The biggest challenge of Travel Marketing has always been to engage with the right people using the right content at the right time. In order to build up an effective social marketing strategy, it is essential to set clear goals and to define a working marketing funnel. Filling your funnel with the right audience and conveying the right message at the right time will allow you to successfully engage with your potential customers and reconnect with them later on when they are ready to book a trip.
In line with this approach, we suggest our clients to run their social marketing activities in three main stages for a successful marketing strategy:
1. Awareness: Attract the right users
In the awareness phase, travel advertisers aim to engage with the right people and attract them to their blog, Facebook page, website or App with the help of Facebook targeting tools such as Lookalike Audiences or interest and behavioral targeting. Remember that targeting the right people does not always lead to consideration or booking. Advertisers need to make sure that they engage their audiences with the right content. Using content marketing, such as a travel blog, is one of the most effective new user acquisition strategies. Other common methods to acquire new users are running brand awareness and video ads.
Splitting your target audience depending on their interests, gender or placements (i.e., where they see your ad on Facebook platforms) will provide you with a much more granular approach, allow you to engage with each segment with a unique creative and identify the most valuable segments.
Once you have the audience segments and the right messaging for each segment, it is time to optimize your campaigns. This entails consistent monitoring and analysis of different segments in order to give the right bid and allocate the most optimal portion of your budget to each group.
How Adphorus can help:
While our Customer Success and Data Science teams work closely with our clients to set the appropriate testing structures and find the right audience segments, our platform provides automation and optimization features to help them reach their KPIs. Using Adphorus, advertisers can split their audiences and run A/B tests to find the right audiences. Our Dynamic Image Template allows advertisers to uniquely craft their messages. Marvin, our most popular feature by far, is a predictive optimization algorithm. It manages both bids and budgets of your campaigns making sure that your target costs are met.
2. Consideration: Deepen the connection
Now that we made the first contact with the right people and got their attention, it’s time to hold a spot in their consideration phase and be re-called which is not an easy task to do. Here are a couple of suggestions to deepen the connection with new users:
- Run Website Click and Mobile App Engagement campaigns with relevant creatives to re-engage with the users.
- Utilize Facebook’s powerful retargeting tools, which are Website Custom Audiences and Mobile App Audiences to reach the most relevant users
- Test splitting your audience based on the pages/contents that they have visited and craft tailored creatives for each segment
- Consider cross-device retargeting which means targeting mobile visitors on desktop and vice-versa.
- Promote your App to the visitors through App Install campaigns. Remember that Apps will help you build long term relationships and loyalty to your brand.
Recently Facebook has enhanced the power of Website Custom Audiences by enabling new metrics such as frequency and check-in / check-out dates to be used on WCA creation. Read our blog post to learn more about enhanced Website Custom Audiences.
3. Conversion: Where the magic happens
The most effective remarketing solution of Facebook to drive conversions is Dynamic Ads. Facebook’s Dynamic Ads are designed to promote relevant products to each user across any device to generate highest return in terms of conversions and revenue.
Newly introduced Dynamic Ads for Travel (DAT) allows travel advertisers to implement the main components of their business model into the newly created ad format and promote their business to the most relevant audience in an effective way. Have a look at our blog post to learn more about Dynamic Ads for Travel.
Travel sector is unique in the sense that there are various different sub-sectors (such as metasearch, OTAs and service providers, like hotels and airlines, as well as many others in between) with different user journeys. This requires a customized marketing funnel for each business as the definition of “conversion” might be different in each scenario (i.e., sell a flight ticket, reserve a room, clickout to another website, app download, signup to a loyalty program etc). In order to unlock Facebook as an effective marketing channel, it is essential to set the right strategy to fill each level of the user funnel, set the right KPIs, run effective A/B tests and optimize continuously.
Get in touch with us now to set a call with one of our experienced travel marketers to revive your social marketing funnel!