Operations

How To Develop Group Travel Leads Through Social Media

Posted on August 16, 2012 by

Page 1 of 3

Social networks are excellent sources for finding group travel leads because they’re replete with meeting and event professionals. Meeting planners, Conventions and Visitors Bureaus (CVBs), destination management companies (DMCs), and tourist agencies use social media to network and grow their businesses. Operators who engage these professionals will develop digital relationships which can lead to tangible business opportunities and produce real revenue.

Bill Faeth, president of Inbound Marketing Agents, wrote on his blog that “one of the greatest business benefits of participating in social media is the ability to increase the lifetime value of your brand outside of the normal research and purchase process.” Industry executives who have succeeded with their social media strategies share the following advice.

Bill Faeth, president of Inbound Marketing Agents, says companies build authority by sharing content. 
Bill Faeth, president of Inbound Marketing Agents, says companies build authority by sharing content. 

The Key
Social media is not a traditional form of marketing, and it’s not about ‘Hey, look at me,’ says Nicole French, vice president of sales & marketing for Minneapolis, Minn.-based Premier Transportation. It’s about ‘Hey, I care about what you do, let’s connect.’

With that in mind, French says event planners want to align themselves with companies that not only have great service but also support and are knowledgeable about things that matter to them. “You can [use] social media to position your company as an expert in the meeting and event segment of transportation,” she says. “Show that you’re not just a company that does Hummer limos for prom, but that you can handle 70 arrivals and departures.”

Faeth told LCT, “You have to engage with your [digital] community or it will shut you off. You have to create a relationship and build authority; promoting ourselves 10 times a day doesn’t create authority. Creating and sharing content builds authority.”

Operators should start with one or two social media platforms before “getting into the deep end with too many to properly manage,” says Crispin Bottomley, office manager and community liaison at Niagara Classic Transport.

Creating and Curating Content
The best way to create content is through a company blog. These can be integrated into the company website or published on free platforms such as Tumblr or Wordpress. A March 2012 study from marketing software company HubSpot, titled, State of Inbound Marketing, found that 66% of businesses that blogged weekly acquired a new customer through their blog.

Nicole French uses Twitter to interact with meeting professionals from MPI, ISES & other event planning groups.
Nicole French uses Twitter to interact with meeting professionals from MPI, ISES & other event planning groups.

A business blog is not the same as a personal blog. The content should be geared toward the mutual interests of your target audience and your company’s services. In order to court the meeting and events industry, your blogs should include items that meetings planners will find helpful and informative. If an operator has an expertise in meetings and events, then he or she can share thoughts and experiences in that industry. If they don’t have an expertise and are not confident in creating valuable content, then they can take the path of curation.

Curating content basically means finding content about a subject that already exists and repackaging for your audience. It’s important not to plagiarize and pass off another’s work as your own, so make sure to cite all sources for data, photographs and quotations. Also give credit to the original source of your blog ideas.

View comments or post a comment on this story. (0 Comments)

More News

Company Accused Of Ditching Couples At The Altar

One client says once the deposits were collected, the Cleveland-based business stopped responding to their calls and emails.

Uber Drivers Complain About The Silliest Things

TNC Travesties Of The Week: Some independent contractors just don't have what it takes to be chauffeurs.

Limo Caddy Can Upgrade A Back Seat To First Class

LCT WEB-X-CLUSIVE: Going the extra mile for customers is made easy with PLATROS’ patent-pending seatback pocket device.

Why You Need A Social Customer Service Strategy

Whether you like it or not, people are talking about your business on social media.

Treat Your Employees Right For Maximum ROI

There’s no better way to show your appreciation than giving them what they need to do their job. 

See More News

Facebook Comments ()

Comments (0)

Post a Comment

Submit

Blogs

See More

See More

See More

See More

LCT Store

LCT Magazine - December 2016 $12.95 GLOBAL/INTERNATIONAL ISSUE COVER STORY: * The Coolest Operators on the Planet * *



Connect

Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment

TruckingInfo.com

THE COMMERCIAL TRUCK INDUSTRY’S MOST IN-DEPTH INFORMATION SOURCE

Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close