As a tour or activity provider, your business is referred to as ‘B2C’ in the marketing world - Business to Consumer. For this reason, it makes sense that you use 'B2C' social networks to market your tour or activity, such as Facebook, Instagram and Twitter. But there’s another channel you should consider too – LinkedIn.
LinkedIn can be used in a whole host of ways. Some are more useful to tour or activity companies than others, but I feel the following seven could definitely help you to grow your bottom line.
Each time you’re active on LinkedIn you give yourself the opportunity to appear in the feeds and notifications of your network. Whether it’s sharing a link, liking an article or commenting on a group, the more you’re active the more people will see you. The more people see you, the more you (virtually) network.
2. Make your title your headline
Sometimes your job title doesn’t really describe what you do. Your job title might be ‘Tour Guide’, but at first glance your connections aren’t going to know where you are a tour guide.
This is why you need to optimise your job title – instead of simply saying "Tour Guide", say "Tour Guide of New York City". This way, every time you appear in your connections' feeds, people won’t simply see you… they’ll clearly know what you do too.
3. Create a business page
One of the many great things about social media is that it gives businesses multiple opportunities to rank for ‘brand searches’, or searches for your brand/business. By creating a business page, you give Google, Bing, Yahoo and all the other search engines another page to rank for your brand searches.
You can also check out TrekkSoft's LinkedIn page and follow us for the latest industry updates and our recent blog posts.
4. Position yourself as an authoritative voice using LinkedIn’s publishing platform
When you log in to LinkedIn, you’re presented with three ways to share content – sharing an update, uploading a photo or publishing a post. For those of you who haven’t published a post yet, I have some advice – publish a post. Not only will you establish yourself as a thought leader, you’ll put yourself on the radar of your connections when your name pops up in their notifications (both that day and days after you publish the post).
5. Grow your network
I mean no offense with the following statement: people aren’t on your website every day of the week. It’s true. People are frequently on LinkedIn multiple times of the week, however. This means that the more active you are, the more likely you are to appear in people’s feeds.
It's worth saying that if you don’t have many connections, you won’t appear in as many feeds. My point here is this: the bigger your network, the more people you can market yourself and your business to.
To grow your network, connect with people. But just don’t connect with anybody – acquaint yourself with them before ‘LinkingIn’ with them.
6. Help people in groups
LinkedIn Groups are the best example of ‘communities’ of all social networks. They are places that are constantly active because of their members, not their administrators. A lot of this activity is down to questions and discussions with people looking for help.
By being the one who helps these people, you grow your network, market your business and position yourself as an authoritative voice. Once again: not active in groups? Start!
7. Increasing corporate sales
The corporate market can be a very lucrative one. It could be a market that’s already generating a lot of revenue for you. It might be a market that isn’t. Either way, it could be the market you want to target.
LinkedIn can be very effective for generating revenue this way, as it lets you target people by way of company industry, size and more. It even lets you target people in specific companies.
With this in mind, if you’ve got a budget for some social media advertising and you want to increase corporate sales, it’s the social network you need to advertise on.
Do you have any other tips on how tour and activity operators can make the most of LinkedIn?
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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.