Covid hit the travel industry like a tsunami. It changed everything about travel and event marketing!
Now that the tides are changing and travel is roaring back, travel pros are eager to quickly learn how to market their tours and events in our post-pandemic world.
These 7 social strategies will help you market your latest tour or event.
Social Ads That Work
- Create highly targeted ad audiences that target early adopters of travel after COVID
- Consider these travel audience targeting tactics
- Stop wasting money on audiences that don’t perform. Tweak and test those audiences frequently.
- Create a series of social ads
- Split test ad visuals, copy and audiences. Here’s a quick guide to show you how.
- Incorporate video into ads. The Facebook algorithm prefers video ads over ads with still images.
- Choose the right goal for your ads. If you’re looking to increase the number of people who visit your website, choose the ad goal “Website clicks” and make sure you have your Facebook Pixel and Google Analytics set up.
- Tune in to learn which words to avoid using in your ads so that the Facebook algorithm will maximize ad delivery.
Email is Still Alive & Well
- Compose an email sequence to market your event.
- Split test subject lines and graphics
While email may seem ‘old school’, it still performs really well. When creating an email sequence, strive for weekly or bi-monthly communication so that the audience develops a relationship with you and your content.
Study your email analytics to understand your open and click-thru metrics. Don’t worry too much about ‘Unsubscribes’. If they’re not your audience, thank them for leaving and saving you money!
- Write a series of blog posts highlighting the destinations covered in the upcoming tour or consumer presentation.
- Create social posts that link to these blog posts and intermix these informational posts with your marketing posts.
If you hate to write or don’t have the time, consider creating blog posts that are more like ‘show & tell’ using photos. The process is simply choosing a collection of images that tell a story and writing captions for each. Polish off your blog with a catchy opening and closing paragraph.
Pro Tip: Don’t forget to link to pages within your website or other blog posts to earn valuable SEO.
Ace Live Audio & Video
- Make the most of live stream video & audio broadcasts on sites your potential clients visit.
- Go live on the sites that matter to your audience.
- Invite a guest to go live with you. Consider a past client, supplier or staff. Here’s how to do that from different locations.
- Share your live broadcast socially and embed in a blog
- Upload your live broadcast to You-Tube. You can do this even with a Facebook Live broadcast. Simply save the Facebook live to your hard drive, then upload to You-Tube. As the 2nd largest search engine, You-Tube is a winning solution to increasing SEO and landing new prospective travelers.
- Don’t miss out on the power of audio only. Clubhouse has taken the world by storm and Facebook has followed with Live Audio Room. Tune in for the scoop.
Social Post Strategy
- Weave posts about your upcoming event into your regularly scheduled content.
- Maintain consistency, but don’t post so often that your audience become apathetic about your event.
- Create an ‘Event’ on Facebook highlighting your upcoming tour. Invite potential travelers.
- Reach out to dedicated clients, staff and supplier and ask them to share your content or create their own.
- User-generated content and testimonials lend social credibility and remain powerful event marketing tools.
Nurturing relationships is easier with help from others. Consider reviewing past comment cards from clients and reaching back out to them to reconnect and asking them for photos or memories of their time on tour with your company.
Quality Over Quantity
Event marketing can seem daunting. Yet when considering your overall strategy, the most successful campaigns are ones that appeal to a select audience and sound authentic.
Avoid These Mistakes in Event Marketing
Don’t you hate it when you see social ads that clearly don’t fit your own needs. As a woman I laugh at the money that’s being wasted showing hair loss ads to me! Fix this with highly targeted ads.
Don’t you hate it when you see the same ad multiple times in your feed or on TV. Avoid this by budgeting effectively and understanding your ad analytics.
Pro fix: optimize ad delivery, turn off ads when the delivery frequency doesn’t match your goals.
Even if your events and tours are just getting rolling again, these tips will get them to roll even faster as they gain momentum.
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.