Social Media System for Tourism Marketing Success

Course Content

7:40

Let's move on to some ideas for messages which are strategic, so they really do help you achieve your aims. So rather than offering discounts, you're giving reasons for visits, you're talking about how it feels, you're talking about anticipation, what people can anticipate, and you're trying to instill a sense of FOMO. Another idea is that instead of discounting you are proactively writing content that supports the idea of value for money. So you're talking about the experience, you're talking about the location of your business and why it's good. A good way of conveying quality rather than saying high quality is you talk about a particular thing.

So you might talk about bed linen with a high thread count, and you might talk about a brand that people recognize as being high quality. And you might talk about personal touches and you actually explain what they are. You don't just say lots of personal touches. Perhaps one of the things that you need to do or want to do is to encourage a longer stay. So that might be where you give some ideas for slow travel or you talk about, here's our suggested program for three days of fun.

You're giving a short itinerary or you might want to combine what's expected with unexpected suggestions for in your area. And at some stage, most of us need to convey a sense of urgency. We're trying to get people to stop dithering. We don't want to say book now before it's gone. That might sound too, over or too much like hard sell for you and your business, but you might talk about now is the best time to and you give a reason.

Or this weekend normally books quickly because and you give a reason and say so grab your spot now or you might talk about this this weekend or this event or this attraction is really sorted to suited to, and you talk about the people who you convey some sort of emotion rather than just a discount. Now if you use messages like last minute availability, 20% off or due to a last minute cancellation 20% off, then what you're doing there is teaching people to either wait for discounts or to devalues what you do. If you use phrases like last minute due to a last minute cancellation, what that tells people is they can cancel last minute. It's far better to think about content that fills that availability and that doesn't talk about the discount. And people book when they feel they might miss out on something, not just when it gets cheaper.

And one of the reasons I do think there's last minute availability posts sometimes work, often not because there are so many of them now, is because you're putting a bit more effort into posting more frequently and you're you're just putting a bit more into it. If you put that same effort into other messaging, it will work much better. So you're creating some form of urgency. You're talking about why now. You're giving an emotional appeal.

You're talking about the experience that they might get just now. And you're saying when you've when that thing, that time has been booked, then you actually say, sorry if you were disappointed because that date's already gone, or sorry, or our attraction looks like it's going to be super busy this weekend. We'd love to see you, but if you prefer coming when it's quieter, we can recommend x weekend. Or you might say, all our availability is gone now for the next month but we do have some dates, during this week in next month, so you're giving a little bit more information. You might think of using some of these messages or types of messages to encourage visitors so talking about something that won't last forever to instill a little bit of urgency, again last minute urgency or getting people to plan something because of something that's only available at a certain time of year.

Maybe you need to be just getting people to think into the mindset of being with you rather than being at home. So you're giving them, a sense of, oh, you know, in autumn time, these lovely misty mornings, everything goes a little bit more slowly. If you're at home, you just look at all the jobs you should be doing. So come come here instead. Why don't you visit at this time of year?

The countryside's full of abundance, but fewer visitors, so you're selling off peak. Now is a good time for spontaneous breaks because say what's happening? Why don't you book a pre season break before the summer rush? If you've been feeling like you need a proper break, which would apply to many many people this is a kind of place that helps you properly rest and reset, will help you and you talk about what you might offer, trying to get people to come say in January or February you're talking about a sense of optimism, perhaps at a time when, you know, people are setting new year's resolutions, but the weather's awful. Why don't you slow down now?

And then you can spring forward later. You're just giving people ideas. You're just getting into the brain a little bit so self care doesn't have a price. So they're thinking, yes, that's what I need. That's what I will do.

You're just giving them permission if you like to make a booking to plan a visit. And finally, you might want to screenshot this because it's just something that you need to think about as you're writing your posts, things that actually work. So mirroring how people feel can help them feel like they're seen, feel like they're understood, feel familiar with you, feel like you understand them. They feel closer to you. That helps them trust you and that makes them more likely to book or visit.

Thinking about framing and how you might talk about how someone feels before they come to you and how they might feel afterwards. How you might solve a problem, offer a solution. Those grandparents, do you need to occupy your grandchildren without exhausting yourself? And then you give them a suggestion. If you can use reciprocity, which I can't say, but I can offer, then that can be very compelling.

So what you're doing is you're giving value, you're giving people some information which is useful or entertaining or uplifting, and you're building goodwill so sooner or later they want to reward you by booking or visiting. And remember all the way through to make it easier for people to engage, to like, comment, and share by giving them the right kind of information. And remember that you need always to have a really clear path to take action, to buzz it, to visit, book, buy, sign up and follow. So that means things like having a clear location in your profile. It means giving your website where you can.

It means making sure your contact details are really prominent, making it just easy for people. Thank you for listening. I hope you found that useful.

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