CAN SOCIAL MEDIA MARKETING ASSIST YOUR ADVENTURE GUIDING COMPANY GROW?
If you want to expand your business and book more trips, you must use social media marketing for adventure guides.
The benefit of working as an outdoor guide is that there is never a shortage of fantastic material.
Users on social media want to see what you’re up to as a guide. They can live vicariously through you through
movies and images until they are ready to embark on their own adventure.
The use of social media platforms to connect with your (possible) consumers in the right place at the right time to
persuade them to take an action such as visiting your website or “liking” your social media account is known
as social media marketing (pro tip: read our Intro To Digital Marketing For Professional Adventure Guides to
get caught up with this jargon). This entails creating material that your target audience wants to
view, replying to comments, and running sponsored adverts.
Social media used to be about uploading your latest adventures on your personal account, but it has evolved into much more.
It’s another approach for an adventure guiding company to find new consumers. Fortunately, adventure manuals include
a strong visual component that works well on most social media platforms.
In comparison to traditional marketing, social media marketing is fully digital, responsive, and interactive.
On social media, you may answer to your guests or potential consumers in real time.
You may also amend or cancel campaigns fast.
It’s also easier to start and conclude a campaign using social media marketing than with traditional marketing.
It is typically less expensive than traditional marketing. And you can track the results with
social media much more easily than you can with traditional media.
Traditional marketing, on the other hand, is stagnant. You can’t modify your ad once it’s been printed. It’s also
a broader technique to promote your services. It’s one-way communication and you have to consider a larger audience
(as in, it’s one to many). Instead of one-on-one interactions on social media, have dialogues between
you and your visitors, as well as interactions between your guests.
CAN SOCIAL MEDIA MARKETING ASSIST YOUR ADVENTURE GUIDING COMPANY GROW?
VISUAL VISUAL VISUAL VISUAL VISUAL VISUAL VISUAL VISUAL VISUAL
Adventure guides, as a visually appealing brand, will locate User Generated Content (UGC) much simpler and have
better engagement than, say, a software business like us.
Instagram, Facebook, Pinterest, TikTok, and Snapchat are all great places to share beautiful photos and videos,
and you can even use your guests’ posts.
This refers to stuff that you do not have to create on your own. Being a visual brand aids you greatly in this regard. So,
in addition to your team posting beautiful photographs of customers rappelling, kayaking, or hiking, you can also find
your guests’ content and request permission to rebroadcast it on your own channel.
PHOTOS AND VIDEOS OF ROCK CLIMBERS, SKIERS, WHITEWATER RAFTERS, AND FISHERS ARE IN HIGH DEMAND.
It is true that seeing is believing, but it is also true that experiencing is believing. If a friend is seen rappelling into canyons
in Arizona and it appears to be a lot of fun, they are more likely to book with the same business that is providing their friend with this fantastic adventure.
Adventure photos and videos are the epitome of FOMO (Fear Of Missing Out). Seeing someone having a fantastic experience makes us want to go on one ourselves.
What’s more, guess what? According to Expedia’s 2018 Gen Z travel trends research, social media influences 84 percent
of Gen Z and 77 percent of Millennials in terms of where they travel and what they do once they arrive. Furthermore,
34% of Gen Z and 32% of Millennials want to get outside and explore. After discovering the best bargains and value, this is the next step.
Take a look at TripAdvisor’s research on 5 Traveler Trends to Watch in 2021 if that wasn’t enough to persuade you. “
The appeal of nature and outdoor activity-filled trips…will likely continue high on the agenda for many tourists too,
as consumers seek peace and relaxation away from the crowd,” they write in the report.
Finally, searches for “mountain travel” on Pinterest have increased by 35% year over year.
BETTER CUSTOMER SERVICE AND EXPERIENCE
Adventure guides may use social media marketing to improve their customer service and experience. To put it another way,
some of your guests will follow your social media accounts, and by routinely posting to them, they will get to know you better.
engage with you in a way that goes beyond the adventure journey You can persuade them to join you on another journey in the future.
It also helps to promote brand loyalty by reposting user-generated material. When someone reposts one of your images or videos,
no matter who you are, you tend to feel a little special.
Another benefit of social networking is that it allows for improved customer service. This entails promptly responding
to client questions and comments on your social media sites.
“90 percent of those polled have used social in some form to communicate,” according to Sprout Social.
interacting with a brand on a one-on-one basis Furthermore, when most individuals have a problem or issue with a product or service,
social surpasses phone and email as the first place they turn.” Ninety percent is a significant figure.
It’s critical to consider social media from your consumers’ perspective in order to provide better customer service and,
while you’re doing it, a positive experience.
Your adventure guide website will benefit from social media promotion. When potential customers or previous visitors see
a recent post about your great whitewater rafting vacation, they’ll want to join you.
Customers may visit your website to discover more about the services you provide as a guide as a result of this.
