In 2019, having a social media strategy is imperative, not just a good idea. There are billions of social media users around the world, spread across dozens of networks.
Choosing the ones that suit your travel business is only part of the battle. Engaging with social media savvy users is important and a comprehensive, well-researched social media strategy will help you find and engage your audience sooner.
Successful Social Media Marketing
Almost 90% of respondents to a Travel Market survey say social media has a level of importance in their marketing plans, however, just 40% have a formal plan for social media marketing.
Successful social media marketing requires a plan and a goal. Your strategy will keep everyone pointing in the right direction, plus it will provide a trail to follow when it comes time to assess its success.
Developing a road map early enables your business to identify obstacles before they become problems and ensure you have a path around them. While so much of social media’s appeal is in its urgency and immediacy, even the most vibrant and seemingly off-the-cuff tweets, posts and updates are carefully planned.
While most businesses have some social media presence, the majority either can’t find the time or don’t know how to do it well. Travel Market Report’s Outlook on Social Media 2018/19 shows a clear correlation between businesses that take the time to plan and develop a strategy and their marketing success.
Businesses are discovering that social media isn’t simply a place to post a few photos or links, it is also a valuable sales channel. The respondents who track sales from social media report a big payoff, with 11% generating over $100,000 in business from social media during the past 12 months. Additionally, a further 29% report that leads from social media networks account for sales of at least $25,000.
Using Hashtags to Push Trends and Communicate with Users
A major finding of the survey is how few businesses use and track hashtags. In a digital world which is adding billions of photos, videos and words per day, it is imperative to use hashtags to distinguish and highlight yours.
Hashtags are a fundamental part of how people explore Twitter, push trends and communicate with other users. Such is their influence in the Twittersphere, many platforms, including Facebook, Instagram and LinkedIn, now use them to help users find content.
Planning your campaign is also important to ensure you and your team understand social media as a tool. The survey results reveal a high proportion of respondents don’t use elements of social media because they simply don’t know what these things are.
From the ubiquitous, such as hashtags, to the more platform specific, including Instagram Stories and Facebook Ads, there is a lack of knowledge surrounding these tools. Therefore, spending time developing a strategy can be an educational process, opening a world of previously unknown possibilities.
Social media isn’t simply about showing people advertisements, instead, social media is a platform that goes deeper. It gives every customer a voice, both to speak to you and your other customers. A well-designed strategy for your travel agency will ensure you can leverage this to your advantage and not miss any engagement opportunities.