The business aviation sector is a little behind the times when it comes to social media. Perhaps these business owners think that their potential customers have little-to-no interest in the likes of Facebook, Twitter, Snapchat and Instagram? Perhaps they find the effort needed to connect with potential customers via social media a bit intimidating? Perhaps they don’t even know where to start? Whatever the reasons, the business aviation sector needs to sharpen up when it comes to social media or get left choking on everyone else’s exhaust fumes.
Here a few ways that you can reach new audiences with the clever use of social media.
The First Step is to Accept Your Need to Take Social Media Seriously
Because of the high costs involved with running a business aviation company, some companies seem to think that the use of social media is ‘beneath them’. For them, it has been the case of waiting for their customers to come to them, rather than going out and shouting about their services.
If you’re a business aviation company owner, then as the cost to the customer of private jet hire and personal or business air travel continues to come down, the broader your audience, but the greater your competition. You will be fighting for fares, so it makes sense that you explore as many customer-generating channels as possible, and that includes social media.
You already invest in your fleet, your employees and your online presence, so it makes sense to stretch that investment to social media. Also, ‘taking social media seriously’ means ‘performing social media marketing seriously’. Don’t ask the people who maintain your website to send out a few tweets and Facebook posts. Hire a team of marketing experts who specialize in social media, and who hopefully has at least some experience within the business aviation sector.
Make Sure That You Properly Interact With Your Potential Customers
Some companies are ‘scared’ of social media because it makes them seem too ‘reachable’, which is something that sounds genuinely counterproductive. It’s all about status and, in some ways, aloofness. Many companies like to brand themselves as faceless, skyscraper-dwelling entities whom their customers should feel honored to be even acknowledged by. The problem with this is that should such companies then reach out via social media, it simply comes across as disingenuous advertising.
It is quite possible to interact with people via social media without losing status or coming across as fake. The way to do this is to establish a ‘personality’ for your brand. Social media is of course all about one-to-one connectivity. No matter who is writing your tweets or Facebook posts, the key is to be consistent with the personality projected. That way, the people that you connect with via your tweets or posts are more likely to feel they are connecting with a single person, and not some faceless brand.
Typically, a light-hearted approach is the way to go, as long as you remain genuine. The way not to do it is to bombard your Twitter or Facebook followers with content that is irrelevant to them. If you do that they will simply assume you have nothing interesting to say to them and will become accustomed to ignoring your communications.
Keep Up to Date … and Hopefully One Step Ahead of Your Competitors
Never rest on your laurels when it comes to social media. Sure, Facebook and Twitter have been the kings of social media for some time now, but there’s always the chance something new will crop up, or that any network that’s currently immensely popular will eventually go the way of MySpace or Friendster. You also need to keep your finger on the pulse of the latest Facebook and Twitter trends, including the recent issues concerning privacy and data usage.
Some channels – like Instagram and Snapchat – you might consider to be irrelevant to your needs, but you need to explore them properly. The use of social media is all about making connections with your customers and your potential customers, so the more channels you open up, the more customers and potential customers you will connect with.
The other key aspect is to keep digging and exploring. Social media marketing is a complex task, and literally, everyone is doing it. You’ll want to give your business the best chance of success, and that success is based on revenue. The more customers you have, the more revenue you create, and by reaching out via social media you’ll give yourself the best chance of increasing both the number of customers you have and the amount of revenue you gain.
To speak to us at Offland Media about any aspect of your social media strategy, or about digital marketing in general, then please call (800) 404-5193 or use the online contact form that’s available on our site. We’re happy to schedule a free consultation with your business so we can explain just what we can do to help you and your company fly as high as it can possibly go.