How travel and tourism brands can leverage social media to attract new customers
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Social media is one of the most effective ways to attract new customers for any brand, but the travel and tourism industry can benefit a little differently. My agency works with several brands in the travel, hospitality and tourism industry, and social media is a major driver of their campaigns.
It’s no secret that any business in the travel and tourism industry should use social media marketing. When consumers are looking for information regarding travel, hotels, resorts, restaurants, local things to do and more, they turn to the internet, especially social media.
Using social media to engage with travelers is a great way to attract new customers and get them excited about what you have to offer. The best part is the return, because social media marketing can deliver the healthiest ROI of all your online marketing campaigns when executed correctly.
Related: 5 Ways Social Media Has Transformed Tourism Marketing
Here are some helpful tips for getting the most out of social media.
Create an unforgettable personality on social media
Social media offers an opportunity to showcase a brand’s personality, but the majority of hotels, restaurants and resorts stick to very bland and dry content. While great images are always important, captions and little extras have the biggest impact.
Get creative with the captions, and while showing off your personality, also make sure to end with a call to action that builds engagement. Ask a question that will trigger an influx of comments and tags, amplifying your content.
Posts that display personality and humor attract comments and boring tags on annoying posts consisting of a transparent marketing image and caption. Let your personality shine and watch your engagement rate skyrocket.
Post a blog to create content for social media
While social platforms like TikTok and Instagram are strictly image and video sharing platforms, others like Twitter and Facebook allow you to share other content formats. Blog content is a great format that works well and acts like a magnet, driving social media traffic to your website.
Not only will starting a blog for your business provide you with great content to share on social media, it can also complement your search engine optimization strategy when you apply keyword research to new topics. blog.
Write blog posts that highlight your main selling points – information that someone potentially interested in your offer would want to read and that prompts them to commit in the form of a visit or booking in person. .
Related: 3 Ways Tourism Hotspots Will Evolve After Lockdown
Show paid Facebook and Instagram ads
Organic social media posting can attract customers when you combine great content with geolocation and a hashtag strategy. Organic growth can be slow, especially early on, while paid ads can attract new customers almost immediately.
Facebook and Instagram ads use the same targeting options and share the same pixel data, and while advertising on both platforms doesn’t work for all industries simultaneously, it’s a winning strategy for hotel and travel brands.
Many social media users see Instagram and Facebook as an escape, jumping into their feeds to get away from reality and their everyday lives. Brands that understand this can capitalize by using advertisements that entice consumers by providing them with an additional loophole.
A dream vacation, a night out at a nice restaurant, a weekend getaway – your paid social media strategy will see its best returns on retargeting campaigns. When your ads only show to Instagram and Facebook users who have visited your website before, it improves their performance because the audience already knows your brand. Plus, you can target users with very specific offers that match the pages on your website they last interacted with.
Prioritize data collection by SMS and email
Through your social media marketing efforts, you can collect data that gives you an even better marketing advantage: cell phone numbers and email addresses. Email marketing remains one of the most effective ways to generate bookings and new customers, and SMS marketing is very effective due to its nearly 100% open rate.
Run contests to attract subscribers to your SMS and email list. Whether it’s gift cards, free stays, or free dinner and drinks, there are plenty of creative ways to do it that won’t break your budget. Every cell phone number and email address collected is a potential customer that you can market to indefinitely.
Related: 4 Innovative Ways Hotels Use Instagram To Put Travelers To Bed