If you have ever struggled with creating content for the social media accounts of your business, listen up! In this post, I am sharing my number one social media tip for busy business owners that will help you overcome the overwhelm of digital marketing for your small tourism business.
When I think about the most common things I see small business owners struggle with on social media, they all have one thing in common: they are deeply rooted in a feeling of overwhelm.
There are so many tasks to do in a small business, and never enough time.
Maybe this sounds familiar: You feel social media is a time suck. You don’t always know what to post about and ideas never come easy to you.
Hence you only post sporadically. You’re frustrated by the low engagement on your posts but spending hours on the apps feels unproductive or worse – not fun.
Here’s the thing: you are probably overwhelmed. And you are not alone!
Social Media can be Overwhelming
Every social media platform has its own rules. They all work in a different way (*algorithms, I’m looking at you*). Images have to be a different size and format. A great Tweet might not work the same way on Instagram, so you have to create a whole new post to be active everywhere. You feel like you are not reaching beyond the bubble of people who already follow you.
It can be frustrating, especially if you are also responsible for everything else in your business or only have a small team.
The problem is that way too many business owners give up too early. They might enjoy using social media privately, but somehow it doesn’t click why and how they should use it for their businesses.
I see the same mistakes over and over again:
- Companies that post exactly the same text and images to each channel, “just so they are active”. But they put no effort into understanding the specific platform and how it can work for their business.
- Accounts that are dormant or filled with irrelevant content. Some even link to non-existent social media accounts from their websites.
- Business owners choosing the platforms they are most comfortable with, instead of the ones that would be most productive for their business.
We’ve all been there… Despite the ubiquity of social media in our lives, it’s easy to put these digital marketing tasks to the side and prioritise other aspects of the business.
But here’s the thing, social media doesn’t have to be overwhelming.
Social media is one of seven free ways to bring increase your online presence and visibility.
My Number One Social Media Tip
And that’s where my number one social media tip comes in. Are you ready? Here it goes: choose one platform. If you feel overwhelmed by trying to be active on every single channel, just start with one.
It’s not often that I use the word FOMO, but when it comes to choosing a social media platform for your business it can easily feel like you are missing out if you are not active on all of them.
However, it is important that you fight that mentality with everything you’ve got.
Think about it this way: What’s going to be more effective?
- Delivering subpar content on 5 different accounts because you’re scrambling to get the content together. Or…
- Nailing your content on one platform and really showing off your business from its best side because you can fully concentrate on one channel.
Just in case you didn’t notice, this is a rhetorical question. Of course, giving it your best effort on one platform is going to be more efficient than pushing out half-baked content everywhere.
But, here is the important thing about choosing a platform: it has to be the right one!
Choosing the Best Social Media Platform for your Business
This is where many tourism businesses go wrong. When business owners choose a social media platform for their business they often do one of the following:
- They choose the platform they like personally and are most comfortable with.
- They choose the platform that they think they should be on as a tourism business.
- They choose the platform that seems to work for their competitors.
Unfortunately, they run the risk of choosing the wrong one. Why? Because they forgot to think about their potential customers.
It’s great if you love Instagram or you do it like your competitors and start advertising on Facebook – but none of this will get you anywhere if your target audience doesn’t hang out on that platform.
So, when choosing a social media platform for your tourism business, ask yourself first: Who do I want my customers to be?
What do they like, what age group are they, where are they from? Which platforms they are most active on? That’s most likely where you should be too.
It might be Instagram, which is a super popular platform for travel inspiration and research. But it also might be LinkedIn where you will find lots of professionals with corporate jobs and disposable income. It might be Facebook if you are aiming for a slightly older demographic, or Tiktok if you want to reach teenagers who can influence their parents about where to go on their next family holiday. No platform is off-limits for tourism businesses.
Top tip: Don’t just think about your existing audience and previous customers, but also who you want your future customers to be.
Once you thought about your ideal customers, then consider what kind of content you are most comfortable creating (text, video, image). After all, you should be able to enjoy creating social media posts for your business and making those connections.
Managing Multiple Social Media Accounts
The best thing about choosing just one channel is that it will soon become second nature to you. After a while, you will learn what kind of content is popular and works with your audience. You will have internalised the post formats, hashtags and emojis you love using. You will have figured out how to create engaging content and reach new people.
It will take you less and less time to create content for that platform.
And when you get to that point, you can add another platform to your repertoire. Start learning its ins and outs before moving on to the next. Soon enough, you will be active on multiple platforms with ease.
Here are some tips to manage content creation for multiple platforms:
- Create a content calendar and invest the time to plan out your content for each platform.
- Re-use content across platforms, but amend it as necessary – for example by adding hashtags, resizing images, re-formatting copy, turning text into video etc.
- Use Canva to create graphics that can be easily copied and resized for different platforms.
- Repurpose content to save time. 5 Instagram posts about one topic, for example, might add up to a blog post. The transcript of an Instagram Live video might work well as a Twitter thread. Squeeze as much out of one idea as you can.
And just like that my number one social media tip has allowed you to stop the overwhelm, make an informed decision for your business and develop a social media strategy you can actually stick to.
I hope you found this article useful. I’d love to hear what’s your favourite social media platform and why you chose it for your business!
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