The TASC team includes former Tourist Board Directors, who understand the importance of strategic marketing that tells a compelling story. We bring years of experience in developing marketing plans that generate positive results. Our passion for the industry has guided our efforts in publishing this TASC Pro™️ Toolkit.
We have organized a catalog of resources to help travel advisors tackle your digital marketing tasks with less effort, so that you can conserve their time and energy to prepare for whatever surprises 2021 might bring. Whether your goal is to grow your digital audience, engage prospects, or nurture leads, TASC is your partner for long-term success. So dive in—we know the Caribbean inside out and we are confident that you will find this content to be extremely useful.
Develop a Content Strategy
Think of content marketing as building a road map of the experience you intend to cultivate and how it will connect your business with your audience. Here are some important things to consider:
Your purpose and goals: The “why” – why you are creating content and what value you expect it to provide
Your target audience: The “who” – the one category of consumers your content can benefit most and what’s in it for them
Your brand story: The “what” – what specific, unique, and valuable ideas you will build your content assets around (This includes your mission, as well as the areas you will focus on in pursuit of that mission.)
Your process: The “how” – how you will structure and manage your operations, as well as how you will enable, activate, and apply specific content tactics in pursuit of your goals
Your measurement: The “how much” – how you will gauge your content’s performance, evaluate its business impact, and identify opportunities for improvement
Set performance standards
Your content is only as good as its ability to support your marketing and business goals. It IS not enough to just create and distribute the content you think your audience will want to read. You must gauge how well that content does its job of driving readers to take further action and establishing the kind of trust and credibility, that will satisfy the customer relationship.
Establish your goals
If your content program could only achieve one goal, what would it to be? Bring in more sales leads? Introduce your business to new audiences? Drive greater loyalty, satisfaction, and evangelism among your existing customers? Content marketing can help your business achieve all these aims, and more; but it works best when you focus on one challenge at a time.
Writing Prompts That Get Results
Social media is a marketing and communications bonanza for travel advisors. But social media is not one size fits all. Each platform has its own community culture, posting protocol and image size specifications. Here are some tips:
Ensure that You’re Asking Meaningful, Relevant Questions
You should consider asking both pointed and open-ended questions to get a sense of the problems and challenges that your audience faces. This newly-gleaned knowledge can help you craft and refine just about every aspect of your business, from product features to marketing approach.
Here are some info-gathering questions to consider:
“How far in advance to do typically make vacation plans?”
“What’s the hardest part about picking a destination?”
Your audience likes their voice to be heard– and you can use thIS information to your advantage. You may consider sorting through replies and “Like” them, send a cute reply like a thumbs-up emoji, type a quick “Thanks!”, or respond in detail with helpful information. Whatever your reply strategy, set it and stick with it.
Provide Value by Sharing Information that Matters
Here are some ideas:
● An industry statistic and explanation that’s actually interesting to your audience.
● A beautiful, inspiring, or adorable photo that’s relevant to your business’s mission. Or a photo from your/your client’s travels to demonstrate authenticity.
● A viral video from your travels or is relatable to your business in some way.
● A funny meme that speaks to your audience.
● A news article, along with a little blurb about what you think it means for your audience
● Quick tips and how-to’s on topics relevant to your brand, product, – infographics are good.
Other Considerations
Avoid sharing content, however, without adding a sentence or two to the conversation; bring your brand’s voice into everything you promote. If you successfully share well-curated information about your business on a consistent basis, you just might find yourself becoming a must-follow account in the industry.
New businesses without a sizable, responsive audience likely won’t receive much of a reply, even if they are asking great questions. To encourage engagement, consider asking a few friends or business colleagues to respond to your questions. You can also pay most social media platforms to promote your posts to relevant, specifically targeted audiences.
TASCPro™️ Monthly Content Calendar
This monthly Content Calendar provides guidance and inspiration on what to post each day, but you should use your own creativity to make it unique for your business niche and brand voice.
The calendar includes many standard celebrations and also some celebrations that are not well recognized ,but can be leveraged to sell travel. You should also add special dates related to your business or your local community to the calendar. For example, a major business milestone, local sporting events or festivals, industry trade shows or events, and special observances relative to your niche and community.
