5 Tips to Use Social Marketing to Fill Your Next Group

Are you facing a group deadline, and you still need a couple of people on your tour?  

We’ve all been there; 15 cabins held and only 12 sold … and the deposit deadline is looming. What do you do to fill these extra seats?

Let’s Get Social

Expanding your social reach to gain traction with a wider audience is where social marketing shines. In the marketing phase of group tour planning, a savvy social marketer will:

1. 1. Incentivize potential clients to provide their contact information by giving away some type of lead magnet. This can be a downloadable freebie (think Packing Guide, Destination Guide, etc.) or a small marketing item (think luggage tag, document wallet or other tchotchke).  This will not only grow your email list, it will also give you an opportunity to create a social ad audience of warm leads. More lead magnet tips here.
      1. Since because

      these people have opted in to receive your lead magnet, you can add them to a custom ad audience and target future social ads to them.

      Here’s how.    

   2. Create an ad sequence that starts with giving away your lead magnet and continues by drawing people further into your marketing and sales funnel.
   3. Design social posts that include: 
      1. video, 
      2. links to relevant articles featuring destination information, 
      3. teaser posts that inspire conversation and engagement. These posts can also tell your story about why you chose the particular destination or the story of your business.
   4. Remember to create Stories on Facebook, Instagram and Snap Chat.Stories appear differently than a regular feed on a mobile device.
   5. Write blog posts highlighting the destinations you’ll visit. This isn’t an opportunity to sell, but to inspire and enlighten. Remember to share your blogs socially.  

Bonus Tips:

1. Creating Moments on Twitter can serve as a round-up of your tweets about the destination. 
2. Build Playlists on You-Tube for each new tour or destination you serve.This allows you to share or embed the entire Playlist, giving your viewers a complete line-up of relevant content.
3. Create a podcast series extolling the features and benefits of the destination and traveling as part of your group.
4. Expand your reach by joining on-line groups that are related to your group destination or theme. For example, if you’re doing an American history tour of the West, check out Facebook groups, such as Old West History Forum and Old West Mining Days and History. Join relevant Facebook groups and start conversations before you market in the group.

Filling your group tours more quickly and with the right people gets easier when you get social! Social marketing, that is!

Amplifying your marketing efforts by adding a social component will help you reach new people where they hang out socially while providing information and edu-tainment. Embrace these key tactics to optimize your marketing efforts and earn heads in beds! 

Catherine Heeg, International speaker & trainer, focuses on social media marketing strategies for the tourism and hospitality industry. Connect with her at www.cmsspeaking.com  and socially.