Social selling is an emotional way of selling with the help of social data. There are tons of studies, how to engage users before purchase, however many of the companies rely on CRM systems and their email marketing functions.
That is only one channel, however AI and our own creativity gives us the opportunity to do hyperpesonalised messaging and tons of data is available, all we need to do combining both and leave our comfort zone.
Learning from Tourguides how to engage people during their holidays
I have already introduced why I love WhatsApp for business and how to use it for further nurture your audience. In this blog, I will showcase how an independent tour guide in Thailand builds up and maintain his community in order to get frequent visits.
As LinkedIn has similar options to engage users as Facebook, I do replicate best practices from one channel to another one. Furthermore, learning from small or start-up companies are the best because they have small budget but passion to achieve extraordinary things.
I met Attila Ott last year when I visited Thailand. He is more than 10 years experience being tour guide in Koh Phangan. He posts frequently organic posts and videos on his Facebook profile as well as to other dedicated groups to engage people to visit the island. This is how I first got to know him, throughout his posts on Facebook.
Challenge – how to utilize organic posts on social media?
As long as the social posts are not paid, hardly any other users besides his contacts going to see these content. As many of the marketers, also tried the LinkedIn Ads, Facebook Ad Manager or Business Suit to target users, however targeting his dream users was not easy, because he wants to maintain the individual tourism instead of mass tourism.
We all face with the same struggle. Facebook, LinkedIn, all social channels give us the opportunity to do paid advertising, however without enough budget and constant spending it is not a sustainable approach.
Email marketing would be another tactic to keep in touch with travelers who have already spent time with Attila, however many people annoyed to countless emails. It is sad, that marketers are happy to reach the 20% open rate as industry benchmark and many of us do not think further.
The time of mass marketing is done – Use hyperpersonalised messages!
Users want personalized content.
Groups on different channels – such as on WhatsApp or Facebook as it is in this blog – give the opportunity to segment audience and to communicate in personalized or even hyperpesonalised messages. By using social data and regularly analyses the KPIs such as, impression, click, engagement and regularly asking the audience what they want to see, read booth the overall engagement level.
Closed Groups – Let the community be themselves
On social media channels such as Facebook, groups can be open or closed. According to Attila, open groups give the possibility to inform users and increase awareness, however they are better for top of the funnel (TOFU) activities rather than purchase. When it reaches several thousand users the whole administration becomes chaotic and impossible to manage because of the huge amount of interaction. There are several groups, such as Thailand with backpack or Thailand travel information, which is good to start planning the travels, however they cannot deal with dedicated requests.
Closed Groups – for Exlusive Information
Closed groups, like Koh Phangan, give the exclusivity that only the chosen users are there and they are treated better than the average. Also easier from the management point of view, because the Admin should approve all the requests. It is beyond “face control” because the admin can check the user profiles and filter out the fake accounts or users who are irrelevant.
Content is also exclusive because all his guests will get a personalized video about their adventures, making the whole trip unforgettable. I love mine and already saw it millions of times.
Dedication – How much time does it require?
Attila spends average one hour per day time on social media, maintaining his content for organic posts as well as searching for other groups and commenting with valuable insights the potential traveler’s questions. It is also a widely used method to post links from other posts or websites, so generating traffic to other places. He said “AI can help giving some hints and tips on content and comments, however it is still not able to emotionalize and engage the users because many times it gives the same results, so it gives also the experience for the user that it was only a machine generated response.”
From Mass Marketing to Hyperpersonalization: Lessons from a Tour Guide
Hyperpersonalized messaging combined with creativity is the key to engaging your audience emotionally.
🎯 What I’ve learned from a Tour guide in Thailand:
- Social selling thrives on emotional content and social data.
- Groups on platforms like LinkedIn, WhatsApp and Facebook are goldmines for segmented, personalized communication.
- Small or no budgets, passion and creativity can achieve extraordinary results.
💡 Inspiration from Koh Phangan:
Attila Ott, a tour guide with over 10 years of experience, creates personalized content for his community, turning visitors into loyal advocates. From exclusive Facebook groups to personalized video memories, he’s excellent in emotional engagement.
Let’s rethink our approach—no more one-size-fits-all marketing. Personalize, connect, and inspire!
Will you be ready to make things zSofisticated?
📩 Stay up to date! Let’s make things #zSofisticated together! Subscribe to my newsletter for the latest AI trends and marketing insights: LinkedIn Newsletter or DM me for further consultation. More info: https://linktr.ee/zsofisticated
About the Author:
Let’s make things #zSofisticated!
Zsofia Raffa is a global digital marketing strategist with a journalist’s heart! With over 15 years of rocking the marketing world, she’s helped brands like Kodak, NVIDIA, Black Rock, and Lufthansa to shine digitally.
She’s all about turning data into stories that wow. As a regular newspaper writer, Zsofia knows how to make numbers turn into capturing attention. LinkedIn is her special field – she’s mastered the art of social selling, lead generation, and turning employees into brand ambassadors.
