Last week, a small travel agency owner asked me about using Facebook to generate leads for a group tour that her agency is hosting. Does it still work, even after the algorithm changes? My answer is yes, it still works, but you need to have several key elements in place to make this successful for your company. To better answer her question, I decided to write up a case study here that explains what's involved.

We received an inbound marketing question comes from Mia Majors Mackey of Mackey Mouse Travel. She asks:

Facebook is making more changes and while people do see our posts we don't know that so we can't check ROI on posts as much. I need help getting new actual leads/emails for my newsletter so that I can build a good non-FB audience.

If you run a travel agency with a staff of in-house or independent travel advisors, a solid website lead generation program can be a great way to attract and retain your advisors, as well as keep the ones you have busy with profitable bookings. But many travel agency websites lack meaningful lead generation components.

The buyer's journey is the process a prospect who comes in contact with your website follows to go from awareness that they have a need or want, to consideration of possible solutions or options, and to finally making a decision to purchase the product or service you sell. Understanding your buyer's journey can help you create effective offers that encourage your website visitors to become leads, and your leads to schedule appointments so that they eventually become clients.