SOCIAL MEDIA
4 easy steps to a solid social campaign
BY CATHERINE HEEG
DO YOU WANT to jumpstart bookings for your next tour ? Is your email list a bit too skinny ? Are your social sites in need of some new fans and followers ?
No matter your goal , having a strategic plan can make your next project launch easier . You won ’ t be scrambling to find the right images or words to make your marketing pop .
In today ’ s world we rely on GPS to get us to our destination . And in the world of marketing , a roadmap guides the way and helps us market like a pro .
A social marketing roadmap can be used for so many projects :
• Marketing your next group tour
• Planning a foray into another marketing channel
• Beefing up your email list with prospective clients
• Promoting an upcoming event
• Launching a new attraction or feature in your destination
• Showcasing a special hotel benefit
Edit Embrace Execute Evaluate
We all like to keep things easy , so here ’ s a four-step plan that ’ s easy to remember ; each step begins with the letter E .
Edit
This may be the hardest step of all , but it ’ s the foundation for your strategic marketing plan .
To edit your collection of photos , graphics , articles and blogs , choose only those assets that showcase your style , brand and message . If you ’ re like me , you have photos from years ago that you love , but they don ’ t work on social sites because they ’ re too grainy .
• Seek out and save images that are clear , crisp and colorful . bit . ly / 2BJYsRu
• Save graphics and articles that speak to your audience and reflect your brand tone , style and voice .
• Select only assets that tell your unique story .
Embrace
Embrace the foundation of your business and your team . In his book “ Good to Great ,” author Jim C . Collins wrote about having people on the bus and in the right seats . It ’ s the same for your team .
• Do team members embrace their roles and goals ?
• What social sites do your clients embrace ?
• Which sites do you embrace ?
Execute
This is where the magic starts ! Now that you have your foundation set , you get to create and launch your new strategy .
An editorial calendar is an effective way to corral all your marketing tactics — both social and traditional — into one place . bit . ly / 2E8zd0N
It ’ s easy to create a calendar that focuses on your assets and your client needs when you already have your tone , style and voice down pat . You ’ ll add content that supports your theme and begs to be shared by your fans .
When you launch an initiative , your new fans will come to recognize your tone , style and voice across a variety of channels . Organic reach combined with well-targeted advertising will propel your success . bit . ly / 2nxjeyN
Evaluate
In this stage you ’ ll be able to measure and tweak your strategy . bit . ly / 2EvTr2a
You can track results and determine if a new strategy is worth the time and talent of you and your team .
• Are your fans giving you the “ thumbs up ”?
• Is your fan base sharing your great content ?
• Are they signing up for your programs ?
When you track and analyze your social efforts , there are some amazing tools to highlight what ’ s resonating with your fans . Measure your success in terms of reach , engagement and web traffic .
Monitoring your own progress is grand , but looking further afield is an even better way to see what ’ s popular on the pages of your suppliers , destinations and even your competitors . Many tourism pros are so focused that they forget the value of learning from others in order to better serve their own unique audiences .
People buy from individuals and organizations they know and like , and building relationships with your fans is the goal of both social and traditional marketing . Being successful at it takes a strategy that ’ s filled with the four E ’ s !
Catherine Heeg , an international speaker and trainer , focuses on social media marketing strategies for the tourism and hospitality industry . Connect with her socially and at cmsspeaking . com .
10 March 2018