Header: What Travel Advisors Should do Before Running Facebook Ads
Travel Agent Marketing

Travel Biz CEO: What Travel Advisors Should Do BEFORE Running Facebook Ads

A big buzz in the past few years amongst travel advisors was that you MUST be doing facebook ads. Facebook Ads are the way to go! Especially in this era of COVID and digital marketing.  

First of all always be leary of the “shoulds” and “musts” in your business. What that often translates to is that a few advisors had killer success with facebook ads, so we all must try to copy and emulate that success.  

I’d like to throw my hands up first and ask you all to hit the pause button!

Are Facebook Ads a solid marketing strategy? YES! In fact, we teach members in KTA how to run Facebook Ads. I think that they can be wildly successful

But there are a few things you need to keep in mind first. 

FIRST: To start you need to know what facebook ads are and what they aren’t.  

Facebook ads ARE NOT: 

  • A Silver Bullet
  • A guarantee
  • Cheap

Facebook Ads are an accelerant.

What do I mean by that?

I would like you to imagine a campfire. You’ve got your marshmallows ready to roast. You are gearing up your fire. Facebook ads are the accelerant. They are the gas you put on the fire.  

But you need a few other things for your fire first. 

You need the right environment. You have to have the right logs that are primed and ready to go. Wind conditions need to be right. 

Second, you need a spark – you need the converting offer. You need to know what the end game is. 

Because otherwise, when you pour gas onto your logs you’ll just have wet logs. That’s it. Womp womp. 

Facebook ads are an accelerant. They help you get there faster. They help you grow and scale your audience faster. 

SECOND: You need to know who your ideal audience is. 

This is so important for so many things.

If you are a long time listener to our podcast, you know that we teach the importance of niching and identifying your ideal person. And when you do so you need to focus on the traveler and not the style of travel. 

For example: Don’t be a luxury specialist. Specialize in people that value luxury accommodations, slow travel, and exclusive experiences. 

Don’t be a groups travel specialist. Specialize in multigenerational beach vacations for families with small children where you work with grandparents that want to take their kids and grandkids on vacation.

You get the idea. 

Knowing who your ideal client is helps you

1. Create Content specifically for your person, and

2. Helps you to target them appropriately. 

Why is that important?

Because if you spend money on ads you want to make sure that you are spending money to attract the right people. But if your offers and/or content aren’t in alignment with you audience, or even worse, they are too general that they pick up a WIDE net of people then your conversion rates down the line won’t work out very well either.

Likewise, when you are setting up your ad sets in your ads managers with custom audiences because you don’t have enough people on your list to create a lookalike yet, you’ll want to be able to target them appropriately and the most effective targeting metrics aren’t from the demographics. They are using the psychographics of your person. But if you don’t know what that is, then you will always be falling short. 

THIRD: You need to know what your strategy is?

What is the end game to running your ads? Is it to grow your list? And by that I mean your email list. 

Is it to grow your Facebook Group? (This is your friendly reminder that you can’t run ads directly to promoting a FB group)

Basically, what are you wanting to do with your ads?

Are you wanting to sell a group trip? Sell a room block? Promote your services? Brand Awareness? Grow your social media presence? Drive traffic to your website or blog post?

The sky is the limit here. But knowing this helps you adequately

  1. Set your budgets
  2. Set Goals and
  3. You know how to measure your success. 

When we teach how to run Facebook Ads in KTA, we don’t start with Ads. We start with the strategy and laying the foundations in your marketing so that when you do run ads you aren’t blowing money into the wind. We never want to just throw spaghetti on the wall to see what sticks. We want to be deliberate and strategic with our ad spend. 

Then, when we do run ads, we use them primarily to list build. Why?

It really comes down to budgets. The average cost per lead for customers is anywhere from $6-10. And that’s just for a lead. A Sale can be much much higher and it’s incredibly hard to quantify a cost per customer acquisition because travel advisors across the board work with such a wide range of budgets and travelers. And the final sale doesn’t equate to dollars earned. A client may spend $10,000 on a vacation, but you may only make $968 in commission. And of that maybe you are hosted, so you will only be able to make $775 off the trip. 

You can run ads to trips worth $10,000. But I guarantee you will outspend your earnings. Because that is an incredibly hard conversion online.

