There are many approaches when it comes to marketing your travel brand. I dare to argue that there is no solid or ‘right way’ to market anything. There are many factors involved such as branding, goals, ideas, design, ideologies, the list goes on.
I will keep this short and tell you three tips that might be obvious, but missed by many people who have never done marketing in any capacity before. As I mentioned in my podcast episode; this can be applied not only to travel content, but any type of content or brand.
My first tip – Is to keep all of your social media handles, websites, and other platforms universal with the same username. The last thing you want is to be speaking to a potential client, brand, or even a person that you want to follow you about what you do – yet your social media handles are all over the place.
For example, every platform I use (all of them) from TikTok, to YouTube are all under the same handle as @BokehExplorer. Even my website is BokehExplorer.com
This makes it easier for people to find you on all platforms and can help with things such as brand awareness and having all of your audiences across all platforms aware of your brand name. You don’t want to be (for example) travelgurl445 on Instagram and then Thetravelingperson11244 on Twitter or YouTube. That would be ridiculous and unrealistic for your brand to stick with people and knowing how to find you online.
Ultimately, if possible find something with clear concise words and as simple and basic as possible to say or remember. I’m not saying you can’t do anything with numbers or unique usernames, but the threshold becomes harder and an inconvenience over time with the more that you develop and create content to shape your brand.
My second tip – Be Everywhere. If you are creating travel content, (obviously you want to be everywhere to begin with) you need to be posting and creating content on all platforms. Instagram is probably the first thing that comes to mind when we think about travel content. Behind that is most likely YouTube with travel vloggers and other brands.
The fact of the matter is that there is an audience that you can reach with your travels on all platforms. You should 100% consider having posting schedules and content scheduled for everything from TikTok, Twitter, LinkedIn, to YouTube or virtually anything. Creating travel content is great – especially in 2021; because of this, we have several ways to create content and to distribute it. It is easier now to gather high quality content such as photo, video, text, and audio, now more than ever. You can capture, edit, schedule, and post all of your content with the press of a button on your smartphone. It’s incredible.
Anyways, my point is to have an account on each platform. Usually, we would select a small number of platforms to focus on. Then have secondary and tertiary platforms that follow. For example, your main social media platforms could be Instagram and YouTube. Aside from that, you post content on Twitter and talk about your journeys there and clips/footage you gain from YouTube can be posted on TikTok/IG Reels, and even Twitter, Facebook, LinkedIn and so forth, however you choose. As I said, travel content is easy to use and create content with. It can even be recycled. For example, I often will use clips and footage from trips I took years ago and incorporate it with some of my content.
Be everywhere, this will help you build an audience across multiple platforms. Doing this can help with getting brand deals, having a larger audience, and telling your stories in different ways that will attract different groups of people.
My third tip – My third tip is to simply engage with your audience. Show them that you care about them. Personally, I don’t want to follow people that I see are already trying to cash out or ask too much of their audience when they don’t give enough themselves. I don’t care for the word ‘Fans’, to me that implies a kingly way of seeing yourself; and I don’t think it is genuine at all. Nothing turns many people off than seeing somebody desperate online to make a dollar. If that is your goal – creating travel content or building a meaningful, engaging audience might not be for you.
What I mean by engaging with your audience is that you need to talk to people. Build relationships and build trust with your audience. Offer and give value for free. This can be in the form of many things from education, entertainment, and more. I truly believe if you give enough value and are pure with your intentions, it will take off eventually. The key word is patience. You have to be patient and consistent as well as finding a method and schedule that works best for you. It is 2021, there are many ways to do things in an easy way. If you schedule all of your content for the week on Sunday, that would leave you with the rest of the week to engage and work on building your community. 200 loyal and trusting followers will always take precedence over 100,000 followers that don’t care about you nor that engage with your content. You are unique in your own way. Social media is the tool that allows you to show the world who you are, what you are about, and how you can provide value to them.
Engage and build a trusting and valuable community over you and your niche. Success will follow with time and consistency. I’ve seen it happen with my own eyes to people that started at the same point as I did and slowly, but steadily grew an audience organically. I sat and watched remaining stagnant watching my colleagues do what most would have deemed impossible. They defied all odds with consistency and passion for what they were doing. If you are not passionate about something and you try to move in and make money off of it, it is going to leave you in shambles.
All in all, engage and build that community with your own engagement and engaging content that will make people stop and read. Tell a story. Tell YOUR story.