Travel & tourism marketing campaigns that reach your audience at the right time and in the right space can be really easy…or really baffling. It seems there are so many steps, strategies and tactics.
Let’s break it down into 13 easy steps that can be used over and over again, no matter your audience or offering.
Tour operators can use these steps when marketing a new tour, a new destination or even a new website.
Destinations can leverage these steps to pull together an event or festival campaign or amplify a new contest.
Suppliers will find solutions to market a new product, gain visibility or grow their email list.
Travel Consultants who want to kick off a new group departure or promotion will find marketing success.
13 Steps to an Integrated Marketing Campaign
Step 1 — Set specific goals
- Do you want more fans, more bookings, more brand recognition?
- Clarify your goals with these tips.
- Have a clear start & end date to your campaign.
- Set a budget
Step 2 — Get crystal clear on what you want to market
- Laser-like focus on a new tour, event or special is more effective than a broad campaign
Step 3 — Set up a team for each campaign
- Consider which staff or outside support will be most valuable
- Partnering with industry leaders can be a benefit
Step 4 — Understand your target audience
- clearly define demographics & psychographics
- What publications do they read online and offline
- How do they want to hear from you
- Where do they hang out on social media
- What benefits resonates with them
- What key words & emotions appeal to them
Step 5 — Visuals & graphics matter
- Create a consistent visual look;
- colors, style, font, photography, graphics
- Develop graphics in sizes unique to each platform; print and on-line
- Include a clear call to action; book now, learn more, etc.
- Would video help?
Step 6 — Choose platforms that meet the needs of your audience
- Incorporate marketing content and paid ads
- You may not need to use every social or traditional channel
- Make your selection based on where your audience hangs out
- Reject options that don’t have clear value to you and your audience
- Here are tips to size up your Facebook audience.
Step 7 — Use a calendar to plan your campaign
- Repurpose copy and graphics to meet the needs of multiple social & traditional channels
Step 8 — Keep it simple
- Avoid wordy copy and busy graphics
- Use a style that compliments the medium; outstanding photos on all platforms, relevant # on Instagram, short & snappy text on Facebook, shareable content on Pinterest, short & fun video on Youtube, etc.
- Go for shareability. What’s most likely to inspire fans to share your content?
Step 9 — Split test
- Design 2 pieces with a change in one of them to test it’s effectiveness
- Learn more about split testing here
Step 10 — Launch your campaign
- Integrate across multiple social and traditional channels
- Schedule your messages at times when clients are present
Step 11 — Track & Analyze
- Study the effectiveness of your ad copy, graphics, channel performance, timing and audience reaction
- Here are tips on what to measure
Step 12 — Monitor your results & tweak as needed
- Here are some free and paid monitoring tools to check out.
Step 13 — Enjoy your Success. Rinse, lather and repeat
The sky is the limit when it comes to creativity within each of these essential steps. When you let your own company style and personality shine thru and you’ll find success.
What are your goals for your next campaign?
Social Marketing Strategies for Travel and Tourism