Destination Marketers: Turn Facebook Fans to Paying Customers
Destination marketers like hotels, resorts, tour operators or even airlines and travel-related businesses can convert Facebook fans to paying customers right now—and have fun doing it. After a year of interviewing the best social media sellers in the world I discovered a secret: giving customers a reason to offer more than a "like" creates leads and sales.
You can do this too if you start using Facebook to generate questions that your destination, service or venue gives answers to. Just start focusing your everyday efforts on solving problems for event planners and/or travelers. It's that simple.
As it turns out what you already know works (before social media arrived) is the key to success.
The Gurus Were Wrong
Social media gurus claim that posting a certain number of times, on certain subjects, on certain days is the key that unlocks leads and sales on Facebook. Yes, tactical skills are essential to have but earning a customer's business (whether it's an event planner or vacation traveler) demands focus on their specific needs—not technical wizardry.
The true secret is getting back to basics and that means solving customers' problems.
Forget about destination marketing for a moment. Harris-Teeter, a grocery store and pharmacy, pays customers to ask its dietician health-related questions on Facebook. Why would a grocer—or your organization—do that? Because helping customers put out a fire, right on the spot, is powerful. Answering burning questions opens the door to make a suggestion. It can be a friendly tip or useful trick or, if appropriate, outline benefits of selecting your venue or taking a FAM trip.
Solving problems for customers is not a new idea. It's what your business likely does each day "offline" and that's powerful.
Hand Out Candy to Create Response
Getting back to basics on Facebook, blogs, YouTube and other social media works but only if you provoke responses from your target market. Everything you put "out there" on social media—your updates, posts, tweets—must be designed to generate a behavioral response from your buyer. That means planning a bit before you for instance publish your next blog post or Facebook update.