Since the majority of businesses in the tourism industry are business-to-consumer (B2C) companies, they need to advertise more. Which means most of them can forget about LinkedIn since it’s almost exclusively a business-to-business (B2B) platform.
But that doesn’t mean you shouldn’t still have a presence there.
You know that it’s great to meet your peers at trade shows and conferences to let people know you exist. You attend them maybe once or twice a year, right? Well, your LinkedIn activity can get your name and business in front of the right eyes on a weekly basis. To do this, you have to remain active, so here are six ways you can do it.
1. Publish LinkedIn posts
We all know that social media can be useful to position yourself as an authoritative voice in the industry. It allows you to display your knowledge on your blog and other channels. LinkedIn is easily the most effective platform to let others see that you know the business inside and out. In particular, LinkedIn posts are the best place to publish your tips.
By publishing regularly, you’ll create content for all social channels, increase exposure for both yourself and your business, and you’ll cause others to stop and think "that person knows what they’re talking about!"
2. Stay active in groups
There are a lot of tourism groups on LinkedIn – and I mean LOTS. Just to name a few, you've got:
- Adventure Tourism and Travel Professionals
- Responsible travel and tourism
- Travel and Tourism E-Commerce
- Travel, Tourism and Hospitality Group
- and TrekkSoft’s very own Tourism Success Hub
Join them (if you’re not already a member) and you’ll see that they’re made up of like-minded people in the industry. You’ll also discover the threads give you ample opportunity to get involved in relevant conversations on a regular basis. In the process you’ll be getting your business in front of relevant people on a regular basis.
3. Share third-party content
If you don’t have the time to write content yourself, that doesn’t mean you don’t have anything to say. You’ve got the entire internet and endless news updates from the tour and activity industry at your disposal!
Whenever you read an article you think is worth sharing, whether it be timely or otherwise, share it! But don’t simply share the link – add a bit of commentary to it too. You’ll stay active in the feeds of your connection, while (again) positioning yourself as a thought leader.
4. Like content
This is the simplest tip. Are you ready?
Next time you go through your LinkedIn feed, stop to look at the different posts. Are there any that you genuinely like? Or maybe you notice updates from people in your network that say they liked something. That’s because when you hit the like button, it might create an update for your profile (i.e. Colm Hanratty likes this.)
By simply hitting the Like button on a post, you could end up in the newsfeed of your desired connections. It's easy!
Something else you may notice in your LinkedIn feed is an update that says Colm Hanratty commented on this. This is because someone in your network has commented on a post. They may be saying they agree, disagree, or they're just adding their two cents to a conversation. Either way, by commenting they’re appearing in their networks’ feed and reminding people of their existence.
6. Grow your network
It’s unlikely that a week goes by without receiving a connection request on LinkedIn. This may be from somebody trying to sell you something, or it could be from a colleague in the travel industry. Whoever it’s from, if you accept it, it will appear in your mutual connections' feeds. So take note – accept a request and you’ll be increasing your visibility in more ways than one.
What do you find works best on LinkedIn? Let us know in the comments.
Want to put your social media insights into practice? Organize a week of social media posts with our printable planner.
Written by Colm Hanratty
Colm is Founder and Managing Director of digital marketing agency Sixtwo Digital. After running Hostelworld.com’s content and social media for almost 11 years he felt it was time to branch out on his own, using all his experience to educate others in the travel space.