In this generation, social media is more important than ever, especially for tourism marketing. People are spending over four times more time on Facebook than Google - today there are about 1.3 billion people on Facebook. Is Facebook really useful for businesses? Let this number convince you - 52% of businesses have acquired customers through Facebook. That’s a lot of potential for the tourism industry.
Needless to say, social media can be your destination’s magic megaphone. But do you know how to use it well? Here are some questions to ask yourself as you endeavor to amplify your roar.
Are You Connecting With People? No, Really Connecting?
A billboard does not listen. People listen. This is where social media differs from traditional marketing- as you can (and should) be interacting with your audience directly. Ask questions. Make it interactive. Reply to comments.
Another exciting thing about social media marketing is the way in which even one individual’s Likes, Shares, Comments, Tweets, Friends, or Tags are able to increase your visibility, diverting more and more eyes to you.
Are You Developing the Right Content?
60% of the sales process is over before a prospective buyer ever talks to a salesman or begins the process. What does that mean? It means that almost every single visitor will make a majority of their decision through online research before anything else. You want to create content that supports them in that online research phase.
So be sure to evaluate your content. Have you thought about keywords? How is the quality of your images? Are you providing a diverse enough array of multimedia content? What are you offering and are you communicating it in an appealing way? These are important thoughts to take into consideration.
Are You On the Right Platform?
It is also important to know where to roar. Find out who your target audience is, and where they spend their time in the online world. They could be on Instagram, Twitter, Pinterest, Tumblr, or maybe even all of the above. There is more to social media than Facebook and one of the best ways to amplify your roar is to increase your reach through these different, targeted social media platforms.
Are You Showcasing Personality?
Social media also offers you a unique opportunity to be human. Nobody wants to talk to a salesman who is constantly pitching; they want to build relationships with real people. The same principle applies when it comes to creating brand loyalty, trust and eventually sales. Don’t be afraid to show a little bit of humor and personality in your social media marketing strategy. Be relevant, not robotic. If visitors to your social media site are having fun, they will want to have fun at your actual physical site too.
What Does Your Unique Roar Sound Like?
Every destination, including yours, has something unique to offer. So there’s no need to spend all your time trying to imitate somebody else’s roar.
A destination assessment can go a long way in identifying your hidden gems and how to best conserve them. Many destinations have a diverse array of brilliant tourism products which have been overlooked. You want to be able to spot these with destination assessments and to also tailor social media marketing strategies to showcasing your best colors. Our projects in Rwanda, Namibia and the U.S. Gulf Coast, for example, have been integral in doing that: maximizing an active audience of followers, generating stunning branding content and increasing revenue by presenting destinations at the very peak of their potential.
With unlimited online space, the opportunities to multiply your untapped audience are limitless. Take the right steps with social media and you could have the loudest roar of all.
Feel free to learn about more innovative strategies through our free e-book, "Inbound Marketing for the Travel and Tourism Industry".
And don’t forget to follow us on Facebook, Twitter and Instagram!