As a professional in the travel and tourism industry, you know the importance of having a digital marketing strategy specifically for the tourism sector. Keeping the business running and satisfied customers will always be a priority, but taking actions that involve prospecting new customers is essential to any business. With this in mind, we highlight good practices and digital marketing tips for tourism companies.
Digital Marketing Tips for Travel and Tourism Businesses
Be consistent with the visual identity
Visual identity is part of the branding strategy, that is, the management of your brand.
Have a brand visual style guideline. Define the elements that represent your brand such as shapes, colours, logos, style of photos. The easier it is for the consumer to recognize your business through visual elements, the better.
Have a colour palette and be consistent across social media, business cards, websites and ads. Avoid being represented with colours and shapes different from your official palette.
One way to create more efficient marketing messages is to use the concept of personas.
The persona is a detailed representation of your ideal customer and is very effective for content marketing and advertising strategies. We explain here how to create personas for tourism businesses.
Have a company website
Don’t rely solely on social media to be found online. Having an institutional website is essential to your online presence and you don’t need a very complex structure.
If you prefer, start simply, for example, with a single informational page which is called one page site. On your website, briefly present the company’s vision and values, explain about products and services, share customer references and include a contact form.
Your website needs to show credibility and professionalism to the user. For that, it needs to be visually pleasing, easy to navigate and with a responsive design for desktop and mobile.
Create content to attract customers
Content Marketing is an inbound strategy for digital marketing. By publishing relevant content for the traveller, you demonstrate knowledge about the market, bring your target audience closer to your business and map potential customers.
Develop strategies using the sales funnel concept and create content that addresses the travel buyer journey.
Implement SEO techniques
The term SEO stands for Search Engine Optimization. SEO strategies aim to improve your website’s ranking in online searches (eg. Google, Bing, Yandex, etc.) and includes a range of techniques from optimizing the site’s codes and images to text structure and content.
Here are some basic SEO tips:
Choose your keywords well (for websites and blogs)
The keyword is the term that represents the main subject of your text.
Always validate the search volume and the competitiveness of the keyword you want to use. When developing your text, also include synonyms and complementary terms. For example, travel agency and tour agency, gastronomy tourism and culinary tourism.
A very practical tool that we use for keyword research and SEO tips is Ubersuggest.
Improve your website speed
The user experience is compromised when the page takes too long to load. This is a critical factor that influences site ranking in the search results. A tip to gain speed on the site is to optimize the images, use cache plugins and CDN.
Use hashtags (for social media)
The use of hashtags (#) is an SEO strategy for social media. The hashtag helps to categorize your content to facilitate the search on social media such as Facebook, Instagram, Twitter, LinkedIn, and others.
For example, if my travel agency offers a food tourism experience, when posting this experience on Instagram I can use the hashtags like #foodtourism, #foodandroad, #travelforfood.
Interact on social media
In addition to being a channel where you can advertise your business and generate traffic to your website, social media gets you closer to your target audience and customers. This interaction also helps to validate your business personas.
You don’t need to be on all social media, but considering the travel and tourism industry, it is worth using at least Facebook and Instagram. Also, Facebook groups are great for getting to know your customers’ needs, many travellers seek advice and information on travel and tourism in these groups.
Remember what we talked about visual identity? When creating profiles on more than one social media, be consistent. Also, create an editorial calendar to plan and organize posts on each platform.
Encourage your customers to do online reviews
Nothing better than good reviews to strengthen your online reputation.
Send an email to your customer with a link to the review page, for example to Google My Business, Facebook, TripAdvisor, Booking, etc. It is very important that you manage these assessments and take action. Respond to comments and be constructive in case of negative reviews.
This is an excellent opportunity to approach people in a more assertive and personalized way.
Email marketing is a communication strategy through emails voluntarily provided by people who are interested in your content and services. Usually, people offer their emails through registration forms on the company’s website or when hiring services.
When implementing email marketing, spend some time on structuring and planning the content. This involves defining the frequency, time, style and message of the emails according to your persona. You can send different messages to each interest group according to your segmentation.
Build an email list and organize the contacts in groups with similar interests. Automate the sending of these emails with a specialized email marketing tool, for example, Mailchimp.
The most common types of email marketing for tourism companies are:
- Promotional email;
- Updates on the website or blog;
- Events and campaigns.
Paid Ads on Social Media and Search Engines (SEM)
Even if the site has a good ranking in search engines, paid traffic puts you in a prominent position in the search results. It is a good strategy for promotional campaigns and rapid growth.
The paid ads services most used by travel and tourism businesses are Google Ads, Facebook Ads and Instagram Ads. The choice between platforms depends on your persona, content and purpose of the ad.
You can choose between two main methods:
- CPC – Cost Per Click: You pay when someone clicks on your ad;
- CPM – Cost Per Thousand Impressions: You pay to reach a number of people whether or not someone clicked on your ad.
There is a difference between advertising on social media and advertising on search engines, known as SEM.
Social media ads allow you to target and segment your audience in a variety of ways and your ad appears to them when they access their profiles. In search engine marketing, to be found, it depends on the user to use the keywords you have defined.
Have a digital marketing strategy
Digital marketing is very dynamic, develop a digital marketing strategy and be up to date with good practices in the travel and tourism industry.