Social media has evolved to the point where companies have significantly altered their online marketing strategy. With the vast majority of the population using at least one social media platform today, tourism companies have to study how their targeted audience uses social media in order to attract new customers and retain existing customers. A consumer will generally start online and check a company’s social media account to get more information about them. And then when they arrive to a particular destination, they will check social media for various activities to do while they are there. These are just some of the things tourism marketers must take into consideration, and here are some others.
Amplifying Consumer Content
Paid social media advertising is an obvious way for brands to reach people, but they can also amplify the content of their consumers to reach a broader audience. People enjoy sharing their experiences with their peers, and tourism companies are tapping into that. For example, some tourist locations will encourage individuals to use a particular hashtag when they post a picture of the area. When a peer sees the hashtag, they could be inclined to search for more photos using the hashtag, which generates additional exposure for the company. Companies may also encourage consumers to “check in” to their location, which allows the consumer’s network to get a sneak peek of where they are and what they’re doing.
Social Media Influencers
Tourism companies are increasingly turning to influencers with a large social media following to help tell their stories. Influencer marketing presents brands with a unique avenue to connect with a specific audience in an authentic, relatable way. Having a third party tell their story may also boost the company’s perceived credibility. As with any marketing strategy, the more people you reach, the more effective the efforts will be. Developing a good relationship with influencers who have a large following on social media can be very beneficial to your tourism marketing efforts in both the short-term and long-term.
Many consumers use a company’s social media account as a customer service department, rather than just a place to get information. As such, companies have to have a dedicated social media expert to respond to inquiries and monitor the conversations and activities on social media. Since social media is essentially visible to the world in some capacity, how an organization responds to reviews, inquiries, complaints, or even compliments makes a big difference in their marketing efforts.
Maximizing Brand Awareness
The bottom line is if a tourism company isn’t using social media to the fullest extent, then they’re probably doing their brand a disservice. Any online marketing strategy today has to incorporate social media creatively to not only stand out, but to stay competitive. Since consumers often look to social media first for photos, reviews and more, tourism companies have to leverage the power of social media to create and expand their brand. Therefore, generating engaging original content (photos, videos, blogs, etc.) should be a priority of tourism marketers.
Morgan & Co. uses data and analytics to help tourism companies determine the best online marketing strategies to employ. We want to help you capitalize on the opportunities available when it comes to social media, and will suggest creative strategies for doing so. To learn more about how we can help you attract new customers, retain existing customers and boost your brand, contact us today.