Using Social Media to Promote Your Travel Business
byDaine Taylor/
For those in the travel industry, social media has become an important resource for growing and maintaining their businesses. With new features continuously being released on social platforms, it’s important for travel advisors to keep up-to-date on how they can maximize their presence, engage with their existing clients, and gain new customers.
为此,Amawaterways River Cruises首席营销官Janet Bava上周在多伦多举行的Travel Marketplace East 2019会议上领导了一场突破性会议,以提供有关顾问如何利用Facebook和Instagram的新趋势来发展旅行销售的见解。。
“Talking to travel consultants, some of the questions I get asked the most are, ‘Where do I get started?’ and ‘How can I use social media to sell?’” said Bava.
She briefly mentioned the myriad social media networks that people use today, but she specifically focused on Facebook and Instagram, because “it’s not about being everywhere, it’s about being where your clients are.”
她将Instagram描述为一种由照片和图像驱动的更具视觉媒介,而Facebook更像是一个全方位的内容驱动的平台。Bava说:“如果您不想在社交媒体上投入美元,无论Instagram有多重要,这仍然是一个有机地发展追随者的绝佳机会。”
“While Instagram keeps growing and growing, and tends to skew younger in terms of demographics, Facebook is still the largest platform, with more than 60% of Americans [with an account].”
避免的错误
她讨论了人们在社交媒体上发布的一些最常见的错误,以及如何避免它们:
- 不要从互联网上下载图像并将其发布为自己。
- 避免讨论或任何政治或共享inappropriate. If you wouldn’t say it to your client, don’t post it online.
- Avoid errors by checking spelling, grammar and punctuation before posting.
- Keep posts relevant to travel and your expertise, and focus on destinations and experiences.
- Do not over-post. Try to space out your posts to once a day, so as not to oversaturate your follower’s feeds, but to make sure they see your posts regularly.
旅行顾问最常见的陷阱之一是认为他们在社交媒体上发布的所有内容都应促销。但这可能是一个重大的关闭,最终可能会减少关注者。
“People will tune out. Just like we tune out displayed advertising, people will tune out on your posts,” warned Bava. “Don’t over-post. Instead, focus on quality over quantity.”
The rule of thirds
在发布社交媒体之前,Bava建议旅行专业人员专注于遵循“三分之二的规则”,以避免过度促销。最好计划三分之一的促销职位,这是您推荐的经验以及为什么,以及您的追随者可以利用成为网络的一部分的任何特别优惠。进行另一个帖子对话,包括鼓励您的听众进行对话的项目,这可以是向您的关注者提出问题甚至使用民意调查功能来衡量偏好的任何方法。最后,发表有关共享的三分之一的帖子,其中包括写有关行业新闻的文章或与您喜欢的供应商进行交叉宣传。
“我确实看到一些仅关注促销职位的旅行顾问,”巴瓦说。“他们过于专注于此,他们失去了参与,最终失去了追随者,因为您没有为他们提供任何有价值的东西。不要淹没您的追随者。请不要专注于销售要约,而要真正尝试关注促销和引人入胜的内容之间的内容和帖子。”
One surefire method to stimulate user engagement is to ask questions and start conversations. “Another thing that I feel we don’t do enough of is engagement and conversational post questions,” said Bava. “You’ll see in a lot of AmaWaterways posts that we always start off with question or end with a question, because we want to engage the audience. If a post just has a statement, no matter what that post is, it’s never going to do as well as a post with a question mark, because you’re going to get a lot of comments, and people naturally wanting to respond to those questions. These conversations allow you to gain insight into who your followers are.”