ANALYSIS touring Social
Would your boss be happy if they came up behind you and saw you had your Facebook page open on your computer screen? These days, they might well be. Social media may be a way to keep up with friends and spy on celebrities, but savvy businesses also realise it’s an effective way of engaging with customers. So while your manager is unlikely to
approve of you scrolling through Kim Kardashian’s Instagram feed, if you’re commenting on a client’s holiday snaps or tweeting about your travels, there’s an argument for doing it in work hours. Travel, with its strong pictorial and
experiential aspects, is particularly well suited to promotion on social media. Even something as simple as sharing pictures of fam trips or your own holidays can spark interest from clients
adventure
Can social media increase your sales? Joanna Booth investigates
you’re connected to, as Suzanne Wren discovered. The Personal Travel Agents homeworker posted daily while touring in California and Nevada – and it led to a client booking the same trip. While first-person content is the most compelling, you can’t be on the road all the time. Tourist boards and touring and adventure suppliers often generate content for sharing. Shearings, for example, has a toolkit with banners and social media posts, plus a media library with images and 90-second trade versions of its product videos. It’s always worth personalising a post. Outline how connections can book through you, or even make the marketing less overt by inviting friends or followers to comment on an aspect of the content – generating engagement is key.
selling
BOOST YOUR SALES WITH SOCIAL MEDIA
Bruce Martin, managing director of Ginger Juice, a travel social media consultancy, offers his top tips:
1. Use more video – photos don’t do an adventure tour justice. Video will capture clients’ imagination.
2. Embrace advertising – reach more potential customers with social media advertising. Start by boosting posts to your own fans, then try advertising to local people who like touring experiences and travel-related brands.
3. Get personal – they say ‘people buy from people’. Show more of you via photos and video.
4. Engagement is key – engage with people by asking questions in posts, getting them to share their own advice and experiences.
5. Respond better – leads are precious, so monitor and respond to them, as it will help you convert online interest into sales.
July 2019 | Travel Weekly touring adventure | 9
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PICTURE: SHUTTERSTOCK
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