Five Steps to Market Your Business on Facebook Effectively  

By Andy Ogg, executive editor and publisher, Travel Professional NEWS

Facebook, the world’s largest social media outlet, continues to be a hot spot for travel entrepreneurs to invest time in marketing their business. However, many travel professionals feel the investment may not be producing the results they were hoping for.

Let’s look at five ways for you to maximize your efforts, time, and investments on Facebook to increase your reach and produce results.


If your travel business “sells it all,” this may be a daunting task; but, even if you offer and specialize in most areas of travel, choosing one segment to focus your Facebook efforts on is a good idea. Let’s use river cruising as an example. By focusing your Facebook marketing efforts on river cruising, you’ll be able to refine your reach to a smaller market, create a following of possible clients and establish yourself as an expert in selling this type of travel. By focusing your efforts, you’ll see more engagement, interactions, and leads, compared to a “offer it all” approach.

If you are having a hard time picking one area to focus on, it may be helpful in the decision-making process to ask yourself, “What makes me the most money?” or “What do I enjoy selling most?” Narrowing your focus undoubtedly will assist in your effectiveness while using Facebook.

Utilize Groups

While Facebook Pages are not always allowed to join Facebook Groups, your personal account can. Of course, this means you must be okay with the fact that you and your business become one, so to speak. Facebook currently has over 620 million groups of all sorts. By joining some groups focused on your hobbies and personal life, you’ll be able not only to connect to like-minded people with similar interests but also to obtain the ability to share your business with the found community.

Simply type in the city you live in, your favorite pastime, or an issue that is important to you. There are groups for just about everything on Facebook, with more added every day.


The age-old truth “You receive what you invest” couldn’t be more true on this topic. Expanding your Facebook marketing to new heights takes work and time. Commenting, sharing and engaging with your prime market is key and an absolute must if you’re planning to make Facebook the premier focus of your social media marketing. Whether it’s an hour or 10 minutes a day, the investment of engagement not only will bring back return, but it also will expand your reach to new possible clients.

Think Local

Your local market could be one of the largest untapped sources around. Joining and interacting on local community Pages and Groups could be a great way to expand your local marketing efforts without even leaving your home.

By interacting locally, the common ground of living close to one another is a fantastic introduction and brings a certain level of preconceived trust. In addition to participating in local Pages or Groups, partaking in your city’s Facebook Pages for local government and events can be another great way to share your business and what you can offer. You may be pleasantly surprised with how many of your neighbors will become your clients.

Become a Content Creator

Seems simple enough, right? Well, it is, and it isn’t. Being a successful creator of content on Facebook not only requires you to travel for the creation but also to learn how to produce high-quality content people want to see.

Invest in a high-quality camera or use applications and assistive tools for your smartphone to create stunning and enticing content that will draw attention. For under $100, you can buy a gimbal and a high-quality photo application for your smartphone, enabling you to create breathtaking photos, videos, and marketing assets that can be used across your marketing efforts. To top that off, there are hundreds of thousands of tutorials, webinars, and classes to help you maximize your latest adventure.

As a travel professional, you not only handle the process of arranging travel, you are an influencer and creator of memories for your clients. With each trip you take, one of your main goals, besides enjoying yourself, should be to document the experience and create content for your business. The content itself can be used for a multitude of reasons, and, as you compile more and more experiences, your following of clients not only will enjoy the high-quality experience, but they most likely will be looking at their calendars for their next opportunity to experience what you have shared.

To learn the fundamentals of getting started in your travel career, enroll in the free webinar titled “Ready for a TRIP of a Lifetime? How to Become a Travel Agent” presented by The Travel Institute’s Patty Noonan, CTC on October 14.