Are you finding that as travel ramps up your time is quickly swallowed up by itinerary planning, tour execution and re-hiring staff?
Where does that leave your marketing and branding efforts? If they’re firmly planted on the back burner, here’s some time-saving tips to get them back onto the front burner so that your sales funnel continues to be topped off with new prospects.
Social Marketing Consistency & Cohesion
Sitting at the computer stressing about upcoming newsletter content, blog topics and social marketing themes is a total time-waster! What if there was a way to clinch a consistent, branded message across all marketing channels?
Savvy tourism marketers use a marketing editorial calendar that provides direction. The starting point is a weekly theme along with a clear number of pieces of content to create for each channel.
Let’s dig into the idea of a weekly theme as it’s one of the best tactics I ever adopted for my own posts as well as those for clients. Consider creating weekly themes that showcase:
- destinations you’ll be visiting in upcoming tours
- styles of travel; cruising, coach travel, rail travel, etc
- experiences available on your upcoming tours; culinary, activities, learning, immersion, etc.
The key to a successful marketing editorial calendar is to build out each weekly theme with related link posts, graphics and video. Some marketers build their calendar 4-6 weeks out, others with a shorter lead time. Personally, my team and I build themes 6-12 weeks in advance and then fill in the posts and create graphics 3-4 weeks in advance.
Social Marketing Editorial Calendar
Circling back to the calendar, it can be as simple as an Excel spreadsheet or a more complex workflow system. (some examples of workflow systems include Asana, Project Manager, Work Zone, Base Camp) Here’s a very simple version that you’re free to use and customize for your own business. No matter the system used, it’s important to start with clear goals, tone and brand style for each marketing channel.
The bottom line is that your clients will see consistency on whichever channel they connect with you. Ensure you have a complete editorial calendar that includes columns for all your social and traditional channels such as:
- Social posts
- Web banner
- Email signature
- Office window décor
- Voice mail messaging
- Bot messaging
- Video – here’s a quick video about how to showcase brand consistency by using video:
The value of this level of consistency is that while you spend some time creating a plan for 4-12 months in advance, the execution is simply to fill in the blanks with relevant content. You’ll save time by not staring at that blank screen!
Keeping your marketing consistent and uniform in this way will not only make your marketing feel more effortless, it will also help you build brand recognition.
What will be your first weekly theme?
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.