Online Marketing for Leisure Websites: A Guide for Online Marketers

People are discovering the delights of virtual shopping more than ever before. According to HubSpot Blogs research, 66% of buyers say they made a purchase from a leisure website because they were feeling nostalgic, while 28% cited the desire to find something specific.

If you’re an online marketer for a leisure website, you’ll want to keep up with the latest trends while also ensuring your ads are engaging and compelling enough to encourage trial, conversion, and repeat visits.

What is a Leisure Website?

Traditional websites are designed for product sales and directed to consumers who are looking for a specific item. Leisure websites, on the other hand, are more broad and appeal to people who are not necessarily searching for a product or service.

Instead of driving consumers to a retail website to buy a specific product, a leisure website can encourage them to browse the site and consider making a purchase at any point during their visit.

Many online retailers, such as Shopbop, Nordstrom, and Victoria Beckham, have created websites specifically for the luxury goods industry. These websites often have a strong presence on social media and engage with their audience through blogs, videos, and interactive features.

In many ways, a luxury website is similar to a traditional retail website. However, instead of selling a product, the business sells an experience, whether it’s a cruise ship tour or a fashion show.

Why is Generating Leads so Important?

According to HubSpot Blogs research, only 7% of marketers said they’re extremely confident about the quality of leads they generate. That’s compared to 80% who feel moderate and 13% who are not too sure.

It’s clear there’s significant room for improvement when it comes to lead generation. Fortunately, there are tactics you can employ to increase the likelihood of generating leads that are both qualified and profitable.

Make Sure Your Website is Mobile-Friendly

Even if you have the best offers and the most gorgeous websites in the world, they’ll be of no use if your customers can’t easily access them on the go.

Since smartphones and tablets have taken over our lives, it’s vital that websites are mobile-friendly. This means ensuring the text, images, and videos on your website are being displayed correctly on every screen size.

In addition to mobile-friendliness, you also need to make sure your website loads quickly on every device. This will certainly help increase your conversion rates and encourage trial and repeat visits from potential customers.

Optimize Your Blog for SEO

If you’re running a blog on your website, you need to ensure it’s being optimized for search engines like Google.

The content you post on your blog will determine its rank- just remember, content is king.

To best practice SEO, you’ll want to follow the Google SEO guide for creating and running a successful blog. Doing this will ensure your content is relevant to your target audience, and it will allow you to build credibility and trust as a source of valuable information.

Use Search Engine Marketing (SEM) For Ads

Depending on your advertising budget, you may decide to spend money on ads that appear above the organic results in search engines. This is known as paid search or search engine marketing (SEM).

If your budget allows, you can integrate search ads with your other marketing channels and gain better reach with keywords plus.

There are many reasons why search ads are a great fit for digital marketers. To begin with, there’s no cost to run ads, and you can target the right audience, whether they’re in your local area or around the world. In addition, you can choose to run display ads that will act as small billboards in the search engine results pages (SERPs).

Pay Attention to Analytics

Having an analytics tool connected to your website means you can track the performance of all your marketing efforts in real-time. Without this level of data, you’ll have a tough time improving your game and growing your business.

Using analytics from Google, Bing, and other search engines, you’ll be able to discover the best performing content, find out which strategies are generating the most leads, and track the performance of all your marketing and sales efforts over time.

The key to making the most of analytics is by regularly reviewing the data. This way, you’ll be able to identify what’s working and what needs to be adjusted to meet the demands of your target audience. Never get stuck in a rut with analytics, as it can be difficult to figure out what’s causing a particular trend or pattern in the data without some guidance.

How Do I Get Started With Online Marketing?

If you’re new to marketing online or if you just want to improve the efficiency of your in-house marketing team, start by taking a look at our primer on digital marketing.

From there, you can determine what type of marketing role you’ll need to take on and begin building a plan to get things done. If you want to get fancy, you can also find an ebook or online course that’ll help you develop your marketing strategy.

The Three Basic Roles In Digital Marketing

Just because you’ve decided to enter the world of marketing does not mean you have to specialize in all things digital. In fact, there are three basic roles you can take on.

Firstly, you can be the strategic marketer who drives the overall strategy for the organization and helps to set the direction for marketing activities. Your scope of work may include defining the vision for the company, creating an online marketing strategy, and measuring the success of your efforts.

Next, you can be the operational marketer, who is responsible for implementing the strategy and day-to-day management of the program. This means you’ll be responsible for tasks such as creating marketing plans, analyzing metrics, and optimizing website content. While it might seem like a full-time job, at least you’ll have the satisfaction of knowing your efforts are helping a company achieve its goals.

Last but not least, you can take on the role of a market researcher and assess customer needs, wants, and behaviors to create new products and services. The good thing about this field is that it can utilize a variety of methods to get the information you need, so you can become extremely skilled at gathering data and using various tools to analyze it.

With the basics out of the way, you can dive into more in-depth roles and responsibilities that are specific to digital marketing. For example, if you’re strategizing the future of the company’s marketing plan, you might become the digital marketing strategist or digital marketing coach.

Become An Expert In Analytics

If you’ve decided to get into online marketing, you’ll undoubtedly be asked to analyze data and report on the results. While this might not seem like a difficult task, it can at times be quite challenging to understand the significance of certain metrics or figures. Doing this without proper training can be very difficult, and it’s something you’ll have to get used to.

Thankfully, there are a variety of tools online that can assist you in doing this. For example, Google Analytics, Marketo’s HubSpot Analytics, and Kissmetrics are just some of the many tools designed to make analyzing data easier. With these tools, you can track the performance of all your marketing efforts across every platform, including but not limited to websites, social media, email campaigns, and mobile apps. In addition, you can use the data you collect to determine the success of your marketing strategies.

Further Specializations In Digital Marketing

Once you have the basics down, you can begin pursuing a career in digital marketing and start specializing in a particular aspect such as content marketing or SEO.

If you choose to go down the content marketing path, you’ll be responsible for creating unique, valuable content that’ll draw, entertain, and educate your target audience. While creating high-quality content can be difficult, if you follow the right steps and use the right tools, it’s not too difficult to achieve excellence. Some of the steps you might consider taking include¬†