Everyone is aware that online marketing is a crucial part of every business, especially for the tourism industry. That’s because online marketing does not only put the brand out there, or boost bookings, it also helps with customer-brand engagement which is vital for returning tours.
But here’s the thing:
Despite this abundance of resources, many tourism businesses still fail because their online marketing campaigns aren’t successful. Specifically, a recent study showed that 14% of businesses eventually fail due to poor marketing campaigns. But that does not have to include you, which is why it is important to know what’s being done wrong and what needs to be done right, whether you’re an agency, a tour operator, or even a destination marketing organization.
Is There a Right and Wrong Way to Conduct a Marketing Campaign?
First off, yes, there is a right way and a wrong way to run an online marketing campaign. It’s not a matter of spending money on ads or posting whatever on a whim.
A bad campaign can lead to wasted resources, damage your brand, and cause you to lose out on potential opportunities. So, let’s examine where the tourism industry is falling short.
- Lack of Clear Target Audience: Tourism companies often make one of the biggest mistakes by not identifying their potential customers. The tourism industry is huge, with various demographics and interests. There are travelers looking for adventure, luxury travelers, solo travelers, and families. So, before you go ahead to post ads and whatnot, ensure that you are targeting your kind of audience.
- Over-Reliance on Paid Ads: This is another common pitfall for the tourism industry. Here’s the bitter truth: paid advertising can work, but it’s a tiny part of a holistic marketing campaign. Truthfully, without a decent content strategy, organic engagement, and social proof, these ads probably won’t get you the long-term results you’re seeking.
- Not Leveraging Social Media Effectively: It’s not just about TV ads; social media is also a very powerful tool for tourism businesses. But most organizations either overlook it completely or do not leverage it strategically. If you don’t already know, your potential customers spend a lot of time on social media, so it is necessary to meet them where they are. But then again, posting pretty pictures of destinations is not the only thing. Engagement content like travel tips, behind-the-scenes content of your products & services, and interactive content such as polls or quizzes can engage your audience on social media platforms. In essence, make sure your social media tells a story and invites followers to envision themselves in that story.
- Ignoring Mobile Optimization: If you already have mobile site optimization, then this is not for you. But if you don’t, then this is another pitfall you’re making. According to Statista, in 2021, 54% of global internet traffic came from mobile devices. That means that if your website or booking platform isn’t mobile-friendly, you’re likely missing out on over 50% of your customers who are scrolling and booking on their phones. Your website must be mobile-friendly, easy to navigate, and, most of all, fast.
- Focusing Too Much on Discounts: Usually common among small tourism businesses; using discounts as a fast trick to increase sales can backfire pretty quickly, devaluing what you offer. It can also attract only bargain hunters who may never become your loyal clientele. Discounts and offers are great, but they are only effective as a short-term marketing strategy. What you should do instead is to highlight the unique value that your services bring and articulate that to your audience. Give travelers a reason to choose your company for something more than price.
You Now Know The Right Way: Don’t Do It Alone!
You may think you already know all the tips needed to begin: leverage social media, optimize your mobile website, or have a clear target audience, but it’s not enough. Regardless of the size of your business, you can quickly get overwhelmed if you’re running an online marketing campaign by yourself. Not only will that approach frequently result in burnout and blunders, but it can also result in another failed campaign.
Here are other reasons to get an expert’s help:
1. The Digital Marketing Landscape is Complex
Digital marketing is a very broad field, ranging from SEO (Search Engine Optimization), to paid media campaigns and social media management. When you try to do everything yourself, it backfires. But when you hire experts or work with a marketing agency, you get the benefit of their expertise and experience in executing campaigns.
2. Constantly Evolving Trends and Algorithms
Google’s search algorithms change often, as do the algorithms for social media platforms. This means that the hashtags that may have worked two weeks ago and drove your views up may do nothing this week. In reality, it takes time and effort to keep abreast of these new developments. So, working with experts or agencies means briefing at the top of the curve and keeping up with change.
3. Scaling Challenges
Marketing needs will increase as your business expands. What works as a marketing campaign for a small tourism business may not scale well when you grow. But when you work with experts, they can help you multiply your marketing efforts, letting you stay efficient and effective as you target new audiences.
Getting It Right with Clear Sky Tourism
If you’re trying to get your tourism marketing campaign right, look no further than Clear Sky Tourism. Clear Sky Tourism combines years of experience in the industry with a solid knowledge of digital marketing to know how to target and connect with travelers in today’s rabid and competitive environment.
We also have a record of assisting tourism firms in achieving their marketing objectives. Focusing on marketing the tourism industry, we create campaigns that are engaging and convert visitors into manageable customers.
If you are interested in taking your tourism marketing to the next level, Clear Sky Tourism is the right partner for you. Their knowledge and abilities and their desire to produce changing results make them an excellent selection for businesses that want to be successful in our aggressive communities.