There are lots of things that get shared well on social media nowadays. Any type of content to do with cats is one. Inspiring quotes are another, while quirky lists are also shared well.
Something else that people love to share, mainly because people like to write about them are ‘bucket lists’ – a list of things you want to do before you ‘kick the bucket’ (die) that was immortalised by a 2007 film of the same name.
As you can imagine, travel lends itself to bucket lists in spades. Ask anybody what’s on theirs and ‘trip to the Antarctica’, ‘scuba diving with blue whales in The Philippines’ and ‘skydiving over the Whitsunday Islands in Australia’ will crop up again and again.
So the question for you as a tour and/or activity company is…how do you get on a bucket list? As with anything, there are ways…
Locate a bucket list you could be on
If you’re a company that sells bungee jumping in New Zealand or trekking in the Himalayas, chances are you’re as good as on a bucket list already. Somebody somewhere has penned a list that includes experiences that you specialise in. The only thing is your company might not be there.
To get there you’ll need to do a bit of sales. You’ll need to get in touch with the writer and (once they’re not referencing a competitor), ask how you can be included. This might involve buying a link, or sponsoring the post or offering an alternative tour. You won’t know until you ask.
Write your own bucket list
Two buzzwords in the digital world at the moment are ‘content marketing’. If you’re up to speed with how to get the word out about your business, chances are you have a blog. If you have a blog, you’ve a blank canvas in terms of publishing content.
With this in mind, publish your own bucket list. Think of different ways to package it – maybe you want to be completely commercial and list only experiences that you sell. Or maybe you want to create a list of experiences in your region and then subtly add one of your own tours.
Whatever way you choose to write it, you need to make the destination and experience you are selling like thee most amazing thing on earth. Make sure the content you publish is engaging, entertaining, educational and inspiring. To do this you’re going to need to write quality copy (maybe even outsource it) and use all forms of media – written text, photography, video and audio.
Of all of these, the most important form is imagery. You’ve heard the phrase that a picture tells a thousand words? Well get your photography right and a picture might sell a thousand tours.
Publishing your bucket list
Once your post is ready for publishing you need to make sure you’ve got the right imagery to share with it. On Facebook this means ensuring your post spans the width of the page (not just half of it). If you’ve the budget available you might want to sponsor this too.
On Twitter this means sharing it more than once and alternating the imagery you use with the tweets. Think about what hashtags you want to use also.
Then you’ve the two other social networks – Instagram and YouTube. The photo will cover Instagram, but what about YouTube? Do you have a video to promote this? If not, how will you get one? Will you create one in-house or will you outsource it? These are things you need to consider.
The importance of being on a bucket list
Travel, and more specifically experiences, and bucket lists go hand in hand. They are forms of content that are almost tailor made for tours and activities. If you’re not on one, you need to get on one. Follow these tips and that should happen for you sooner rather than later.
What's on the top of your bucket list?
Published 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.