Delegates to Travel South in Atlanta were told that content strategy for a major travel event should include 12 Facebook posts and 12 Instagram posts per month and focus individual topics, like on culinary experiences, outdoor adventures, and road trips that resonate with audiences.
Jozy Olivo, Miami based paid strategist and social listening analyst told delegates; First of all, you need to know what the objective of your campaign is going to be. Every campaign begins with an objective, which is determined by the desired outcome. Depending on what you want to achieve, that will guide what the objectives should be. In Meta, we have four objectives:
- Awareness: Increasing visibility and recognition of the brand.
- Traffic: Driving users to a specific website or landing page.
- Engagement: Boosting interactions such as likes, comments, shares, and saves.
- Conversions: Encouraging specific actions like bookings, signups, or purchasing a ticket, which is tracked with a website pixel.
The second thing we need to know is the budget. How much money do we want to invest in this campaign? This is crucial because you can set a daily budget or a lifetime budget. We usually prefer a lifetime budget to even out the daily spend and manage cost efficiencies better throughout the campaign’s duration.
Next, we need to determine the flight dates. It’s essential to have specific campaign run dates with set time frames to avoid creative fatigue. Ensure that ads align with seasonal promotions, events, and marketing goals.
Targeting is another critical step. Meta allows for highly customized audience targeting, including demographics, interests, and behaviors. Custom audiences are fascinating because you can create an audience from an existing campaign and then generate a lookalike audience based on that. This helps lower overall costs by targeting people who are already engaged with your content.
