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The basics of digital marketing

Digital marketing is a broad term for marketing that is done through electronic means. There are many types of digital marketing and trying to keep on top of all of them can be daunting. We’ve put together a list of basic digital marketing tools that all tourism operators should know about. Having a good handle of each of these will set you in good stead to market your business.

 

Social Media

These days, we’re all on social media, so it’s no surprise that many businesses invest in being on top of our feeds. Social media is an excellent tool for speaking directly to your customers and for growing loyalty in your brand. Getting the most out of social media means being active on the right platform for your business. It’s also worth noting that every business doesn’t need to be on every platform. Understand where your target market spends their time and start there.

Tackle it today: Take a look at your page’s analytics across all of the platforms you’re using to promote your business. Are your posts getting good engagement? Are you attracting new followers, comments and likes? If not, it might be time to brainstorm a social media strategy.

 

Search Engine Optimisation (SEO)

SEO is adding information to your website to make it easier for a search engine to rank. If you find that your website isn’t getting the number of visits you’re expecting, the problem could be your SEO. Having the correct keywords to use will help your website rank higher and increase organic visits.

Tackle it today: Google yourself! (Go on, no one’s looking!) When you google keywords for your business (for example, “Noosa restaurant” or “Mornington Peninsula Caravan Park”, is your business listed on the first page of Google? If the answer is yes, keep up the good work – but if not, you may need to set yourself up with Google My Business or have a look at your website copy. Plugins like Yoast can make writing for SEO a piece of cake.

Search Engine Marketing (SEM)

SEM is paying a search engine to list your website higher in the results. Having the right keywords is very important when using SEM, as now you’re paying when a person to clicks through to your website. If your content does not match the search result perfectly, you may see a high bounce rate and lower sales.

Tackle it today: Ever noticed the top listings on Google sometimes have “Ad” in bold font before the URL? That means the business has paid for top billing, and they will be charged a fee when you click on that link. Google your competition to find out who’s paying for top billing in your area, it may help you make a decision about whether SEM is right for you.

 

Content Production

Having fresh and updated content can keep your website higher in the rankings, and inform and entice your audience. Newer content helps build trust with customers. If you compare an article that is four years old to something published last month, which seems more relevant?

Tackle it today: Consistency is key in content production. Take an audit of the content you share across your platforms (email, website, social media) – is it consistent? Do you use the same branding elements across your content: colours, design, typography, tone of voice? Design app Canva makes it easy for businesses to create consistently branded content, from beginners to seasoned-marketers.

 

Email Marketing

Delivering content directly to your customers via email is a fantastic way to generate repeat business. Once you have done the hard work of getting the first sale, email can keep them coming back for more.

Tackle it today: Are you growing your email database? Give visitors to your website a chance to opt-in to your newsletter with a form on your website. You can usually create forms on your email marketing service like MailChimp which generate a code you can paste on your website.

 

Need help with digital marketing for your tourism business? Tourism Accelerator leads strategy, digital and trade marketing through one-on-one coaching and outsourced management. Get in touch today, we’d love to help.

Hayden Zammit

Hayden Zammit

Hayden is the Director of Tourism Accelerator and leads tourism strategy, digital marketing and online training for small businesses.