But what you can do is spend money on ads to get them on your email list and invite them to continue the conversation at an in person event or online in a group or on social media. Your conversions come in the time it takes to build know like and trust in those spaces.

It’s a long game, but if you know the strategy you know how to adequately set up your ads, you know where you are trying to convert them. 

Basically, you know where ads fit into the overall strategy. The accelerant, remember?

So before you go out and spend a ton of money on ads, set up your foundations first!

Of course, we teach the foundations and the mechanics of setting up your ads to our Kinship CEO Members. 

You can learn more about our program here.

 

 

 

Transcript of todays show below:

Krystal Eicher 0:00
A big buzz in the past few years amongst travel advisors was that you must be doing Facebook ads. Facebook ads are the way to go, especially in this era of COVID and digital marketing and doing all the things online. Facebook ads are the answer. They’re the golden ticket. So, first of all, always, always, always, always be leery of the shoulds in the must in your travel business. So this is my upfront disclaimer. What that often translates to is that a few advisors had killer success with Facebook ads and so we must all tried to copy and emulate that success. And I would like to throw my hands up first and ask you all to hit the pause button.

Hey, travel advisors, you are listening to the Travel Biz CEO podcast by Kinship Travel Academy. It’s not enough to just love travel. You need to have the appropriate business system, marketing strategies and mindset tuneups and coaching to make it in this business and step into the role of CEO. That’s why we focus on all three. We are Wendy, Ashley and Krystal, your host of Travel Biz CEO and the founders of Kinship Travel Academy. We are three travel advisors that saw a glaring need in the travel industry, the need to look at the whole advisor. Through our own travel business journeys we all join communities and signed up for courses and masterminds to help push us to the next level. And all of them ended up falling short of our expectations. That’s why we started Kinship Travel Academy, where we focus on the mind, body and soul or the marketing, business operations and mindset of a travel advisor. It’s a program for modern travel advisors created by modern travel advisors. Welcome to the next chapter of the travel industry.

