Having your own tour and travel business can be very time-consuming. And you need to take care of numerous aspects of your business. Naturally, managing social media often takes too much time. Writing promotional posts for your tour business is important but it can also make a major problem in your schedule. But these tips are really helpful when it comes to social media marketing strategy for tour operators!
Are you ready to take time out? This may sound counterproductive, but it is the very thing that entrepreneurs, especially tour and travel professionals nowadays, need to do to speed up their marketing skills. Who doesn’t search online for good tours and activities on their travel?
It’s like everything else in the world of business – you must make a plan before executing.
Creating a social media marketing plan will allow you to avoid any possible mistakes.
There’s no point using social media regularly if you don’t set up clear objectives first. Of course, you want to use it to sell more tours and activities to people around the world, but how? Are you simply looking for brand awareness? Or is it traffic you’re after? Or maybe you’re going to run special offers continuously? Whatever your goals are, make sure they’re clear from the beginning. Learn how to create a social media marketing plan and watch your tour business skyrocket.2. Organize – Use a Social Media Content Calendar
It’s actually a part of your social media marketing plan, but don’t forget to actually use your content calendar or blog editorial. Getting organized and figuring out your schedule is the key part of marketing strategy for tour operators. By using a content calendar and blog editorials you’re able to figure out a schedule that works for your tour business. It’s important to keep track of the content you’ve already published. And to know in advance which content goes next and when. This practice will develop your perspective skills and you’ll save more time. Also, previously posted content that generated many comments, shares, likes, or retweets can be reposted. Alternatively, you can republish content you posted on a particular network on other networks, i.e. from Instagram to Facebook, or from Facebook to LinkedIn. Having a well-organized calendar helps with this.
A part of social media marketing strategy for tour operators is definitely setting up a time during the week for brainstorming content ideas. Ideas for blog posts, status updates, tweets, posts on Facebook and other social media accounts, etc. This will eliminate any stress of having to come up with something on the spot from one week to the next.
When the time comes to update your posts, you can just select something from the pile and post. You can read more about content marketing here – Content Marketing Tips for Tour Operators.
Social media marketing can feel slow if you do everything manually.
The best way to streamline your social media efforts is to develop systems that enable you to create and schedule content. It’s easier than it sounds.
One bonus of having a content stockpile is that you can schedule the posts’ release on your social media accounts automatically. Using the right booking software for tours and activities, you take the stress out of managing multiple accounts. And, provide you the ability to schedule posts ahead of time.
This doesn’t mean you can put all of your social media posts on auto-pilot though, because that just defeats the purpose. You can schedule certain things, but you still need to go back and make responses where needed and take the time to actually interact with your (potential) clients.
Social media management tools can save you hours every day. Many of your competitors in tour and travel industry are likely using them already, so the sooner you embrace them, you’ll manage the better marketing strategy for tour operators.
The engagement with your followers is one of the keys to success on social media, as you probably know already. The problem is that engaging with your (potential) clients can take a lot of time, even more than creating content. What’s more, not all interactions gain the results you wish for.
Endless scrolling through your Twitter or Facebook feeds to monitor discussions which you can join with a piece of sage advice, a link, or a recommendation – often a waste of time. There’s a smarter way to engage your audience.
Set up alerts to get notified when your tour company’s name or a topic you are interested in gets mentioned. One simple way to do this is by using Google Alerts, which enables you to monitor the Web, including all social media channels, for interesting new content.
There are really many different social networks out there, but not all of them are necessarily good for your tour business. Just the right one to promote your tours and activities to the right people that will actually appreciate them.
To avoid investing time and money on networks that simply don’t bring you back enough, it’s important to stop for a minute and look at the statistics. You can use built-in analytics provided by social networks. That’s the easiest way. If you’re skilled with Google Analytics, you can cross-check it too and use a combination of both.
Whichever you use, make sure you look at the data from all angles to determine the lifetime value of customers for every channel. This simple approach will help you focus on the one or two social channels that have the best results regarding your tour business. Of course, you should have accounts on all the social networks. But make sure the most effort you put in goes to the platforms that make the most sense for your business.
Bad social media marketing strategy for tour operators means also the constant switching that you have to do between different networks, pages, or actions. But there’s something that you can do to minimize all that switching. And keep a better focus at all times.Group similar social media actions together, i.e. creating content, putting and scheduling it into your online booking system for tours and activities for automated publication on Facebook, Twitter, or Instagram for example. And the last group, connecting with and following people that are your potential fans. Set aside a period of time for creating content. Set another for sharing that content, connecting with people by following or liking their posts, and so on.
Before coming to the last tip we suggested, definitely first try to follow everything mentioned before. Try managing it yourself. You can absolutely do it if you set your mind to it and effectively organize your time and energy. If you need more advice on the related topics, you should definitely read our previous blog posts – Tour Providers’ Social Media Goals – Connecting With Travelers & Marketing Strategies Supported by Tour and Activity Software.
And remember, a successful social media marketing strategy for tour operators means good quality, valuable content to share, built connections and good organization skills. An online booking and marketing software for tours and activities could do a lot for you in that area. And save valuable time!
Reach out to us if you’d appreciate some help! If you have any questions or comments, feel free to contact us or share it right here.
Finally, we are sharing with you a video about this topic! Hope you will enjoy it! 🙂
on March 15, 2017
by Daria Keršić
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