How to increase reach by Indirect Exposure

“Indirect Exposure” – How to reach a large amount of people and indirectly market yourself

Dear Team,

Today I want to share another method with you on reaching a large amount of people, besides creating an attractive post advertisement. The method I describe below does not ‘count’ as an advertisement, but it is a way to attract many potential clients!

If you did not read our previous blog about reaching a large amount of people – I invite you to take a look – it’s just a short read!

Anyway – the idea is this:

Content:
Many of the travelers in the group know nothing about Lisbon – so just sharing beautiful photos of the city, lists (like top 5, top 10 lists etc), Fun Facts and things like this, really makes them enthusiastic about the city and their upcoming trip.

Reach:
Because they are enthusiastic about this type of ‘neutral’ content (so not a direct ad), they start ‘sharing’ the post on FB, and they start tagging friends / family in the comments. This gives FB a huge signal that the post should be pushed to many people, and it can even grow to a reach that extends beyond the group.

Indirect Exposure for You:
Just the fact that it is your name or company name above the post, can make travelers curious to who you are and what you offer.

As you probably know; any type of exposure that brings your business to the forefront of a potential client is good exposure.

Here are some examples of how you can use this ‘indirect’ exposure;

You could post a list of your favorite restaurants / snack places with some pictures. In the comments you could mention something like; “Just a few of the delicious food stops we make on our tours ”. To complete such a post, you could add a photo of a must-try snack for example.
Did you know…? That [insert interesting history fact about a specific historic structure in Lisbon], along with some nice pictures of that structure.
Most popular day trips; A nice post with some inspiration about day trips from Lisbon. Again, coupled with some lovely pictures.

These types of posts give the traveler inspiration and make them enthusiastic about their trip, which therefore adds real value to them. This is a fantastic step to engaging with them about a possible tour or day trip, because you have already given them something.

Examples
To illustrate my point; you might have seen the post by the ‘Lisbon Travel Tips’ page, featuring a basic Top 10 Must See’s in Lisbon, and a ’10 Lisbon Gems’, both of which reached high numbers of exposure (see images).

I also wanted to note back to something I mentioned in my earlier post in this private group with tips on how to make an attractive advertisement, where I stated that: “Some people think that post exposure is based purely on luck. While there is some ‘luck’ involved with Facebook’s algorithm, there is a clear pattern that shows which posts generally do well, and which posts do not.”

Example (images)

Now, the images I attached to this post illustrate very well that Post Reach is not ‘just luck’, and that you can ‘manipulate’ this exposure by thinking about how you can create value for the travelers. Sometimes just a simple photo is enough! (see image number 3 & 4).

Hoping this could give you some more ideas on different approaches you can use.

Please note
In no way should you feel obligated to make such posts I am just posting this here because it might help you and give you some ideas!

Thanks for reading!