Summer Marketing Essentials: Maximize Engagement with Social Media, SMS, and Influencer Strategies

In today's hyper-connected world, these digital channels aren't just nice-to-haves—they're essential tools for any tour or attraction looking to make a splash this summer. Let's explore how you can harness the power of these platforms to create buzz, drive visits, and build lasting connections with your audience.

This is Part 3 of our Summer Marketing Essentials series: Check out Part 1 (Strategic Calendars, Event Ideas, and Understanding Buying Behaviors), and Part 2 (Segmenting Your Audience and Rewarding Customer Loyalty).

Be Active on Social Media

Did you know that a whopping 89% of US vacationers check their social media while on holiday? That’s a huge audience waiting to hear from you right at their fingertips.

And here’s something to think about: according to the 2023 Sprout Social Index™, 46% of consumers follow brands for exclusive deals, while 68% do so to stay updated on new products or services.

This means you should be hitting those trending holiday hashtags and challenges hard. Keep your feeds lively with regular posts that could range from holiday giveaways to sneak peeks of what’s new at your spot. Not only does this keep your followers entertained, but it also keeps them informed—and more likely to visit.

Craft Engaging Content

The key to social media success is creating content that resonates with your audience. Here are some ideas to get you started:

1. Behind-the-scenes content:

• Schedule weekly "sneak peek" posts
• Create a content calendar for upcoming exhibits or attractions
• Assign team members to capture and share daily operational moments
• Example: "Monday Mornings at the Zoo" series showing animal feeding routines

Here's a great example: Utah's Hogle Zoo shared this up-close shot of a lion doing the flehmen response. They took a cool animal behavior moment and turned it into a fun post that teaches people something new about animals they might not see every day. It's a win-win for engaging your audience and showing off what makes your attraction unique.

2. User-generated content strategy:

• Create a branded hashtag (e.g., #MyParkAdventure)
• Launch a monthly photo contest with a prize for the best visitor photo
• Set up a social media wall at your attraction to display visitor posts in real-time
• Implement a system to request permission before reposting UGC

3. Interactive polls and quizzes:

• Use platform-specific features like Instagram Story polls or Twitter polls
• Create a weekly themed quiz (e.g., "Trivia Tuesday" about your attraction's history)
• Offer small incentives for participation (e.g., 10% off coupon for quiz winners)
• Example: "Which new ride are you most excited about? A) Thrill Coaster B) Family Carousel"

4. Live streaming schedule:

• Plan bi-weekly live sessions with different themes
• Create a promotional schedule to announce upcoming live events
• Prepare Q&A topics in advance and encourage pre-submitted questions
• Example: "Join us every other Wednesday at 2 PM for 'Ask a Zookeeper'"

5. Themed content days:

• Establish a recurring content theme for each day of the week
• Create content batches in advance to maintain consistency
• Encourage staff and visitors to contribute to themed days

Here's an example schedule:

• Monday: #MotivationMonday (inspiring visitor stories)
• Wednesday: #WildlifeWednesday (animal spotlights)
• Friday: #FunFactFriday (interesting tidbits about your attraction)

Not sure what to post? Check out this awesome #FunFactFriday from Edmonton Valley Zoo. They paired a cool sloth fact with a cute photo - perfect for grabbing attention and teaching visitors something new.

6. Maintain consistency and quality:

• Use a content planning tool (e.g., Hootsuite, Later) to schedule posts in advance
• Create a content review process to ensure quality before posting
• Aim for a specific number of posts per week (e.g., 5 Instagram posts, 3 Facebook posts)
• Monitor engagement metrics and adjust your strategy monthly based on performance

7. Engage with your audience:

• Set aside 15-30 minutes daily to respond to comments and messages
• Create a response guideline for common questions or concerns
• Use social listening tools to track mentions and engage in relevant conversations

Remember, consistency is key. Aim to post regularly, but don't sacrifice quality for quantity. It's better to have fewer, high-quality posts than a flood of mediocre content.

Incorporate SMS and Push Notifications

Don’t overlook the power of a direct message. Believe it or not, 71% of American consumers are glued to their phones multiple times an hour while on vacation. This makes SMS and push notifications a super effective channel to catch their attention.

“It’s harder and harder to reach the customer, so a combination of push notifications and text messages, works so much better. We’ve been testing it against email only, and email plus text and push gives us a much higher turnaround.” - Marcin Biele, President of INGLOT Cosmetics Canada

Omnisend's research backs this up: their studies show that omnichannel campaigns are 429% more likely to drive conversions than those sticking to just one channel.

Take a leaf out of INGLOT Cosmetics Canada’s book. They ramped up their conversion rates by 117% just by adding SMS and push notifications to their email campaigns. 

