Ask any advertising professional and they’re going to let you know that content material is king when promoting journey merchandise. What’s extra, video advertising is the simplest means to construct content material and generate extra leads and gross sales. That’s as a result of video is extra memorable than the written phrase. It stays within the viewer’s thoughts with better influence so they may consider you, their trusted journey advisor, when it comes time to e book their subsequent journey.
Furthermore, whereas it used to value hundreds of {dollars} to produce skilled movies, developments in know-how (particularly smartphones, engines like google, YouTube, Facebook, TikTok, and different standard social media platforms) have reduce the prices to virtually nothing to produce and distribute movies to goal audiences.
Here are some key methods for journey advisors to comply with for a profitable video advertising program.
Why is video so essential?Travel is all about immersion, deeply private experiences that stick with vacationers for years to come and generally even change their lives. Video is essentially the most compelling medium to showcase adventures that transfer vacationers’ souls – and that grabs their consideration when scrolling by way of web sites seeking their subsequent journey inspiration.
Travel advisors can greatest use video to make an emotional reference to prospects and shoppers. For occasion, movies can present what it’s like to take part in your excursions, keep within the inns and resorts you advocate, benefit from the cruises you recommend, go to the locations you provide up, and the way will probably be to work with you.
Video makes your journey model extra relatable and authoritative in a single fell swoop. It works whether or not you’re reaching out to discover prospects and develop your viewers or to nurture relationships with present prospects. And, video is efficient for each model consciousness and gross sales efforts, reaching vacationers as they transfer by way of the complete advertising and gross sales cycle.
So it follows that utilizing video as a key a part of a journey company’s advertising repertoire can reliably lead to the next look-to-book ratio, and extra enterprise for journey advisors who take the time to shoot and add movies commonly.
What to embrace within the moviesTravelers right now need to see the vacation spot, resort or cruise ship, and points of interest earlier than touring there. They do analysis on-line from begin to end for his or her journeys.
Travel advisors can create the next varieties of movies in order that vacationers will discover them whereas doing searches: vacation spot guides (damaged into bite-sized movies of the place to go, what to see, and the place to eat), lodging and facilities at resorts and inns whereas on website (and perhaps even a private chat with the supervisor or proprietor), cruise ships cabins and excursions, journey suggestions, particular offers and promotions, and Q&A movies.
As for the size of the movies, shorter is best. For Facebook, YouTube and web site movies, goal for one minute or two minutes tops. After that, most viewers lose curiosity and scroll onto the subsequent video — and do not forget that the primary 10 seconds are crucial to lock of their consideration. If the video is longer than two minutes, edit it into a number of shorter movies. As for Instagram reels, they need to be solely 15-60 seconds. And TikToks want to come it at simply 20 seconds.
Be certain to embrace some kind of CTA (name to motion) within the video that urges the viewer to take the subsequent step (corresponding to visiting your web site, subscribing to your YouTube channel, following you on Facebook or TikTok, or sharing the video on their social media).
Where to submit video content materialThe first and most blatant place to submit journey movies is on the journey company’s social media. While new social media platforms are consistently being launched, and others burn out quick and livid, these proceed to be rock stable in right now’s market: Facebook, YouTube, Instagram, Pinterest, and TikTok.
Social media posts can be expanded to attain a better viewers by putting paid advertisements on Facebook and YouTube. A advertising company or marketing consultant might help with this.
Next, add your greatest video content material to your company’s house web page. Prominently putting eye-catching journey movies in your web site is a certain means to enhance on-line engagement of leads and present prospects.
The purpose is that Google’s search engine algorithm locations a big emphasis on high quality movies posted on each web sites and social media accounts mixed. The potential influence on search rankings is well worth the effort, as video is nice for an company’s search engine optimisation. The higher your search engine optimisation, the extra folks with discover you on-line.
Another strategic place for these thrilling and informative movies is your company’s electronic mail campaigns. Rest assured electronic mail just isn’t useless. In reality, the advertising trade nonetheless extremely touts the effectiveness of electronic mail to attain focused audiences.
Do you actually have to measure engagement?The brief reply is sure. Focus first on constructing your video library, however in some unspecified time in the future, be certain to begin measuring engagement. Track what number of views the movies obtain, in addition to view completions, shares, feedback, and clickthroughs to your company’s web site.
Over time, these metrics provide up a snapshot of how your success is trending. They let you know in case your video content material (and thus journey choices) is resonating with the folks you most need to attain. And each time somebody shares or feedback positively in your movies, it’s social proof that your journey enterprise is on stable footing.
So roll up your sleeves and get your camera-ready face on. Shoot and share about all of the great journey adventures you have got to provide. Ka-ching.
FROM THE SPONSOR:ALG Vacations led the pack this yr as they launched their “ Ask a Travel Advisor” annual marketing campaign. This marketing campaign opened the doorways for journey advisors throughout the U.S., giving them buyer leads, driving site visitors to their companies, and showcasing the true worth a Travel Advisor brings to customers all over the place. The power on this marketing campaign centered on social media, journey and celeb influencers, and the launch of a number of trending social handles. So, get social and discover participating shareable posts, speak journey with potential prospects, and be impressed to create your individual content material if you comply with ALG Vacations® @AskATravelAdvisorALGV on Facebook and TikTok. You also can tune into our ALGV ‘Travel Beat’ Podcast with contemporary journey suggestions shared weekly. Download out of your favourite retailer right now!
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