We all know the saying ‘you can’t be everything to everyone’.
Successful niche marketing and specialization in travel are everywhere these days.
There are destination specialists, romance specialists, cruise specialist…the list is as endless as one’s imagination. The most successful of these specialists are doing an amazing job of targeting the right audiences and giving themselves the power to turn away business that doesn’t fit their niche. What an awesome way to focus on clients that matter!
As a DMO, it’s essential to help people realize why your destination needs to be at the top of their bucket list.
As an attraction, the key is letting people know the unique experiences they’ll have when visiting.
The big question I heard from a travel pro the other day was “How do I let people know my niche?”
Social marketing is the perfect opportunity to let the world know your niche.
Let’s look at Facebook to better understand how you can showcase your niche and specialty.
Facebook Business Page & Your Niche Services
On your business page there’s a special section called “Services”. You can add up to 10 different niche markets or specialties by creating a different page for each ‘service’. Having up to 600 words to describe your service, you can provide an overview of your expertise, testimonials, education and products.
Remember to add a photo to make your specialty stand out. You may consider setting up a ‘Services’ page for your destination specialties, travel style specialties (adventure, romance, culinary) or group options.
Stories Sell Your Niche
There’s an option to showcase your business ‘Story’ by building out the ‘Story’ section and highlighting each of your niche markets within the text. The ‘Story’ looks a bit like a Facebook Note and the editing options are similar.
Remember to create an enticing headline and use bold face to ensure your specialties stand out within the text copy.
- These opportunities can be accessed in your ‘Settings’ tab and added to your business page.
Too Much Work? Too Daunting?
If you’re creating a jpeg of the above, then please hyperlink the entire image using this link. Also, please put a black or dark brown border around the graphic.)
The About section is an often overlooked opportunity for niche specialists. Remember to let your fan page readers better understand your expertise by adding your professional certifications and awards into the Awards category.
Don’t overlook the importance of listing your top suppliers in the Products category. This will show fans that you have a professional relationship with certain suppliers that support your niche market. The Products category is another opportunity to identify and describe your niche markets.
Photos are Worth More
Photo Albums need to be as strategically created as the rest of the business page. Consider creating albums for each of your top destinations, ships and style of travel. As a DMO, consider designing albums to reflect the top things to do in your area; outdoor activities, festivals, dining, etc. Avoid these blunders and get to know your fans’ needs better.
Let’s Get Personal and Social
Personal page – have you made sure that your personal page shows your work and employment correctly? Readers should be able to click on your work section and be taken directly to your business page. Here’s how to set this up.
Note-worthy Facebook Notes
Facebook Notes are a treasure trove for extoling the virtues of your niche markets!
If you blog or write articles, you can easily get more mileage for your work by repurposing them into Facebook Notes. Remember all the time you’ve spent writing and editing? Now you can simply copy and paste your written masterpieces into Facebook Notes.
It’s easy! The Facebook Notes template operates like a word document. Images and video are simple to upload.
Here’s what it looks like:
To set up your Notes to appear on the left hand navigation tab of your business page, simply add the ‘Notes’ tab to your business page (you’ll find it in your ‘Settings’), then click “Add a Note”.
Riches in the Niches
If you want to show off your specialized product or service then Facebook is an awesome platform to jump off from. Facebook’s unique features and tools will help you easily get the word out to your audience about your niche.
By letting people know about your specialties on social media, you can cut down on the extra work associated with explaining your distinct business and focus on creating the best experiences for your clients.
Which tool will you use first to showcase your niche?
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.