Whether businesses are aiming to engage and draw in visitors from the UK or overseas, the tourism industry continues to be one of the most highly competitive. With so many voices in the marketplace, it’s essential that your business can be heard above the rest and is providing a reason for potential visitors or customers to visit your business.
To gain an edge in the competitive market, it is possible for tourism businesses to provide a differentiated experience through the use of relevant, engaging and inspiring content. The right content experience can make a traveller’s planning process simpler, their journey easier to manage, and their overall experience more enjoyable. It also means they are more likely to visit your business or buy from you while they are in the area.
While the details of a content marketing strategy for a tourism business can differ due to the product or service you are offering, the basics are very similar. To help you get started, we have outlined the most important points to allow your business to take the right steps towards implementing an effective content marketing strategy.
Identify your ideal customers
Regardless of whether you are a multi-national hotel chain or a boutique bed and breakfast, it’s important to identify your ideal customers.
This will help you to build up a picture of what they might be searching for, where they might be searching, what purchasing decisions they might make and what barriers they might have to purchase. It will also help you to identify demographical and geographical information, as well as any special interests and behaviours that potential visitors might have.
This information not only helps you to plan content that resonates with your ideal customers but will also become invaluable when sharing content in the right places and promoting posts on social media for specific campaigns.
Provide target audiences with helpful tips or advice
By improving a potential customers’ experience in the planning and research stages of their visit, with content on your website and social media platforms, your business is able build up a relationship of trust with your ideal customers. This will likely see them place a preference on your business over others that aren’t going out of their way to improve a potential customer’s experience.
Content that offers advice is content that addresses a particular pain point or point of interest that might affect buying behaviour. For example, if a potential customer is looking to visit the Scottish Highlands and you are an outdoor adventure business, it would be helpful to provide them with relevant content about the area, information on outdoor activities in the area, recommendations for places to stay, instructions for getting to the region via different modes of transport etc. This content could then be shared on social media platforms and distributed to the wider marketplace.
Eventually, a business should be aiming for a comprehensive content marketing strategy that encompasses elements such as gated content (where visitors provide their email address in exchange for a guide or useful downloadable), an email marketing strategy which can deliver information on your business and relevant seasonal deals, and a robust social media strategy to engage existing customers and pull in new ones.
Search Engine Position
By ensuring your content contains relevant keywords for topics your audience are likely to be researching prior to booking, during the booking process and following the booking process (at each stage of the buyer’s funnel), you are more likely to acquire leads.
Regular posting of content is beneficial for search marketing, since the search engines consider a business more relevant when it is seen to be continuously evolving with relevant, targeted content. In simple terms, the more quality content you post, the more likely you are to rank for key search terms and be rewarded with a higher position in the search engine. This should also be coupled with a robust technical search marketing strategy, that ensures your website is set up correctly to compete effectively in the search engines.
Sell an experience with great photography
A picture can express a thousand words, especially within the tourism industry. Therefore, it’s worth investing in some good quality photography of your business and the surrounding area to really sell the best features around you.
Good photography is also invaluable when it comes to Facebook advertising, social media cover images and various other types of content – show your business in its best light!
Visitors are looking to be inspired. If you can do that and help them envisage themselves in your region before they travel, you are more likely to attract relevant leads into your business.
Ask influencers to endorse you
As consumers, we tend to buy on recommendation from someone we trust or admire. There are a few approaches to implementing an influencer strategy for your business, but the first is working in partnership with travel bloggers to allow them to experience your business and post about it to their network of followers.
Another easy example would be harnessing the buying powers of those who have already experienced your business through user-generated content. This is where businesses share previous customers’ content, such as Instagram images. These can easily be integrated into your website and be used on your own social platforms.
Call to actions
When you’ve generated your content and you’re all set to share it with target customers, some tourism businesses fall at the last hurdle by not including relevant call to actions. A customer might read your blog post but if there is no direct link to buy your service or enquire for more information, it might be a waste of time. Don’t forget to think about where you are driving your customers – your content should serve a purpose.
If you would like to discuss how to implement your content strategy to draw in more visitors to your area, please get in touch with the team at Wired Studio who would be happy to answer any questions you might have.