如何使用视频营销来提高旅行销售
Ask any marketing expert and they will tell you that content is king when selling travel products. What’s more, video marketing is the most effective way to build content and generate more leads and sales. That’s because video is more memorable than the written word. It stays in the viewer’s mind with greater impact so they will think of you, their trusted travel advisor, when it comes time to book their next trip.
此外,虽然过去花费了数千美元来制作专业视频,技术进步(即智能手机,搜索引擎,YouTube,Facebook,Tiktok和其他流行的社交媒体平台),但实际上没有削减成本,几乎没有制作和分发视频目标受众。
以下是旅行顾问成功进行视频营销计划的一些关键策略。
Why is video so important?
旅行是关于沉浸式,深切的个人经历,这些经历与旅行者在一起多年,有时甚至改变他们的生活。视频是展示旅行者灵魂的冒险最引人注目的媒介 - 当滚动网站滚动以寻找他们的下一个旅行灵感时,这引起了他们的注意。
Travel advisors can best use video to make an emotional connection with prospects and clients. For instance, videos can show what it is like to participate in your tours, stay in the hotels and resorts you recommend, enjoy the cruises you suggest, visit the destinations you offer up, and how it will be to work with you.
Video makes your travel brand more relatable and authoritative in one fell swoop. It works whether you are reaching out to find prospects and expand your audience or to nurture relationships with current customers. And, video is effective for both brand awareness and sales efforts, reaching travelers as they move through the entire marketing and sales cycle.
因此,因此,将视频用作旅行社营销曲目的关键部分可以可靠地导致更高的外观比率,并为旅行顾问提供更多时间来定期拍摄和上传视频的旅行顾问。
What to include in the videos
Travelers today want to see the destination, hotel or cruise ship, and attractions before traveling there. They do research online from start to finish for their trips.
旅行顾问可以创建以下类型的视频,以便旅行者在进行搜索时找到它们:目的地向导(分成一口大小的视频,有关去哪里,看什么以及在哪里吃饭),度假村和酒店的住宿和设施在现场(甚至可能与经理或所有者进行个人聊天)时,游轮和游览,旅行提示,特殊交易和促销活动以及问答视频。
至于视频的长度,短的更好. For Facebook, YouTube and website videos, aim for one minute or two minutes tops. After that, most viewers lose interest and scroll onto the next video -- and remember that the first 10 seconds are critical to lock in their attention. If the video is longer than two minutes, edit it into several shorter videos. As for Instagram reels, they should be only 15-60 seconds. And TikToks need to come it at just 20 seconds.
Be sure to include some sort of CTA (call to action) in the video that urges the viewer to take the next step (such as visiting your website, subscribing to your YouTube channel, following you on Facebook or TikTok, or sharing the video on their social media).
Where to post video content
发布旅行视频的第一个也是最明显的地方是旅行社的社交媒体上。尽管新的社交媒体平台不断被引入,而其他社交媒体平台则燃烧了,但这些平台在当今的市场中仍然稳固:Facebook,YouTube,Instagram,Pinterest和Tiktok。
社交媒体帖子也可以扩展,通过在Facebook和YouTube上放置付费广告来吸引更多的受众。营销机构或顾问可以为此提供帮助。
接下来,将最佳视频内容上传到代理商的主页。将醒目的旅行视频放在您的网站上是改善潜在客户和现有客户的在线参与的肯定方法。
原因是Google的搜索引擎算法将重点放在网站和社交媒体帐户中发布的优质视频中。对搜索排名的潜在影响值得付出努力,因为视频对代理商的SEO非常好。您的SEO越好,在网上找到您的人就越多。
对于那些令人兴奋且内容丰富的视频来说,另一个战略场所是您的代理商的电子邮件活动。请放心的电子邮件还没有死。实际上,营销行业仍然高度吹捧电子邮件吸引目标受众的有效性。
Do you really have to measure engagement?
简短的答案是肯定的。首先专注于构建视频库,但在某个时候,一定要开始衡量参与度。跟踪视频收到的观看次数以及查看完成,分享,评论和点击访问您的代理商网站。
Over time, these metrics offer up a snapshot of how your success is trending. They tell you if your video content (and thus travel offerings) is resonating with the people you most want to reach. And every time someone shares or comments positively on your videos, it is social proof that your travel business is on solid footing.
So roll up your sleeves and get your camera-ready face on. Shoot and share about all the wonderful travel adventures you have to offer. Ka-ching.
来自赞助商:
ALG Vacations他们今年发起了“问旅行顾问”年度运动时,领导了比赛。这项运动为美国各地的旅行顾问打开了大门,为他们提供了客户的潜在客户,吸引了他们的企业流量,并展示了旅行顾问带给各地消费者的真正价值。这项运动的力量集中在社交媒体,旅行和名人影响者以及多个趋势社交手柄上。因此,获得社交并找到引人入胜的共享帖子,与潜在客户交谈,并在您关注ALGVacationes®@askatraveladvisoralgv和Facebook和TikTok. You can also tune into our ALGV ‘Travel Beat’ Podcast with fresh travel tips shared weekly. Download from your favorite store today!