Some things simply can’t be put into words. When it comes to hospitality and tourism, visual content is a necessity to capture the interest of consumers and connect with their emotions to help them make a decision. Consumers tend to scan digital content, only reading about 20 percent of text. Impactful visuals will help them recall content, understand it better, and make them more likely to take action.
An advertising partner can help you get creative with your visual content in order to relate to your target audience, increase exposure and ultimately boost sales. Here are some tips for leveraging visual content as part of your tourism marketing strategy.
Identify and Target Specific Audiences
First things first, you need to determine exactly who it is you’re targeting. Visual content gives destinations a great opportunity to relate to specific audiences. For example, if you’re trying to attract an older crowd, then sharing videos or pictures of peaceful views and mouth-watering cuisine are more appropriate than visuals of children at play. Once you have nailed down your audience(s), your advertising partner can help you implement visual content to connect with them most effectively.
Boost Brand Awareness With Social Media
The vast majority of any destination’s audience will be a part of at least one social media platform. Image-driven platforms like Instagram, Pinterest and Facebook are great ways to boost brand awareness. Create photos that will intrigue your audience. Give them a glimpse of what it’s like to be there – that moment a show-stopping dish is placed in front of a dazzled restaurant patron, a young couple lounging out by the pool at your 5-star hotel, or an excited family exploring your city’s most popular tourist hotspot. Make intriguing, relatable visuals a pillar of your online marketing strategy.
Offer Promotions With Short Videos
Short videos on YouTube, Instagram or Snapchat can be a great way to increase exposure for your brand. Create a 10-second video highlighting a special offer or promotion. Include some of those dazzling visuals we just talked about. If you’re on a tight budget or short on time, don’t worry. It’s possible to create engaging, quality content using nothing more than your phone’s camera and a video production app like Splice or Ripl.
Take Advantage of User-Generated Photos
Don’t just use your own photos in your online marketing strategy. Engage your customers as well by providing them with a hashtag to use, or encouraging them to check in or tag you in their social media posts. When a consumer engages with you in a positive way online, you’ve created an advocate for your brand and expanded your audience exponentially – all without having to lift a finger.
Live Video Can Pique Interest
In the world of social media, live video is king. Facebook Live, Instagram and Periscope are some of the most popular platforms to use, and your followers will be notified when you begin a live video. Give a tour of a newly renovated area, provide a behind-the-scenes look at a special event you’re hosting, or simply give them a glimpse of the beautiful scenery at your destination.
Morgan & Co. can provide brands with valuable information regarding what consumers want to see and how they make decisions. Contact us today to learn how we can help boost your brand awareness and leverage visual content effectively.