Coming up with a digital marketing campaign for your tour and activity company can be intimidating. It’s hard to know how to start.
But if you take it one step at a time, you’ll have a plan in no time.
First, sit down, take a step back, and decide what your goals are for the next few months.
Is your goal to get more bookings? Or do you simply want to get more Instagram followers? Do you want more people to be talking about your tour company online? Ask yourselves these questions, and decide what your tour company needs most at this moment and what the aim of your marketing campaign will be.
Once you have an idea of its purpose, you can decide how to best achieve your goal.
If your goal is to get bookings, perhaps a blog is what your marketing campaign should focus on. A great way to start a blog is to write about your location. People always say to write what you know, and as a tour operator, you’re an expert on your location.
If there’s something that you think tourists to your destination might be curious about and Google before their trip, then you want to write a blog post about that topic. Hopefully your post will come up in travelers’ searches and bring your target audience to your website.
You want to make sure to use keyword writing in your blog posts. Here are some quick tips to get you started:
Use keywords in your article’s title
If you’re writing a blog post about the 10 best breweries in Chicago, don’t title it anything other than what it is and what people will probably be searching for.
Pick just a couple of keyword phrases to focus on throughout the blog post instead of covering the article with different keywords.
In the Chicago brewery case, you want to just make sure it says best breweries and best breweries in Chicago throughout the blog post. Don’t bother coming up with synonyms or other keywords that you think people might search for as well. Focus on one thing at a time.
Use keywords throughout the blog post, but be sure to definitely use your keywords in the first 200 words.
If your marketing campaign goal is to get people talking about your company or following you on your social media platforms, then you want to share really great and high quality content on social media. You don’t need an expensive camera or a professional photographer to fulfill this goal. I recently wrote a guide for how to take high quality photos with an iPhone.
In 2012, 42% of all content shared on Facebook was travel-related. If you produce great content on Facebook, people will want to share it with their friends. Additionally, 87% of users under 34 use Facebook to find inspiration for where to travel, so getting people talking about your company on Facebook will also lead to bookings.
Overall, consistency is key when it comes to a marketing campaign. Set your goals, and come up with a plan that involves either blog posts or social media posts on a regular basis. Don’t set a goal that is too ambitious. You know what you can handle. If you’re a very busy tour operator with little time to spend online, set a goal that you will post on Facebook and Instagram once a week or write a blog post once a month.
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