1. Introduce video into your marketing mix.
Video sharing continues to grow as one of the most powerful online marketing tools. The best thing about having a tourism business in 2017 is that video and travel experiences go hand in hand. Speaking of ’in hand’ you have a high definition video recording device with you 24/7, and I encourage all to use your smartphones to capture moments, testimonials, sunsets, sunrises, wildlife even your story and why you chose your destination and started your business in the first place!
2. Eliminate the disease to please everyone, everywhere on social media
Eliminating the disease to please others is a metaphor for life as much as it is for your social media networks. Trying to be on all networks and pleasing everyone we ended up attracting the wrong crowd and please no one. I encourage you to take the time to research what I call your IDV, Ideal Digital Visitor. Your ideal visitor is the customer you want to attract most to your business.
Go beyond age bracket and geographic location and think deeper about who that ONE person is. What does he/she do? What keeps them up at night? How can you help them? Thinking about who you want to attract in this way will not only help you define where you should focus your social media attention, it will help you produce more compelling content that speaks to them. And once you can make your visitors to your website or social profiles feels they are understood and that they matter, you are achieving digital greatness.
3. Digital attraction requires digital connection with your visitors AND your destination colleagues
Simon Sinek created a movement with his TED talk ‘Start With Why’ I encourage you to start with WE. We are all more than just a tourism business, traversing the visitor economy, we are destination educators first.
Having a destination first mentality is something I learned very early on in my international sales mission journey. No one will care about my tiny little eclectic regional experience until I describe the benefits of travelling to Australia first, then my state, then my city and only after I have shared the destination story I proceed to share my business story.
Never assume visitors know where you are and use tools like Facebook, Instagram and your smartphone video to create smart collaborations with your community. Givers gain, the more you promote others, the more you add value to your audience, the more you create leadership and influence in your community, the more you will be rewarded.
I have written an e-book about the top 10 marketing mistakes small business make (including myself) and how to overcome them. You are very welcome to download your copy here: Top 10 Marketing Mistakes Made by Small Business and How to Overcome Them
Thank you Despina, Tourism Tribe expert from Institute of Excellence for having shared those tips.