Online Marketing is crucial to every travel business owner. There are many ways to create a robust online presence for your travel business, like video marketing, content marketing, SEO, PPC, to name a few. Although it is an indispensable part; people sometimes get it wrong! The consequences of incorrect promotion could create anywhere from little damage to total disaster to your online marketing efforts and your brand’s presence. Here are some common mistakes and how you can avoid them.
1. Spending too much, too early.
Just because you think a particular piece of content is great or unique, does not necessarily mean it will gain a lot of popularity. Instead of spending too much on promotions at the beginning, you can start with spending little and continue as you see it being uplifted on social networks. This will give you an idea of how well your content is doing online and how much you need to spend to help it do better. It will also give you an idea of what kind of content gets shared the most depending on what time it is being shared and with which audience.
2. Simply asking to ‘share’.
Simply asking people to share your content does not mean they will do so! Unless it is created for ‘non-profit’ purpose and has a ‘social message’, which is something very rare in IT field. Travel businesses have a slight advantage here over travel software developers.
Try making your content ‘worth sharing’. Although difficult in the IT field; you can take advantage of the latest trends and use them to make content that is worth sharing. For example, Apple’s feature, Apple Pay, allowing people to make wireless payments via NFC is creating a good impact on the way people are travelling and making purchases (read this article to know more). Such trends can be used to create fresh and ‘share-worthy’ content.
3. Asking too many times to share.
The traditional approach of repeating the same content and asking users to share it again and again doesn’t work now. People are always looking for fresh content and with the new ways that social networks have introduced, users can now block or report a particular piece of content as spam. Although this feature was introduced long time ago, Facebook has recently added another layer to it allowing users to block content from a particular user or a page or just that particular piece of content. It is necessary to get maximum shares out of a piece of content, but what must be avoided is over-doing it by asking too many times.
4. Simply publishing content does not mean it will be shared by all
It is like opening a shop and just waiting for customers to come by themselves. Advertising your content is necessary and while this sounds very basic, very few people know how to do it efficiently. Simply promoting your content to everyone (unless it demands so) won’t work in most cases. You need to find people who can help you multiply shares. People who are willing to share your content with their network. You must give them a reason to do so, other than providing unique and ‘share-worthy’ content.
5. Failing to develop a relationship with your multipliers
It is important to develop a relationship with the people who are helping you spread your message or content. Failing to develop a relationship might discourage your multipliers. There are many blogger summits where you can meet bloggers who blog about your field. Attending these summits to build contacts is cruicial. Also, getting in touch with users who share news about your company or the deals you post on your page (usually your existing customers) is important. Offering them exclusive discounts is a sure shot way of retaining them as your customers and encouraging them to share your content.
Producing original, genuine and ‘share-worthy’ content is necessary. Ensuring it reaches to the right people and at the right time is more necessary. We hope you enjoyed reading this article. If you have any suggestions, please let us know via the comment section below or connect with us on our social networking profiles.