What makes your destination unique? Is it a farm-to-table foodie scene, high quality arts and culture, or maybe state of the art attractions? Asking yourself about the unique aspects of your destination is step one of the process.
Next, analyze data to make sure your instincts are correct. Use information that is readily available to find what resonates with your audience. For example:
- The top 5 pages on your website according to Google Analytics
- The top 10 posts on Facebook within the past year
- The top 3 Pinterest Boards with the most followers
This small sample of data will help confirm your ideas on what types of stories your audience likes to hear. Additionally, sometimes this process reveals an under-marketed gem. You may have an amazing craft beer scene, but find it’s underperforming in your analytics. That’s a problem worth fixing by placing more of an emphasis on marketing your craft beer offerings.
Now comes the planning. Once you have identified three unique niches of your destination – commit to sharing stories about them on a weekly basis. Scroll through your social media after a month of this commitment, and you will be amazed at the transformation!
When a potential visitor finds your destination on social media, think of that first impression. Do you want this person to see 5 posts about the new park? Or would you prefer they learn about the new park, places to eat, and events nearby? Paint a vibrant picture of your destination using the palette of your top three niches!