By Catherine J. Heeg, Customized Management Solutions
We’re all looking for ways to stay connected to the right people and build our future business, yet what opportunities are staring us in the face? Over my time in the travel and tourism world, I’ve been through deregulation, SARS, the bombings in Bali, the bird flu, 9/11 and the pandemic. Each time our savvy industry pivoted and turned these obstacles into opportunities.
Let’s study some opportunities that are presenting themselves in the social marketing arena to discover some tactics that you can use now to build toward the future.
Advertising is A-1
While our ad budgets may be shrinking, it’s time to get serious about getting the most bang for our ad dollars. Don’t leave money on the table. Creating ad audiences that perform is job #1. When you have highly targeted ad audiences, you’re paying only for the right people’s attention. Do these now:
1. Create your ads in Ads Manager, NOT Boost Post! This way you’ll have the option to split test and use Dynamic ads to test which version of ads performs best. Plus, you’ll have more options for timing and placement of your ads.
2. Create custom ad audiences of people who have reacted to your social content most recently. This type of audience will likely reflect people who are ready and willing to travel. Advanced ad audience tips here.
3. Study your ad audience analytics to determine what type of ad is resonating with your fans.
4. Do the heavy lifting and ensure your pixel is working. Check out this video how to guide to set-up your pixel in less than 2 minutes. Then study which content is actually driving people to your website. Which landing pages are performing best? Adjust or eliminate content that isn’t performing. More about pixel audience creation here.
5. Which of your social sites are getting you the most exposure? Take a hard look at your Google Analytics to better understand which social sites drive the most viewers to your website. Armed with this knowledge,you’ll know where to focus your time and effort.
In seizing these new opportunities to understand your audiences, you’ll position yourself as the trusted advisor who’s selling dreams and wanderlust…when the time is right.
