SMM Content Plan for Travel Agency's

In today's world, social networks have become a key tool for promoting tourism services. To simplify your work and increase marketing efficiency, we have prepared a ready-made content plan template in an online Excel format. This template will be an indispensable assistant for your SMM specialist, designer, and copywriter, allowing them to coordinate their activities and start working immediately.

Features of SMM in Azerbaijan's Tourism Sector

Choosing Social Platforms

Selecting the right social networks is the first step toward successful promotion. The most popular platforms in the Azerbaijani market are:

• Instagram: The main platform for businesses in Azerbaijan. Ideal for visually presenting travel offers, it allows you to attract attention with vibrant photos and videos.
• Facebook: Used for more detailed interaction with the audience. Suitable for sharing news, articles, and engaging in comments. Although less popular compared to Instagram, it is still relevant for certain audience segments.
• TikTok: Thanks to unique algorithms, it allows achieving a large organic reach. Suitable for creative and viral content that can quickly spread among users.

Profile of the Target Audience and Their Online Behavior

Age and Demographics

• Age: 18–45 years.
• Location: Baku, Sumgayit, Khirdalan (and other major cities as needed).

Interests

• Travel and Discoveries: A desire for new experiences, interest in different cultures and countries.
• Culinary Adventures: The wish to try national dishes from various world cuisines.
• Adventure Tourism: Interest in active leisure types like mountain hiking, safaris, diving.
• History and Culture: Visiting historical landmarks, museums, participating in cultural events.
• Family Recreation: Searching for safe and comfortable places to relax with family and children.

Online Behavior

• Active Use of Social Networks: Spend significant time daily on Instagram and TikTok.
• Visual Perception: Prefer bright and high-quality visual content.
• Trust in Reviews: Rely on recommendations and feedback from other users.
• Mobility: Actively use mobile devices to access the internet and make purchases.
• Participation in Interactives: Enjoy participating in surveys, contests, and other interactive events.

This information will help the targeting specialist in setting up advertising campaigns, allowing for precise determination of the target audience parameters.

Competitor Analysis

How to Conduct the Analysis

1. Collecting Data on Competitors:

• Search for competing travel agencies on Instagram and other social networks.
• Compile a list of companies in a separate Excel table.

2. Creating an Analysis Table:

• Company Name.
• Number of Followers.
• Engagement Level: Average number of likes and comments.
• Types of Content: What topics and formats they use.
• Strengths: Unique offers, quality content.
• Weaknesses: Irregular postings, low-quality images.

3. Conclusions and Recommendations:

• Identify successful strategies among competitors.
• Find gaps that you can fill with your content.
• Determine your agency's Unique Selling Proposition (USP).

Why This Is Necessary

• Understanding the Market: You'll learn what the market offers and how to stand out.
• Adapting Strategy: You'll adjust your content strategy considering competitors' strengths and weaknesses.
• Targeted Impact: You'll more accurately determine the needs and interests of your audience.

Defining Goals and KPIs

How to Set Goals Correctly

1. Coordination with Management:

• Goals should reflect the company's overall strategy.
• Consider different business directions: B2C (working with end customers), B2B (collaboration with other companies), domestic and international tourism.

2. Examples of Goals and Corresponding KPIs:

• Increase the number of Instagram followers by 20% over the next three months.
• KPI: Monthly follower growth.
• Boost audience engagement by 15% during the quarter.
• KPI: Average number of likes, comments, and saves per post.
• Increase the number of inquiries through social networks by 25% over six months.
• KPI: Number of received messages, requests, and calls.
• Grow sales of domestic tourism tours by 30% during the season.
• KPI: Number of tours sold, revenue from sales.

Tips for Setting Goals

• Analyze Current Indicators: Evaluate the current situation before setting new goals.
• Consider Seasonality: Plan activities considering peaks and declines in the tourism season.
• Teamwork: Involve all team members in the goal-setting process for greater efficiency.
• Flexibility: Be prepared to adjust goals depending on changes in the market and within the company.

Planning Posts: A Guide to Using the Excel Template

Step 1: Access the Template

• Open the content plan template by following this link. https://docs.google.com/spreadsheets/d/1O4ElSW5TPqSif5vW3PhN7idABVEnO4tkX8dLudPHWkI/edit?gid=0#gid=0

Step 2: Familiarize Yourself with the Structure

• "Content Plan" Tab: The main table for planning content.
• "Holiday Calendar" Tab: A calendar of holidays and events in Azerbaijan.
• "Topics" Tab: A list of suggested topics for posts.

Step 3: Customize the Template for Your Company

• Personalize the Table:
• Add your company logo.
• Change colors to match your corporate style.
• Update Fields:
• Add or remove columns as needed to ensure the template meets your requirements.

Step 4: Planning Content

1. Define the Planning Period: Usually a month or a quarter.

2. Fill in Posting Dates and Times:

• Consider optimal hours of activity for your audience.

3. Choose Platforms for Posts:

• Indicate where each post will be placed (Instagram, TikTok, Facebook).

4. Post Topic and Content:

• Use ideas from the "Topics" tab or add your own.
• Match topics with dates based on holidays and events in the "Holiday Calendar" tab.

5. Responsible Persons:

• SMM Specialist: Coordinates the process, responsible for posting and analytics.
• Designer: Creates visual content.
• Copywriter: Writes texts for posts.

6. Execution Status:

• Use color coding or markers to indicate the readiness stage of each post.