Using a site like Facebook, which allows you to simply incorporate links to postings, is an example of using social media to drive more reservations.
Assume you’re providing a discount on whitewater rafting trips during the early season.
Creating a visually appealing post with a link and instructing your followers to click that link to receive their discount will assist
drive traffic to your website. You can take things a step further by posting your offer to relevant Facebook groups.
Large corporations have teams dedicated to various parts of social media. Smaller adventure guiding firms, on the other hand,
don’t have the resources for advertising, let alone paying a single individual to handle social media.
We see adventure guiding firms suffer in this area. If your entire organization is operated by you and a few of advisors,
you’ll rapidly realize how time-consuming social media marketing can be.
To begin, create a social media strategy that includes the types of posts you intend to publish.
Then you’ll need to come up with something to post. After that, you must post to these platforms. To do everything correctly, you’ll need a lot of time.
Experiment instead. Examine the photos and videos you’ve already stored on your phones, desktops, and other devices.
You have the option of setting a posting schedule that you can stick to.1
ORGANIC ENGAGEMENT IS DECLINEING, WHILE PAID ADVERTISING COSTS ARE RISING.
Organic engagement on social media platforms is steadily falling, making it more difficult to get your current followers to view your posts
in the first place. For example, according to Trust Insights, engagement dropped by 21% from 2019 to 2020.
Simultaneously, these social media companies are increasing the cost of placing paid advertisements on their platforms. As a result,
the majority of brands are attempting to strike a balance between the two. We certainly want people to interact
with what we post on social media, but how can we do so without going broke?
We recommend focusing on the volume of traffic you obtain from various sites rather than the number of likes. Attempt to
direct them to your website, as this is where you ultimately want them to go.
This is what we refer to as a public relations crisis. It’s when you say something rude or disrespectful on social media and
your following react violently. The difficulty with social media is that word of your error can quickly spread online.
This could have a negative impact on your company’s brand and reputation.
Prior to the advent of digital marketing, the growth of a firm was based on individuals telling their friends about it.
This is certainly something you still do with your friends and coworkers. Through their social media networks,
people discover new places to visit and experiences to embark on.
By using social media to promote your business, you are increasing word-of-mouth, increasing brand awareness,
and driving more traffic to your website, which should result in more bookings.
COST-EFFECTIVENESS OF SOCIAL MEDIA
Making an account on any of the social media sites is free, as is posting, making it a cost-free option to expand
your business. It also has the ability to reach tens of thousands of people for free. With social media, you also have more control over your marketing expenditure.
ESTABLISH RELATIONSHIPS WITH YOUR VISITORS (PAST, PRESENT, AND FUTURE)
Regular social media posting keeps you in front of your fans’ minds. Unlike Tripadvisor, it’s dubbed “social” since it’s designed
to be a discussion platform. You can’t interact with your audience on
Tripadvisor, but you can rapidly respond to inquiries and concerns on Facebook or Instagram.
BEGIN WITH YOUR OBJECTIVE IN MIND.
“What gets measured gets managed,” as the adage goes. To know if what you’re doing is working, you need to determine
what you want to get out of social media marketing. Setting a SMART goal (Specific. Measurable. Achievable) is the best method to do this. Timely and relevant.
When designing a goal for your social media marketing, make sure it includes all of the SMART components.
Enhancing brand awareness, increasing brand engagement, driving site traffic, and increasing reservations are all possible objectives.
Decide how you’ll track your progress and establish a deadline for achieving your objective.
Also referred to as a “buyer persona.” One factor that’s easy to overlook is the type of individual who’ll be joining you on your trips.
You must gain insight into their thoughts in order to provide content that they are likely to respond to. You’ll need to think about their interests,
location, age, work, preferences, and other details so you know exactly who you’re posting for.
SELECT THE BEST PLATFORM (S)
There are numerous platforms to choose from, and which one you choose will be determined by your objectives and target audience.
Because Facebook and Instagram are visually-driven platforms with the most users, it makes more sense for an adventure guide firm to establish a profile there.
Take into account the age of your visitors as well. TikTok and SnapChat will likely be used by younger clients, while Facebook will most likely be used by older users.
This will require some investigation on your part, but look into the various platforms to discover where you’ll be most effective.
It’s critical to know your resources before embarking on a social media marketing campaign. This refers to the amount of time
and money you must devote to social networking. If you’re limited on time, one post a week might be the best you can accomplish right now.
If you have little marketing budget, you should expect your growth and engagement to take longer.
Knowing what you’re capable of will help you create reasonable goals.
OBTAIN CONTENT FROM YOUR VISITORS
Last but not least, repurpose content from prior visitors. User Generated Content has previously been discussed, however it is vital to state it again.
It’s easier for you to share content if you ask your visitors to tag you on social media or use an unique hashtag.
When you ask their permission to republish, it also makes them feel unique. It also aids in the development and strengthening of your relationships.