Isn’t it frustrating to think you’re doing a bang-up job with your social media, only to find out you have no clue if it’s really working?
You might want to think it is.
Those responses to your posts sound like they’re coming from interested potential customers, or better yet loyal fans. Your analytics shows that same audience then goes to your site and clicks through on pages with your calls-to-action. That must mean your social media marketing plan is working!
Or is it?
A recent post on Social Media Examiner looked at how you can simplify this seemingly nebulous task. The author, Melissa Burkheimer, outlines exactly how you’re getting what you want from your social media efforts.
1.) Set realistic goals for your business
First of all, make your goal something that you can easily measure. If your travel business sells seven packages a month, establish a benchmark of nine or ten for the next month.
When asking people how they found out about the trip, ask them directly. If you find that the majority of those surveyed say through social media, then you know you’re on the right track.
2.) Learn how you can help your customer
Now that you have your goal in place, it’s time to figure out how to achieve it using your social media marketing. With regard to your audience, you need to go from the selling to the helping mindset here.
Identify about the frustrations and challenges your customers and prospects might encounter when they’re looking for adventure vacations. Then allow the answers you find to determine your content creation plans. You’ll find that they’ll find your answers and come back to your site, because you listened.
3.) Determine your traffic sources
Just a simple glance at your Google Analytics results will give you an idea of which social media sites are your most effective. The analysis will point out which sources are bringing in the traffic.
You’ll want to give your marketing plan at least 30 days to test its effectiveness as a traffic generator. Once you see where your audience is finding you, make an effort to spend more time to engage there yourself.
Here’s what my Analytics pages looks like to determine social media source traffic:
4.) Build your content strategy
Now you’re going to take all of the above and create a systematic content plan. Take the information about your social media audience and your business goals to guide what you’ll write and post about. This is where an editorial calendar comes in handy.
For example, you can outline posts in the winter or springtime to encourage summer vacation planning. During summer, you can talk about activities to do while on the trip, or about the destinations themselves.
And no matter what kind of content you create, always remember to encourage your followers to act. A strong call to action will do wonders for your traffic, follower numbers and eventually sales numbers.
Each of these simple steps can help you achieve the social media goals that will help your travel company grow. And it won’t take a ton of time to figure out, especially if you can outsource the work on some of these strategies.
What have you done to achieve your social media goals lately? Share your thoughts below!