5 things a tour operator should never miss in their social media strategy

5 things a tour operator should never miss in their social media strategy

Research shows that social media (Facebook, Instagram, Pinterest etc.) is becoming more important when planning travels and vacations. The majority of travelers are millennials: people born between 1983 and 1993. This cohort, in their late 20s, are not just using social media: they invented it. Thus, it’s no surprise that they use it extensively for travel research, ratings and contacts. In short, if you are not on Facebook, Instagram or Pinterest, you don’t exist.

But don’t worry. We are here to help you. We have created a list to get you started on social media.

1. Know your target audience

Everything depends on who your customers are and their needs. Their age, their nationality, their gender and even relationship status can influence your marketing strategy and your social media content. Imagine that your target group is 40 years and older and some of them liked you on Facebook. What do you think they would like to see on your facebook page: images of 20 year olds partying? Or something about your service that they enjoyed so much that they liked you on Facebook? Right, the latter.

Identify your target audience. Put yourself in their shoes. And show them what they NEED.

2. Define your quality standards

If you are wondering why even a small competitor has great pictures and good text on their social media channels, it’s because they put a lot of work into it. They set a quality standard: some rules around ensuring that they only create content which adds value to their target audience. A general rule of thumb is, “Posting nothing is better than posting low quality content”.

Here are some don’ts:

– Don’t post pixelated pictures. Really don’t!

– Don’t post when you have nothing to say or show. Remember, post only what your customers NEED.

– Don’t post too often – Don’t post content just to get more likes (engagement baits). For example:

3. Less effort – more outcome

As mentioned earlier, you don’t have to post every day, or even every week. Make sure that your blog post is interesting, necessary and professional (or really funny). Determine your target audience, prepare a few posts and determine the best time to share it. Don’t overanalyze it. For example, imagine you are a tour operator who offers cruise trips. If your trips start every week on Monday, you could write a simple post on Friday providing details on what your customers need to bring during the trip and what you offer for lunch. On Sunday, you could remind them to bring sunglasses and sun blocker because the next couple of days will be sunny. People want to have a perfect holiday, so you can help them prepare for it.

4. Use the Internet

Travelers want to know more about you, what you offer and what makes you special. But if you are not J.K. Rolling and don’t know how to put your knowledge into words, use other resources. There are tons of blog posts, articles and pictures out there. If you want to re-post an article, get permission. Write an email to the author. They will be glad to get the free press. Otherwise, rewrite the most important paragraphs or quote them and never forget to link the original article.

5. Have fun

Finally, don’t forget to have fun. Social media should not just be entertaining for your customers. Creating content for it should be enjoyable for you too. Don’t overthink everything. The social media world runs fast and you’ll get better every day.

If you have any questions, please write us a comment and we are happy to help.

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