Hey, Travel Biz CEO listeners, this is Krystal here and we are back for another episode of Travel Biz CEO where we focus on teaching you how to be the CEO of your travel business. My name is Krystal Eicher and I am one of the founders of Kinship Travel Academy, and I teach the marketing education in our membership program. And today I want to talk about Facebook ads and more specifically, what travel advisors need to have in place before they spend money on Facebook ads. A big buzz in the past few years amongst travel advisors was that you must be doing Facebook ads. Facebook ads are the way to go. Especially in this era of COVID and digital marketing and doing all the things online Facebook ads are the answer. They’re the golden ticket. So first of all, always, always, always, always be leery of the shoulds and the must in your travel business. So this is my upfront disclaimer, what that often translates to is that a few advisors had killer success with Facebook ads and so we must all try to copy and emulate that success. And I would like to throw my hands up first and ask you all to hit the pause button. Now you might be asking yourself, hey, Krystal, aren’t you a marketing strategist? To which I say yes, and Krystal? Don’t you run Facebook ads? To which I say yes. Are Facebook ads a solid marketing strategy? Yes. In fact, we teach it in our Kinship CEO membership. We teach KTA members how to run Facebook ads. I think that they can be a wildly successful strategy. I think that there’s so much potential in the medium, even with all of the iOS changes that have happened. And I know there are more coming up. And we talk about this a lot in our membership program, how to stay on top of that. And there’s a ton of other podcasts and information out there on that so I’m not going to dive into that today. But even with all of the changes with the privacy and the tracking, and everything else, Facebook ads can still be a very successful and a very important part of your strategy. But there are a few things I want you to keep in mind first. To start, you need to know what Facebook ads are and what they are not. So first of all, Facebook ads are not a silver bullet. You’ve listened to this podcast before. You know there is no such thing as a silver bullet. And if you’re really unsure about that, go back and listen to the episode called the silver bullet. Facebook ads are not a guarantee. And you know what? Facebook ads are not cheap. Especially right now. Facebook has reported that ad buys have gone up 47% in the last year, they’re not cheap, they take a certain amount of investment and they take a certain amount of minimum investment to convert and to do well, especially these days with all of the changes online. But what Facebook ads are is they are an accelerant. What do I mean by that? So I’d like for you to imagine a campfire. You got your marshmallows ready to go, you don’t have anything else because every other part of the smores sucks. You are gearing up for your fire. Facebook ads are the accelerant to the fire. They’re the gas you put on the fire, but you need to need a few other things for your fire to work. First, you need the right environment conditions need to be set, you need to have the right logs, your logs need to be primed and ready to go. Wind conditions need to be right. Second, you need a spark. You need the converting offer, you need to know what the endgame is because otherwise, when you pour gas onto your logs, you just have wet logs that’s it nothing else. You need to have that spark, you need to have the converting offer that irresistible free offer that freebie that lead magnet in place. You need to know what this strategy is and what the endgame is. Facebook ads are an accelerant. They help you get there faster, you can start a fire without an accelerant, you can start a fire without adding other things on to your log. But we all know that you can have a bigger fire, you can have things go for longer if you add the accelerant to the fire. That’s what Facebook ads are, they help you get there faster. They help you grow and scale your audience faster, they help you increase your reach, increase your circle and increase your list. The second thing you need in place is you need to know who your ideal client is. This is so important for so many reasons, you guys, and we come back to this over and over and over again. And so if you’ve listened to this podcast before, I know that you’ve heard this before, but I’m going to say it again, you need to know who your ideal client is. You know that we teach the importance of niching and identifying your ideal person. And when you do so you need to focus on the traveler and not the style of travel. For example, don’t declare yourself just a luxury specialist. Specialize in people that value luxury accommodations, at that certain price point who likes slow travel and exclusive experiences that are culinary and wine based whatever that might be. Don’t be a group’s travel specialist, I don’t know what that means. Instead, you specialize in multi generational beach vacations. For families with small children or you work with grandparents that want to take their kids and their grandkids on a vacation. You get the idea. Knowing who your ideal client is, knowing exactly who that person is that you’re talking to helps you one create content specifically for your person. And two, it helps you target them appropriately. Why is that important? Because if you spend money on ads, you want to make sure that you are spending money to attract the right people. Remember that 47% increase in ad buys I just talked about? It costs more money these days to convert your audience. But if your offers and your content aren’t in alignment with your audience, or even worse, they’re too general, they pick up a wide net of people, and then your conversion rates are down. If you’re spending money on ads, you want to make sure that you’re spending money to attract the right people. But if your content or your offer is not in alignment with the right audience, you’re either attracting the wrong people, or your conversion rates are down and don’t look great down the line in your customer journey. And that doesn’t work out very well either. Likewise, when you were setting up your ad sets, in your ad manager account, your business manager account with custom audiences, which you’re going to set up usually starting out because you don’t have enough people to create lookalike audiences, or other cold audiences from your existing list, you’re going to want to be able to target them appropriately. And the most effective targeting metrics aren’t from the demographics. A lot of people spend a lot of time in the ad set level, creating custom audiences. And they’ll put, you know, top 1% of earners for these zip codes and live in a certain house and things like that. And I will tell you guys right now use the psychographics. If you want to be able to target them appropriately, the