A meeting with several tourism professionals on the Gironde allowed us to recall the exact place of social media in the implementation of a marketing strategy on digital channels.
The tourism industry is the most impacted by the use of the web in all its forms. This is one of the reasons for the continuous investment of these actors in the tools of the web, to keep and improve their visibility on digital channels. And social media is becoming more and more powerful places to generate new contacts.
Social Media, Marketing Strategy and Conversational Marketing
The notion was born in the late 1990s when the premises of what would become social networks have emerged with the forums, a kind of place for information sharing among Internet users.
The conversation marketing to generate profitable interactions with the company that puts the implementation.
It uses all the means available on the web: forums, blogs, and all social media.
It relies on the contents available on the web.
On these bases, it has the following objectives:- He analyzes opinions,
- It brings relevant answers to the problems of Internet users
- It seeks to build a loyalty of customers of the company
- It develops the reputation of the company.
Social media involves the creation of quality web content.
Social media makes it possible to enter into conversation with Internet users.
For a company, conversing on the web is of real interest only if a web content enhances the characteristics of its products and services.
This web content is the subject of a marketing strategy of the company with a desire to obtain contacts on the web.
Traditionally, these contents have 3 types of origin
- Paid content, through a web communication campaign
- Content created on the company's own media (website and blog mainly)
- Content obtained through exchanges, sharing, on social media.
The content created and exchanged is part of what is commonly known in the web jargon, content marketing.
It is the quality of this content that will allow the company to obtain results (leads, then turnover) on social media.
What kind of content to optimize the use of social media?
The basic principle is to talk to Internet users, to enter their field of interest, from their point of view.
Their point of view is how they approach the issues they may encounter with the company's products and services.
In this context we list these contents:
- Those that allow answering the questions of Internet users.
- Content that gives information on the new features of the products and services of the company
- Content that secures the use of these products and services
- The innovations brought by these products and services.
What social media for a marketing strategy on the web
Social media is well known: Twitter, forums, microblogs and blogs, Facebook, LinkedIn and all social networks for the general public and professionals.
They are platforms that allow maintaining a " conversation " on the web.
They are the platforms that will lead to a conversion on the web.
Choosing social media involves knowing where your customers are.
Go fishing where your fish are, and define what social media to use.
5 goals for using your social media
- Quality content
- Conversations with Internet users
- Community animation
- Conversion of Internet users into prospects and customers
- Tools for measuring your marketing strategy defined with social media
It is understandable, all marketing tools are all interconnected on the web.
The success of using social media is based on:
on the willingness of the company to respond to the concerns of Internet users,
its ability to offer the right content,
Its willingness to engage in interactions with Internet users who have the ideal customer profiles for the company.
And if this place represented an ideal moment to engage a conversation with us!