Data & Demographics
Google analytics and data from social media platforms.
OnlineAdvocacy
Promoting New Mexico businesses & destinations
Contact New Mexico Nomad
Facebook
Local & Regional
The Facebook audience is a New Mexico fan club, with a strong local and regional footprint. This audience is already familiar with New Mexico. They are actively looking for places to go and things do, because most of them live here or visit frequently. Facebook is the best source for the "stay-cation" traveler.
The Facebook audience mirrors Facebook's overall composition. It is 61% female, with a strong local and regional following. Four of the top five markets are in New Mexico: Albuquerque, Santa Fe, Las Cruces, and Rio Rancho. El Paso is #5, followed by Phoenix. 77.3% of the audience is over 45.
The posts are a mix of culture, food, history, nature, travel, travel resources, outdoor recreation and activities. Followers use the page as a resource. There's a friendly, community vibe on the page. For example, if someone asks a random question, like where's the best green chile cheeseburger in Farmington, other people will quickly respond with suggestions. However, this responsiveness is why it is critical to be selective about partnerships. The word of mouth is gold when it is positive and disastrous when it is negative. This is why we are selective about campaign participation.
Twitter
National & International
The Twitter audience has over 100,000 followers. The impressions generated monthly grew rapidly compared to other platforms; however, that has changed over the last two years. The account has stagnated in terms of growth, with limited reach due to changes in the algorithm and revenue model.
The Twitter audience complements Facebook and Instagram in many ways. The audience is primarily 35-55, which fills out a crucial age bracket and Twitter expands the overall national and international reach dramatically. For example, there are more people from the UK, Canada, and Germany following New Mexico Nomad on Twitter than New Mexicans. That suggests that the Twitter audience has limited cross-over with Facebook and Instagram. The broad global reach allows New Mexico Nomad to introduce the Land of Enchantment to people who don't realize there is a state between Texas and Arizona and/or don't realize what New Mexico has to offer.
Instagram
Young & Active
The Instagram audience is younger than Twitter or Facebook, with a strong following under 35. New Mexico is well represented in the audience; however, there is a significant national and international audience as well.
Instagram is a mix of original content and featured photographers. Posts are often accompanied by micro-blogs. By presenting original content AND featuring other photographers, the Instagram gallery provides perspective through multiple lenses. This approach also facilitates better statewide coverage and representation.
Though Instagram hasn't been a component of Nomad marketing campaigns in the past, recent features, like live-streaming, Insta-stories, hyperlinked highlights and Instagram guides provide opportunities to leverage Instagram on behalf of the campaigns (lodging, dining, adventures/experiences, events, mercado).
Pinterest
Actionable Platform to Support Local Partners
With the launch of the Nomad Mercado, Pinterest is part of a larger strategy for driving more traffic to the website and to generate sales on behalf of vendors participating in the Nomad Mercado.
There are currently over 4,000 followers on Pinterest. Though the audience is small, the platform has been generating a steady stream of traffic. It has the potential to become another useful marketing tool. The goals for 2024 are to organize the boards, add the YouTube video content, and grow the overall audience.
YouTube
Integrating Video Content
Up to this point, YouTube has been a warehouse to embed video for articles and to share longer videos to Twitter. However, with all platforms emphasizing video, it is time to focus on developing video content.
There will be a 2-minute travel video monthly in 2024, as well as video content on behalf of destination and campaign partners. YouTube content will be integrated into the website and cross posted to all of the newer social media platforms.
Portfolio Diversification
Due to the changing social media landscape, New Mexico Nomad has branched out to numerous platforms over the last 18 months. Whereas it won't be feasible to maintain this many platforms with a steady stream of quality content for an extended period of time, it is a strategic maneuver to hedge against the volatility in the market. Some platforms will survive and develop a unique niche. Others will wane.NewMexicoNomad.com
The New Mexico Nomad website and newsletter are important components of the overall marketing strategy. The website is the core repository for content and the newsletter supports new campaigns and initiatives. Social media is the main source of traffic; however, organic search traffic has been consistently increasing.
Most of the articles are considered “evergreen.” They are meant to remain useful and relevant over an extended period of time. Occasional revisions or photo/video updates keep the content “fresh.” Furthermore, most of the articles are long-form, rather than abbreviated blogs, lists, or photos with captions. Conventional wisdom favors the short summaries, but there are people out there who enjoy reading and learning new things. Some of the most popular posts on the website are lengthy, like Pecos Pueblo and Gila Cliff Dwellings.
The website is structured to support the marketing campaigns and destination marketing. The sidebars parse content based on region, featuring additional resources and articles in the area. For example, articles related to anything around Gallup have a “Gallup sidebar,” citing Gallup lodging, dining, events, weather, and adventures. The businesses cited are based on businesses and artists participating in New Mexico Nomad marketing campaigns.
Nomad Newsletter
The newsletter is an effective way to let thousands of people know about new content, new campaigns, sales, specials, promotions, events, etc. Newsletters are sent quarterly, with two going out towards the end of the year to support holiday campaigns.
The newsletter is cross posted to social media platforms, which gets the information in front of more people and typically generates a flurry of new subscribers. The average open rate is over 35%, with an average click rate of over 9%. There are currently over 1700 people on the mailing list.
Nomad Mercado
Promoting art and products from New Mexico to a global audience.
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Testimonials
Working with New Mexico Nomad is a great partnership, We discuss direction and content strategy and let go. By allowing Nomad to control the narrative based on the audience’s needs, our messages are more authentic and tailored to create great engagement. In today’s social environment engagement is the new impressions, With New Mexico Nomad, it matters more than the great reach.
Andrew Phipps
Inn of the Mountain GodsNew Mexico Nomad not only provides people with all of the important need to know information about New Mexico and all of the special qualities about it that only a TRUE New Mexican would know but, it has been such a pleasure to work with Nomad. They are so supportive of my business and have made time to help out with other ways to improve my social media output.
Celina Grife
Celina's BiscochitosWith Nomad, you provide expectations, goals you want to set, etc. They bring intelligence, foresight and expertise to the table, making people feel like they're not being shoe-horned into a solution or a buy, but rather fitted for a custom-tailored one-of-a-kind masterpiece suit that will work for all occasions. The key with Nomad is that they strive to get in your head and think it through with you.
Bill Lunsford
BBDO South, AtlantaNM Nomad has taken my little leather shop from making 1-2 things at a time and turned it into a busy, self-functioning business. They have developed a web page and presence that was absent before. The coaching that I have received from them is beyond price. Good, solid, down to earth and to the point. Working with them in is by far the best decision I have made for Kestrel Leather. I look forward to many more years.