most effective targeting tools you have are from using the psychographics of your person. But if you don’t know what that is, then you will always be falling short. So the third thing is you need to know what your strategy is. When travel advisors come up to me and they say, hey, Krystal, I think I’m ready to start running ads. I will ask them why? Why do you want to run ads? What is the endgame? What is it that you’re trying to do? Is it to grow your list? And by that I mean your email list. Is it to grow your Facebook group? And this is my friendly reminder disclaimer that you can’t run ads directly to promoting a Facebook group but there is a strategy and using ads here. Basically, what are you trying to do? Are you trying to sell a group trip? Sell a room block? Are you promoting your services? Is it to create brand awareness? Is it to grow your social media presence? Is it to drive traffic to your website or your blog post? The sky’s the limit here, there are so many cool things that you can do with ads. You can run ads to landing pages to set up calls, there’s workshops that you can do, there’s all kinds of things that we can do online, so many cool things. But knowing this helps you adequately one, set your budgets. Two, you can set goals. And then three, you know how to measure whether or not you’re successful. When we teach how to run Facebook ads in KTA we don’t start with the ads. We start with the strategy and laying the foundations in your marketing so that when you do run ads, you aren’t blowing money into the wind. I think this is equivalent to when Facebook pops up the Do you want to boost this post and reach more people? Well, I mean, you sure you can do that. And that’s a great way to get your content out in front of more people, and especially on Facebook these days, it is a pay to play a world. But what’s the strategy there? What’s the point, so they see your posts Is there a clear call to action to that post? Does that invite them to the next level? Is there a next step? We never want to just throw spaghetti on the wall to see what sticks. We want to be deliberate and strategic with our ad spends even if we’re only doing $2 a day. Then when we do run ads, we teach a lot of our members to run ads primarily to list build. It really comes down to budgets. The average cost per lead for customers is anywhere from $6 to $10. I’ve heard travel advisors getting their cost per lead for significantly last. And when I was running ads for Serendipitous Traveler I was getting leads for $1 to $2 a lead. So that’s just for a lead. A sale can be much higher per conversion. And it’s incredibly hard to quantify a cost per customer acquisition because travel advisors across the board work with such a wide range of budgets and travelers. And the final sale doesn’t equate to dollars earned. So for example, a client spend might be $10,000 on vacation, but you might only make $968 in commission. And of that maybe, because you’re hosted, your split is only $775 of that trip. So can you run ads straight to selling a $10,000 vacation? Sure. But I guarantee you, you’re going to outspend your earnings, because that’s an incredibly hard conversion online. What you can do is spend money on ads to get them on your email list and invite them to continue the conversation at an in person event or online or in a group or social media. Your conversions come in the time it takes to build and know, like and trust in those spaces. It comes in the relationship building process part of the funnel. It’s a long game, but if you know the strategy, you know how to adequately set up your ads. You know where you’re trying to convert them. You know, the big picture of what you’re trying to do. Basically, you know where your ads fit into that overall strategy. The accelerant, remember, so before you go out and spend a ton of money on ads, I want you to set up your foundations first. Of course, we teach the foundations and the mechanics of setting up your ads to where our Kinship Travel CEO members and there’s a link in the show notes if you’d like more information on that program. But whether or not you join our membership to learn from us, because there’s a lot of different teaching styles out there, I want you to remember this, you need to know what Facebook ads are and aren’t. You need to know and understand that they are an accelerant to whatever it is you’re working. So if you don’t have something working already, you need to figure out the mechanics of that first. Two, you need to know who your ideal client is. Who your audience is. Who you’re talking to, so you can target them appropriately. And then three, you need to know and understand what that big strategy is and how your, that acceleratn, how those ads fit into that strategy. I always like to tell people if you can map out your customer journey from start to finish, where could you throw accelerants on the process? Is it on your email list? Is it on the relationship building part because then you might want to run ads to brand awareness. You might want to run ads for brand awareness purposes. So engagement ads, get your social media out front of more people. Maybe it comes from your email list, which I would imagine it’s a really good amount of you. So then it’s to help grow and increase that list and then increase conversions, down the line. Whatever it is no more blindly spending money. You guys, we want to know and we want to be purposeful and strategic when it comes to our marketing strategies. And, again, that’s why I always come back to asking agents why? Why do you want to spend on ads? What is the purpose? What is the strategy here? How does it fit in? And it’s not because I’m challenging you or because I think that Facebook ads are a bad idea. In fact, if you know, me at all, I’m a huge fan of Facebook ads and using them strategically in your business. I think there’s just a crazy amount of potential to work in that space and in that medium to effectively grow and scale your business, especially in the travel industry. But you have to be smart about it. And so many advisors, I watch run ads, without effectively having these foundations in place. But now that you’ve listened to this podcast, you won’t be one of them. Until next week, we’ll catch you guys later. Have a good one. Bye.

Hey, guys, thanks for listening. We hope you got something great out of today’s episode. If you were wondering where you are out of balance in your travel business take our free quiz at KinshipTravelAcademy.com/quiz to find out and receive free resources to help bring you into alignment in your travel business. And if you enjoyed today’s episode, take a screenshot and share it on social media. Be sure to tag us at Kinship Travel Academy or #TravelBizCEO. Also, if you loved us, don’t forget to leave a review and be sure to hit subscribe. Here’s to you, see you at the next level.

Transcribed by https://otter.ai

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