Marcin Biele, President of INGLOT Cosmetics Canada, put it this way: “It’s harder and harder to reach the customer, so a combination of push notifications and text messages, works so much better. We’ve been testing it against email only, and email plus text and push gives us a much higher turnaround.”

Why not try sending timely updates about cool events or irresistible last-minute deals directly to your visitor’s phones? This could be what you need to drive more visits and conversions.

Crafting Effective SMS Campaigns

To make the most of SMS marketing, consider these tips:

1. Optimize your message length:

• Draft your initial message
• Use a character counter tool to ensure it's under 160 characters
• Trim unnecessary words, focusing on key information
• Example: "Summer special: 20% off all rides! Book now: [link]. Limited time offer!"

2. Implement urgency tactics:

• Set a clear deadline for your offer (e.g., "Ends midnight tonight!")
• Use scarcity language (e.g., "Only 10 VIP passes left!")
• Create countdown messages for big events

3. Personalize each message:

• Segment your audience based on past behavior (e.g., frequent visitors, first-timers)
• Use an SMS marketing platform that allows for personalization tokens
• Craft different messages for each segment (e.g., "Welcome back, [Name]!" for returning visitors)

4. Optimize sending times:

• Analyze your customer data to identify peak engagement times
• Test different sending times and track response rates
• Schedule messages for high-impact moments (e.g., Friday at 2 PM for weekend promotions)

5. Craft compelling CTAs:

• Use action verbs (e.g., "Book," "Reserve," "Claim")
• Create a sense of exclusivity (e.g., "Unlock your VIP access")
• Include a direct link or simple instructions (e.g., "Reply YES to claim")

6. Track and iterate:

• Set up UTM parameters for your SMS links to track conversions
• Monitor key metrics like open rates, click-through rates, and conversions
• A/B test different message formats and adjust based on performance

7. Ensure compliance:

• Include an opt-out option in every message (e.g., "Reply STOP to unsubscribe")
• Keep a record of customer consent for SMS marketing
• Follow local regulations regarding SMS marketing practices

Consider an Influencer Strategy

Let’s face it—people trust people, not ads. In fact, about 61% of consumers trust influencers’ recommendations over the polished content brands put out.

Partnering with influencers, especially on platforms like TikTok, can significantly boost your visibility and credibility. And here’s the kicker: these influencers don’t need to have millions of followers. Local influencers with a smaller, but super-engaged audience can actually make a huge impact.

For instance, here's a TikTok post by @pipertaich about Wendella’s Chicago Sunset River Cruise. Despite having just about 5,000 followers, her post raked in over 1,000 likes and 200 shares, not to mention loads of comments from folks itching to check it out themselves.

That right there? That’s the magic of genuine, influencer-driven content. It’s real, relatable, and really effective.

Choosing the Right Influencers

When selecting influencers to partner with, consider these factors:

1. Define your target audience: Before searching for influencers, clearly outline your ideal customer demographics, interests, and behaviors.
2. Set specific campaign goals: Establish measurable objectives, such as "Increase ticket sales by 15% over the next month" or "Generate 1000 user-generated content posts in 3 months."
3. Use influencer discovery tools: Leverage platforms like Upfluence or AspireIQ to find influencers who match your audience and brand values.
4. Analyze engagement metrics: Look beyond follower count. Calculate engagement rates (likes + comments / followers x 100) and aim for influencers with rates above 3% on Instagram or 1% on TikTok.
5. Create a unique offering: Develop an exclusive package or experience for influencers. For example, "VIP after-hours tour with behind-the-scenes access to our new exhibit."
6. Implement tracking systems: Set up unique discount codes (e.g., INFLUENCER20 for 20% off) or custom landing pages (yourattraction.com/influencername) for each influencer to measure their impact.
7. Conduct authenticity checks: Before partnering, review the influencer's past content and collaborations to ensure their enthusiasm aligns with your brand.
8. Focus locally: Use location-based searches on social platforms or local hashtags to identify micro-influencers in your area with 1,000-100,000 followers.
9. Start small and scale: Begin with a trial campaign involving 2-3 influencers, measure results, and expand based on performance.

Remember, influencer marketing is about building authentic relationships that resonate with your target audience. Start small, measure your results, and refine your approach as you go!

Amp Up Your Summer Marketing Game

As we roll into summer, remember it’s prime time to elevate your marketing strategy. From tapping into the seasonal trends to leveraging powerful digital tools like social media and SMS, there’s a whole playbook to explore.

Make your tours and attractions the go-to spots by connecting deeply with your audience and creating experiences they can't wait to share. Use social media to showcase the excitement, SMS to deliver timely offers, and influencers to spread authentic buzz about your attraction.

This summer, let's not just reach our visitors—let's inspire them to come back for more and bring their friends along! By harnessing the power of digital engagement, you can create a summer marketing strategy that not only boosts your visibility but also builds lasting connections with your audience.