In the fast-moving world of social media marketing don’t be left at the train station when your ship is sailing from the harbor.
Social advertising is a function of delivering your message at the right time, in the right way for the right audience. When considering whether “Pay to Play” is right for your business let’s explore 3 questions to help you clarify your advertising goals.
#1-Who do you want to reach? Write down your target demographics. Are they retired from a specific industry? Are they women working in the arts between the ages of 40 and 55? Are they sports fans from the east coast?
#2-Is your target audience your existing client base or a new client persona?
Tour Operators have told me they’re trying to reach a younger demographic to replace some of their existing, aging clientele.
Travel Agents have expressed an interest in reaching a diverse audience ranging from multi-generational groups to luxury cruisers.
Industry professionals may need to reach their existing client base in a new social platform.
Here is the opportunity for you to roll up your sleeves and dive into the details. Analyze each of the social platforms to better understand the reach they provide.
#3 – What do you want your audience to do with your advertising content? Some common actions are to go to a specific page on your website, interact with you socially, build brand awareness, capture email addresses or grab attention quickly.
Once you have the answers to these 3 questions you can build your keywords. These keywords will come into play in your ad creation and the # (hashtags) you choose to use in your social posts. You’ll want to consider using these keywords in your blog tags and categories, website adwords, photo Alt Tags and blog titles and excerpts. This knowledge will also provide insights into cross-promotion success.
Next consider your overall goals for advertising. Are you looking to build awareness, grow your connections or solidify relationships?
With these strategies in writing consider what targeting is offered by each social platform.
Facebook provides a wide range of targeting options based on age, interests, place of work, marital status, smartphone type and location. When you use Power Editor you’ll also be able to create Target Audiences and Custom Audiences to save you time and create a customized reach.
LinkedIn advertising focuses on specific industry as well as job title.
Twitter advertising taps into gaining engagement, clicks, retweets and replies
Do you have a profile of the target demographic for your business?
What are your thoughts on social advertising successes?
Social Marketing Strategies for Travel and Tourism