Top 5 Social Media and Mobile Marketing Tips for Adventure Companies
Keen-eyed adventure companies recognize the benefits of connecting with customers through the entire experience cycle before, during, and after the actual adventure. Here are my top five social media and mobile tips for adventure companies to connect with future and current guests:
1. Stay Active
Maintain active presence on social networks like Facebook and Instagram, and illustrate the fun experience you provide by highlighting quality images shot on-site. When posting on Facebook, make sure to tag your location so people can check-in while on-site.
If you are active on Twitter, make it a best practice to share images there as well. Tweets containing a photo generate 128 percent more replies and retweets than those without according to a recent Social Engagement Benchmark Report. In summary, use photos and videos to show people how much fun they are going to have and tell your story through images and video.
- Get Reviews and Testimonials
Encourage people to share positive reviews about your place and take advantage of sites like TripAdvisor, Facebook, and Google reviews. One recent study suggests that more than 90 percent of people trust reviews more than they trust advertising.
Make it easy for people to not only find you on all the pertinent sites, but also to leave a review of your company. Follow up with a personalized email right after their trip with links to your reviews online. Use testimonials on your website and in marketing communications. The reason OARS is featured here is because I personally experienced their follow up email communication after a river trip with them and I was extremely impressed with how well they executed it.
Finally, make sure to respond to all reviews – no matter if they are negative or positive – and constantly monitor your presence online. Try to respond to reviews within 24 hours and leave the response public so that other people can see your response.
3. Use Social Advertising
Facebook has introduced clever ways to reach your audience that already knows about you. By using the Power Editor, you can create custom audiences in Facebook like your email database, your website visitors, past customers, and more. You can also create look-alike audiences so you can reach your competition’s customers as well! Twitter has also introduced new ad formats which are very powerful for reaching the right people and generating leads.
4. Be Mobile-Optimized
Make sure your website is mobile-optimized. Travelers research their trips via a smartphone or mobile device forty-five percent of the time according to a 2014 Google Travel Study. Make sure it’s easy for guests to find you and be able to access the information they are seeking via their phones, including the ability to make a reservation. The Google study showed that 17 percent of lodging, 25 percent of cruises, and 21 percent of vacation packages were booked via a mobile device.
5. Focus on Multi-Channel Promotion
Ninety-one percent of consumers say access to content anyway they want is important, according to the 2014 Mobile Behavior Report. Make sure you are reaching your target audience the way they want to be reached. In any given day, we use different screens, platforms and networks.
Be consistent in your message across all channels, but create a strategy specific to each network. Use mobile-optimized images and don’t share the exact same image and text on every channel. Modify it to the specific channel and stay on top of engagement. Too many brands still have not figured out that social is a two-way street. From blogging to visual content, a solid content strategy is a key foundation for social media success.
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The Top 5 Social Media and Mobile Marketing Tips for Adventure Companies blog post first appeared on Out&About Marketing.