Creating great content for your travel agency website is an important part of growing your agency both on and offline. You simply can’t operate a profitable travel agency these days without engaging with your customer via social media channels. This is especially true if millennials represent your target market.
The problem is, creating great content is both time-consuming and expensive. Get the mix of content wrong and you will not only have wasted a huge amount of time and effort, but you will also have lost valuable business to your rivals. So how do you know if the content you are creating is delivering for your business? In this blog, we are going to look at five metrics you need to track to ensure your content is hitting the mark.
1. Audience Engagement
Audience engagement is one of the most important metrics you can track on Facebook. People engaging with your content is a sign that you are creating content they like and want to share. But there is another reason engagement is so important.
Facebook uses algorithms to determine which posts show up in your follower's news feed. By creating posts which receive a ton of engagement you greatly increase the chances of your posts being read by your audience. You can check audience engagement under the Insights tab, All posts published, then use the drop-down menu to the right and select engagement rate.
2. Know when to Post your Content
Randomly posting content on Facebook, Twitter or Instagram is a mistake. To get the most out of your budget you need to think about when your target audience is most active. This can vary depending on your type of business and location so you need to test posts at different times of the day.
For most travel agency sites this is usually in the early evening when people get home from work and begin to unwind. This is the perfect time to target them with your content. Facebook allows you to schedule posts throughout the day so you can draw up a plan weekly and schedule your posts to be released each evening at the perfect time.
3. Don’t Forget about Demographics
Your audience demographics tell you who your audience is and if they align with your desired demographics. For example, if your travel agency targets single travellers and you find most of your audience are married couples. It doesn't matter how many Followers or Likes you have, you are going to find it difficult to make a sale.
You can access your Audience demographic on Facebook under the Insights, People, Your Fans sections. This will show you who your audience is, where they live, how old they are and what interests they have. If you are using Twitter for Business you can also gain in-depth audience demographics for your followers in the Audiences tab.
4. Determine Reach
The number of people your content reaches both inside and outside your audience is an important metric to monitor. The more you can get content shared outside your immediate audience the greater reach it will have. This means creating compelling content which your audience wants to actively share.
The type of content your audience wants to share will depend on their specific demographics. But as a general rule of thumb, the more engaging your content is the more people will share it. So diversify your content, use plenty of sub-headings to break up the text, make it easily shareable, use stories where possible and develop a distinctive voice which helps you stand out in the crowd.
5. Monitor click-through Rates
You need to understand how your audience is engaging with your posts. Click rates are directly related to conversions. So the more you can get your audience engaging with your content the more successful you will be. Questions you should be asking include; what are they clicking on, what content are they sharing, how engaged are they with your content.
Fortunately, Facebook makes it easy to monitor click rates. Simply go to the insights tab, click Actions on Page in the left navigation and you can see the click-through rates for each of your individual posts. This can also be linked with demographic data making it even more powerful.
Keeping a close eye on your audience's behaviour across all social media channels can help you to create compelling content which keeps your audience engaged. This, in turn, will increase click-through rates and ultimately conversions. Social media platforms provide a range of tools to help you monitor audience behaviour effectively, giving you the insight you need to take your customer engagement to the next level.