Do you have some potential clients who are on the fence about working with you or coming to your destination? They’re the people who view your videos (sometimes), open your emails (sometimes) and react to your social posts (sometimes).
Do you need to reach people like this who have a slight connection to your business, but just haven’t made the decision to work with you….yet?
Unsubscribes? An Ad Advantage
Do you hear people fretting about their e-blast ‘unsubscribe’ list as if it were an embarrassment? I look at it as an opportunity! While they’ve unsubscribed from your email list, maybe it’s only because they don’t like to receive emails or the topic of that specific email wasn’t relevant to them.
Here’s your chance to earn them back! Download the list of unsubscribers from your e-blast provider and create a Facebook audience of them.
Simply create a .csv files and upload this list of unsubscribers to your Facebook Business Manager account to create a custom list. Navigation: Business Manager < Assets < Audience < Create Audience < Custom Audience < Customer File
Then target ads to these unsubscribers addressing more relevant topics or offering a free resource that may appeals to them. Consider creating a new e-book or infographic.
Winning them back may take some time and effort, but is worth it in the long run.
Combine & Conquer Ad Audiences
Let’s get creative and consider ways to stay top of mind with potential clients who have interacted with your content, but haven’t taken the next step in the sales process. They’ve entered your sales funnel but have yet to move from suspect to prospect.
They’ve watched your videos so you know they’re at least partially interested.
They’ve clicked and opened your emails.
Now let’s consider how to move them from suspects to prospects and deepen your relationship.
- Create an ad audience of those Facebook users who watched your videos
- Create an ad audience of people who clicked & opened your video email.
Here’s how to create an ad audience of people who have watched your videos.
Navigation: Business Manager < Assets < Audience < Create Audience < Custom Audience < Engagement < Video
Add more spark to the fire by combining these 2 lists in your ads account. This will give you a larger audience (which Facebook loves) and it will give you a better sample to create a Look Alike Audience.
Look Alike Ad Audiences
Look Alike Audiences are an untapped gold mine. When you create this type of audience, Facebook reviews the attributes of your original audience and creates a new audience of people who have similar interest, hobbies and lifestyle. What a cool way to reach people who are potentially interested in your offering.
For example, creating a look alike audience using a source audience of people who have entered your sales funnel as suspects by watching your video, interacting with your social posts, opening your emails or clicking a link to your website is a creative way to reach a new audience of people who may enter your sales funnel.
Here’s how to create a Look Alike Audience for your next Facebook or Instagram ad
Navigation: Business Manager < Assets < Audience < Create Audience < Look Alike Audience
Insert your original list as your Source Audience. This list can be a list of people who have watched your videos, engaged with your page or even opened your emails.
You can choose to create multiple audiences and adjust the audience size.
Lookers to Bookers
Tap into a wealth of potential new viewers and potential clients by moving people into your sales funnel more quickly. These strategies will help you build stronger relationships with potential clients and turn them from lookers into bookers.
Which strategy will your put into practice 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.