Social Media for the Travel Industry: Please Secure Your Safety Belts…

When I sat down to write this blog, I did what every self-respecting blogger would do, I Googled the topic to see what others had shared already. Not surprisingly, what I found was an over saturation of the topic from virtually every angle, and realized I needed to do something different.

Step two: Go directly to the source. I reached out to Jessica Slater of Dream Vacations in Acworth, GA, to talk with her about social media and marketing, as a premier travel agent in an ever-shifting industry.

Jessica’s Top Three Social Media Concerns
1. Not reaching as many people as I have followers.
This is a very common concern. The numbers seem to say one thing, but for whatever reason, that doesn’t seem to translate into actionable leads and insights.

Ask yourself a few questions:
a. Are you showing up every day? If not every day, are you at least being consistent?. My personal goal, for both myself and my clients, is to post to social media at least 5 times per week. I get it, sometimes that can seem impossible, but I recommend spending at least some time each week planning out your content, to make consistent posting that much easier. I highly recommend using a content calendar to track what you’ve shared and mapping what you plan to share. Every business needs a well-defined social media strategy. Posting on the go can get sloppy, and usually just doesn’t work.

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b. Are you utilizing more than one platform? If not, you need to be. I would start with Facebook, then Instagram, followed by Pinterest, Twitter, and down the line. Find what platform really works for you, your industry, and reaches the eyeballs you’re looking to reach.

c. Are you creating valuable and interesting content? Vacations pics are serious eye candy, so have fun with them! Encourage your clients to send you photos of their vacation for you to share. Share tips and up to date information about hot vacation deals and destinations. Share hidden gems of places people may not think to even visit.

2. When paying to “boost” a post, the posts don’t seem to reach the people I set in my parameters with regards to demographics.

This can be tricky, but the beauty of Facebook boosted posts is that if you’re not seeing the results you want or expect, you can stop the post right away and edit it. Try posting with just one key demographic audience in mind for testing purposes, and see how that works out before broadening your reach.

Here's a helpful hint - Next time you see an ad in your news feed, click on the three little dots on the top right hand corner of the post. Select "Why am I seeing this??” This may help to trigger some keywords and ideas for you to use in your own ads going forward, thereby reaching the audiences you’re looking to reach.

3. Figuring out how to get more engagement.

Getting people to actually engage with your social media posts is the golden goose. Ask short and sweet, easy to answer questions and action statements.

* "What vacation destination is on your bucket list for 2019?"

* "Where do you absolutely have to get back to?"

* "How many times have you been to Disney World?"

* "Do you just have to escape to the city, or to the country?”

Are you using Instagram Stories!? This is a very popular feature that will easily increase your social media engagement. You can learn more about Instagram Stories, here. Working towards increased engagement ties right back into question #1.

1. Show up.

2. Provide valuable content.

3. Be part of the conversation.

All Aboard!
Every social media platform offers a wide variety of ways to create, share, and distribute content. Whether you’re posting to your Facebook timeline or IGTV on Instagram, there is a preferred place for everyone. Take the time to research where your ideal clients are congregating in the social media sphere and go there.

Ultimately the way to master your social media marketing is to start with a solid plan, show up consistently, and provide valuable, interesting content, or contact your local social media travel agent extraordinaire.

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