% of ads)
And according to Facebook:
“It’s more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings.”
Now there’s a way to get a handle on your ad relevance…with a score! Tune in below….
You’ll find this info in your Ads Manager/Business Manager account in the “Ads” tab. Here you’ll get a list of ads, each of which will have its own Relevance Score and Diagnostics.
Disclaimer note: Relevance Diagnostics is not available on ads with fewer than 500 impressions.
Do you find Twitter too fast-paced as a marketing tool? Do you think your luxury clients don’t hang out there? Check out the fast facts in your analytics account and you may be surprised.
Imagine finding that your followers are buyers of premium brands and love ethnic food. That sounds like a dream audience for luxury travel pros. Fuel their need for luxury with tweets about new and exotic travel locales.
Pro Tip: Did you know you can add a Twitter pixel to your website to track even more data?
Navigate to your Twitter Account < More < Analytics < Audiences. Here’s what you’ll find:
Diving into these gripping details will help you be innovative and realize the functions of Peter Drucker’s quote above.
Your next purpose in life:
“The purpose of business is to create and keep a customer.”
― Peter Drucker
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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.