Don’t Do One Without the Other – Social Marketing Peas in a Pod | TravelResearchOnline

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Don’t Do One Without the Other – Social Marketing Peas in a Pod

Milk & Cookies!

Peanut Butter & Jelly!

Bacon & Eggs!

All these things go together so well that we can’t imagine one without the other. Like two peas in a pod! They bring back fond memories, fill our tummies and make us smile.

What’s this got to do with social marketing?

There are some things in social marketing that go so well together that I can’t imagine one without the other. Plus, they make me smile! (not so sure how they fill my tummy unless I’m eating a cookie while working on my social marketing.)

Video & Ads

Both of these social marketing powerhouses work so well together to grow reach, engagement and bring in new leads. It’s hard to imagine doing one without the other! This can kick-start your marketing, just like bacon and eggs are the way many kick-start the day!

Video in any form is captivating audiences and earning social eyeballs. Whether you’re creating video slideshows, going live, producing video from your desktop or shooting 360 video on your travels, the organic reach is good. But put some marketing budget into a well-placed ad and you’ll find an invaluable way to stand out.

Here’s some high-level tips and tricks for your Video Ads:

  1. Create different target audiences for different video topics. If your video is about cruising, create your audience to reach people who are interested in cruising. This may be a different audience make up than people who are interested in Italy by land.
  2. Ensure your videos are short, fun and include captions. Many people play video without the sound, so grab attention by being animated, using props and adding captions. Remember your backdrop and props help you tell your story without saying a word.
  3. Express your brand with these tips:

Business Manager & Pixel

Let’s get a bit geeky here! Once you set up your Business Manager account and your Pixel, they work together to ensure you’re making the most of your client list and ad audiences so that you’ll reach the right people. People who are interested in your destinations and travel services.

Travel pros have asked me why they have to spend the time to set up Business Manager (yes, it takes about 10-15 minutes to set-up) when they’ve always used Ads Manager. If you’d like to tap into the power of ads to the full extent and target ads to your client list, then you need to have Business Manager. Set-up Guide & Tips Here. More here.

Being able to reach your clients with your social ads is such a great way to stay top of mind. The bonus is that you can then build a Look Alike audience using your client list as the foundation. This gives you the opportunity to reach out to people who have similar interests & demographics as your existing clients. What a gold mine for the savvy marketer! And only available when you have a Business Manager account.

Creating and adding your Facebook Pixel into the mix will help you squeeze even more success from the audiences you created using your Business Manager account. Once you (or your web team) add this short snippet of code to your website, it will track user interactions with your Facebook ads & your website. Take this up a notch and reach out to these warm leads by creating an ad audience based on your pixel.

Here’s some high-level rewards for embracing your inner geek:

  1. Build ad audiences that leverage warm prospects when you tap into your Pixel audiences
  2. Tailor ads to unique Pixel actions and retarget to the right people

Lead Magnets & Business Growth

Now it’s time to bring out the chocolate chip cookies! We all know that cookies can be the fastest way to a person’s heart.

When you create something that your fans and prospective clients LOVE, they’ll be excited to start building a relationship with you. When done right, you’ll have earned their contact info and a new prospect.

What can you create that they’ll LOVE? What’s the chocolate chip cookie of their dreams? Think about a downloadable free resource that will help your prospective clients solve a problem. This lead magnet can be an infographic, e-book, helpful video, podcast or checklist.

Not only will your lead magnet solve a problem for your prospects, it will solve a problem for you as well. You’ll be growing your email list and your business with people who are interested in travel.

Here’s some high-level lead magnet tips:

  1. Set up an opt-in form to collect contact information along with an auto-responder to send your free resource to your new prospect
  2. Market your lead magnet with well-targeted social ads

These social marketing tactics may not get your fingers as sticky as a PB&J, but they will help you find clients who will stick with you. Each of these concepts go together so well you’ll find they accelerate your marketing and reward you with the sweetness of loyal clients.


PictureCatherine Heeg, international speaker and trainer, focuses on social media marketing & communication for the travel and tourism industry. Join the conversation and connect with her at www.cmsspeaking.com and socially. Connect online for access to free social media resources.

When you ‘like’ her Facebook page you’ll have access to the latest social media news just for travel pros!

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