According to a recent study by Sprout Social, travelers are turning to social media to influence them more than ever before. In fact, only 48% of those that used social media to research travel followed through with their original plans.
As a destination, you certainly rely heavily on word-of-mouth marketing, so this is a trend that you simply can’t ignore. What are you doing to take advantage of these trends? At Advance 360, we recommend a few places to begin.
Without a headline, call to action, or supporting text, an ad is just a pretty picture. Any ad unit you craft must have a goal and a purpose before it’s created. If you seek an increase of 1.75% in revenue over the next quarter, draft advertising units for the social spaces that push your customers or visitors toward that goal. Or if you rather change the makeup of the visitors to your property, seeking to expand your footprint to new geographies? Social media’s audience targeting can help with that, too.
Craft Something Beyond the Click
It isn’t enough to have a great ad. You also need something to explore once you’ve gained the click. You earned that click – but you won’t earn it again unless there is value to the action you’ve enticed.
Serve up tips, tricks, and the unexpected, and curate it well. Four Seasons, the luxury destination properties that nearly everyone knows, saw a 1000% increase in daily average visitors to their site, using this kind of strategy on Pinterest.
Don’t Bite Off More than you Can Chew
If you can’t manage SnapChat, Facebook, Pinterest, Instagram, and a YouTube account, don’t go there. Take on only as much as you can, and then grow only once you’ve achieved success in that platform. Your audience will feel that you’ve diluted your identity and your product, and you probably won’t disagree while you’re feeling stretched too thin.
Monitor All, Measure, Repeat
Track everything. Google Analytics will help you see your work from ad to conversion. Manually analyzing metrics across platforms is time consuming and cumbersome. Instead, use the aggregating tools available to you to automate as much as you can, and make more impact.
83% of travelers trust recommendations from family and friends. Use the social space, where those conversations take place, to your advantage.