Social marketing is evolving so quickly! Let’s consider 4 avenues that are most important on our social checklists as we move into the future.
Sharpen these Keepers!
“There are two mistakes one can make along the road to truth… not going all the way, and not starting.” –Buddha
While most of us have started down the social marketing road the next step is to get really good at what we do. Sharpening the saw will help us stay relevant and get as far along the road as we can.
Here are some of my favorite things to fine-tune.
#1 – Video
Did you know…. 90% of users say that seeing a video about a product is helpful in the decision process. Source
Cathy Greteman of Star Destinations is jumping onto the video bandwagon. She agrees with the power of video when introducing a new product or division.
Jenn Lum Lee of Main Street Experiences finds that 3 seconds is all the time they have to engage viewers. Research shows that using captions in your video will inspire people to view your video with the audio, or get your point via captions if they don’t click to play.
Tip: Video content can be as simple as highlighting a destination, a new tour or even the announcement of your latest tour book.
Stumped by what content is worthy of video? Here are some intriguing ideas to spark your creativity.
Not sure about your video skills? Focus on these tips to fine-tune your video quality and editing expertise.
#2 – Social Advertising
Reaching new audiences thru Look Alike and Custom audiences is a key way to begin a social relationship with potential clients. Did you know that in Power Editor you can target Facebook users who like certain other pages, live in specific zip codes and enjoy specific adult beverages?
Understanding your audiences is even easier when you dive into Audience Insights. All this data is helpful when setting up your ads and crafting content.
Taunya Wolfe Finn of Wolfe Tours finds that social ads “certainly do increase post reach and page likes”. Yet she finds it difficult to make the connection to new business.
Tip: Having more eyeballs on your content adds to the marketing Rule of 7. Strategic placement and compelling content have become even more important in our noisy world along with successful tracking.
Are you using Carousel, Canvas, Slideshow and Video ads REALLY well? Dive into the details here.
Do Twitter and Instagram ads stump you? Here’s the basics to get you started.
#3 – Analytics & Metrics
While analytics and metrics are closely tied to your social ad campaigns, they also play a big part in the tone, style and timing of your communication. When you dive into the analytics on your Google Analytics, social accounts and e-blast dashboard you’ll be able to better understand what appeals to your clients.
Justin Osbon of Image Tours finds that focusing on client experiences by incorporating user-generated content brings success.
Tip: Tapping into the data around those experiences provides you a roadmap to future engagement.
Confused by what to measure socially? Here’s some metrics used in the travel & tourism industry.
#4 – Graphics
The power of visual marketing continues to grow and savvy marketers create more attention-grabbing graphic posts. 55% of marketers plan to prioritize creating visual content. Source Embrace your inner artist and have fun getting creative.
Tip: Does creativity escape you? Here’s some examples from travel & tourism.
Here are a couple of my favorite tools:
- Photo Shop
Do you currently have all of these tools packed into your social media arsenal?
What else do you find most useful in your marketing right now?
Social Marketing Strategies for Travel and Tourism